The Lana Del Rey digipak is for the 'Born to Die' album, this is the same album the magazine advert I analysed promoted, this is also one of the music videos I analysed. Because of this I'm going to take note of the synergy across each product and analyse the use of synergy. This digipak features the same image that was on the magazine advert, it's a close up of the artist making direct eye contact, this promotes her image and allows her audience to take in her costume/make up to establish her 'look'. This image is square unlike the magazine advert and therefore has more background featured in the shot, the image is shot with high key lighting connoting a brightness about Lana Del Rey and suggests that she's very clear with her music and what it means, this contradicts the video as it had implicit conceptual elements that held a deeper meaning. In terms of digipaks only one other artist has used a close up and it was an artist who has the same sub genre (pop) and is of the same sex as Lana Del Rey.

 

The text on panel 1 and 2 is a sans serif font all in uppercase letters, allowing audiences to see clearly and also to keep in with Del Reys style since the same was done in the magazine advert for the album. The use of a white shirt connotes innocence and purity however this contradicts the red lipstick as it connotes sexuality and often red is linked with lust, this juxtaposition creates a more complex image/style for Lana Del Rey and keeps the audience interesting and wanting to learn more about her. All text on panels 1,2 and 3 are in either white or blue, this on the front cover (panel 1) creates an inverted text effect and reinforces her simplistic style, which is then carried over onto the song titles that are written in the same font/colour as the album title linking the two together.

 

The third panel features the actual CD, the name of the artist isn't featured on the CD perhaps suggesting she wants to focus on the music and what it portrays instead of focusing on her name and image once again. Instead of using her image she chooses to put three roses on the CD, deep red in colour they connote romance and beauty, perhaps representative of Lana Del Reys tracks featured on the album. The use of flowers also presents the idea that the CD is her gift to her audience since flowers are traditionally given as gifts, primarily to women who would in all likelihood make up the majority of her target audience.

 

Unlike the other digipaks I have analysed previously this one had a pull out booklet, I don't think we plan to make a booklet however I think it'd be beneficial to look at digipaks featuring booklets in case we decide to include one. This particular booklet features the song lyrics to all the tracks on the album, this will allow her audience to see the actual lyrics therefore understanding them better and also allowing them to read into the meanings and connect with her more through her music (Uses and Gratifications: Personal Identity). The text inside the booklet although of the same font is in black, this is different to the rest of the album and likely done for practical purposes instead of a style choice as if all the text was in the light blue on the front then there may be issues with how easy it is to read and understand for her audience. This shows she's practical as well as creative in her music and connotes flexibility with how she does her job.