Digipak Analysis - Prism, Katy Perry

Digipak Analysis - Prism, Katy Perry

The most noticeable element of this digipak is the hologram effect used for the cardboard. The choice to use this effect is unique and interesting and has multiple advantages. Being holographic means that it reflects different colours of light, which is particularly useful at making it stand out on shelves in stores and at home. It also makes it seem more artistic and collectible as a digipak. The hologram effect is also relevant to the branding of the album, Prism being the title, because scientifically prisms are able to split light into its different colours; the hologram effect produces a similar multicoloured light illusion. 

The font used for the name of the album is simple and bold, and it has a prominent, central position on the front of the packaging. The font used is also very unique and reflective of the album name as well - the misaligned lines which make up the album name could connote what happens to a single beam of light if it were to be shined onto a prism: it is refracted. The unique design of the album name is important in order for the buyers to identify the album as the one they wish to buy. 

The image on the front of the album is the artiste - this is a typical feature of the pop genre, since this genre often focuses on selling the artiste to the audience even more so than their music; it is the tours which make the most money. Since Katy Perry is an artiste whose demographic includes a younger audience, it is appropriate that the album cover contains nothing explicit such as extreme violence or nudity. In this situation, it is arguable that the artiste has reached the other end of their demographic spectrum by appearing naked, yet still covered, on the front of the album. This voyeuristic element suggests that while the artiste's songs may be mostly clean and appropriate for younger audiences, she is not innocent or immature and therefore still relevant to older audiences too. 

In the background of the digipak front cover, there are flowers and plants. This natural imagery is also effective at portraying a natural theme, matching the prism and its ability to refract natural light.

The digipak used is a standard four-panel digipak which opens up like a book. Inside, the holographic-effect cardboard is continued ensuring the productt looks high quality and well finished. A further two images of the artiste are displayed, one of which is displayed behind the plastic disc holder (making use of all space on the digipak; an economic and environmental benefit). The photos reflect the same natural theme as seen on the front cover. It is worth noting here that there is no text on the inside of the casing. 

The CD itself appears very basic, however seeing that plain CDs have a natural holographic reflection to them, its simplicity is ideal in this situation. Katy Perry's name and the album title is clearly printed on the disc, keeping the branding for the album consistent and bold. The track names and numbers are also featured on the CD; it could be argued that this feature is simply a traditional one, since it bears no function when the CD is being played (arguably when the track information is needed the most). To add to this, there appears to be a sticker displaying the 'Prism' album logo which comes as a bonus with the purchase of the digipak. This is an ideal collectible for the artiste's listeners, and also helps to promote the artiste in the likely instance that a fan chooses to display the sticker somewhere. 

The reverse of the digipak is where the important information is such as the copyright information, the barcode, the record company details and the song numbers and titles. This compulsory information was probably kept on the back of the design so that the artwork on the front and on the inside is not altered or ruined (they are ugly features to say the least). Again, the hologram effect is continued and another image of the artiste in the same field of flowers is shown, as to keep to the theme. The song titles are arranged in a very unique and creative way in the shape of a triangle; the shape of a prism. The triangular shape is used throughout the album and branding design. Another cleverly designed aspect of the back cover is the scarf that Katy Perry is wearing: it veers off and spreads out in the wind and it is multicoloured, thus resembling the exiting light beam of the light-refracting prism itself.  

Overall, I think that the most impressive aspect of this digipak design is the consistency of the album theme displayed throughout the design; the use of the triangles, the hologram effect and the theme of nature and overall, prisms. The design is effective at selling the artiste and promotes itself in creative ways, for instance the eye-catching hologram effect and the bonus sticker that comes with the purchase of the album. The design has features which addresses Katy Perry's whole demographic.