Sigma: Life - Digipak and Magazine Advertisement Deconstruction

Sigma: Life - Digipak and Magazine Advertisement Deconstruction

Focus Group

"I love the fact that the illustrations can be linked to the songs, album title and the meaning behind the whole production. It shows depth and makes me believe that the artists have worked as hard as they say they have through interviews and I want to support artists who work for their success."

"I do like the artwork of the album but considering nearly all of Sigma's music videos are bright and just full of electric energy, as are their songs, I think the black was a bad choice even if it does help highlight the detail of the illustrations."

"I think that dance music is quite modern and often EDM artists use pictures with crisp, sharp lines that project the modern use of technology to create outstanding beats. The fact Sigma (being on of the most influential dance duos of late) have gone for a classic style of what reminds me of an almost indie/alternative album cover is slightly confusing but endearing at the same time and shows that they want to be unique from other artists from the same scene."

Lessons to be Learnt

• Highly important to include all of the conventions of a typical album cover artwork, e.g. album title.
• Complex designs with in-depth meanings can be effective when understood by the audience.
• Important to think about how you want the audience to perceive the artist and their values shown through their music. How can my artist's personality be shown through the promotional materials.
• Brand recognition is vital so it is a good idea to use familiar themes, symbols and images that connect your promotional materials to the artist and themselves. It might be worth using the same font as in your music video and the album artwork.
• If we chose to superimpose text or logos onto the image we are using, it is important to think about the colour choice of the image and the text, e.g. will they go? It is also important to think about the positioning of the text, will it be obscured by the colours of the image or will the text block key aspects of the image?