Analysis of Kanye West Digipak

     We decided to analyse a digipak by Kanye West as his music fits in with our genre, we used his album 808’s Heartbreak. The digipak is so simple and he has not even needed to use strong branding like Wiz as his name is not on the digipak, showing he is so well known just through the picture you know exactly who it is. The picture of the crushed heart suggest that it will be full of emotion and links to the title ‘heartbreak’ showing that the simple image can convey a lot and you do not need to have too much going on. The pale grey colour keeps it simple and plain and does not distract the audience from the main image of him and the crumpled heart.

     When looking more closely you notice that the crumpled heart is a deflated balloon, keeping Kanye’s childish playful side but subtly, it could also suggest that this heartache stemmed from childhood. The audience can then relate to heartfelt experiences they may have had and makes them feel like they have a connection with Kanye, making them listen to and buy his music.

     Kanye is dressed in a suit, this allows all classes to respect and look up to Kanye West as a role model. However, his more specific target market would be Hip Hop and R ‘n’ B listeners. The multi-coloured rainbow coming from Kanye’s heart suggests he is spilling out his emotions and this again uses the idea that the listener will feel connected to Kanye and persuades people to buy the album as he has not just thrown together an album but has created a heartfelt story almost.

     The structure of the digipak is very conventional with two folds and three squares of card, linking again to the simplicity of it all.

  

     Kanye’s digipak conveys a lot of meaning and this is the idea we are going for on our album as we are having simplistic ideas with a deeper meaning to it, so we will look further into Kanye’s digipak as it is very similar to our idea.