Take That-Digipak analysis.

Holly Taylor

Front Cover.The band Take That’s focus genre is Pop music and so their target demographic is their already pre established fan base, which consists of women aged 30+ as well as a new established target audience whose ages consist of 15+ mainly females, however their music is also appealing to males as well because of the relatable themes of their music and lyrics.

The front cover of the digipak features a

long shot of each five band members in

different body positions. The long shot

helps to show the band in a sense of

unity together. The long shot of the

band also helps to highlight each band

member for the audience to see as they

aren’t all stood in a regular line making

direct address with the audience. The

band members are each stood side on

from the audience in an “evolution” style

position. The evolution style position is

symbolic of the fact that the band have

evolved in their music style as well as

personally as this is the first album to

feature Robbie Williams since he left

the band. The evolution position begins

with Gary Barlow who is the main

singer of the band in a crouched

position. The fact that the line up begins

with Gary suggests that he is the central

leader and the foundations of the

band’s dynamic. Situated in the middle

and in central focus is Robbie Williams,

this suggests that since his return to the

group, Robbie has become the main

focus and primary interest for the

audience, as well as suggesting that he

is the central leader and front man of

the group and so is therefore situated in

the centre of the line up to establish his

leadership.

The background of the album cover is

a plain, but vibrant yellow colour. The

yellow colour is luminous and

attention grabbing and is therefore

appealing for audiences when the CD

is featured on the shelves inside

music shops. The brightness of the

yellow background connotates a

sense of: intellect, freshness and joy.

The intellect is established to suggest

that the band’s new music has more

deep and meaningful lyrics for the

audience to relate to, in comparison

to the typical more faster paced pop

music Take That are typically known

for. The freshness aspect of the

album is also established through the

luminous aspect of the yellow colour

used on the background to suggest

that the band have reinvented

themselves with Robbie having re-

joined the group and their album has

a hint of freshness to it. The joy

aspect that the yellow background

connotates is also related to some of

the tracks which feature on the

album, such as one called: Happy

Now. This is therefore established for

the audience through the

connotations the bright colour yellow

has.

The band’s name and the title of the album are all in the

font: sans serif. The sans serif font creates an informal

feel towards the album, which is shown through the fact

that the band member’s often interact with their fan base

and are well established within the music industry for

their music to generate a wide interest with the

audience. The sans serif font also connotates a sense of

youthfulness with the album, which relates to how

they’ve gone back to how they began with the original

line up, suggesting that the band feels youthful again in

their music.

CD and inside. The CD is plain without the band’s

name situated on it. This suggests

that the band are well established

enough to not have to have their

name across their CD, however,

the band has their logo situated on

the right of the CD. Their logo is

small in size and blends with the

background colours of the CD, as

their logo is only small scale, it

suggests that the band are easily

recognised just from their logo and

the front album cover.

On the inside of the digipak

features this image which has

the same consistent colour

scheme with that of the CD.

The colours blend in with one

another and therefore further

illustrate the “progress” aspect

of the band’s album name, as

the colours appear to progress

in darkness from the vibrant

yellow tones to more dark

yellows and eventually a bright

red which further blends

towards a dark red colour.

Colour Scheme:The bright yellow: The bright yellow colour has

connotations of freshness, joy and intellect which is

prevalent through the freshness of the band’s

rejuvenated line up complete with all original members.

Darker yellow: The darker yellow colour connotates a

sense of progression, which symbolises the fact that

some of the tracks on the CD are more sombre and not

as bright and joyful as the brighter yellow colour

suggests.

Lighter red:The light red colour has connotations of: joy, sexuality,

passion, sensitivity, and love. These representations are

shown through the music tracks that feature on the CD,

for example, the aspect of passion is presented through

the fact that the album features tracks with quite

passionate name titles such as the rhetorical: What do

you want from me?

Dark red:Dark red is associated with vigor, willpower, rage, anger,

leadership, courage, longing, malice, and wrath. The

aspect of leadership is shown through the fact that one of

the lead members: Robbie Williams has rejoined the

group and so a united sense of leadership has been

established through Gary Barlow and Robbie Williams

leading the group.

Back of the CD digipakThe barcode is

located towards the

top left hand side of

the back of the

digipak, which is

positioned to not

detract the focus

from the tracklist and

information that the

rest of the back of

the digipak consists

of.

Information such as

the band’s name,

record label and title of

the album are situated

on the left side third of

the back of the CD

digipak. This is

positioned here to

further illustrate the

band’s name and

album name

The band’s logo is positioned

towards the bottom left of the back of

the CD digipak, this is because it is

easily identifiable for their established

target audience when purchasing the

CD.

The track list

features towards the

left side third of the

back of the CD

digipak and

therefore is easily

readable when

someone picks up

the CD. The font is

sans serif and is

therefore denotating

a informal and

youthful feel towards

the tracks and is

therefore attracting a

wider target

audience.