The image below is of a digipak of the deluxe edition of the album titled 'Loud' by female R&B artist Rihanna. The digipak consists of 3 compartments and contains 2 discs, one of which is a CD and holds all of the mp3 tracks on the album and one of which is a DVD which is a bonus DVD containing footage of the 'Making of Loud'.
The designers of the front cover of the digipak for Rihanna's album 'Loud' have successfully stuck to the typical conventions of a digipak by putting an image of the artist on the album cover. The key feature that caught my attention was the colour of the Rihanna's hair in the image on the front cover. Her hair is a bright red vibrant colour which is accompanied by her red lipstick accentuating her beauty, and drawing in the viewers attention. The colour red is consistently used as the colour scheme throughout the digipak. Her lively red hair is definitely a primary factor contributing towards her star persona as it makes her unique and different to other artists. It is a different look to what she had when she had released her previous album 'Rated R'. It represents her as energetic and 'full of life' which is further accentuated through the genre of music on the album. This bright and 'loud' shade of red suggests to the audience that the album may contain songs from a specific genre, particularly Pop and Dance, because these genres are often represented by intense and radiant colours, either in the music videos or on the album covers or digipaks. The red lipstick brings in a separate theme of love and seduction which can also suggest that there may be other genres of music on the album such as R&B. The colour of Rihanna's hair also correlates with the floral theme used for the album. The inside of the digipak has an image of the artist laying down in a field of roses, which are most commonly known to be red.
As we can see in the promotional poster of Rihanna's 'Loud' album above, the designers has kept to the colour scheme by sticking with different shades of red to compliment the colour scheme of the digipak. Again, the use of bright and lively colours helps the viewers to grasp an idea of what genre of music may appear on the album. However, the composition of the artist in the image on the poster shows a more elegant, yet seductive side of her personality, in contrast to the energetic and loud side, which can also be used to determine what genre of songs may appear on the album. This can be seen as quite an effective thing because it demonstrates how diverse Rihanna actually is, not just in terms of her personality, but in terms of the genre of songs that she can sing. The more tranquil side of Rihanna is demonstrated through the song 'Caifornia King Bed' which features on the album, the more seductive side is demonstrated through the song 'Skin', which is also on the album and other songs such as 'Only Girl (In The World)' and 'S&M' elicit the lively and wild side of her. The promo poster also includes textual elements as well which is essential in informing the target audience about the release date and the information about the album. The font used in the poster has been kept very simple, which contradicts the idea of the album name which is 'Loud' because the font isn't bold and doesn't draw as much attention. The typography has been positioned at the bottom of the poster. This ensures that the image of Rihanna is still the main focus of the poster, whilst communicating with the audience to give sufficient information.
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