Digipak Analaysis

• The front cover of Florence and the Machine's first album is really eye catching - not because of bright colours or eccentric patterns, but because it is unique. The visual of the lungs on the outside of her body is something that people don't see everyday, and this will come across as weird and different - however it appeals to her audience.
• The flowers behind her and the dress she's wearing represent a sort of raw beauty - a beauty found within yourself (with reference to the lungs here?). The font at the top of the album cover can also reflect this, with it being quite feminine and simple but really effective; it stands out on the dark background, it's the first thing you see when you look at the album cover and the swirly font looks like the handwriting of a young girl - this may represent this raw beauty but also innocence, possibly even vulnerability, as though she is laying herself open (explaining the lungs being visible).
• The photo itself has been edited to enhance her pale skin, making her hair and the lungs stand out against it. This will make it more noticeable to the audience, and will again have the audience thinking that this album cover isn't like others. Her pale skin can also represent purity, that she doesn't have anything to hide and she is, again, innocent. Her hair is tied up simply and loosely, as though she has done it in a rush. This makes her seem more natural; again going with the vulnerable theme where she isn't pretending to be something that she isn't, that this is her completely bare. This can also create a connection with the audience, where they feel as though she is opening up to them and so they will accept her as an honest person. 
• Her pose makes it seem as though she lying down amongst flowers and birds, among nature. With the natural beauty, this doesn't seem strange but in fact seems almost right. Nature can also represent fresh air, which can be tied in with her lungs and why they are visible to the audience. 
• The generally dull colour scheme makes her skin and the dress stand out to the audience - if they scanned a shelf of albums this would most likely stand out to people. As a potential buyer looks closer they will then notice the lungs, and the nature scene behind her. This will capture people's attention and get them thinking various questions, why can I see her lungs? Where is she? How did she get so pale? All these questions will keep people thinking about the album cover and therefore the album, which is exactly what artists want. 

• The back cover is quite similar from the front. Although the colour has gone and is replaced with a monchrome scheme it has a mainly dark background and is dominated by a large pale/white . However, the sketching of a pair of lungs and the numerical annotations are reflective of the weird and unique front cover of the album. The white drawing contrasts to the black background, and this is the same for the song list. 
• The lungs takes up most of the room on the back cover, and this draws the attention to it. It helps the audience to keep the idea of lungs in their mind, and therefore the album will stay in their mind too. The fact that the annotations don't have any descriptions to it can leave a sense of mystery attached to the album; the audience that Florence and the Machine attracts would most likely find this intriguing and exciting - something that my audience would like too. 
• The song list is also in white, so that it is easily read by the audience. It isn't in a vertical list which is rather different to most artists, and this layout choice allows more room for the lungs drawing. This also suggests that the focus isn't so much on the songs themselves but on the actual album - after all the album is what needs to sell the most, not singles. 
• With the lack of an image of Florence on the back, the audience may feel disconnected from the album - however, with the image that is present it represents something deeper within her; something that she needs to live. The presence of lungs could be in reference to how she needs music to breath, that she writes songs to live. With this perspective the audience would feel that she is reaching out to them on a higher level than just eye contact; it's this kind of thinking that her audience (as well as mine) would have. 

• The CD cover for this album is contrasting with the cover; the saturation and hue of the CD cover is bright, orange and it stands out amongst the rest of the artwork on the album. The imagery is of a person squeezing a fig, and from the angle of the shot it seems as though that person is a child. This is interesting in that figs are known to be very prominent in religious contexts, and this album has a lot of religious undertones (as do a lot of Florence and the Machine's album). In the Bible, the fig is known as the Tree of Life, which reflects the idea that the front cover of the lungs represents life and beauty. 
• The white writing of 'LUNGS' over the image on the CD is to remind the audience of the name of the album, although it's in white so as not to come across too strongly to the audience. This is because 'lungs' is written on the front cover of the album and is referred to with the sketch of the lungs on the back cover and so the artist may not want the audience to feel overwhelmed. It's in capitals and defined by being between two white lines to try and stand out from the back image however, because it needs to be read but it doesn't want to take all the attention away from the CD imagery and the pull out.
• The pull out is similar to the front cover; dark colours with sections of white and paler colours to try and stand out. The context of the imagery - this girl being on someones shoulders at a concert of some sort - really contrasts with the rest of the album; having no direct link to lungs or life, this image stands out because it doesn't entirely make sense. She isn't looking into the camera, which makes it seem more natural and 'in the moment' rather than posed and forced. You can't see her face either which begs the question, who is this girl? She has similar hair and skin colour to Florence, but we can't know for sure (bringing mystery to the album, again). 
• The relevance of the imagery on the pull out could be suggesting a carefree lifestyle, that she is 'breathing' metaphorically in that she is happy and enjoying the moment. This is something that the audience for the album would appreciate, as they too enjoy period where they can let go and 'breath'. 
• Behind the CD is more artwork; although not clearly seen it seems to be an image of flowers similar to those on the front cover. This synergises with the cover because it links through nature and beauty - and then the fig on the CD in front also synergises with the idea of nature - and with the theme of life (through religious contexts).