Daniella Johnston

‘Myloxyloto’ is the only text on the front cover. It references an instrument suggesting it is a bands album. The name is completely random, and the fact that it isn’t even a word means we only associated with the band, allowing easy recognition.

There is no identity of the band Coldplay on the entire digipack. This is because their previous albums are quite morbid whereas for this one they wanted to do something different and shock their audience/change their perceptions. It also makes it more confusing for the audience as they have no idea who’s it is, enticing them to buy it to find out.

Overall, this digipack is aimed a wide audience of both females and males. It challenges our expectations of an indie rock band album and is eye catching, unique and quirky, opening a new market of audience to the band.

Because there is a lot going on, the back cover is simplistic and only consists of the track listing, showing that the music is the most important feature.

There is no image of the band on the whole pack either, making it more exciting, drawing the audience in. They don’t advertise their image as they are already so successful and their main focus is the music and not how they look.

The artwork throughout the pack is fun and vibrant. We can see text and small images/abstract patterns. It looks like it has been spray-painted and this with the neon colours are clear references to graphite, which can be associated with the stereotype of messy, rebellious teenagers. As these types of people are typically fans of indie rock music, it suggests that could be one of the main genres within the album. Although it looks like graphite, we get the impression it has been done on a computer because of the quality of it telling us that Coldplay are a modern band which are in touch with modern technology. The front cover doesn’t use the rule of thirds as there is so much going on. The band wants us to focus on all of it rather than a certain area.

The spiral disk artwork follows the theme of the colourful and fun approach to this album. Looking at it for long enough makes you feel dizzy which has connotations to taking drugs/being drunk, relating to the wide and rebellious stereotype linked with teens and young adults.

The same font is used throughout. The background remains the focus of our attention because the text is thin and unfilled. However the colour white contrasts with the background so it is still noticeable. It looks like bubble writing referencing graphite again, and linking it to the artistic ability of young adults and teens whom we would associate it with.