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Audience Feedback Evaluation Video- Album Cover 2

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An audience feedback video clip from an interview at the evaluation stage.

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We learned a lot from this round of audience feedback. The best thing we discovered was that our target audience did indeed like our album cover, which helped us decide that it was likely an overall success. They cited the overall style and design of the digipak, which worked really well to convey the spirit of the artist, which is one that they enjoy, so it seems like we achieved good design both in terms of theory and just looking nice.

Some people had no improvements for the album cover and even said they would buy the music based on it, and mentioned that the band members were very recognisable- however, we also had people mention that it was a bit too bright for them, despite being part of the target audience and otherwise liking the colour scheme. We were trying to use more colours than the average album cover, so this is potentially another area where we overstepped the mark when it came to ambition, but one which we did not manage to correct with audience feedback in time.

Still, overall, the digipak was well-received by those we showed it to, and seemed to serve its function well while also looking good stylistically, leading us to have a positive reflection on it.

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Below are some clips from an interview with the same person as the construction interview shown earlier in this webtool.

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Below are some clips from an interview with the same person as the construction interview shown earlier in this webtool.

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Audience Feedback Evaluation Video- Album Cover 1

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A video clip from an interview we did to gather audience feedback on our album cover at the evaluation stage.

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For the evaluation, with all of the busiest phases of the project behind us, we wanted to sit down and get our audience's full thoughts and opinions, and so we took the time to record them on video in controlled conditions, and then interview them directly afterwards. This resulted in more well-thought-out and slower-paced commentary which gave us ample information to reflect on every aspect of our digipak, and thus better make decisions on what exactly we had created. We managed to talk to some of the same people we had before to see what they now thought.

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The front of "California Nights" by Best Coast. We wanted to make sure we were adopting the right features of our influences like this one, such as a strong yet simple colour scheme and having the artist visible to some degree.

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The front of "California Nights" by Best Coast. We wanted to make sure we were adopting the right features of our influences like this one, such as a strong yet simple colour scheme and having the artist visible to some degree.

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Click to enlarge.

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We needed to appeal to our audience with our aesthetic and conventions and so on, but also just have a good-looking album cover. Feedback told us that the target audience did indeed like our colourful digipak- plus, the feedback we received informed our choices, bringing them more in line with some of our influences than previously.

An example of this would be when audience feedback confirmed certain decisions, which we were mulling over anyway and were often on the fence about- one such thing would be the mid-shot lineup of the entire band, mentioned at the bottom of the 'Research & Planning' section of this webtool. Audience members liked seeing the personality of our band members- thus, the new line-up works a lot better for our album cover than previous more zoomed-in iterations with band members isolated from each other, and is more similar to the Best Coast album from earlier in this webtool, as well as other influences such as the New Young Pony Club one below, which display more of the artist's body. We kept this style as a result of feedback, as we now knew we were on the right track.

We also found out that the audience did correctly identify who was being targeted- them, and the rest of their age and gender groups, which also signified to us that we were doing the right things.

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During the construction phase, we were very busy- we were shooting and editing the music video alongside creating both the digipak and website. Thus we opted for quick audio recordings, as they allowed us to capture all the information and content we needed in the form of what the target audience was actually saying, just without the body language and so on that video would allow, but also without the extra set-up and time needed to film each conversation.

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The front of "Fantastic Playroom" by New Young Pony Club. We adopted a similar, more zoomed-out line-up by the end of the construction phase thanks to audience feedback.

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The front of "Fantastic Playroom" by New Young Pony Club. We adopted a similar, more zoomed-out line-up by the end of the construction phase thanks to audience feedback.

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Click to enlarge.

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Fantastic Playroom by New Young Pony Club Album Cover

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An amended flatplan after a round of feedback. Click to enlarge,

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An amended flatplan after a round of feedback. Click to enlarge,

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As you can see, we drew a new front and back cover on the back of the same sheet as the old flatplan, as it is an updated version of it. We have shown more of the band's fashion and thus the album's mood and aesthetic by bringing the entire group to the front and moving out to a midclose-up shot. This also fixed the design issue we were having too. The final flatplan took this improved version's design philosophy even further by lining everyone up in a full midshot- something we may not have done without this feedback.

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One early flatplan for the front and back of our DigiPak. Click to enlarge.

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One early flatplan for the front and back of our DigiPak. Click to enlarge.

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This ended up changing for a few reasons. As per the feedback shown above, we needed to show off more of the mood of the album. Just showing the singer's face neglects her fashion, which is a great vehicle for aesthetic and mood, as does moving the rest of the band and their fashion to the back. Additionally, the band members on the back were too small and insignificant for most people we asked.

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The reason we sought feedback after the main bulk of the project, i.e. in the evaluation stage, was to see if we had created a compelling digipak. As mentioned throughout this webtool, style and design was often a sticking point for this product, either in theoretical terms because of aesthetic and uses and gratifications, or in simple design terms. Thus, we had to reflect on the digipak and see if any kinks had indeed been ironed out through a combination of audience feedback and hard work, or if we hadn't yet perfected our vision. It was important to check if we had reached our goals and aims, rather than just writing off the product or even the whole project without any reflection or measure of success. We wanted to see if people liked our digipak album cover and if it was fulfilling its purposes.

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During construction, we sought feedback to further improve on what we were creating. We had the whole digipak in a single Photoshop file, so we could easily correct and tweak anything we wanted as soon as we received feedback and agreed upon its implementation. We wanted to see if our improved flatplan translated to a good digipak now that it was actually taking shape as a four-panel .PSD file.

Blumler and Katz did work on uses and gratifications, and created a theory which states that the audience is more likely to choose a media product if it fulfils certain criteria, which in the case of an album cover includes informing them about the band and allowing them to relate and aspire to the artist, and so we wanted to make sure our album cover was doing these things.

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Another piece of feedback, on the design of our current front cover:

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Another piece of feedback, on the design of our current front cover:

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Click to enlarge.

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DigiPak Practical Feedback Survey Answer

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One piece of feedback, on the ideal album cover in the Indie Pop genre:

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One piece of feedback, on the ideal album cover in the Indie Pop genre:

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Click to enlarge.

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DigiPak Theoretical Feedback Survey Answer

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We received feedback both on the theory behind our album cover, i.e. on whether or not it fulfilled what they were looking for, whether it showed off the aesthetic, and so on, but also practical feedback, on the audience's opinions of what would simply look better from a basic design standpoint. Both of these things were useful in their own way- from the former, we learned that people wanted a summary of the mood and aesthetic of the band in an easy-to-read and concise package, so they would know if they are looking at an Indie Pop album they would enjoy. From the latter, we learned that we were maybe being too out-there with our design, and that we should tone it down in a 'less is more' approach.

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As with the music video, we used a survey to gather some feedback. We uploaded images showcasing some of our ideas to Imgur, an image hosting and sharing website, and used this to give people on our SurveyMonkey survey access to what they were feeding back on. This was the easiest way for us, as it allowed us to organise all of what we wanted to show people into one place, and then show everyone the same link, rather than physically walking each audience member through each piece of content every time.

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After establishing our genre through general and music video audience feedback, we did independent research into what album covers of our chosen type should be like. This didn't require feedback in and of itself in the same way as the general and music video part of this project phase, but after amassing some ideas we did need feedback on these, so we could learn if our ideas would be received well by our target audience. We had also looked at other band's albums by this point, and adopted features from those- we wanted to see if we had adopted the features which had made those albums so attractive to the target audience.