Evaluation: Question 2

In what ways is the branding coherent? Why does it all look like it's for the same band?

One of the big themes across the music video, digipak and the magazine advert is that all 3 use primarily 3 main colors - black, red and white. I decided to use this color scheme through out all pieces as I believe it to be a powerful color scheme, and have tremendous impact on the audience.

Jack White (of The White Stripes) said this about the color scheme, which was also used in his band: "the White Stripes' colors were always red, white and black. It came from peppermint candy. I also think they are the most powerful color combination of all time, from a Coca-Cola can to a Nazi banner. Those colors strike chords with people. In Japan, they are honorable colors. When you see a bride in a white gown, you immediately see innocence in that. Red is anger and passion. It is also sexual. And black is the absence of all that."

These colors appear through out each bit of advertising to keep the product coherent and to help the audience and potential customers associate these colors with the band, and making the band stand out more in a record store or on TV.

The images used on the digipak are also used in the advertisement and are taken directly from the music video - this also keeps the product coherent and allows the products to be associated together by audiences. If you see one, the idea is that you recognize it again when seeing another linked advertisement. Keeping the clothes, setting and colors the same in the images was very important to me, and the only change in the color scheme comes in the disk quarter of the digipak - this is to make the disk stand out and seem highlighted and important.

The audience were able to associate the products together with ease as a result of the house style I have used. I feel more entropic elements such as the unusual clothing that the band has also help the band to stick out and be memorable.

One thing that does differ slightly from the digipak and advertisement is the font type I have used. For example, helevicta was used mainly but in places different fonts have been use that are not as associated with part of the actual product - such as reviews on the advert and thank yous on the digipak.