Album Artwork: Why Design Matters

We don’t just buy records based on what we hear, but what we see. According to research, colours, images and even shapes influence our decision-making, so let’s take a closer look at how this works in the context of album artwork.

Appeal

The more appeal that your artwork has, the bigger the chance that it pulls someone who’s unfamiliar with your music in. If someone digs your music and your artwork, chances are they’ll buy some of your merch too. This is why it’s a good idea to take some time to think about your (or your band’s) image. In other words, what you represent and how you want to come across to the world at large. Here, creating mood boards can be really helpful — just make sure not to fill it with nothing but other people’s album covers, but different fonts, colourways, interesting shapes and photographs you find interesting. In addition to clear communication, these things can really help guide a graphic artist when they’re not sure what you’re looking for.

Develop Your Own Style

From standing out in record bins and online playlists to popping out of the review pages in music magazines, there are plenty of reasons why you would want your albums to be visually striking. What’s more, just like your music, your artwork might have a certain style. Some bands can be recognised based on album artwork alone. Tool’s album art philosophy back in the nineties is a great example of a signature style that definitely stood out but also matched the band’s signature sound. This even extends to their music videos.

Don’t Forget the Packaging

It’s not just the design that’s important. The way your album is packaged matters too, especially in combination with the actual artwork. For example, you might decide that the artwork crosses over to the edges of the case or the back cover to literally create a more coherent whole. You could even have a hole cut into the case that reveals a specific element. Or, if you’re having vinyl records pressed, it can be interesting to explore the colour options of the vinyl itself. What’s more satisfying than pulling a white record out of a (mostly) white sleeve?

Merchandising

When working on the artwork for an upcoming release, it’s important to factor in your merchandising. I’m talking about posters, T-shirts, tote bags, buttons…you name it. Your artwork also has to work for everything that’s not a CD or vinyl record. Giving your entire range of merch the same ‘theme’ can go a long way towards your recognisability — and usually makes production cheaper too. While you’re at it, don’t forget about your backdrop and gig banners.

Leave Some Things to the Pros

The names Klaus Voormann and Edward J. Repka probably won’t ring a bell for you, but both partly owe their success to the artwork they’ve designed. In fact, Voormann helped design the Beatles’ record Revolver, while Repka was responsible for the cover art of various metal bands, most notably Megadeth. Designing artwork is a craft, so if you don’t have a knack for it yourself, it’s recommended to hire a professional. If you know exactly what you want, you can also split the job in half, where you come up with the design and you have someone else turn it into a proper, high-quality product. After all, it’s important that your designs are properly prepped for printing since printing companies work with templates for the different products that are printed. Graphic designers at the printer can help you to ensure that everything is correctly prepared.

Photography and Typography

Nine times out of ten, everyone who looks at your album spots the cover art first. But the artwork is more than just what’s on the front. Photography and typography also play an important role when it comes to the look and feel of your product. It’s the coherence between the various elements that sort of makes or breaks the graphic design. Everything we’ve looked at so far also applies here, so think carefully about the impression that you want to leave, and let this be reflected in everything you create. Just don’t forget that apart from the feeling you want to evoke, your artwork also has an informative function, so readability matters. Beautiful but incomprehensible fonts are basically a no-go.