The font looks similar to that of a type writer, which implies Ed writes all his songs alone, giving him authenticity- an element of Indie genre. His name is much bigger than all the other font, this is so the first aspect an individual will see is his name- a typical convention of digipak adverts for recognisability.

In small white font the same as all the above, features the popular songs that had been on the top charts the year of the album release. This is a typical convention of digipak adverts as the audience/ possible buyers may be more enticed to buy the album, due to the recognisable content.

The release date is in a contrasting black colour against the orange background and white font. To have an album release date is a typical convention of digipak adverts. The black font is effective as it instantly draws attention.

The symbol of a paw is shown next to Sheeran’s name, this is a symbol that is shown across his work- particularly noticeable on his guitar. This effectively promoting him as an artist. Many artists tend to use a symbol or occurrence across their work.

The image of Sheeran’s face dominates the poster, making it the most eye-catching part of the advert, as he is the unique selling point of why individuals would buy the digipak. The overall theme of the advert mirrors the exact same theme as the digipak. This is an effective way of promoting as when the album is released people will instantly identify it.

The close up of a drawn picture by Philip Butah, suggests Sheeran takes in to account the artistry of other people, making him a down to earth person. The realism of the drawing is an element that conveys the indie genre, as it is genuine and independent. It also suggests to the audience Sheeran had a genuine persona as he has not constructed his own image.

The direct address garbs the audience’s attention, creating a captivating effect for them to buy the album and be immersed in the advert. The serious stare also implies Sheeran takes his work seriously. To have an artist central to the poster is a typical convention of digipaks adverts as it is the main selling point.

The orange background may be a reference to Sheeran’s iconic ginger hair, as he is well-known for this style. This reference gives the audience a sense of his persona and image.

Sheeran has included the numeric sign ‘+’ instead of the worded as his album name. This creates an effective logo that matches his image. When people see the sign plus they will automatically think of Ed Sheeran.

The website link below is Ed Sheerans music site. Here the audience are able to see his other platforms via cross-promotion and view his content online. This is generally a typical convention of digipak adverts to emphasise the selling point.

The institution and label logos are printed on the bottom right. This is a typical convention of digipak adverts to promote the institution and the other artists featured.