Le Vivian T2020
Le Vivian T2020
by
Vivian Le
A THESIS
submitted to
Honors College
in partial fulfillment of
the requirements for the
degree of
Vivian Le for the degree of Honors Baccalaureate of Science in Accounting and Business
Information Systems presented on May 29, 2020. Title: Visual Metaphors on Album Covers: An
Analysis into Graphic Design’s Effectiveness at Conveying Music Genres.
Abstract approved:_____________________________________________________
Ryann Reynolds-McIlnay
The rise of digital streaming has largely impacted the way the average listener consumes music.
Consequentially, while the role of album art has evolved to meet the changes in music technology,
it is hard to measure the effect of digital streaming on modern album art. This research seeks to
determine whether or not graphic design still plays a role in marketing information about the music,
such as its genre, to the consumer. It does so through two studies: 1. A computer visual analysis
that measures color dominance of an image, and 2. A mixed-design lab experiment with volunteer
participants who attempt to assess the genre of a given album. Findings from the first study show
that color scheme models created from album samples cannot be used to predict the genre of an
album. Further findings from the second theory show that consumers pay a significant amount of
attention to album covers, enough to be able to correctly assess the genre of an album most of the
time.
Key Words: album, music, marketing, album covers, album design, symbol, color, genre, art
by
Vivian Le
A THESIS
submitted to
Honors College
in partial fulfillment of
the requirements for the
degree of
APPROVED:
_____________________________________________________________________
Ryann Reynolds-McIlnay, Mentor, representing the School of Marketing, Analytics and Design,
Marketing and Merchandising Management
_____________________________________________________________________
Andrea Marks, Committee Member, representing the School of Marketing, Analytics and
Design, Design
_____________________________________________________________________
Robert Santelli, Committee Member, representing the School of Music, Popular Music and
Performing Arts
_____________________________________________________________________
Toni Doolen, Dean, Oregon State University Honors College
I understand that my project will become part of the permanent collection of Oregon State
University, Honors College. My signature below authorizes release of my project to any reader
upon request.
_____________________________________________________________________
Vivian Le, Author
TABLE OF CONTENTS
ACKOWLEDGEMENTS....………………………………………………………………………8
INTRODUCTION …....…………………………………………………………………………...9
LITERATURE REVIEW...............................................................................................................10
A. METHODOLOGY ......................................................................................................19
B. ANALYSIS..................................................................................................................22
D. LIMITATIONS............................................................................................................27
A. METHODOLOGY ......................................................................................................27
C. DISCUSSION..............................................................................................................32
D. LIMITATIONS............................................................................................................36
CONCLUSION..............................................................................................................................37
APPENDICES ...............................................................................................................................40
REFERENCES ..............................................................................................................................77
ACKNOWLEDGEMENTS
I would like to thank the members of my committee for their support on this project: Dr. Ryann
Reynolds-McIlnay, Andrea Marks, and Robert Santelli.
I am especially grateful to my mentor, Dr. Reynolds-McIlnay, for her ongoing support and
expertise during the research period, for her time and knowledge while walking me through
various data analysis processes, and for the amount of effort she put into helping me edit my
thesis. This research endeavor and thesis would not exist without her continual support and
mentorship.
I am thankful for the Honors College at Oregon State University for providing me the
opportunity to finish this thesis and for granting me the DeLoach Work Scholarship which
assisted me in research costs.
I am also indebted to every student who helped participate in my experiment as part of this
research project. This project would not have been complete without their help.
Lastly, I would like to thank my mom and dad for their love and support throughout this entire
process. Your sacrifices have made me who I am, and I owe everything to you.
INTRODUCTION
Music labels increase the sale of albums through numerous marketing methods. Perhaps
the most memorable method is through the development of eye-catching, visual designs on
album covers. This method was most relevant during the decades in which the physical sales of
Album art conveys both subtle and explicit information to the customer. Information such
as the name of the artist and album work together with the graphics of the album cover to
provide consumers a more comprehensive understanding of the music contained within each
album. The artwork featured on albums can lead consumers into better understanding implicit
aspects, such as the genre, based solely on the album cover itself. This allows for an increase in
music discovery within a listener’s preferred genre. As a result, an album cover can be a
When streaming became the most dominant form of music consumption in 2015, the
marketing aspect of album art may have diminished. From 2016 to 2017, there was a 58.7%
overall increase for on-demand audio platforms such as Spotify or Apple Music (Nielsen
Holdings, 2017). This occurred concurrently with the decline of physical album sales, which
There has not been much research focusing specifically on the design of album art
created after the rise of digital streaming. This mixed method research seeks to determine
whether album art remains a relevant way of conveying information about music to consumers,
utilizing two different methods of data collection across two studies. While both methods allow
for the analysis of quantitative data, the first study measures the color similarities of album
covers based on various genres using hex codes. The second study verifies whether the average
listener can determine the genre of contemporary albums based on the graphics displayed on
album covers.
The role of album covers has evolved alongside the evolution of the music industry.
Album art has become less influential in selling physical albums. Instead, album covers have
focused more around selling the artists’ image in a way that allows for an increase in
merchandise sales. This research seeks to provide context to this notion and to clarify the role
album art currently plays in an industry driven by music streaming. Although a large body of
research exists within the fields of music and graphic design, a limited quantity of this research
has been dedicated to studying the various aspects of album cover art. Now, I discuss the history
and foundational concepts of album art and propose two hypotheses that are tested in two
studies.
developed during the early 20th century. Starting in the 1910s, flat disc phonographs began to
replace wax cylinders, which previously were the earliest medium for producing and storing
commercial music (University of California, Santa Barbara, 2005). Wax cylinders had the
disadvantage of having a limited surface area; as a result, albums were only identified using
small slips of paper enclosed within the packaging. Flat disc technology provided an increased
surface area – the early discs design had a diameter of 10” (Library of Congress, n.d.). Packaging
at this point allowed for basic images, “… the title of the selection, and the composer, all pressed
into glossy black surface of the disc…” (Library of Congress, n.d.). Record stores further
innovated the process of customizing record sleeves, though this was limited to classical records
(Jones & Sorger, 1999). These classical records often required more than one disc for each
album due to the average length of a live classical concert. As a result, a sturdier type of paper
was used as an all-encompassing sleeve for the complete album. This heavier material allowed
for the printing of portraits and scenes depicting the composters or performing artists directly
onto the outside album cover itself (Jones & Sorger, 1999). Thus, the concept of album art was
born.
The evolution of album art continues as a result of new music recording technology. In
1948, Columbia Records developed the Long Play record (The Vintage Record, 2014). Printed
onto vinyl instead of shellac, this format of music consumption increased the size of the disc
from 10” to 12” in diameter. Vinyl also had a more delicate surface than shellac, which caused
album packaging to change. The paper sleeve used for shellac discs “damaged the delicate
grooves on LPs, [so] record companies started using a folded-over board format sleeve”
(Chilton, 2019, p. 3). Cardboard allowed for a greater variety of colors, prints, and designs on the
cover, facilitating room for experimentation and creativity among album designers.
Jazz albums became the first genre in which creative experimentation by graphic
designers was first noticed by consumers. A variety of factors contributed to jazz’s role in
helping the music industry realize the importance of the artwork featured on albums: Firstly, jazz
gained extreme popularity during the 1950s, which coincided with the development of LP
recording technology. Secondly, it was around this time that “record stores shifted from having
their products located behind the counter with their thin spines outward to an arrangement where
customers were allowed to browse through racks of colorful record jackets” (Dougherty, 2006, p.
48). Another factor had to do with the unique nature of jazz. Instrumental jazz did not contain
lyrics that had to be printed on album covers. This provided album covers with more space to
experiment with design. It also changed the behavior of consumers. People looking for new
music were now more inclined to physically pick up albums so that they could “gain some
insight about the mood, tone, and style of the music inside” (Dougherty, 2006, p. 48).
Lastly, part of jazz’s increasing reputation for featuring unique and colorful album art
involved the racial tensions prominent in the 1950s. “[Jazz] needed to be packaged so that—in
accordance with the rules of an aestheticized consumption economy—what was sold was not
merely recorded sound, but the suggestion of a whole lifestyle” (Voelz, 2017, p. 7). This was
because of jazz’s distinct association with urban, black musicians. Visually, in order to sell to
white listeners, jazz album covers evolved to hide any connotations of jazz being a racialized
genre (Voelz, 2017). Jazz albums that successfully went mainstream at this time often had covers
relating to abstract art rather than portraits of the black musicians. Many of jazz’s most iconic
album covers were designed by white designers such as Andy Warhol. “It is crucial to emphasize
that the increased importance of the visual dimension of the jazz art world was from the start
involved in the frictions of a racist, overwhelmingly segregated society” (Voelz, 2017, p. 11).
Overall, the jazz era became another significant era for the development of album art
covers. Graphic designers discovered a new medium for their artwork, one with ample design
space and fewer physical restrictions. The added emphasis of album artwork provided demand
for creative designers. Record labels started to recognize the importance of album artwork as a
marketing signal to potential consumers. These effects cumulated in the era of rock music, which
produced some of the most influential and recognizable album covers of all time.
LP sales peaked in the 1960s and the 1970s. This was a period where rock music
dominated not only airwaves and album sales but also impacted American society as a whole.
This era is also the point in which album art fully crosses over into the world of fine art.
Fitzgerald (2010) argues that the tipping point for album art came when famous artists, such as
Peter Blake and Hipnogsis, started bringing conceptual art into the world of music. This was the
time when album covers became more “culturally relevant” and “influential [in] imagery” than
any paintings from the fine art world as “no artist could have enough exhibition to rival the
exposure of even a moderate-selling LP” (p. 110). This is reflected in the prices of developing
album art covers as well. The Beatles’ debut album Please Please Me cost £400 to develop and
record. In contrast, their album Sgt. Pepper’s Lonely Hearts Club Band cost £1500 for the cover
According to Alleyne (2014), “the modest concepts and meager budgets generally
characterizing the medium’s early years were largely replaced in the rock realm from the mid-
1960s by visual ambitions that mirrored musicians’ aspirations” (p. 251). Throughout the rock
era, musicians became more than their music. Often, they embodied extreme fame and were
idolized in ways that jazz musicians from the 1940s and 1950s were not. The positive feedback
loop of fame and influence further extended the cultural and artistic impact of album covers. The
impact of rock album art influences LP sales to this day. According to the 2017 Nielsen Year-
End Music Report, the Beatles’ Sgt. Pepper’s Lonely Hearts Club Band, the Beatles’ Abbey
Road, and Pink Floyd’s Dark Side Of The Moon all took spots on the Top 10 vinyl album sales
With the established theory that music technology directly influences the development of
album art, the introduction of the CD contributed to the decline of album art’s importance. CDs
shrunk the size of the canvas from 12” inches in diameter to 5” inches of space, which “imposed
unwelcome physical restrictions on graphic artists, making album art less significant from that
point onwards and with reduced audience impact” (Alleyne, 2014, p. 258). The jewel box
method of packaging CDs also left much to be desired. No longer could graphic artists
experiment with different papers, inserts, cuts, raised typography, or gate pockets. “The CD
jewel box has virtually eliminated the ‘browsability’ of the product – where you’d be looking at
the graphics that attract you to pick up the package” (Jones, 1999, p. 90). At the same time, the
price of an album doubled, which changed consumer behavior (Ochs, 1996). Expensive albums
meant that customers started to purchase only music albums from well-known and familiar
artists. Album art lost its role as a facilitator of new music discovery. Thus, album art began to
Graphic designers agree that album art has embodied many roles throughout its
evolution. These roles not only influenced branding and advertisement culture, but also
influenced pop culture and societal values. The average consumer may assume that album art is
only a way for artists to visually showcase their music. However, album art has three main roles:
advertisement, accompaniment, and emerging product. The impact of digital music and
streaming further complicates the role that album art plays in the modern era.
Firstly, album art offers a method for music labels to advertise the music contained in
each record. The album cover industry parallels that of book covers. As a Music Editor at
COLORSXSTUDIOS, Shah (2017) observed that “the artwork adorning the [album] sleeve is
essentially the equivalent to a book’s front cover”. D’Astous found that the attractiveness of a
book cover had a “statistically significant impact on the readers’ interest and can be used to
influence people’s interest” in an unfamiliar book (Gudinavičius, 2016, p. 432). Further research
found that the package of a product can significantly influence the level at which people perceive
a product’s quality. This effect still holds true for products that can be subjective in judgement,
Secondly, album art serves as an accompaniment to the music it is associated with (Inglis,
2001). Album art often incorporates information such as the musician or band name, song titles,
and sometimes, lyrics within the art itself. Because of this, typography plays a significant role
within album art design. Album art also often contain photographs or artistic depictions of the
musician or performers. This adds another way in which album art is intertwined with the music
itself. This role of album art makes the album covers “not a superfluous thing to be discarded
during the act of listening, but an integral component of the listening which assists and expands
Lastly, album art can become a product or merchandise in its own right. The impact of
fine art becoming featured on album covers helped ensure album art’s new role as a commercial
product. This is especially relevant in accompanying sales to albums. Items such as posters,
shirts, and other merchandise must be correlated or designed with the current album art in mind.
The discussion so far has conveyed that the purpose of album art and the ways in which it
has evolved parallel to every significant change in music technology. Previous research utilizing
self-organizing maps and artificial intelligence has shown some similarities between certain
genres based only on image features, such as color or the usage of portraits and objects within
the cover itself (Mayer, 2011, p. 8). However, this research was conducted before the rise of
digital streaming and did not differentiate between albums created during different eras of music
technology. Thus, I hypothesize that the various visual elements of albums created after 2015 are
As album art has an ever-changing and nuanced role in the music industry, the evolution of
music technology and music consumption directly influence the progression of album designs.
Defining the traditional roles of album art provides context to understanding the current function
The advent of streaming came roughly five years after the invention of digital music
services such as iTunes. Compared to the previous timeline given for the evolution of music
technology, the jump from buying digital music to streaming digital music occurred fairly
quickly. Digital streaming requires media companies to maintain large libraries of content, to
which consumers can rent or buy access (Datta, Knox, & Bronnenberg, 2017). Streaming often
occurs at a fixed, non-binding, and monthly payment model, providing a large advantage to
consumers who want to explore new media without having to pay extra for that privilege. Digital
streaming achieved its status as the most common method to consume music in 2015 (Nielsen
Holdings, 2015).
Digital streaming and, to an extent, the invention of digital music distribution ultimately
affected the distribution and influence of album art in two different ways. First, the popularity of
digital music meant that the size of the album art canvas shrunk once more from 5 inches of
space to size constraints that varied on each consumer’s distinct device. “[S]creen size,
resolution, bandwidth, browser type, connection speed, computer display type, HTML, and many
other new elements provide the constraints on the visual means by which music is delivered to
consumers” (Jones, 1999, p. 94). This initially posed effects upon album art similar to the effects
noted from the transition from vinyl LPs to CDs – a decreased importance on album art as a way
to visually brand the musician and the reduction of album covers’ role as an art product itself.
Second, the rise in digital streaming facilitated an increase in music consumption overall,
increasing the rate at which album art is consumed and distributed. Because consumers now pay
so little in order to access a large library, musicians make much less revenue from each song sale
compared to any other generation of musicians that came before the digital era (Ingham, 2019).
This means that the majority of music profits now come from live performances and
merchandise sales. A study of online streaming found that the average consumer’s total music
consumption increased about 63% in the six months after the adoption of a streaming service
such as Spotify (Datta, Knox, & Bronnenberg, 2017). The ease of digital distribution means that
the number of musicians distributing their music is at an all-time high. No longer do musicians
need a record label to front the cost of distributing their physical albums to record stores.
Consequentially, artists must find ways in order to differentiate themselves so that fans
are willing to pay to see them live and for merchandise. While previous album art facilitated the
sale of music, the primary goal of modern album art has changed, as illustrated by Skelton
(2017):
“A strong visual identity gives fans something tangible to grasp onto during a
time when most music consumption happens digitally. A fan with a Spotify
subscription doesn't need to buy records, but they might choose to if they have an
emotional attachment to the cover art and want a physical memento of their
consumers to invest in the artist’s visual brand. Modern merchandise and concerts often center
around the initial album design itself. In a world of digital streaming, a strong and cohesive
visual brand can increase profits for musician. As the pressure to sell merchandise and live
concerts alongside the streaming distribution of albums has increased the necessity to utilize
cohesive visual cues on the album art itself, I hypothesize that modern consumers pay attention
to contemporary album art in a way that allows them to predict the genre of a given album.
H2: Consumers are able to predict the genre of contemporary albums based off the
Now I will discuss the two studies that will be used to test both hypotheses. The
first study involves a personally-coded application that outputs the five most dominant
colors of a given image. Study 1, the analysis of color dominance and symbol usage
within album covers, tests the validity of H1. This study also analyzes the type of
symbolism used on each album cover. The second study is a mixed-design lab
experiment that asks participants to assess the genre of an album given its album cover
This study seeks to analyze the relationship between the graphical elements of
contemporary album covers in the digital streaming era with the album genre. As prior research
(Mayer, 2011) has utilized self-organizing maps and artificial intelligence to examine the
relationship between certain genres based only on image features pre-digital streaming, computer
Methodology
Album Art Sample. Nielsen’s 2017 Year-End Music Report revealed that the top five
genres (in order) were R&B/Hip-Hop, Rock/Alternative, Pop, Country, and Electronic. Using
AllMusic (an online music database) and its advanced album search, album images for each
genre listed was found. Filters further narrowed down the search to only allow albums released
in the year 2015 or later since 2015 was the year in which digital streaming peaked. Because this
research seeks to analyze the effects of digital streaming on contemporary album covers, this was
an appropriate filter to apply to the search results. Each album result was then cross-referenced
using Spotify and Apple Music in order to ensure that the album’s genre was appropriately
labeled on the AllMusic database. After that, the album’s image was downloaded and run using
Each genre had a sample of 200 albums selected for analysis. A listed compilation list
that includes the name and genre of each album that was used in the computer visualization
K-Means Clustering. The visual analysis was done through a color dominance software
that was coded using Python. When designing the framework of the code itself, it was
determined that K-means clustering would provide the most efficient way to do color analysis.
This type of clustering divides a certain number of observations (n) into a specified number of
clusters (k). Each cluster has a determined centroid. Observations closest to the centroid or the
mean of each cluster are sorted into that data space. The main objective of k-means is to discover
patterns by grouping similar data points. The number of clusters in a dataset is fixed and chosen
by the researcher. This method of clustering was used in order to find the five most dominant
colors within any given album cover. The number of observations varies per picture and is
Secondly, Python has the option to import various libraries. This research made use of
import cv2
import numpy as np
from sklearn.cluster import KMeans
The OpenCV library (labelled cv2 above) allows the computer to read images from any specified
file. The NumPy library provides arrays and tools that can used for mathematical and scientific
computing. Lastly, the Sklearn library allows for statistical modeling. Importing the KMeans
module from the Sklearn library was chosen as it allowed for the use of K-Means clustering as
Conversion from .JPEG to RGB. Each color cluster within the image was then
normalized into a color histogram. This histogram, although not visually represented to the user,
allowed for the collection of percentage values for each color cluster. Because there was a
predetermined amount of five clusters, the sum of the percentage of clusters totaled 100% even if
Each color cluster was then converted into an RGB value. This was done through the
OpenCV library. The RGB color model was designed to construct each individual color using a
combination of red, green, and blue hues. Each hue has integer values from 0 to 255, which
represents the intensity of each hue. The software then displayed each image’s five most
dominant colors in its RGB form alongside the percentage of color dominance. Shown below is
an example of the code output using the album Gode by Andrew Bratten:
Each bracket represents an RGB value rounded to the eighth decimal place. The percentages
represent the color dominance of each cluster relative to the other four clusters. For instance,
while this album might have more than five colors, if the album cover were to be reduced to its
top five colors, the color [219, 160, 158] would take up 46.60% of that edited color space.
Conversion from RGB to HSV. RGB is a useful color model for the analysis of images
using computer software. However, the HSV color model is a more useful tool to segregate
colors based off characteristics that are more relevant to human analysis. The HSV color model
measures each color by quantifying hue shift, saturation, and value (brightness).
Hue shift is related to base color. It is measured from a scale of 0° to 360°. The HSV
color model includes eight hues and it cycles through the degree of hues in this order: red,
orange, yellow, green, cyan, blue, purple, and pink. Saturation controls the amount of gray in
each color. The level of saturation can range from 0 to 100. Zero (0) represents white, or a lack
of saturation, while numbers close to 100 represent the fullest saturation of the hue. Lastly, the
value of the color corresponds to the level of brightness of each color. It ranges from 0 to 100 as
well. Zero (0) represents black, or a lack of brightness, while numbers close to 100 represent the
brightest version of the hue. After the initial software output, separate software was then used to
convert each RGB value into an HSV value. Here is an example of the output given when
Using the updated HSV value, each color cluster was able to be quantified into a labelled
color. Each cluster was then categorized into one of 12 color labels: red, orange, yellow, green,
cyan blue, purple, pink, white, gray, black, and brown. Eight of the color labels were denoted
solely using the hue (H) value. Exceptions were made to the colors white, gray, black, and brown
depending on the level of each hue’s saturation (S) and value (V). The color brown also includes
all skin tones picked up from the color-dominance software. Appendix B shows the chart used to
categorize each color cluster. The chart puts specific ranges for each of the color labels relative
Symbols. Album covers often feature and utilize symbolism. A common example of this
would be portraits or images of the musician. During data collection, a note was made on
whether each album featured an image or portrait of the artist. It was also noted whether other
objects and symbols were featured on each album. Albums that only utilized basic typography
Analysis
SPSS Statistics version 25 was used to analyze the data. Correlation analysis, linear
regression and discriminant function analysis were used to test the first hypothesis. There were
three main variables in the data. The first variable was the genre itself, identified as either
country, pop, rock/alternative, electronic (EDM), or hip-hop/R&B. The second variable was the
level of color dominance rated by percentage. The last variable was categorical, determining
whether the album featured an image of the artist or whether it contained symbols other than
text. The analyses explored whether there was statistical significance relating to usage of certain
colors or usage of symbols to genres. Analysis was also used to determine whether or not an
album’s genre could be predicted using the linear models created for each genre.
The Pearson’s correlation coefficient was first used to measure the linear correlation
between genre and both of the other variables: color and symbolism. A two-tailed test shows the
Table 1 reports the correlations between genre and color. There are some notable
correlations between the colors and genre of an album. The largest coefficient was the amount of
correlation between the color brown and albums associated with country music (r(998) = .195, p
< .001). Throughout the collection of data, there were a large number of country albums that
featured sepia tones or landscape backgrounds with brown tones. These tones and colors were
significantly more present at an observational level compared to all other genres. Information
reported in Table 2 supports this result as well. When analyzing the correlation between genre
and symbolism, country albums were found to have the highest positive coefficient in regard to
the frequency that artists or musicians were featured on their album covers (r(998) = .195, p <
0.01). Because the HSV values for the color brown also included skin tones, it is reasonable that
the color brown was the most correlated with country albums.
The second notable result was the amount of correlation between the colors purple
(r(998) = 0.071, p = 0.024) and pink (r(998) = 0.103, p = 0.01) in pop albums. In comparison,
other genres such as country had a statistically significant and negative coefficient for the color
purple (r(998) = -0.073, p = 0.021). One explanation for this would be that the art movements
dominating popular culture tend to lean towards eye-catching colors. The design of pop albums
in the digital age are more focused on “a lot of bold colors and fonts that allow for an image to
hit with immediate impact” (McKinney, 2015). This provides a reasonable explanation for bolder
Table 2 showcases the correlational values between album genre and the usage of
symbolism. In this case, person refers to a photo or depiction of the artist or musician on the
album cover itself. Other symbolism refers to the usage of any other symbol or object on the
album cover. For this research, albums that only utilized basic typography and colors were noted
to have zero symbolism. In general, genres that had statistically positive correlation with
musicians being featured on the covers generally had negative correlation regarding the usage of
other types of symbols. This was true for country, pop, and hip-hop/R&B albums. These genres
were more likely to feature photos of the musician on its albums and less likely to use other
For the other genres, the reverse seems to hold true: Genres that had statistically positive
correlations with the usage of other symbols generally had negative correlations with the use of
the musician’s image on the album cover. This was especially true for rock and alternative rock
albums, which had the largest negative correlation for the person category (r(998) = -.257, p <
.001). Rock and alternative rock albums were more likely to feature multiple objects and
symbols on the cover but are less likely to utilize pictures of the musician or artist on its album
This finding can be explained by the way the digital age has influenced how album
covers are designed. Because technology limits the size of album covers to pixels, certain design
elements have been eliminated in favor of others. Burke observed, “Right now, I think it’s a lot
about simple, clean graphics. Those hold up really really well on the 2-inch square” (in
McKinney, 2015). Albums created in the modern era are more likely to favor a minimalist
design. Covers that tend to feature one type of symbol, whether it be a depiction of the musician
or other objects, are less likely to use another type of symbol within the same cover as it can lead
to clutter on a small screen. As an additional factor, it seems that genres in which there are many
musicians within a group, such as rock or alternative rock, tend to favor other forms of symbols
or artwork over using portraits of the musicians. This trend has gained consistency with the
These results provide partial support of the first hypothesis. Certain colors and symbols
are correlated with certain genres. However, these results are somewhat limited in substance and
cannot be used to fully prove that certain genres are definitively associated with certain color
schemes or symbols. Further analysis involving discriminant functions and linear regression
must be used in order to determine whether the measures of these variables can be used in order
Discriminant function analysis assigned weights to each of the color variables in order to
determine whether or not each album was a certain genre. These weights give the discriminatory
value of each factor (Appendix C). The higher the weight, the more the color variable was used
to determine whether or not each album was correlated with the specific genre being analyzed,
with Wilk’s lambda providing insight into the level at which the function can discriminate
between genres of an album. In addition, 𝑅" # shows how much variance, whether the album is of
the specified genre or not, can be explained by the function. Although the weight of each color
variable for each genre were appropriate given the correlational values, the results were not
significant (l = 0.929 to 0.996). This meant that functions could not discriminate between the
genres of an album. On average, the functions could only explain very little variance between
each genre (𝑅" # = 2.9%). The function for country albums had the highest success defining
Linear regression was also used to show the level of classification accuracy when
predicting the genre of an album. The model shows the level of accuracy with and without the
predictors. For every genre, the level of accuracy using color predictors was equal to the amount
without predictors. In other words, when using color variables as the predictor, the model’s
accuracy of assessing album’s genre was 20%. This was essentially equivalent to random choice.
Both this result and the results from the discriminant functions fail to support H1. Although some
colors do statistically correlate with certain genres, the album cover’s color scheme cannot be
Limitations
The selection of albums qualifies as a small limitation to this study. Genre can be greatly
subjective and albums that straddle the line between genres can be hard to categorize. Although
albums were cross-referenced between Google, Spotify, and Apple Music, there may be a few
albums that do not neatly fit into the genre this study had categorized it as. Although this should
not have a significant impact on the overall results of the computer visual analysis, it should be a
Methodology
172, ages 18-24, M = 18.71 years, 62% female, 37% male) for partial course credit during
February 2020. The experiment’s goal was to evaluate whether the average person could assess
the genre of a modern album based on its cover art. During the experiment, participants were
randomly exposed to 10 images of album art, one at a time, from total selection of 20 albums
(Appendix D). The selected album art stimuli included four albums from each of the five genres
tested in the study 1: Hip-Hop/R&B, Rock/Alternative, Pop, Country, and Electronic. These
albums were chosen randomly from the AllMusic database and filtered to ensure they were
After viewing an album art stimulus, participants were asked to indicate the genre(s) to
which they felt the album art belonged. Participants were able to select multiple genres per
album if they felt the need to do so. For instance, if a participant felt that an album could be
either country or rock, they were could select both genres as their final assessment. Participants
also completed an open-ended item asking for the factors that led the participants to pick the
genre(s) that they did. After viewing and completing the items related to the ten randomly
assigned album art images, participants then complete measures of their music consumption
habits, followed by demographics, a hypothesis probe, and a debriefing. The lab study was
Music Consumption Habits. Over 50% of the participants reported that they notice album
art most of the time (32%) or every time (24.4%) they listen to music and 67% of the participants
reported noticing album art at least half of the time during the consumption of music. In other
words, the vast majority of consumers pay attention to album art at a fairly frequent rate. While
the role of album art has changed throughout its history, it still garners the attention of a majority
of consumers.
Selected Correct Genre. On average, participants selected the correct genre 5.75 (SE =
.13) times when viewing ten albums, providing support for hypothesis 2. For each random album
displayed to the participants, there were five genres from which to select. If there was truly no
relationship between the album cover and its genre, there should only be correct assessment of an
album genre about 20% of the time. However, participants were able to correctly assess the
genre about 58% of the time. This suggests that there are factors that people use in order to
A mixed ANOVA was conducted to examine the likelihood of correctly selecting the
genre based on the album art while accounting for within-subject differences (F(1, 171) = 15.22,
p < .001, ηp2 = .08, non-centered effect = 15.22). The between-subject ANOVA (λ = .87, F(4,
186) = 6.45, p < .001, ηp2 = .13, non-centered effect = 25.78) suggests participants were able to
correctly identify hip-hop/R&B albums (M = 1.45 SE = .07) more often than rock (M = 1.03 SE
= .06, p < .001), pop (M = 1.05 SE = .07, p = .001), electronic (M = 1.05 SE = .07, p = .001) and
directionally more than country (M = 1.17 SE = .07, p = .068) album art. All other genre
When the participants selected more genres for each album, they were more likely to
select the correct genre. Participants were able to select up to five genres for each album
displayed, but the vast majority of responses (82%) showed that in general, participants tended to
select one genre per album shown. Additionally, the number who selected more than three genres
for an album was exceedingly rare (2%). While the average number of correct answers per album
art would most likely be reduced if each participant was limited to selecting only one genre per
album displayed, this may not have impacted the results significantly given that few participants
often when to listen to music versus the other methods (digital streaming F(1, 170) = .13, p =
.722; CD F(1, 170) = 2.54, p = .113; vinyl F(1, 170) = 6.33, p = .013; digital downloads F(1,
170) = 1.84, p = .176; online radio F(1,170) = 4.11, p = .044; FM radio F(1, 170) = 1.29, p =
.008; video streaming F(1, 170) = 3.58, p = .060). The results suggest that those who use vinyl
(M = 1.37 SE = .03) as the main method of listening to music were more accurate at assessing
the genre of a given album compared to those who listen to music using other methods (M = 1.13
SE = .03, p =.013). However, those who listen to online radio (M = 1.05 SE = .06, p = .044) as
their main method of music consumption were less likely to accurately assess the genre of an
album based on its cover art than participants who used other methods (M = 1.18 SE = .03).
Selected Genre Reason. Participants were asked to write out the factors that helped them
decide on the genre of each album cover. There were 1720 total open-ended responses, a
response for each of the ten of 20 albums that the 172 participants viewed. Each response could
be classified into at least one of 13 categories. Categories included factors such as familiarity
with the artist, connotations of the album title, familiarity with the genre associated with the
album, font, color, usage of symbolic images, familiarity with the album cover, album aesthetic,
the emotion(s) associated with a cover, similarity to other known album covers, similarity to
other familiar artists, similarity to other known genres, and any higher meaning associated with
the album art. Out of all factors, the three of most common responses from participants were the
color, symbolism, and aesthetics of a given album cover. For this experiment, color is defined as
the mention of color conceptually or the discussion of specific color hues, saturation and/or
brightness. Responses are put into the symbolism category whenever there is a mention of an
image or object within the album art that leads to the perceived genre. Lastly, a response is
classified in the aesthetic category whenever participants mention that the album art conveys a
certain mood, energy, vibe, or aesthetic. Definitions and examples of all other categories are
presented in Appendix F.
Three coders classified each open-ended response into specified categories. Each coder
recorded the number of thoughts that fit each of the categories and the total number thoughts that
each participant expressed for every album. An analysis of inter-coder reliability suggests each
coder had similar results to each other (α = .96) indicating is extremely high internal consistency
between the three coders, with coefficient remaining consistently above .90 when any one of the
coders were removed from the analysis. Because of the high internal reliability of each coder’s
results, all three of the coders’ data were averaged as the dependent variable for analysis. The
number of thoughts ranged from zero to eight per participant for each album. Out of the number
of responses, over 80% of the responses contained only one or two thoughts, with the average
The average number of thoughts for each of the 13 categories was analyzed with a
MANOVA as a function of the genre (F(52, 6,824) = 9.43, p < .001). The ANOVAs examining
being familiar with the genre (F(4, 1715) = .33 , p = .86), the album art being similar to that of
another artist (F(4, 1715) = 1.36, p = .247, and mentions of the album art (F(4, 1715) = 1.27, p =
.278) were not significant. The factors relating to familiarity of the musician (F(4, 1715) = 14.90,
p < .001), font (F(4, 1715) = 8.75, p < .001), color (F(4, 1715) = 21.36), p < .001) , symbols (F(4,
1715) = 16.72, p < .001), aesthetic (F(4, 1715) = 30.43, p < .001), emotion (F(4, 1715) = 5.31, p
< .001), familiarity of other known album art (F(4, 1715) = 3.08, p = 0.15), familiarity of the
respective genre (F(4, 1751) = 4.66, p = .001), the meaning derived from the album art (F(4,
1715) = 4.10, p = .003), and album art title (F(4, 1751) = 26.68, p < .001) were all significant
ANOVA.
Within certain significant models, there were large differences between the mean number
of thoughts depending on the genre of the album. Having artist/musician familiarity, for instance,
was cited much more often for country (M = .11 SE = .01) and hip-hop/R&B (M = .11, SE = .01)
than for the pop (M = .01 SE = .01, p <.001) and rock/alternative (M = .02 SE = .01, p < .001).
For pop (M = .39 SE = .02, ps < .001), color was referenced significantly more often than for
and hip-hop/R&B (M = .16 SE = .02). Responses that mentioned symbols as a factor were more
often associated with country (M = .66 SE = .03) albums compared to the rest of the album
genres: hip-hop/R&B (M = .56 SE = .03, p = .006), rock/alternative (M = .44 SE = .03, p < .001),
pop (M = .40 SE = .03, p < .001), and electronic (M = .47 SE = .03, p < .001).
For the aesthetic category, country (M = .16 SE = .02) and hip-hop (M = .23 SE = .02)
were associated much less often with that particular factor compared to rock (M = .38 SE = .02,
p < .001), pop (M = .40 SE = .02, p < .001), or electronic (M = .40 SE = .02, p < .001) albums.
Lastly, when analyzing responses, participants were significantly more likely to mention the
album title as their main deciding factor for the hip-hop/R&B (M = .23 SE = .02) compared to
electronic (M = .03 SE = .02, p < .001), pop (M = .08 SE = .02, p < .001), rock/alternative (M =
Discussion
Overall, the results of study 2 suggest that gleaning genre information from an album
cover is an inherently complex process. While the average person is more likely than not to be
able to assess the genre of a given album cover, there are different factors that consumers use in
order to do so. This process is further influenced by the music consumption habits that
consumers take part in. Perhaps the biggest takeaway from this specific study is that consumers
are receptive to and pay attention to album art at a frequent and significant level, despite the
drastic decrease in the size of space that album covers are expected to encompass.
more often than pop, electronic, or rock/alternative albums. For each pop, electronic, or
rock/alternative album correctly identified, there are about 1.5 hip-hop/R&B albums correctly
identified on average. This result provides partial support of hypothesis 2, as there are certain
visual components of hip-hop or R&B albums that make it easier to identify them compared to
other genres.
Further analysis of the open-ended responses were also intriguing given the results of the
first study, which imply that while certain forms of symbolism and certain schemes of color are
correlated with the genre of an album, no models or functions created from the album samples
can accurately predict the genre of an album using those variables. Even though Study 1 suggests
that these measures are not reliable measures of a genre of an album, it seems as though
participants use these exact variables most often in order to form predictions about the genre of
an album. There can be many reasons for this. Factors such as color, symbolism, and aesthetic
are often more accessible and embedded in culture compared to other factors such as the font or
title of an album. Given the trend of minimalist album design, modern album artwork tends to
feature one main concept. Factors such as symbols and color are able to convey a wide range of
information about the album to consumers in a more efficient manner than smaller design aspects
such as font. These secondary factors, such as the title of an album, the artist name, and font, are
less likely to be noticed by the consumer at first glance. On many modern albums, the name of
the artist or the title of the album are not included for the sake of space.
There are also some notable inter-genre results relating to the categories discussed earlier:
color, symbols, and aesthetic. These results can also be seen as profile plots for better visual
examination (Appendix G). When assessing the responses that mentioned color, there is a
statistically significant difference between pop albums and all other genres of albums (p <
0.001). This result is reasonable given the outcome of the first study showed a higher
prominence of bolder colors such as pink and purple in pop albums. Many pop albums are
designed with bold visuals in mind, which translates to using eye-catching colors (McKinney,
2015). This experiment shows that consumers are picking up on this trend and are using an
When analyzing the responses that mentioned symbolism, there was also a significant
difference between country albums and all other genres of albums (p < .001). For country albums
that featured a portrayal of the musician on the cover, the responses often used the artist’s image
as a factor. Responses such as “the man looked country” or “because of the man portrayed on the
front” were frequent. Even country albums that did not include portrayals of the artist often had
Given the history and ties of country music to a rural lifestyle, it is notable that these culturally
relevant symbols are still portrayed in modern albums and are recognizable to many participants,
Participants that mentioned aesthetic as a factor in their decision were more likely to do
so for rock, pop and electronic music compared to country or hip-hop albums. For this research,
the definition of aesthetic meant the mood, energy, or feeling that the participants felt when
viewing the album. This broader definition makes it hard to definitively pinpoint the reasons why
participants were more likely to use this factor as a response to rock, pop, or electronic albums.
Perhaps the design factors of an album cover work together more coherently within those
specific genres. Small details like font choice, color, artwork, object placement, and symbols
must work together in order to be able to convey a specific mood or aesthetic to the audience. It
is possible that within these genres, the usage of a cohesive artistic image is more common.
Comparatively, country music and hip-hop/R&B music are more likely to utilize standard
symbols, such as depictions of the artist or other culturally relevant symbols, as its main visual
component rather than focusing on the complete artwork of an album. This may impact the way
consumers perceive certain genres of music. There was consistent variance in open-ended
responses based on the specific genre of an album, suggesting that many consumers have
Lastly, there was some significance relating to the variance in music consumption habits
of the experiment participants, especially those who consume vinyl or online radio. In regard to
LPs in particular, these types of albums are a unique product in the world of music consumption.
There are arguably much easier means to buy and listen to music, yet vinyl records (both new and
used) have seen a resurgence in sales in the past few years, surpassing sales in both online radio
and CDs (Rosenblatt, 2018). Those who buy vinyl do so for its “collectability” factor. There are
aspects of vinyl that cannot be found on any other form of music consumption – its 12 inch by 12
inch canvas for album art being the main one. The technology of vinyl means that to be able to
listen to music, consumers often have to pick through a collection of physical albums, carefully
take out the vinyl disc inside, and set it up on a turntable. This increases the amount of time that
each consumer is able to look and process the cover of each album. This fact paired with the results
of this research imply that participants who use vinyl as their main method of music pay a
noticeable amount of attention to the album art itself. This has translated into the results of the
experiment; participants who prefer vinyl can accurately assess the genre at a higher rate.
The results regarding participants who utilize online radio as the primary method of
listening to music are not surprising given the history and average usage of online radio.
Pandora, with the largest market share of the online radio industry, was created with the intent of
helping consumers passively discover new music using its algorithm. Pandora relies on
consumers who use it mainly for background music. This was shown in its business model: One
could only wait for individual songs to play at a time – the consumer could not specifically select
or create playlists of songs that they wanted to listen to (Wang, 2018). It can be argued that
consumers who use online radio as their main method of listening to music do not actively pay
attention to a song’s album art in any significant capacity. This correlates with the results.
Although the effect of consuming online radio on a participant’s ability to assess genre is a
smaller effect than the effect of consuming vinyl, it is still statistically significant and an
interesting finding.
Limitations
The experiment was limited to students attending Oregon State University, and as a
result, the population surveyed cannot be considered a random sample. Because of that, the
results of this study cannot be perfectly extended to provide context to the general population. In
addition, the age range of the participants ranged from 18 to 24 years. It is possible that
participants were more familiar to the music created in the digital streaming era compared to
other age groups due to the younger age range. Thus, the results may not generalize to older
consumers.
Each item also limited the number of genres that each participant could choose from,
which overall limited the variance of responses that each participant could give. Perceived time
limits within the study setting itself may have also made it difficult for respondents to spend
more time on the open-ended questions. However, given the sample size and the method for
collection, the quantitative results from this experiment are more than adequate to test the
hypotheses. The limitations discussed above are not significant enough barriers to disregard the
CONCLUSION
The goal of graphic design is to visually communicate information. The specific usage of
factors such as typography, image, color, or placement may increase or decrease the speed at
which consumers devote attention to and process the information. Album covers have played a
multitude of roles throughout its history, but its importance remains consistent even as music
technology as changed rapidly. The overall results of these studies have revealed a lot of
information about the way album covers are designed and the way consumers interact with the
Study 1 revealed that certain colors are more prominent within certain genres. However,
the correlation between colors and album art are somewhat minimal to the point where linear
models or discriminant functions could not predict the genre of an album only based off its color
scheme. While colors may play an important part in the design of a cover, it is by no means the
most defining factor of the genre of an album. The implications are that perhaps color is more
indicative of the artist brand itself rather than the genre of an album.
Study 1 also revealed that modern albums were more likely to abide by minimalist
design: albums with a depiction of artist on the front were less likely to simultaneously use other
types of symbols on the cover and vice versa. This has certain implications for the development
of album artwork today. For instance, a more minimal design is generally preferred for a cover,
but it may prove to be difficult to create an extensive merchandise line with only minimal
designs. However, having a more minimal design may make it easier to tie visual cohesiveness
between the album cover, music video, and live concert performances. As visual cohesiveness is
a significant part of selling the brand of an artist, the trend of minimalism may help the artist
Study 2 revealed interesting aspects about the way consumers view album art. For one,
the vast majority of consumers pay attention to album art more than half the time. Cover art
remains an important aspect of music that should not be dismissed or glossed over by any
musician. It is also important to note that methods of music consumption do play a role in the
way people view cover art. Based on the results, it can be assumed that those who collect vinyl
pay much more attention to cover art than those who listen to music using online radio. When
designing the cover of an album, it may be reasonable to design it with certain audiences in
mind. For instance, seeing as vinyl sales increase annually, having an album design that fares
The study 2 results also revealed the ways in which consumers pay attention to album
covers. When asked to assess album covers, the open-ended responses reveal that factors such as
color, symbolism, and aesthetic play a large part in the participant’s thought process. With
symbolism in particular, it seems as though symbols play a large part in genres that have cultural
ties such as country, hip-hop and R&B. With the other genres, it seems as though consumers
tend to view these albums holistically, taking into account things such as font, color, album title,
and artwork and comprehending them entirely as an aesthetic. All of these are factors that a
The rise of digital streaming means that, now more than ever, musicians are able to share
their music without the need for a label. Conversely, this implies that music labels are no longer
the ones responsible for the design and distribution of album covers – many musicians now play
a bigger role in the design of their own albums. The marketing aspect of album art has not
diminished in the face of digital streaming – in fact, it is a necessary component of being able to
form a visual brand. A comprehensive understanding of the way consumers perceive album art
can be instrumental in selecting the design of an album. Subsequent research may continue to
explore the ways in which the design of album art has evolved or the ways in which album art
have facilitated the trend of having a cohesive visual brand. Album artwork is unique in that it is
a one of the few visual mediums that can tie together auditory art. This fact makes it a subject
worth researching.
APPENDIX A
o Yes, the study has been explained to me, my questions have been answered, and I agree to
take part in this study.
For this part of the study, you will now be asked to select the music genre of an album based on
the cover art. Each question will have five multiple choices of music genre that you may choose
from.
o Pop (1)
o Country (3)
o Electronic (5)
What factors led you to pick the genre that you did?
o Yes (1)
o No (0)
For this next part, we are going to ask you some questions about yourself. Please answer
honestly. There are no right or wrong answers.
Hours
o CD (2)
o Vinyl (3)
o Pop (1)
o Country (5)
How often do you notice the album artwork when purchasing or listening to music?
o Rarely (1)
o Never (0)
o Female (1)
o Male (0)
o Yes (1)
o No (2)
Study 2 95% Confidence Interval Plots of Color, Symbols, and Aesthetics Mentions by Genre
A. Color
B. Symbols
C. Aesthetic
D. Artist Familiarity
E. Genre Familiarity
F. Font
G. Emotion
K. Meaning
L. Album Title
M. Album Art
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