As I've already mentioned briefly in the 'approach' blog post, the key demographic for the vinyl cover are for people who don't listen to metal music due to the scary and intense nature of its aesthetic. The sleeve will still be aimed at metal lovers but my main objective is to show people who don't understand metal music that it is very compassionate, inspiring and loving and not just for sweaty emos who sometimes worship the devil.
Age range is from 16 - 40 as once you start to get older than 40 a lot of people are set in their ways and aren't as accepting of metal music if they've had no experience of it. To entice the intended demographic you need to design in a style in which they are comfortable with and used to. A sleeve which portrays a professional and visually appealing aesthetic should normally be the style they are familiar with. The main importance is to grab them in with the conceptual message which if successful will ensure they end up wanting to listen to the song.
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