Initial Ideas and Feedback

Aby Jones

Idea 1• Theme: vintage looking Italian flag – very rustic/weathered/old looking (faded colours, slightly darker around the edges) as the background

on the front and back of the card.• I am going to be using a dessert recipe for this – something chocolate based – something slightly complex rather than traditional vegetarian

recipes.• I’d also like to use illustrations to help with the step-by-step guide for the method.• I’d also like to laminate it – to keep its durability.• I’d like the card to be A5

• Specific Audience: looking at my results in the gender question on my questionnaire, it was predominantly males that answered the question and therefore I will be aiming my recipe cards more at males.

• I will also be aiming it at long-term vegetarians who have had this lifestyle for a while and are looking for new, complex recipes to try.• I want to be aiming it at adults/young-adults as they were the main age group answering these questions, I know this because of the

websites I personally put the questionnaire on it.

• Method of working: initial research, cooking, photography, funding and extra production will be done by both me and my partner.• For the designing part – I think one of us solely concentrating on one card production whilst the other works on a completely separate

design will increase productivity and get us the best results so long as we stick to a scheduled plan or something along those lines.

• Layout: for the front of the card, following the brief, I need to have the title and the image – I plan to have them mainly centred – the image in the centre and the title above it.

• On the back of the card, again following the brief, I need to have the method and the ingredients – I plan to list both of these using bullet points and draw those illustrations I previously spoke about beside the method.

• Colour scheme: I’ll be using the Italian flag as the background so that’s already: red, white and green.• I’ll be using black font and the illustrations will be in black pen with no colouring.

Feedback 1What do you like about the idea?I like that the recipe card has been very thought out and planned. There is a lot of detail on the layout and actual design of the recipe card. The specific audience has been identified and the build of the recipe card has been thought around that. There is a use of a photograph which enhances the theme of Italian.

What areas of the idea could be developed?in some areas the recipe card seems too planned out and explains too much of one thing when it could be short and sweet.

What do you find interesting about the idea?Survey monkey has helped build the overall idea for this recipe card and has had one specific run of theme.

Idea 2• Theme: I’d like to focus on the sole food that Italy is famous for – which is pasta. • I’d like to focus this dish on a recipe for dinner rather than for dessert as I used in my previous idea.• I’d like to use cartoon like images for this (making this using the Cut out effect in Photoshop) – not child-like cartoon but

aesthetically pleasing cartoon – kind of like it’s been drawn.• I’d like for the card to be A5• I’d like for the card to be laminated to ensure durability.

• Specific Audience: As much as the graphs and charts showed that more males answered the questionnaire, I don’t think that’s reliable enough, I don’t want to focus all the designs on a predominantly male audience, I’d like to make this one for females.

• Again, as previously stated about not relying on the questionnaire results, I’d like to aim this at older vegetarians, almost elderly – I think the cartoon like design would appeal to them.

• Method of working: I’d like to stick with the idea that all research and cooking is done by both me and my partner and the production of the actual designs is done by both of us but one each so it’s shared out.

• Layout: I’d like a border with the pasta, Farfalle in it – spaced around 5 cm apart. I’d like the image and the title on the front page – following the brief, the image to be to the centre Left and the title to the centre Right – large san serif font. On the back – following the brief – I’d put the method and the list of ingredients – I’d like for the ingredients to spread across the top of the card and align the text to the Left and list the method aligning the text to the centre. I’d like the border design to carry on to the back too.

• Colour Scheme: I’d like for the Farfalle to be their original colour, I’d like for the border to be a quite dark green like this.• I’d like for the background to be a slightly lighter green like this.• I’d like for the background to contain no picture but to either have texture or a complex pattern.

Feedback 2What do you like about the idea?The recipe card is also very thorough with specific and clear ideas. I like the change in audiences as it shows that she has a wide idea of creating recipe cards.

What areas of the idea could be developed?I don’t think that the back of the recipe card matters too much, so could shorten down on the detail of the back of the recipe card.What do you find interesting about the idea?Not a lot of recipe cards are made for the elderly so I think that this is a good design idea to have as lots of age ranges have come together.

Idea 3• Theme: I’d like to make a design that conforms to the culture of America. I like the 60’s pin up lady sort of style and the retro

side and I’d like to incorporate that in to my designs – almost like the propaganda poster designs.• I’d like to do a very American sort of food choice – it would be for dinner, lunch or even brunch – I’d like to maybe do a

vegetarian burger recipe but make it look big and beefy and very American.• Use a pin-up lady as a side image, holding a bowl with ingredients in it with a big smile – red lipstick – the full package – or

have the pin up lady in the actual image with the food, holding it – almost presenting it to the viewer.

• Audience: I’d like to aim it at young adults/adults, possibly as young as adolescents.• I’d like to aim more at females than males – I think they would be more interested in the design although males might be

drawn to it.

• Method of working: Still incorporating the working together method, I’d like to use one of us solely as a model and one of us as the photographer. The production method still applies.

• Layout: big borders, around 3 – 4 cm in width – bright red with white dots (pin up style)• I’d like the title on the front centred to the left and the image centred to the right.• On the back I’d like the method to be listed in the centre and the the ingredients to be listed at the Left and on the right,

another image of a pinup girl.

• Colour scheme: I’d like for the border to be red with white dots• I’d like for the background to be a vintage, colour faded American flag or a cream coloured background – maybe textured to

contrast against the red and white dotted border.• I’d like for the font to be black and bold.

Feedback 3What do you like about the idea? I like the American theme to the recipe card and how Aby has used her own opinions and used it to appeal to people her own age. I also like how the photograph and the design is aimed at one specific gender, depending on what the recipe is.

What areas of the idea could be developed?For the idea of the font, it could still be bold, but on the propaganda posters, it is bold white writing on a black background, this could give the recipe card a proper American vibe.What do you find interesting about the idea?The pin up lady is very interesting as it goes back to vintage American and the style of food and dress was different.

ILY <3

Idea 4• Theme: Chinese based recipe – I’d like to utilise a model again or traditional Chinese makeup (just the make

up) looking almost like a mask to be centred at the Right of the card.• A5 size• Laminated to keep durability• Vegetarian sushi

• Audience: I’d like to aim it at young adults/adults or even teenagers at the youngest• Predominantly male – they might find the image appealing and it could draw them in – it could also just as

easily draw females in too.

• Method of working: I’d like to use one of us as the model – both of us as the researchers, designers and creators – although one of us would create the final design during production.

• Layout: image of food to be centred on the Left of the card, title above the image of the food (not the mask/makeup)

• On the back of the card, the method and the ingredients are listed in the centre beside each other.

• Colour scheme: using a dark red as the background with Chinese writing down the side (maybe even the name of the food in Chinese writing), possibly even a lantern on the back.

• Darker reds and lighter reds. Black font/white font depending.

Feedback 4What do you like about the idea? I like how there has been a big culture change from ideas and this one is really appealing. I like the authentic use of Chinese make up that would draw the attention of both genders.

What areas of the idea could be developed?I think that the recipe card could be quite crowded because Chinese writing is quite big when getting the full effect.

What do you find interesting about the idea?I find the authentic theme of China interesting and using the things we associate with China in the recipe card – lanterns and the makeup.

Idea 5• Theme: Japanese – using an Anime/cartoon style • A5 size• Drawing a cartoon character – chef? Make it look like they’re holding up the boxes (the image of the

food) or a cartoon character holding a basket full of vegetables beside the image of the food.

• Audience: This would be aimed at possibly children – the design has to be very simple depending/ could be aimed at young adults/adolescents. Aimed more at females – they’re kind of drawn towards this type of cartoon looking image.

• Method of working: the same method: photography/drawing done by one or both of us, research by both of us and actual production done by one of us.

• Layout: title and image in the middle on the front• Ingredients listed to the left on the back• Method listed to the right on the back – leaving space in the middle• Another drawing of the anime character in between the text.

• Colour scheme: using bright plain colours – e.g. cream colour (textured background)

Feedback 5What do you like about the idea? I like that Aby’s own desires have been adopted into the recipe card. I also like how the design is tied in with the specific audience.

What areas of the idea could be developed?You could have grouped the things we are doing together and the things that are happening solo.What do you find interesting about the idea?I am not a big fan of Anime but as it is a niche market, the designs are interesting to look at and how it attracts a certain audience.

<3 <3 <3

Summary of FeedbackWhat do you agree with from your feedback?I agree that the ideas were thought out – I’ve been pondering the ideas for a while now.I agree with my use of audience age change – I didn’t want to make it obvious which idea I was really going to be going for.I agree that I’ve used my own opinions in some of the ideas – I think it’s important to use my own personal thoughts and opinions when trying to explain somethingI agree with the use of the Chinese culture and that it applies to both genders not just one – I put quite a bit of thought in to the idea and the explanation.I agree that I could have expanded on the explanations when it came to talking about the work ethnic – I’ll be honest, I rushed through that section and usually repeated what I’d said in previous slides.

What do you disagree with from your feedback?I disagree that I’ve gone in to too much depth, I’m just trying to create an image without the actual use of imagery.I disagree that I’ve explained too much about the back of the recipe card – the front and back are both equally as important – the back almost even more so because it actually involves the ingredients and the method.I disagree that the Chinese writing would take up too much space, in my mind I have the writing at quite a medium size – plus I can always change it to the centre of the card rather than the side.

Idea EvaluationWhich idea that you came up with is your favourite and why?My favourite idea is the Chinese theme. I really like the idea of the traditional Chinese makeup that looks like a mask rather than being on a model – I think that, using the right design and layout this could be a really effective card, it would be interesting and unique and as I see it, very aesthetically pleasing – although it may be quite hard to actually create. I like the idea of utilising the Chinese way of writing and incorporating it in to the card.

Which idea, that your team came up with, is your favourite and why?The favourite idea that we chose was Chinese. We both decided that the design of the Chinese recipe card was aesthetically pleasing and the food would be easily adaptable for a vegetarian menu as its mainly rice and noodle based food products. We think that the idea of utilising traditional Chinese styles and makeup is a very unique and bold thing to do – it’s quite hard to re-create some of the styles and we’d enjoy the challenge.

Developed Idea 1

Developed Idea 1

Chinese Culture

Colour theme: red

Use lanterns as a background?

Fine art/cultural references

Bright, vivid, traditional makeup and clothing

Intricate patterns

Developed Idea 1Chinese calligraphy

Traditional Chinese art

Interesting dishes

Developed Idea 2

Developed Idea 2

American Culture

Traditional 1960’s style

Propaganda poster designs

Big beefy looking, vegetarian burgers

Very patriotic

Developed Idea 2

Retro styles

Simple designs

TreatmentIdea Treatment: Italian

Theme: The original theme that we came up with was based around the Italian culture – we originally wanted bright colours and wanted to focus on pasta based recipes (thanks to the responses on our questionnaire). We wanted to create a design that had a faded Italian flag as the background, a high definition image of the dessert type recipe that we were aiming for.

Audience: We were going to aim at a predominantly male audience as the responses we received from the questionnaire were from that range. But after thinking, we didn’t want to aim it at one particular gender and be stereotypical or bias about creating a recipe that is normally associated with males.

Production Methods: As originally planned, the production method was to be split between the two of us, creating and designing a recipe card each to help the flow of production.

Assessment of final ideasSuitable for audience?The recipe cards are suitable for the audience that we have chosen. We have decided to have an audience of both genders from 20 years onwards.

Suitability for client?We are conforming to the regulations by putting the title and the image on the front of the card, and then ingredients and the methods on the back, which is specifically what the client has asked for.

Appeal of the design:Unique and interesting, we have gone down the route of choosing traditional Chinese makeup and dragons to represent the picture for the recipe card. We want our recipe cards to be authentic with interesting and bold outlook.

Timescales for production:We expect to have two weeks for the production process, making the recipe cards.

Cost of any specialist work (laminating, varnishing, die-cutting):We want to use laminate on the recipe card to make the card durable for when cooking.

Practical to produce in large runs?

Assessment of final ideasAvailable resources:

We have a printer and Photoshop which can help us in the design process of the recipe cards.

Quality factors:Unique and interesting, the designs of a fire breathing dragon. Durability, last longer than paper versions. Aesthetically pleasing, Chinese lanterns as the border creating a warm glow of the recipe card and the recipe.

Legal and ethical issues:We don’t think there will be any legal or ethical issues - the only issues that could occur would be because we’re focusing primarily on one culture which means we will have to be cautious about some of the context we use so we don’t cause any ethical issues. So long as we don’t use any watermarked, sourced images, then we shouldn’t face any legal issues.

Final Group Idea

Final TreatmentIdea Treatment: Chinese

Theme: The theme that we are going to work on is based around the traditional Chinese elements, and things that people would associate with China – Chinese dragon and the Chinese makeup. We wanted to create a very authentic look to the recipe cards which would be unique as well as opening up a wide variety of dishes to experiment with.

Audience:We aim to make the recipe cards available to both genders, predominantly male – as that is what our survey gathered. We also are going to create this recipe card available for young adults and adolescence wanting to try out something new.

Production Methods: The production method of the recipe cards is going to be split between the both of us, working on a set of recipe cards each, to help the production flow.

Rationale for final ideaWe decided to choose Chinese as our main theme for the recipe card for many different reasons. We find the makeup and the Chinese dragons aesthetically pleasing and think that this would make the recipe card have its own uniqueness. There are also lots of recipes that can be adapted to become Chinese vegetarian, we both agreed that a wide variety of dishes would attract more people. We also both like Chinese food, so that was a massive influence on our choice, we wanted a theme that we could both enjoy working on.