Initial Ideas and FeedbackRecipe Cards

Task 6

Patrick Gouldsbrough

Idea 1• Due to my potential Italian theme, I will shape the cards in

the shape of landmarks in Italy.

• They will just be the shape, instead of cutting a picture out. Sometimes text can’t be read if it’s put onto a picture, I want my recipe cards to be clear, like stated in tasks 3 and 5.

• The colours will be neutral, due to me not wanting to back one gender over the other, I want it to appeal to the mass market, not one certain gender. Even though task 5 showed a more male dominant gender, I don’t want to go into generalisations, so I’ve decided on neutral, restrained colours.

• From my survey, I saw that the layout must be clear and concise. The measurements need to be set out as stated by the VegSoc brief.

• Images were also something my focus group looked for, so, if it will fit, two images of the finished product will feature on the recipe card.

• Laminated cards will be the design of card, because I want the consumer to re-use the cards, not just throw them away. From a vegetarian and environmental point of view, this will be seen as eco-friendly.

• An alternate method will be used, with easier lexis, so a child could cook the recipe (market for the mass market).

Feedback 1What do you like about the idea? I like how you have taken what would be normal recipes but added a twist, therefore meaning it is more appealing for the target audience. I also like the information about conserving the environment by making them re usable. This will encourage more people to buy the cards. I like how a bigger picture has been seen and to target a mass market rather than one particular demographic may be seen as a good move. What areas of the idea could be developed? Areas that could be developed would be that given the time and resources, making such professional cards in that time period may not be possible and may be over ambitious.

What do you find interesting about the idea? I like how it is sticking to one theme and if it was successful the client may want more of the first eight produced.

Idea 2•Staying on the Italian theme, the recipe card will be shaped like the country Italy.

•Instead of the restrained colours, the colours on the recipe card will be red, green and white, the colours of the Italian flag. However, this might not fit in with my socio-economic feedback, so a flag may just be featured in the corner of the card.

• A stereotypically Italian font could be used to make the card more appealing.

•Due to the shape on which I will be producing, only one image and the method and ingredients will fit on one recipe card.

• If the Italian flag on the map idea is generated, this will appeal more to children, due to the colours, but may not appeal so much to my target audience of 31-55 (think of the mass market)

•Very specific ingredients and where you can typically pick them up could be used. I saw it on an existing product in task 3 and want to emulate it. Sometimes it can be difficult to find ingredients, so this feature may appeal to everyone.

or

Feedback 2What do you like about the idea? I like how the flag has been interpreted into the design allowing the reader to know instantly what area the food is from. What areas of the idea could be developed? Having the recipe card in that shape limits the amount of content you can have on it. This may also hinder the reading of the card. As research showed people of your targeted market would want a much more clear way of presenting the recipe. Also when looking at the Italian font, as good as this would be when relating to the theme, it may not be understood very well by all that read it. Using common fonts such as Ariel can be less of a risk.

What do you find interesting about the idea? I like how the ingredients could be difficult to find and using this could give the idea an edge and a USP (Unique selling point) It may appeal more to a younger demographic, however many parents will purchase it.

Idea 3• Coming away from the Italian theme, a world theme is another idea I had. This would involve 4 countries, due to the back to back layout I have decided on for my cards. This would mean 2 dishes for each country would be produced.

•To further the theme, one dish will be a main course, while the other would be a pudding from each country.

•Staying on the idea of a map, each country will be shaped like their map, with the countries flag been added to the corner of the recipe card.

•The layout will differ from card to card, with the font changing to fit in with the country that the particular dishes are from.

• To make the flag stand out and have a domineering role on the card, I think I might emboss this section of the card.

•Going into demographics, I don’t think this style or idea will appeal to one demographic over the other, whether it be age or gender. The socio-economic demographics may change, due to a higher class person maybe more familiar with different dishes from as range of countries (non stereotypically).

• As for the layout, like all my layouts, people familiarise themselves more with an easier layout, so this is what will be used for this idea also.

Cut round the edges of the map

Feedback 3What do you like about the idea? I like how you use a range of countries and the way the back to back layout is used will be an unusual yet effective way of presenting the recipe.

What areas of the idea could be developed? To make the product more appealing, having a chosen demographic may be more helpful when considering marketing.

What do you find interesting about the idea? The idea of a map is very interesting as it brings a wider audience not just this country into play. The way in which the theme has a twist is also fascinating with the main course and dessert being from different countries. Not only does this provide a modern look on the cards, it adds some excitement to cards that are usually considered to be aging.

Idea 4• People normally link a recipe with a main course, but my fourth idea involves breakfast foods, due to it been an unusual and almost unique concept.

•These will also be from various countries of the world, but instead of putting flags or cutting them in the shape of the map, I will instead go for a standard rectangular recipe card.

•The colours will be neutral, maybe white or a pale grey, which won’t be gender or age biased toward a certain demographic.

• Due to the restrained colour and lack of flag, something must be added to entice the target audience. Seen as the idea of embossing has already been used in a previous idea, I think varnishing the card would be the most appropriate style for this card.

• Due to the shape of the recipe cards been normal and easy, two images will be used to illustrate my finished products, with the text been restrained and normal, therefore carrying out the clear and concise layout.

Title (varnished)

Method

Ingredients

Image

Image

Feedback 4What do you like about the idea? I like how the recipe card is staying clear of the common style and presentation as well as using a different time of day for the food consumption.

What areas of the idea could be developed? Due to the style and the somewhat tame nature of the design, the target market may be a lot older then what you may have found and targeted. With the lack of colour, it suggests that it is more of a sophisticated card and may stray towards middle to higher class adults.

What do you find interesting about the idea? I think that the way the card is presented gives it something different to what else is out there in the market and I believe this could be part of a good Niche product. The use of the Varnish on the card will be interesting because this can make it look professional, thus meaning more of your target audience purchasing it.

Idea 5• A day of the week theme is the theme for idea 5. This could be for one specific day or all the days of the week, with one dish picked from each day, with two been selected for a weekend day, due to peoples time been more free on a weekend.

•Vegetarians, along with many other people, may appreciate the idea of having a breakfast dish that can also be used for lunch or dinner as well, with the leftovers.

•This idea could encompass breakfast, lunch and dinner, with the dishes been split through the days.

•Brighter colours will be used because I want to appeal to a young audience for this particular idea. I have done this because children could learn nutritional values and other things from this card.

•For the demographic, I will have to select a more informal and simple lexis. However, a clear and concise layout will be used, due to everyone liking this feature in my task 5 survey.

•Coming back to the idea of a laminated card from idea one could be useful, so the cards can be re-used again and again. I would use this feature for most of the designs, because I like the re-use technique, but I want some variation in my designs.

Feedback 5What do you like about the idea? I like how the idea incorporates all the meals during a day and has different look on what would usually be seen as an ordinary set of cards for the week. The way in which a younger audience is targeted is also a good part of the idea due to them having more freedom with the dish and also giving the impression of education and to learn healthy eating at a young age. What areas of the idea could be developed? One Concern of having a laminated card for children could be that the edges may be sharp and could have to look into health and safety issues.

What do you find interesting about the idea? I think the idea understands peoples time and how they use it to an extent, providing a quick meal for the weekdays and giving the person more freedom during the weekend when more time is there.

Summary of FeedbackWhat do you agree with from your feedback?Feedback on idea 2 – I think the feedback that states the content will be limited, given the shape of the card is a valid point and one that must be taken into consideration. Instead, the idea of idea 2 and 3 could be added together to make a recipe card, but have the Italian flag added in the corner, with an embossed quality.

Feedback on idea 1 – Time constraints could be a real issue and the time in which I have to produce them could lead to me rushing them and therefore making a product no one wants to purchase, thus failing in my project aim.

What do you disagree with from your feedback?On feedback idea 4, it states that a more upper class, older market would be the ones targeted there. However, as my research suggests, an older audience was the majority, while the socio-economic demographic was a lower one. While I agree with the social class point, the age demographic point matching my 4th idea well. On the other hand, the person giving feedback didn’t have access to my results and couldn’t critique according to my data.

While laminating the cards of idea 5 will need health and safety checks added to them, the rectangular shape of the card would mean the sharpness of the card will be reduced. However, in my design. I didn't state the shape of the design, therefore my peer didn’t know this and therefore critiqued me on what they could see on the idea slide.

Idea EvaluationWhich idea that you came up with is your favourite and why?My favourite idea that I designed was idea 1. With the various shapes of Italian landmarks, every card is unique and different from the last. The time constraint element raised in my peer feedback was a key disadvantage, but I believe I will have enough time to produce these cards to a high standard. After the feedback of laminating the cards was branded “a good idea”, I may even develop the idea to make it laminated, which will lead to the card been re-usable and effective. This idea also isn’t connected to a particular demographic, even though it may appeal more to a child, it’s a mass market idea and could be potentially financially beneficial.

Which idea, that your team came up with, is your favourite and why?Recipe cards in the shape of jigsaw pieces that will fit together to make a region. I like this idea because it’s a multi-purpose idea that is very unconventional to a recipe card style. It also encompasses this idea that every demographic is included. Even though children will be predominantly targeted by this idea, adults won’t be put off this idea, therefore it targets the mass market and generates higher profit margins, compared to other ideas created. The other ideas created were good and most had a multi-purpose, multi-demographic idea to them, but I felt this idea was the most unique and the most effective to making this project successful.

Developed Idea 1

Italian recipe card

Recipes

Images

Theme

Audience

Design Production method

Pizza PastaLasagne

Tiramisu

Sweet/savoury Pancakes

Die cutting – would be the easiest to do. The one that costs the least and will appeal to all demographics.

Varnish – This will be difficult to do, it takes a bit of skill, where as the other two don’t take much. On top of this, varnishing looks very professional, so may appeal to a high socio-economic, adult demographic, not to a mass market.

Embossing – This technique looks very effective, but doesn’t appeal to one demographic over the other. The ease and cheapness of it makes it a great way to make things stand out. This is the method I will use should I take this idea into production.

Due to both sides of the card been utilised, two images per recipe will be displayed. This wasn’t going to be possible in planning with some cards been strangely shaped, however, the two sided recipe card allows more room.

An Italian theme was decided upon, due to the world recipe card idea been too difficult. Trying to choose two dishes from each country would have proved very tough, so one country as my theme was, in my opinion, the best idea.

The colour will be a neutral colour (one of the colours that are on the mood board on the next slide). This is mainly to be neutral on demographics, due to the product been for a mass market. The text will be simple for the main body of text, but could be stylised for the titles. This is because my survey showed that a clear and concise recipe card was the main thing my focus group looked for, which a simple font will carry out.

I’m not looking to target a specific demographic with this recipe card. The colours are going to be neutral, the lexis is going to be simple, but just for ease of use, in accordance to what people looked fro in my survey.

Developed Idea 1

Neutral

colours

I

could

use

A font I could use (title)(Bradley Hand ITC)

A font I could use (title) (Brush script)

A font I could use (title) (Harlow solid)

A font I could use (title) (informal roman)

A font I could use (title) (monotype corsiva)

fontfont

font

font

Developed Idea 1

Neutral

colours

I

could

use

A font I could use (title)(Bradley Hand ITC)

A font I could use (title) (Brush script)

A font I could use (title) (Harlow solid)

A font I could use (title) (informal roman)

A font I could use (title) (monotype corsiva)

font

font

font

font

I wanted to show the methods of production that I was considering for my project. Varnishing and embossing are two techniques that I am considering for my recipe cards. However, as stated on my mind map, embossing could be the way to go, due to skill and financial restraints of varnishing. To add to this, I also decided varnishing looks professional, but may not appeal to a young audience also. The product in which I produce wants to target the mass market.

The neutral colour chart on my mood board helps to communicate what colours I am thinking of for my recipe card, on this idea. The neutral colours will help to appeal to a wide audience, instead of a niche demographical audience, in terms of age, gender of soicio-economic status.

The photography, a main feature of the recipe card, is distributed throughout my mood board. The selection of dishes is key, with traditional Italian dishes been selected, along with unusual dishes also. The variation is key, but not only in selection, the meal type is key as well, which is why I’ve varied main course and pudding on my mood board.

The pictures of Italian landmarks are not signifying the place of Italy, instead, ideas for the shaping of my recipe cards. While some shapes will be impossible to create, the city of Florence (top right corner), I want to keep my options of shape open.

The fonts that I put on my mood board are potential fonts for my recipe card. While the fonts for the main body aren’t a problem, the ones for the title could be a potential problem, if they are stylised. This is due to the difficulty of reading the titles, which I don’t want. My survey states that a clear and concise recipe card is key, which is why stylised writing is probably not the best font for my recipe card title.

Developed Idea 2

Days of the week recipe card

Recipes Images

Theme

Audience Design

Production method

Die-cutting – It will be easy to do, has little cost attached, but may take time locating and contracting the job out for another company to do. However, I think if I went forward with this design, die-cutting would be my production method of choice.

varnish

embossing

Shiny

Breakfast

DinnerLunchA lunch that can be made from breakfast leftovers.

Quick meals mid-week, when people have less time.

People have more time on the weekend, something a bit special as a recipe.

Due to the rectangle shapes of the cards, I will be able to fit two images of the recipes on the card, not one, like my Italian idea.

Instead of sourcing my images from a gallery that hasn’t been copyrighted, I think I will take the images myself, or have one of my personnel members take them.

Days of the week, this includes breakfast, lunch and dinners, as well as savoury and sweet dishes.

This will take into, the time in which people traditionally have on given days. For example, weekend dishes will take longer because people tend to have more time then.

I don’t want to make my product for one particular demographic. This is due to a mass market product normally making more profit, compared to a niche market product. He design section of this mind map will explain how I will make the layout of my cards ‘demographic neutral’

The colours I will use will be of a bright colouring, with the text been relatively clear. This is due to the survey data received in task 5. The focus group stated that they looked for clearness as a key feature on a recipe card, which is why it’s going to be a key feature of my card. As for the clear font, a stylised font may lean toward a certain demographic, but a clear and normal font is more neutral and therefore it doesn’t favour a particular demographic over another. However, the bright colours is supposed to lean to a younger audience, due to an idea of mine wanting to appeal to an actual demographic, not a mass market.

Developed Idea 2 – Days of the week

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

SundayColours I could use

Developed Idea 2 – Days of the week

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

Colours I could use

The font I will use has to be one that is understood by my audience, but at the same time, stand out against other recipe cards. This is a difficult feature to accomplish, but I believe I can select a font which thinks about both of these elements of the recipe card. All the fonts below show a relatively clear font, (some more than others). However, a s the fonts show, each day will be in a different font. When production starts, this won’t be the case and they will be in the same font, consistently, all the way through.

The production methods that I could use has been limited to one, due to me been certain about the method I will use. Die-cutting, as stated on the mind map, will be easy to do and is effective. The production method will also appeal to the younger audience which I am trying to entice by this recipe card idea.

The recipe images are key. More photographs will be required for this idea, compared to the Italian theme, due to one more image per recipe card been added. For a breakfast theme, you can’t have things in the shape of week objects, so instead of pictures of the shape of the recipe card, I have added more recipe imagery to try and communicate my intentions for this developed idea.

Bright colours will be used on this recipe card, which will appeal to a younger audience (my target audience for my recipe card). However, to easily differentiate between the weekend and weekdays, the colours will get brighter as the week progresses, which will make the cards easily identifiable for the audience.

TreatmentIdea Treatment: Developed idea 2

Theme: Days of the weekThe theme for this recipe card idea will be days of the week. This will incorporate breakfast, lunch and dinner, as well as sweet and savoury within it. This is a unique idea and will try and start a new market for recipe cards, but could be difficult because it’s such a niche market to try and target. As for restraints on country, I have not set one for this recipe card, due to me wanting freedom of choice when it comes to selecting the recipes for these cards.

Audience: A younger audienceI decided for my second developed idea that I would try and target a demographic, instead of trying to target the mass market. The way in which I will do this is by using bright colours on my recipe card. Tis of course doesn’t follow that all young people like bright colours, but it is generally true. As for the font, a simple font will be used, this is regardless of a demographic, due to all 10 of my responses on task 5’s survey stating that a clear layout and font type was key to a successful recipe card. The lexis follows the same rule, all demographics want to be able to follow the recipe, so a simple lexis would have been used, regardless of the target audience.

Production Methods: A clear font and layout, bright colours colours and high quality images (x2) , as well as Die – cutting • A clear font and layout was suggested on Task 5, when my feedback group stated that a clear layout is important to the success of a

recipe card.• All demographics are appealed to by high quality images, so all demographics are appealed to by this particular feature• The bright colours will appeal to a younger audience, therefore the whole card is trying to entice a younger audience, due to the colour

been one of the most important aesthetic features of the card. Die cutting will be the easiest production method, compared with varnishing and embossing. This is not even taking into account, the

financial side. Die cutting will be cheapest to produce, due to varnish been expensive and embossing requiring a bit of specialist equipment. Skill is another element I looked at when decided on my method. Varnishing takes a lot of skill to et right, where as die cutting and embossing don’t take half as much skill. Even though I may have to contract this die-cutting to another company, it will cost a fraction of the price, compared to embossing and varnishing, which is why I’m selecting it for my recipe cards.

Assessment of final idea (developed idea 1)Suitable for audience?Due to me making my product for a mass market, the features of the recipe card are very demographic neutral. For this reason, I believe that the suitability will be decided when the product are marketed. However, these products have been produced according to the survey I conducted. This is why the layout is clear and concise, while the text is restrained, due to my focus group stating that ease and clarity of a card were key features.

Suitability for client?I think I have altered the cards throughout the various tasks of this project to make them more and more suitable for my client. I believe the laminating of the cards will appeal to the client, de to it been stated in the brief. Something else that was stated in the brief, which I ‘ve used in my recipe cards are, a clear theme of cards. The clear Italian theme will evidently show that the cards are from the same set. As for the photography, I am going to ensure the images are high quality, like the Vegsoc want. I will do this by taking the images myself, but also put ‘sourcing images’ in contingency, just in case it doesn’t go to plan.

Appeal of the designNot only can the Italian style be effective for me, the shape in which I am cutting them into should further the appeal of the design. Landmarks of Italy are the shapes in which I have chose for my recipe cards. These two features are not the only features that can entice the audience, the use of a relatively stylised font can add to the appeal of the design, as well as the high quality recipes that I will use for the cards.

Timescales for productionA time scale of just under three weeks is the time in which I’ll have to produce my recipe cards. Even though I don’t think I’ll need this time, contingency time will be added, just in case something in the production doesn’t go to plan. Contingency time gives you extra time to complete things that you haven’t completed in the project, or something you haven’t had time to complete.

Cost of any specialist work (laminating, varnishing, die-cutting)I want my recipe cards to be laminated, which will more than likely be contracted to a company. While another piece of specialist work, embossing will also need contracting to a company also, however, they will have to be separate companies because the chances of finding a company that do both are slim. (Estimate – Laminating - £120 for 450 cards, Embossing - £65 for 450 cards.

Assessment of final idea (developed idea 1)

Practical to produce in large runs?My recipe card is aimed at the mass market to start with, so it would be easier to produce a large run, due it not been as much of a risk, compared to if my product was a niche marketed product. While it wouldn’t be a sensible idea to initially produce a large run, without seeing how your first batch go, a large run would fit this product, rather than a small batch.

Available resources:Things I will have to purchase or pay for:•Card for the recipe cards•Printing the cards•Contract out the embossing and laminating •Ingredients to make the recipes in order to photograph the dishes•Locations and facilities•PersonnelThings I will have available to me:•Cameras to photograph the food•Computers and macs that I will produce/design and research the cards•Scissors to cut the shapes of the recipe cards out

Quality factors:My idea, which includes the layout, photography, font and actual recipes, will be carried on to the best of my ability until I produce my final finished product. Non of these elements will have less time spent on them, compared to the others and the quality of these functions won’t falter during this project, even if time is running out. The photography will be re-done a few times and many images will be captured, due to me not waning to come back to complete it right at the end of the task. The fonts will be selected straight away and they will be selected in accordance to the clear and concise layout I am trying to get out of this recipe card. The actual recipes won’t be selected until our group are sure about them and decisions won’t be rushed into, instead, research and design tests will be performed, which will ensure the quality of my product. Tests throughout the production process will also carry out the quality assurance function, and will also ensure an overall better product.

Legal and ethical issues:Legal•I will need to make sure I don’t breach copyright on any photograph, layout or logo •Everything I use in my design/production needs to have been fairly and legally bought and paid for

Ethical•Use a good quality of paper, make sure it’s environmentally friendly and 100% recycled •The dishes must not contain things inappropriate for vegetarians and vegans (even the things that are questionable, which are mentioned at the end of Task 4)

Assessment of final idea (developed idea 1)

Final Group Idea

After going through the four developed ideas that my group came up with, we have decided to take developed idea 1 into production. While it will remain the same as it was stated on the previous pages, it will incorporate other parts of developed ideas, such as the recipes. As for the audience been targeted, my group have decide to keep it as a mass market audience, due to the potential profits that can be made, compared to marketing a niche market product.

Slide 2

Slide 14

Slide 15

Slide 16

Final Treatment

Idea Treatment: Developed idea 1

Theme: Italian As the VegSoc brief states, a clear theme could be used to differentiate between different sets of recipe cards, which is why I went for an Italian theme. Another reason why I chose the Italian theme was due to m survey data in task 5. Out of the 10 people I got feedback from, the majority said that an Italian theme was their favourite style.

Audience: No specific demographic targeted With the restrained colours, normal fonts and clear layouts, this recipe card shouldn’t appeal to a particular demographic. Even though my survey feedback came back with a majority of male respondents, my survey was sent to a majority male audience, so was therefore not taking into account for my design section of my project. A mass market audience is the best audience to target, like I am, due to it making the greatest profit if everything goes to plan, while the risk of selling the product is not as great, compared to trying to sell a niche market product.

Production Methods: A clear font and layout, restrained colours and high quality images (x1), as well as embossing • A clear font and layout is appealing to all demographics, not a certain audience • The high quality images also appeal to all audiences also. However, unlike developed idea 2, only one picture can be added to

this recipe card, due to the shape of my recipe card (landmarks of Italy) • Restrained colours suggest that I am not trying to target a certain gender, age or socio-economic demographic. • Embossing is easy, effective and, as I showed in the assessment of my final idea, relatively cheap (£65 for 450 cards embossing). Where

as varnishing is too formal for the card IO want to create, while die-cutting is more of a young demographic feature, but embossing is in between the two, which I want, because of the mass market targeting I want to achieve.

Rationale for final ideaLike many of my design at the idea stage, all had the potential to be a great and unique design. However, the way in which I’ve developed idea 1 will make it a very successful and effective idea for me. Not only will it create a profit for the company and the client, it will also make vegetarianism interesting and hopefully appealing for people. On top of this, from a business pint of view, this may mean fresh business with the same client, should the production of the recipe cards go well.

The shapes I will make my recipe cards into are unique and, as far as I’m aware, have never been created before. While some will be difficult to make and the time constraints make it even tougher, I feel if I do produce these cards to the best of my ability, they will be very effective.

The ease, yet effectiveness of this recipe card makes it a simple idea to follow and produce, with the cost of the overall project been less than expected.

The cost of the following:•Printing•Embossing•Card•Personnel•Facilities•Locations

Even though all these need funding, all costs have been kept to a minimum and no unnecessary purchases will be made. As for the personnel, I will not start working with my personnel until I’m sure I have covered all bases, I don’t want to pay unnecessary wages for little in exchange. From all this cost information, what I am trying to communicate is: This recipe card is the most financially viable out of them all.