Initial Ideas and Feedback

Mel

Idea 1- CultureAudience: Gender Neutral, 18-30

Layout: • Each card will have a theme of a different city in a country,

this will be diagnosed by the colours used and at the top of each card it will have a silhouette outline of a monument in the city, for example in London the silhouette of London Bridge or Buckingham Palace, this would be die cut on the top of the recipe card.

• The recipes will consist of oriental dishes that would be found in that city/country. An Indian cuisine recipe would feature the Taj Mahal as the die cut in the city Agra.

• The front of the card will have the recipe in the middle and the ingredients at the top and a title of the city. The colours will compliment the county, this will run though the whole recipe card, front and back. There will also be a photograph of the food on the front too.

• The back of the card will have the method of the recipe and an image of how the final product will look like.

Ingredients

Title

Picture

Method

Idea 1-Culture• Colour Scheme: Oriental colours, to do with that city/country. For example the card featuring Italy

would use the colours green, red and white, the colours of the national flag. Below are the example colours so some countries.

• Recipes Included: Pasta (Italian), Vegetable Samosas (Indian), Quorn BBQ Kebab (Australian). Below are some examples of vegetarian recipes we would use.

Feedback 1What do you like about the idea?I like this idea because it’s really creative and interesting. I like the theme of cities because then you can have a taste of a large verity of culture. You can have a British dish and then have a Indian dish. I really like the layout off the card. It’s really simple and easy to understand.

What areas of the idea could be developed?The areas are spacing the layout out so some can go on the back because when it comes to making it , It might be all crammed on the front of the card.

What do you find interesting about the idea? The die cut idea of the different land marks is really interesting because it makes the card original and really interesting to look at. I would be interested in using them if they had this detail on. It shows where the card is representing and its really bold and stands out straight away.

Idea 2- Kids Healthy EatingAudience: Young Children, 5-11

Layout: • The recipe cards will be brightly coloured and attractive. There

will be illustration drawings of the ingredients that need to be used in the recipe. The whole recipe card will be laminated so food or mess can be wiped off without damaging the card. This will be a great feature on a recipe card aimed towards young children who may not ever cooked before.

• The recipes will be simple and consider guidance. There will not be a lot of heat used as this can become dangerous.

• It will not look professional like a recipe card aimed towards adults as it wants to be readable but interesting to keep the children involved and interested. It will consist of the basic method, ingredients, picture and title. Nothing will be too complicated, but if things do start to look messy, moving onto the back of the card and spreading out will be an option.

• Adverting in shops such as Toys R Us or supermarkets where their parents will shop will be the best area to advertise these recipes.

Title

Method

Picture

Ingredient

s

Idea 2- Kids Healthy Eating• Colour Scheme: Primary Colours. This is because these are the first

colours children learn and they are bright and attractive. It is the firststeps of learning just like these recipes are for the children.

• Recipes included: Fruit salad, sandwiches, pizza, pasta and more easy recipes.

Feedback 2What do you like about the idea?The idea in general is really useful. I like the fact that you will have it laminated so children can’t ruin it. This is a really good feature. I also like that it is really bright so children will be attracted to it and simple. It has a really specific audience which is good because you can really focus on making it appeal to them.

What areas of the idea could be developed?Not much can be developed because you have gone into a lot of detail which covers everything. I like everything about it. Its very child orientated.

What do you find interesting about the idea?The layout is really interesting because its not all straight its slated and goes over each other which makes it look really child like. I think this is looks really fun and also fun to adults as well.

Idea 3- Date NightAudience: Male 26-32

Layout: • This is usually a struggle for men when it comes to

cooking a partner a meal from scratch, therefore a series of “date night” recipe cards would be perfect to introduce males to recipe cards. The meals will be light, healthy but with a touch of romance.

• A wine specialist will include their opinion on what wine fits with the recipe and lists of wine will be listed at the back.

• The recipes will be simple and will not take a lot of time.

• The layout on the back will be busy but formal. On the front a simple picture title layout will work to quickly grab attention. The pink and red colour scheme is to enhance the romance even though it is a contrast to the male gender.

Picture

Title Ingredients

Method

Method

Picture

Wine

Idea 3- Date Night• Colour Scheme: Red and Pink. These are the colours that link with theme of love. This will instantly

show you what these recipes are for even though pink and red is contrasts with the male audience I still think it will work.

• Recipes Included: Vegetarian Spaghetti, Jam Love Heart Tarts, Stuffed Butternut Squash. These recipes would be healthy and light but have a sense of romance within. There will be a section where a wine specialist tells them what wine goes best with that dish to highlight the dinner.

Feedback 3What do you like about the idea?I like the theme of this idea ‘date night’ the concept of the cards is a really good idea. Its really different and I haven’t seen anything like this before. I really like the colour scheme of it being pink but aimed at men. The wine is a really good idea as well. The whole concept of the idea is really good overall.

What areas of the idea could be developed?The colours may need to be changed a bit because red and pink might clash which wont make the card standout.

What do you find interesting about the idea?The idea of the card is interesting because it’s really useful and I think a lot of men would use it because the meals are quick and easy to make yet romantic and fancy.

Idea 4- Vegetarian DessertsAudience: Women 25-40

Layout: • These dessert recipe cards will be a series of vegetarian

desserts. The card will have a die cut of a muffin at the top to represent all the desserts.

• In the primary research a lot of people suggested brownies as a recipe to include and lots of people were interested in desserts.

• The colours will be either pastel or rich and aimed toward women to make the it interesting and pretty. The colours will depend on the recipe. Pastel colours will be for cupcakes and sponges while the rich colours will be for chocolate desserts

• The cards will be simple and vintage like, with old recipes that your grandma would use. A large picture will be set to the side of the method so you know what the end product will look like while making the recipe.

Picture

Method

Ingredients

Idea 4- Vegetarian Desserts• Colour Scheme: There will be two different colour themes, one will be pastel colours. These will be for

cupcakes and sponge recipes. The second colour theme will be rich colours, and this will be for for chocolate desserts. The colours will be very feminine to apple to the female audience.

• Recipes Included: Muffins, Victoria Sponges, Brownies. These were some of the recipes asked for in the primary research.

Feedback 4What do you like about the idea?This is really good idea and I like the fact it’s orientated around deserts. You don’t think about deserts and this lets you know what your safe with. The theme is really cute with the bunting and I really like the colours as there yummy colours which make you in the mood for something sweet.

What areas of the idea could be developed?There’s not much that could be developed because it has everything you want from it and more.

What do you find interesting about the idea?I find the colour scheme really interesting because it makes you in the mood for a desert as there sweet colours which really go with the theme of the recipe card.

Idea 5- Beer FestivalAudience: Mostly men aged 18-30.

All adults above the age of 18 because of the alcohol.

Layout: • A typical beer/summer festival is full of meat based foods so

there is a market for a beer festival for vegetarian food. This is usually going to be a quorn substitute.

• The recipe card will have a front and back and will include light happy photographs of party food that would be found at a beer festival.

• There will be a list of different beers that vegetarians can drink and what they contain. It will be simple and quick food to prepare. A few people in our own research asked for vegetarian party food recipes. This is a good quick way of catering for everyone.

Picture

Method

Beers

Idea 5- Beer Festival• Colour Scheme: Brown, green, gold, orange, yellow. These colours are all associated with either the

spring/summer, when beer festivals are usually held. They are natural colours to lead to the outside feel that you get when at a beer festival. I thought of these colours by looking at existing beer festival logos like the International Real Ale Festival and Los Angeles Vegan Beer and Food festival.

• Recipes Included: Quorn based substitutes that are quick and easy to make. They can be cooked inside or on the BBQ. Beers that declare their beer to be vegetarian and vegan friendly are Samuel Smith, Anheuser-Busch, The Marble Brewery, The Black Island Brewery and Black Sheep.

Feedback 5What do you like about the idea?I like the colour scheme of this card. It really suits the idea because there really summery colours. They are really light and positive colours. I also like that you have chosen to do quorn as a substitute of meat. The whole card is really summery. I like the idea also off the happy photographs. Festivals are becoming more popular and this can be really useful to people going who are vegetarian.

What areas of the idea could be developed?I think the audience could be developed and you could target this to more women as well because a lot of women would like this idea to.

What do you find interesting about the idea?The colours are interesting because there sunny positive colours they make you feel positive about the idea and get you in the mood for a festival.

Summary of FeedbackWhat do you agree with from your feedback?I agree with the feedback I have been given as the things I needed to develop on, such as making sure the pink and red does not clash or developing on the audience was named as a weakness but a lot of the ideas were praised, practically the first idea because of its creativity. I want to do an idea that is different and that will draw attention to it. The date night theme is a different theme and I do agree with my feedback on that how the colour scheme could be controversial because it is aimed at men, but the idea has not been done before and is different.

What do you disagree with from your feedback?From my feedback I don’t agree with how idea five can be aimed towards more women than men. The food would be easy to make and it would represent the beers from each festival or country. I personally feel men would be more interested in this recipe card than women.

Idea Evaluation

Which idea that you came up with is your favourite and why?My favourite idea that I came up with was Idea 1. This could either be really effective or tacky. But there is a lot of different recipes and styles I can create with this idea. It makes each recipe different and the audience can experience different cultures without leaving the kitchen. I feel this would be successful with its quirky design and interesting content.

Which idea, that your team came up with, is your favourite and why?My favourite theme that my partner came up with was the student theme. Lots of University students do not know how to cook or have the budget to cook nice meals so having a recipe card that can help them achieve this will be successful. Making the layout very modern will attract the student audience as well as the cheap and easy to make filling meals.

Culture-Idea 1

Culture-Colour SchemeThe colour scheme will depend on the country of that recipe card, this is because the colours will represent a country. Here are the examples of the colour schemes according to the country recipe.

Spain Italy UK Australia

The colours associated with a country or culture will mainly come from peoples view points of what they have seen from that country throughout the media. The countries flag is also a large part of what the people associate with a particular country. For example the colours people associate with Spain are warm colours because of it hot weather. The colours of the Spanish flag are red, orange and yellow, and when people see these colours in a particularly order they will usually think of the Spain and the Spanish culture.

Culture-Recipes & FontsRecipes

Recipes for different countries and cultures:

China- Vegetable Noodle Chow MeinIndia- Vegetable Spicy Curry

Italy- Vegetarian Pizza and Quorn Spaghetti

England- Quorn Sausage and MashScotland-Vegetarian Haggis Australia- BBQ Quorn Skewers

America- Vegetarian Burger

Greece- Feta cheese salad

France-Savoury Crepes

Recipes I will look at to find these vegetarian recipes will be: •www.allrecipes.co.uk/recipes•www.bbc.co.uk/food/recipes

Fonts

Zorus SerifTw Cen MT

Optimus Princeps

I will use a simple font so it is easy to read. The same font will be used on each recipe card so the layouts all fit together.

Date Night- Idea 2

Date Night- Colour Scheme & FontsI will use different shades of pinks and reds to represent romance. The fonts I will use for this recipe card will be swirly, joined letters, although some of these are hard to read but it links in with the love theme.

Date Night- RecipesFrom the film Lady and the Tramp, a romantic food to eat with your partner is spaghetti, this can be made into a vegetarian dish too. Here are some recipes I found from the internet that I would include.

http://www.chow.com/galleries/120/date-night-dinners#!3106/drunken-prunes

TreatmentIdea Treatment: Theme: This is going to be themed on a global culture, each recipe card will have a different specific culture and this will be diagnosed by a die cut silhouette at the top of a city monument, such as London Bridge or the Taj Mahal, the colours will also connect the culture together as they will be connected to the flag of the country the city is in. The front will be simple and consist of a image of the final recipe, a title of the city and the name of the food and prepare/cooking time. The back will have more information about recipe, it will include the method and ingredients as well as social networking links to the Vegetarian Society.

Audience: It will be more for females, but will also targeted at men too. The ages of this audience will be in the age range of 18-30. It will have a large target audience as it it a global thing and interests people for new ideas. It will be for people who want new ideas and want adventure. They would just new to the vegetarian lifestyle and use the recipe cards to get new ideas but they do not have time so a simple layout would be helpful. I can imagine the audience to live in a city, with a busy life.

Production Methods: The card it will be printed on will be recycled paper and the top of the card will be die cut into a monument from the city or country to make it interesting and individual. This idea is unique and not done before. It makes the audience instantly know what sort of recipe that will be getting with that recipe card. The design will be completed used Photoshop and InDesign.

Assessment of final ideasSuitable for audience? This product will be suitable for my audience because it is unique and different therefore it will attract people who will want to try new and exciting things- someone with an adventurous personality. They will live in the city and have a busy lifestyle therefore the recipes will be quick and simple to do.

Suitability for client? These recipe cards will be suitable for the client because it is creative and unique and I will include everything I have been asked to in the brief onto the final design. For example having both a back and front, an image, and making it suitable for vegetarians.

Appeal of the design: The design of the card is really creative. I really like the idea off the different cities as there is a lot of potential with the design and colours that can be use. I especially like the idea of the die cut. This will make the card really stand out and more popular over existing recipe cards. The design on the landmark of each cities will represent what the design is about.

Timescales for production: I don’t think this idea will take to much time to make. To cut down time I think planning everything before is crucial. I will do this by making a template of my design. The only time consuming part would be the die cut getting it to perfection. Overall I feel I will be able to reach the deadline. I will leave a day for contingency time, this will help me if anything goes wrong.

Assessment of final ideasCost of any specialist work (laminating, varnishing, die-cutting): The cost of the work may be costly because of the die-cut and laminating involved. I will need to consider the cost of the specialist equipment I will need to be able to cut out the shapes at the top of the card or the cost to pay for someone to do this for me. Also I will need to consider the cost of laminating the card because this will be specialist work.

Practical to produce in large runs? I don’t think it is easy to print off a lot at a time. This is because of the shape that needs to be die cut. This would take a while to cut out then laminate which would be very time consuming so in this case large runs could not be printed off at a time in a fast pace. It is do-able but it would take a very long time to create and finish each card.

Assessment of final ideasAvailable resources: To create this card the is a lot of resources that are available, these resources are a computer, Photoshop, Indesign, Printer, internet, paper and a camera so you can take your own images and upload them to the computer. These are all available to me at college and home.

Quality factors: This work will be a high quality because it has been thought about thoroughly and the quality lies with the design of the product. When this design is finished it will look very potential and has the potential to become every popular with the target audience.

Legal and ethical issues: This card could have a ethical issue of certain cultured are being stereotyped with the food for example an Indian person may be offended that there culture is stereotyped with curry which could possibly be discrimination off them.The legal issues I could come across while doing these recipe cards may be copyright from using other peoples images. To avoid copyright I will need to get permission from the owner of the image.

Final Group Idea

Final Group IdeaRecipes

• China- Vegetable Noodle Chow Mein• India- Vegetable Spicy Curry• Italy- Vegetarian Pizza and Quorn Spaghetti • UK- Quorn Sausage and Mash• Scotland-Vegetarian Haggis • Australia- BBQ Quorn Skewers• America- Vegetarian Burger • Greece- Feta cheese salad • France-Savoury Crepes

TreatmentIdea Treatment: Theme: This is going to be themed on a global culture, each recipe card will have a different specific culture and this will be diagnosed by a die cut silhouette at the top of a city monument, such as London Bridge or the Taj Mahal, the colours will also connect the culture together as they will be connected to the flag of the country the city is in. The front will be simple and consist of a image of the final recipe, a title of the city and the name of the food and prepare/cooking time. The back will have more information about recipe, it will include the method and ingredients as well as social networking links to the Vegetarian Society.

Audience: It will be more for females, but will also targeted at men too. The ages of this audience will be in the age range of 18-30. It will have a large target audience as it it a global thing and interests people for new ideas. It will be for people who want new ideas and want adventure. They would just new to the vegetarian lifestyle and use the recipe cards to get new ideas but they do not have time so a simple layout would be helpful. I can imagine the audience to live in a city, with a busy life.

Production Methods: The card it will be printed on will be recycled paper and the top of the card will be die cut into a monument from the city or country to make it interesting and individual. This idea is unique and not done before. It makes the audience instantly know what sort of recipe that will be getting with that recipe card. The design will be completed used Photoshop and InDesign.

Rationale for final ideaWe have decided to choose this idea because, out off the two that we finalised, we decided that the cities theme had a lot more potential and was able to be explored a lot more in design ideas and we would not run out of ideas for each card. With the cities theme it was able to give us eight ideas for the eight recipe cards which we can then follow and progress from each culture to produce each card. Although the die-cut may be a challenge we believe the idea is creative and different and we will work around the challenges if the come. We have given each other some time if anything does go wrong so we can change this and make our work the best it can be.Looking at existing products, nothing has been done like this before. It is unique and will apply to our adventurous but busy audience. It will give people a chance to try different cuisines at home and explore the culture in your own homes. We believe this will be successful for our audience and will be great for people new to the vegetarian lifestyle or for someone who wants something different to their diet.