The document discusses potential themes for recipe cards: summer, winter, Halloween, and Valentine's Day. For each theme, the author analyzes images, foods, previously produced products, fonts, and graphics typically associated with that theme. The author chooses to focus on a summer theme for the recipe cards. They feel summer foods and a bright color palette are more interesting than other themes. The cards will feature salad recipes, which are versatile, easy to adapt, and suitable for summer. Potential difficulties include ingredients only being available one season, and the photography not matching the intended summer theme if done out of season.

1. Treatments and Idea
Development
By Baya Lee Safhill

2. Treatments
I am going to look into four different themes
which we could use for our recipe cards.
These four themes will be;
•Summer
•Winter
•Halloween
•Valentines Day

3. Summer Theme
Treatment One
Baya Lee Safhill

4. Summer Theme
This is my first theme which I am going to look
at. In order to look into this I will be look ideas
and connotations that are associated with
summer, as well as what foods are classified as
summer foods, as well as examples of cards that
I like, and what fonts will go well with this
theme, as well as colours. I will also look at what
banners there are available to make the cards
feel ‘summery’ to the audience.

6. Summer
The previous slide shows pictures of things
associated with summer; clothes, sunflowers,
poppies, dresses, sandals, images of the sun and
beaches.
These create an idea of summer in our
audiences mind because we associate these
with summer.

8. Summer Food
The previous slide shows pictures of foods
which are considered to be summer foods.
These include Watermelon, ice lollies,
cucumber, salads, sorbets and ice creams,
smoothies, cocktails, chipsticks, candyfloss and
of course the seaside favourite fish and chips.
I need to make sure that the recipes on the
cards are going to fit this theme in an interesting
way in order to make sure that the audience
understands that these cards are for summer
foods.

10. Previously Produced Products
The previous slide shows examples of cards that have been produced already
which feature the summer theme and recipes.
The colours used are bright and colourful and feature prints which are
relatable to summer. The cards however feature garish colours that are
bright and highly saturated, such as pinks, yellows, and purples/ lilacs.
The recipes themselves are very summery and feature mussels, fruit salads,
light pancakes with fruit and a tart that is considered summery. All of these
recipes could be served up at a picnic or used in a garden party. There is also
a recipe for a Mexican Sandwich and we associate this with being summery
because of tea parties featuring sandwiches.
The photographs are shot in a way which makes the audience feel that these
are summer recipes; for example the photograph of the mussels is shown
with a bottle of cider and this creates a pub garden imagery in the audience
heads, and the photograph of the Torta Sandwich has been photographed
outside and next to a bowl on a bench, this again brings images of the
summer into the audiences minds.

12. Fonts
Fonts are important in helping to create a theme. The
previous slide shows a range of fonts that I have picked
if I was going to create a summer theme set of cards. I
have picked these fonts because I feel that they create
a summer theme. They are all creative and offer an
element of fun and this will work well along side over
saturated colours and patterns. Most are Serif because
they are very feminine. They all create a softer look to
the text in an interesting way.

14. Banners and Graphics
The previous slide shows examples of banners
and graphics which I feel are summery. The
colours used are very important in creating this
association.
They feature bright colours and most use curves
to offer a softer touch.

15. Winter Theme
Treatment Two
Baya Lee Safhill

16. Winter Theme
This is the second theme which I am going to
look at. In order to look into this I will be look
ideas and connotations that are associated with
winter, as well as what foods are classified as
winter foods, as well as examples of cards that I
like, and what fonts will go well with this theme,
as well as colours. I will also look at what
banners there are available to make the cards
feel ‘wintery’ to the audience.

18. Winter
The previous slide shows pictures of things
associated with winter; snowy landscapes,
Christmas trees, hats, scarfs and gloves, winter
snow boots, robins, bulb baubles, reindeer and
snow men.
These create an idea of winter in our audiences
mind because we associate these with winter
and of course with Christmas time.

20. Winter Food
The previous slide shows pictures of foods which are
considered to be winter foods. These include Christmas
foods such as Christmas Dinner, mince pies, mulled
wine and Christmas Pudding but also foods that are
filling and hearty such as casseroles, stews and winter
muffins.
We need to make sure that the recipes on the cards are
going to fit this theme in an interesting way in order to
make sure that the audience understands that these
cards are for winter foods.

22. Previously Produced Products
The previous slide shows examples of cards that have been produced already
which feature the winter theme and recipes.
The colours used are bright and rich and feature ‘royal’ colours that are
associated with luxury and Christmas festivities; such as Purples and Golds.
The cards however feature garish colours that are bright and bold and
include purple, gold, silver, and red.
The recipes themselves are very festive and wintery and feature festive
recipes such as a filo pie and an untraditional sushi which is Christmassy. All
of these recipes could be served up at a festive get together.
The photographs are shot in a way which makes the audience feel that these
are winter recipes; for example, the photographs are very high in quality and
the food looks luxurious. The sushi and the welcome drinks are obviously
ideas for Christmas parties, but the festive pie is shown to be hearty and
filling.

24. Fonts
Fonts are important in helping to create a theme. The
previous slide shows a range of fonts that I have picked
if I was going to create a winter theme set of cards. I
have picked these fonts because I feel that they create
a Christmas theme. They are all creative and offer an
element of fun and this will work well along side the
other components in the cards.

26. Banners and Graphics
The previous slide shows examples of banners
and graphics which I feel are summery. The
colours used are very important in creating this
association.
They feature blues, reds and greens in order to
create a Christmas like feel.

27. Halloween Theme
Treatment Three
Baya Lee Safhill

28. Halloween Theme
This is the third theme which I am going to look
at. In order to look into this we will be look ideas
and connotations that are associated with
Halloween, as well as what foods are associated
with Halloween, as well as examples of cards
that I like, and what fonts will go well with this
theme, as well as colours. I will also look at what
banners there are available to make the cards
feel ‘Halloweeny’ to the audience.

30. Halloween
The previous slide shows pictures of things
associated with Halloween; sweets, trick or
treaters, pumpkins, darkness, dressing up and
ghosts.
These create an idea of Halloween in our
audiences mind because we associate these
with things with Halloween.

32. Halloween Food
The previous slide shows pictures of foods
which are associated with Halloween. These
include cakes, biscuits, sweet treats, pumpkin
pie, stuffed peppers. These foods have been
created to look gorey and disgusting, and most
look like bones, body parts, eyes or animals.
I need to make sure that the recipes on the
cards are going to fit this theme in an interesting
way in order to make sure that the audience
understands that these cards are for Halloween
foods.

34. Previously Produced Products
The previous slide shows examples of cards that have been produced
already which feature the Halloween theme and recipes.
The colours used are bright and feature the use of orange primarily,
alongside black and grey. The recipes and photographs feature
pumpkin cupcakes, Halloween cakes, and a variety of other sweet
treats. All of these recipes could be served up at a Halloween party or
be given to trick or treaters.
The photographs are shot in a way which makes the audience feel that
these are Halloween recipes; for example the photograph of the
pumpkin cupcakes are show in a vegetable basket so we associate the
connection with pumpkins, and the photograph of the Halloween cake
has been shown with pumpkins and this again brings images of the
summer into the audiences minds.

36. Fonts
Fonts are important in helping to create a theme. The
previous slide shows a range of fits that I have picked if
I was going to create a Halloween theme set of cards. I
have picked these fonts because I feel that they create
a Halloween theme. They are all creative and offer an
element of fun and this will work well along side the
colour schemes used of orange, black and greys to
create a spooky Halloween theme.

38. Banners and Graphics
The previous slide shows examples of banners
and graphics which I think are associated with
Halloween.
The colours used are very important in creating
this association.
They feature bright colours that are mainly
blacks and oranges.

39. Valentines Theme
Treatment Four
Baya Lee Safhill

40. Valentines Theme
This is the fourth and final theme which I am
going to look at. In order to look into this I will
be looking at ideas and connotations that are
associated with Valentine Day and Love, as well
as what foods are associated with this day of the
year, as well as examples of cards that I like, and
what fonts will go well with this theme, as well
as colours. I will also look at what banners there
are available to make the cards feel like they are
for Valentines Day to the audience.

42. Valentines Day
The previous slide shows pictures of things
associated with Valentines Day; sweets, trick or
treaters, pumpkins, darkness, dressing up and
ghosts.
These create an idea of Halloween in our
audiences mind because we associate these
with things with Halloween.

44. Valentines Day Food
The previous slide shows pictures of foods
which are associated with Valentines Day. These
include cakes, biscuits, sweet treats, chocolate
cake, and strawberries for example. These foods
have been created to look like hearts because
hearts represent love. I need to make sure that
the recipes on the cards are going to fit this
theme in an interesting way in order to make
sure that the audience understands that these
cards are for Valentines Day.

46. Previously Produced Products
The previous slide shows examples of cards that have been produced
already for the Valentines Day theme.
The colours used are bright and feature the use of red primarily, along
side pinks. The recipes and photographs feature cupcakes, cakes, and
a variety of other sweet treats as well as pizzas and indulgence foods.
All of these recipes could be served up for someone’s partner for
Valentines Day to show their love for each other.
The photographs are shot in a way which makes the audience feel that
these are Valentines Day recipes; for example the photograph of the
Kirsch’s are shown as hearts which the audience will associate with
this day of the year, and the photograph of the Love Bite sandwich has
been shown on a red/pink table cloth which has roses on; the
audience will associate roses with representing love.

48. Fonts
Fonts are important in helping to create a theme. The
previous slide shows a range of fonts that I have picked
if I was going to create a Valentines Day theme set of
cards. I have picked these fonts because I feel that they
create a Valentines Day theme. They are all creative
and offer an element of fun and this will work well
along side the colour schemes used of red and black to
create a loving Valentines Day feel to the cards.

50. Banners and Graphics
The previous slide shows examples of banners
and graphics which I think are associated with
Valentines Day.
The colours used are very important in creating
this association. They feature bright colours that
are mainly reds and blacks.

51. Evaluation of Chosen Idea
I am going to choose to create a set of recipe
cards that feature the summer theme. I have
chosen to create this theme because the
audience preferred summer foods to winter
foods in the first part of our research. I also feel
that the summer theme is more interesting to
create, and the recipes which will be used and
developed from will be easy to do. I would like
to create a set of recipe cards that are based
around salads, as I feel these are versatile and
anyone could create and enjoy these. Salads
are also easy to adapt. I prefer the colour
schemes of a summer theme as bright colours
that are over saturated can be used; these
include blues, yellows, pinks etc.

52. Difficulties I Could Face
With This Theme
• Difficulties – ingredients, photography (not
the right season), only appeal to people one
season of the year – people’s favourite,
reliving the summer through the cards.