1. Existing Product Research
Henry Buckham & Jonah Adshead

2. Font:
This recipe card uses a combination of different sans-serif fonts
throughout in varying sizes depending on the style of text
(paragraph or headline) The colour of the text tends to be the
opposite of the background it is on (red on white, white on red)
which helps to distinguish it clearly and coupled with the lack of
serifs, it is an easily readable font for all ages and abilities.
The use of this font also contributes to the overall modern and
minimalist style for the recipe card, which uses lots of straight
edges and bold colours.
Layout:
This recipe card is made up of several bold, straight shapes used as the
headers and footers, with several smaller and lighter shapes that give
the header and footer depth. The background are just a plain colour
that lack any type of pattern or image, which helps the information on
the card to be made clear and readable. While the simple shapes help
to create quite a modern style the design itself is rather and simple and
bland, and does not look as if much creativity has been put into it.
Something I’d like to incorporate from this is the use of clear
background with easily readable text.
Content:
This recipe card offers
the full recipe which is
printed in clear and
understandable English,
with all measurements
and amounts clear and
organized at the top in
an ingredients list. The
card also gives several
serving suggestions at
the top and at the end
of the recipe, detailing
how many the recipe
caters for and how it
can be eaten, as well as
how to present it. A
problem with this card
is that it uses several
abbreviations for
tablespoon and
teaspoon amounts
(tbsp and tsp) and
someone who isn’t that
familiar to cooking may
be confused by this.
Images:
This card only offers two images but they are both used rather effectively. The first
image dominates the entire front cover and depicts the end result of the recipe on this
card, laid out in a manner that shows entirely what is made and arranged in a tasty
looking manner with carefully controlled light. The fact that this image was used on
the front lets the viewer know immediately what this recipe will create and it will be
easy to find when looking at a glance.
Colours:
This card lacks a massive range
of colours but the two main
colours chosen create a very
visually striking and pleasing
layout. The choice of a deep
red gives the card quite a
classy, Christmas-like vibe and
coupled with the white and
cream, this works especially
well for putting across a very
festive recipe. The only
problem with this is that the
two green logos used on here
detract from the theme itself
as they are using colours that
break the style.

3. Font-This recipe card uses a sans serif font and this gives a simple and clean look to the card throughout. This clean font type makes the instructions
clear and simple understand. The sans serif font varies in size with the headings being larger than the rest of the text. This draws the attention of the
reader and informs them of hat the section will be about. Under the headings are sub-headings in italics explaining slightly more. One piece of text is a
serif font repeating the title of the meal in a very fancy and stylistic font. This draws the eye of the reader them because of the complicated style and the
interesting way it has been places, overlapping certain bits of text and image.
Layout-The recipe card has been laid out
very simply with information and images set
out into two columns and two rows of writing in
a grid format. This is slightly dull, but works well
for this purpose as it means the text and images
are very cleanly and neatly set out and the
instructions can be followed easily. The two
columns in the top row include the ingredients
for both the stew and the dumplings and the
lower row of text instructs the reader on the
cooking method. This layout is logical as the
ingredients need to be bought before cooking
can take place so must come first on the recipe
card.
Images-There are two images on this recipe
card, one on the front cover and one on the
back with the instructions. The front cover
image is of the finished stew served up with a
fork on the bowl taken from above at a candid
angle. I believe the inclusion of the fork in the
image works well as it gives the reader the
impression someone is about to eat this food
and may entice them and have them believe
they want to eat it as well. The image is very
high key, with a lot of light illuminating the
food, and the contents of the bowl are very
crisp and in focus allowing the viewer to see
them perfectly and again become enticed and
want to cook it for themselves. The image that
is incorporated into the instructions is a close
up of the meal, again high key lit. Attention is
drawn to the green garnish placed on the food,
this piece of green will appeal to the
vegetarians viewing the card. The image works
well to break up the text and stop it looking like
a page full of text, something that may be off-
putting for a reader.
Colour Scheme-This recipe card has a very simple colour scheme using different shades of green. The colour has connotations of freshness and
nature. This makes sense with the card being for the vegetarian society. The simplicity of the colour scheme reflects the simplicity of the recipe and the
lack of very bright colour’s or a huge range of colour could be due to the target demographic, probably adults, who will appreciate the clean, simple colour
scheme of the card.
Writing Style- the writing style of the
recipe card is very formal and its clear that the
purpose is to instruct. The writer has not used
full sentences but instead short instructions and
information often numbered or bullet-pointed.
The language used is quite basic, with no hugely
long or complicated words being used to ensure
the text can be understood buy a lot of people.

4. Font-This recipe card uses a sans serif font throughout. This font is very simple and easy to read and makes the instructions simple for the reader to
understand, it also has amore modern, clean feel to it and this could give the recipe card a current and up to date feel to it. The title at the top of the page
is in a larger font size and draws the eye of the reader, informing them what the recipe card is instructing, this entices the reader and makes them want to
learn more. The rest of the text is a smaller font size but the headings are differentiated by being the same colour as the main title as opposed to the
standard black.
Colour scheme- The colour scheme for this recipe card is very simple, using only different shades of red and a white background. The red is only
used underneath the photograph on the front as a box to frame information on preparation time, cooking time and how many people it will serve and for
some of the text in the title, sub-headings and numbers. Beetroot and rhubarb are both red, so the colour choice of red makes sense and links the recipe
cards colour scheme back to the food itself.
Image- The photograph used in this
image was taken with a wide aperture and
so has a shallow depth of field, this allows
the main part of food to be in focus and the
background of the image to be blurred. This
draws the attention to the hero and the crisp
focus of it allows the viewer to see the food
properly and will entice them and make
them want to cook it. The image takes up
most of the front side of the recipe card and
this large image draws the audience to the
recipe card.
Writing Style-The writing style of this
recipe card is quite formal using full complex
sentences instead of the short bullet pointed
instructions on the previous card. The writer
hasn’t used hugely large words in the
instructions to make sure they are accessible
and easily understandable for the target
audience.
Layout- The layout of this recipe card is
very clean and simple, with all aspects of its
design made to allow it to be understood
and the instructions followed easily. The
second side of the card is laid out in two
columns and rows, the first column includes
the ingredient amounts and the numbering
of the instructions. The second column holds
the body of the text. The separation of the
columns makes the text look neat and
breaks it up slightly so it doesn't look like a
large amount of information to take in.