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  1. 1. EvaluationProducing Print Based MediaVisual Language:CompositionWhen choosing how to set out my recipe cards I designed 5 different layouts, eachone was different from the other. The layout I chose to do was very basic but wouldbe effective for the target audience. The layout I chose was very simple, having anenlarged image of the recipe on the back of the card with a ‘chef’s tip’ on the bottomof the page. The front page of the card had the title on the top left corner, an imageof the food on the right hand corner, and the ingredients and method underneath it. Ichose to keep the layout very simple so that it would be easy to look at, due to thetarget audience being young children aged 4-13. I think that the recipe cards have agood image/text ratio because each side has both an image and text. The first side ismainly text due to it being where the method and ingredients are, but we stillmanaged to feature an image in the top right hand corner. By having an image onthe side where the majority of the page was text, it helped to separate the text apartand was effective at making the page look more attractive. The second side wasvery simplistic, having the entire side be an enlarged image of the recipe and havinga small piece of writing at the very bottom of the page. We decided to do this so thatthe recipe card was even more effective at being attractive to the target audience;we also discovered in our first drafts of layouts that this design (having the imageenlarged on the back) was favourited by the people who gave us feedback.Image ConstructionFrom the start we always wanted the images to taken from stock images, wedecided this because it would be easier for us to make the cards seem moreprofessional and more like a set than if we had both gone off and photographedunprofessional looking images. We tried to make sure that each image we usedlooked like they were part of the same set of photos taken, which for the most partwe did, only a few of the images don’t look that way. The colours we used on therecipe cards vary a lot, we decided to use bright and bold colours that would beappealing to our target audience. By having eye catching colours, the children wouldbe more likely to grab the cards and want to look at them, and then decided if theywanted to try the food on them. The use of colour is a way for the cards to grab theattention of people who might otherwise ignore the cards. Each card is a differentcard, with different colours used for the fonts. We wanted the text to stand out apartfrom the cards so by using even more colour on the cards for the text, the bright andclashing colours were attractive. This was proved for us when we received peerfeedback and each person had said that they loved the use of ‘eye popping coloursto draw the audience in’’.
  2. 2. RepresentationDiscuss the semiotics and connotations created from the content you haveincluded.Bright and bold colours are used with has a connotation of fun, which is linked withwho the target audience are. Most children like to have fun and mess about at thetarget audience age of 4 to 13, which is great for these cards as they look attractiveand exciting. The colours used also relate to the images used in the recipe cards, forexample when we have used greens or reds, usually red or green has been used Inthe image as well. We have also tried to find images that have greens in them, whichhelp represent vegetarianism, which is also shown by having the ‘VegetarianSociety’ logo on each one of the cards.Audiences:Create an audience profile of your chosen demographicThe target audience for our recipe cards are children ages between 4-13 who arejust starting to discover what foods they like and don’t like. We didn’t have a specificgender in mind due to the food not being gender orientated, for example if we wereto do only feminine styled desserts then the target gender would probably befemale. Due to the target audience being such a young age we don’t have a targetgeodemographic for them, although if we were to be targeting the children’s parentsas-well then we would most likely target adults who are ABC1 on the NRS socialgrade. We also didn’t discuss the hobbies or sexuality of the target audiencebecause the recipes aren’t specific enough to have had to think about that.If we were to think about the hobbies of our target audience then I would say that thechildren were playful and energetic and willing to try new things, perhaps werecreative or enjoyed playing sports.How have you constructed your work to appeal to this audience?We used a lot of research to discover what our primary audience would want from arecipe card. Ni order to appeal to our target audience of 4-13 year olds we had tothink about the colours we used. The colours would have to be bold, bright and eyecatching for the children to even glance at them. We also used ‘bubble writing’ stylefonts so that the target audience could see the cards as being fun and interesting tolook at. We constructed the layout of the recipe cards to be simple and thereforeeasy for the children to look at and still be interested in, so we also used a little textas we could, trying to focus more on the images.
  3. 3. We created mood boards filled with colours,images and ‘buzz’ words that children wouldbe attracted to. This helped us to see whichcolours we should be using on our recipecards and which colours went well together.By looking at different images, both cartoonimages and professional photographs, wedecided that professional looking imageswere more suited to our recipe cards, eventhough cartoon images would’ve have beenbetter for our target audience.We created more mood boards that werefilled with different fonts and colours oftexts that children would be attracted to.This helped us to see which colours weshould be using on our recipe cards andwhich fonts were easily readable andeasy to see. By seeing the fonts large, wehad a clear idea of what fonts we wouldwant to feature on our recipe cards andwhat colours they should be.We designed around 5 different layoutsfor our recipe cards, each was verydifferent form the other. By doing this wegot a chance to ask for peer feedback onthem to see which they though out targetaudience would prefer. By doing this, ithelped us to narrow down our designsand choose the final one we wanted touse.
  4. 4. Historical and Cultural Context:What did you use as your design influences and why were they chosen?(What existing media products influenced the final look of your work?)Existing media products that helped influence the look of my recipe cards were otherrecipe cards that were already out there. These helped me to think of an appropriatelayout and design of the recipe cards, but mainly children’s books and games helpedto influence the colours and fonts I used on the recipe cards.Do vegetarian products have a specific design aesthetic and how does yourproject reflect/contrast this? Why?Vegetarian products use a lot of green colours and pictures of vegetables which arevery commonly used in vegetarian products. This is very stereotypical and in ourrecipe cards we tried to do the opposite of this, due to our target audience not beinga typical vegetarian. Our recipe cards are a very different from the typical recipe carddue to them being very colourful and not just using greens as the primary colourused.Finished Products:Does your finished product reflect your initial plans? How? If there are anydifferences, describe why changes were made.Our final product reflects our initial planning exactly, by having a very though outpost production plan we knew exactly were we wanting things to go on our recipecards.You can see from our originalflat plan designs that our firstpage of our recipe cards isexactly the same as how wedesigned it, with one change.The only change is that weadded a ‘prep time, cookingtime and how many it serves’underneath the main title inorder to meet the brief.
  5. 5. Does your finished product match what you were set in the brief? How?Our final product meets the brief that we were originally set. We made sure of this byconstantly going back and checking the brief in order to make sure we met therequirements. One thing that we hadn’t done on our recipe cards was to make surethat we had put how many it serves, was it vegan , how long it takes to cook andhow long it takes to prepare. When we saw hat we hadn’t done this we went back toour recipe cards and made sure we found space for them and added them in.How did the use of peer feedback help you in your production?A major part of the peer feedback that helped us was to do with the font we used.We had originally used two different fonts for the method and the ingredients, thefeedback had told us that the method was very difficult to read and you had to reallyconcentrate on the text to see it. Taking in this feedback we decided to change thefont to the same font as the ingredients. We then asked for feedback again and thefeedback said that the fonts were much easier to read and generally looked better.Another piece of peer feedback that helped in our production was when the feedbacktold us that the colours of the recipe cards and the colours of the texts weresometimes difficult to read or see due to the brightness of them. We then went andchanged the difficult to read colours to ones that were easier to see.Discuss the strengths and weaknesses of your final product regarding itstechnical and aesthetical qualities.I think the strengths of our recipe cards are that they are very colourful and thereforeattractive to the target audience. This is a major strength because it will help therecipe cards become popular and get used. Another strength is that they are easy toread and clear, this makes them strong as a set of recipe cards because of theaudience we targeted. Another strength is that each recipe card looks like it is part ofthe same set, which is really great considering 4 were done by a different person. Ithink that because they look like such a good set it shoes how well our postproduction work was, if our planning hadn’t as been as good as it was the cardsmight have come out looking differently. A weakness of the cards is that on some ofthem, there is much more text on the page than there are on others, and althoughthat is because the recipe is slightly harder or has slightly more things to do it in, forour target audience this could be annoying and prevent them from wanting to readthe cards or look at them. I think that the cards are aesthetically pleasing to ourtarget audience, the cards use bright, bold and eye catching colours that will drawthe target audience into the cards.What skills/knowledge have you gained/developed in this project? How couldthese be applied in future practice?I feel that my skills in photo-shop have been much further developed whilst doing thisproject. I have also learnt how to work more efficiently in a group, including how toplan more effectively. By planning very well we were able to complete the productionof our recipe card efficiently and effectively. I will be able to apply these things in thefuture, when using photo-shop or when working as part of a team and especiallywhen planning projects.
  6. 6. Production ProcessesDo you believe your work is creative and technically competent? Why?(Reference specific examples (use images if this will help) of where you believe yourwork is particularly visually or technically impressive)I think the recipe cards were creative due to the colours and images we used onthem. The colours were bold, bright and attractive to the audience. I think they weretechnically competent because they do the job they are designed to do, they arerecipe cards and feature the ingredients, method and prep time needed to know howto make the recipe on the cards, as well as showing images of the food.How effectively did you manage your time?(Could you have used time more wisely? Did a particular aspect of the project takelonger than expected? Did you complete everything on schedule?)We made ourselves a very strict schedule to work by and I feel that we did so well.By working to this we found that we completed our recipe cards ahead of scheduleand were able to go back and receive even more feedback for us to improve ourrecipe cards. I think we used our time very well, and due to the extensive planningwe did, we completed our project on time and were able to hand in complete. Theproject didn’t take longer than we had expected, it actually took less time then wehad anticipated, but we used the time to go back and edit bits of the cards.If you could repeat the process what would you do differently?If I were to repeat the process I would try and be more creative in what we put on therecipe cards, perhaps make the images more interesting and try to use less text. Ithink that by using less chunks of text on the cards they will be even more attractiveto the target audience.I might also change the theme of the recipe cards, maybe making the food on themmuch more specific, for example, just desserts or just finger foods. I think that bydoing that it would make the recipe cards more niche and purposely for a specifictype of vegetarian.Working to a Brief in the Creative Media IndustriesConstraints Experienced:What constraints did you encounter and how did you consider/avoid them?Legal ConstraintsThe legal constraints we would’ve come across would be copyright of the imagesand text used. The recipes we used were not our own and we found them on theinternet, which were accompanied by the pictures we used.
  7. 7. Regulatory ConstraintsWe didn’t feel that we have encountered any regulator constraints.Financial ConstraintsFinancial constraints we would’ve come across would be the cost of producing sucha large amount of recipe cards and how much it would cost to send them worldwide,as well as the printing costs, and also the wages of the people helping to create thecards.Management:How did you work as part of a group?For the most part I have enjoyed working as part of a group because we were able toshare ideas. We were good at diving jobs between each other and make sure we wereboth doing an equal amount. I didn’t enjoy it when my partner didn’t turn up n days whenwe needed to complete big tasks, such as actually making the recipe cards, I then had tomake sure I was getting regular emails with the updated versions of things. This was veryoff putting for me, as I usually like to work independently and this kind of confirmed thatfor me. I didn’t like have to reply on someone else for the work and I felt like I had to dothe majority of it anyways. We split the work equally which was effective because thenone of us wasn’t stuck with the majority of the work, even though my partner wasn’t herea lot and I had to do it anyways.How important is communication when working in a group?Communication is very important when working as part of a group, especially on a projectlike this because we had to make sure that our recipe cards looked exactly the same andthat we were both doing the set work given to us, as well as deciding who should do eachpiece of work or whether we were going to work together.What have you learnt about working in a group and how will you apply this tofuture practice?I have learnt that you need to be very clear about what it is you are doing and that youneed to constantly be communication between each other. Otherwise the work youproduce might be different to each others. I will apply this to future practice by ensuringthat who ever I am working with and myself know exactly what we are doing, when itneeds to be done by and how it needs to be done.What have you learnt about working in to a brief and how will you apply this tofuture practice?By working to a brief I have learnt that the client wants a very specific thing and you mustdo the project exactly how they want it doing. It was good for me to be more disciplined inwhat I was able to do but sill be able to be creative and put my own spin on it. I will applythis to future practice by making sure that when I receive a brief, I make sure i work to itand make sure I do what the brief wants in my work.
  8. 8. How does your work compare to the recipe cards you have researched?My recipe cards are aimed at a specific age of person and that makes them stand outfrom other recipe cards that are already being produced. When comparing my work to thework that I initially researched, my recipe cards are much more vibrant and audiencespecific as well as having a much more ‘fun’ look.This recipe card is one of the very first existing products that I looked at. When looking atthis I decided I liked the use of having an image on one side taking up the entire page. Idecided that this would be a good idea and a great way to make my recipe cards moreindividual and more attractive to its target audience. This is probably one of the mainsimilarities between my work and existing products. When comparing my recipe card withthis existing recipe card I can see that they both have a very professional look about themand that they both have a quality look about them. I think that another main difference isthat on the excising recipe card, the fonts stay the same and are in a very easy to readfont, whereas my recipe cards has changing colours, changing fonts and the sizes varyas-well, which can make it difficulty to read for some people. I think that the image qualityis also very different on the professional recipe cards in comparison to mine, due to minebeing taken from stock image, I think that if I were to have taken the photos of the foodmyself they would’ve been of better quality.