1. Initial Ideas and Feedback
Shania Carter

2. Idea 1
• I would like my first idea to be based on a vintage Italian theme.
• I want the colours of the recipe card to be soft, like a light blue.
• I want the picture of the background of the recipe card to be fine art.
• The specific audience for my recipe card is any age.
• The recipe for this recipe card is a dessert that anyone – vegetarian, can eat.
• I do not want any borders around my recipe card
• I want my recipe card to be laminated
• I want my recipe card to stand up
• Me and my partner – Aby will be equally sharing the designs and making of the recipe card.

3. Feedback 1
What do you like about the idea?
I like the idea of the vintage Italian theme – I think that’s unique and pretty interesting.
I also like the idea of fine art – I think looking in to some Italian art styles will really help pull
this idea through.
I like the idea of the card being laminated to keep durability.
What areas of the idea could be developed?
I think you could maybe talk a little more about the colour scheme
I think you could explain a little more about the theme – maybe expand a little bit on your
ideas
I just think in some areas you could write a lot more about what the card overall will look
like – I don’t really get an image in my mind when reading through it.
What do you find interesting about the idea?
I really do like the fine art idea – if you’re talking about Italian fine art I think there would be
some really nice oil painting sort of images that you could use – I like how unique this is.

4. Idea 2
• I want to focus on different countries, India.
• I want the recipe card to reflect the culture of India, bright colours.
• I want the recipe to involve lots of spices and rice.
• I want to experiment with the bold colours on the card.
• I would like a dye cut on the recipe card.
• My specific audience for the recipe card would be adults because many children, in the UK wouldn’t eat
Indian food.
• I also want to aim the recipe card at the people who chose Indian as their favourite culture for food and
analyse their other answers.
• For the colour scheme I would like to choose a red and yellow as they are the most common coloured
spices in Indian cooking.

5. Feedback 2
What do you like about the idea?
I like how you want to incorporate the Indian traditions in to the card design –
the festival where they throw powdered, vivid colours everywhere.
I like the idea of involving the spices
I’d also like to test out different colours i.e. bold colours
I like how you’ve used previously collected information – the answers from the
questionnaire – to come up with the idea of Indian culture.
What areas of the idea could be developed?
Honestly I think you just need to expand on your explanations in some areas such
as: what and where you’d like to dye cut on the card.
What do you find interesting about the idea?
I really do like the idea of using Indian traditions to create the card design – I think
we could really expand on this: maybe even take pictures of powdered colour
being thrown and put it against a darker background.

6. Idea 3
• I would like to use a country American style for this recipe card.
• I would like to use the organic and fresh produce to incorporate a picture and a recipe for the recipe
card.
• I would like to use a middle range colour scheme, not too dark and not too bright.
• I would like the recipe card to be A5 size as it fits nicely onto the worktop when cooking.
• I would like the recipe card to be laminated as the recipe for cooking could be quite messy.
• I would like the specific audience to be for all ages, as vegetarians like to use fresh produce within their
child’s vegetarian diet, American country life, grow a lot of their produce.
• I would like the colour scheme to be entertaining for children as they learn to help to cook.
• The specific audience for the recipe card is more leaned towards children as they like the American
theme which is ever growing.
• I would like to use a model for this recipe card, showing the fresh and original products from the
country. For method of working, one of us is the model and the other, the photographer.

7. Feedback 3
What do you like about the idea?
First of all – I really like American culture so I’m very all for this idea
I like your idea of laminating the card to keep it protected against the messy food
I also like how you’ve aimed it at a wide range of audience rather than just
focusing on one age group – it gives the card a certain flexibility for design.
What areas of the idea could be developed?
In the section where you’re explaining which age group you’re aiming at – it got a
little confusing, maybe tidy that up a bit? It took a few reads to actually
understand – no offence <3
The second bullet point doesn’t really make sense to me, that could just be me???
You haven’t really explained the theme at all – expand on it?
What do you find interesting about the idea?
I just really like the idea of focusing on American culture – I personally love the
USA and I’d love to work on it.

8. Idea 4
• I would like my fourth idea to be based on Chinese recipes.
• In the survey, Chinese was the third most popular culture for eating.
• Chinese food is easy to adapt for vegetarians – rice and noodles.
• I would want a traditional Chinese lady as the photograph for the background.
• I would like to use a oriental/traditional Chinese recipe.
• The specific audience for this recipe card is young adults. Students eat a lot of noodles and rice, so
therefore I could incorporate Chinese recipes into vegetarian student diets.
• I would like the recipe card to be 3d, and have a glossy effect.
• I don’t want the recipe card to have borders or anything except the main photograph.
• The methods of working for the recipe card will be the same, sharing the designs and making.

9. Feedback 4
What do you like about the idea?
I like how you’ve used the questionnaire results to pick your theme
I like how you’ve thought about how easy it would be to create the vegetarian
version of some of their cultural dishes
I like the use of the traditional Chinese lady as the background
I like how you’ve really taken time to think about how you want the card to look
What areas of the idea could be developed?
Not much this time – I think you could talk a little more about the colour theme
and the layout of the card.
What do you find interesting about the idea?
I really like the idea of using the traditional Chinese lady as the background – it’s
interesting and again unique, although I have used a similar idea in my ideas.

10. Idea 5
• The theme of the final recipe card is British. There are lots of supermarkets with vegetarian ranges.
• I would like to use Quorn and Linda McCartney products to help create British dishes.
• I would like to use the Union Jack flag as the photograph on the recipe card.
• I would like to have the method and ingredients on two sides, showing the main part of the flag.
• The specific audience for this recipe card is families, Linda McCartney and Quorn make products for the
whole family, and British meals, such as toad in the hole and sausage rolls.
• I would also like to use a border for the recipe card, like bunting around the recipe card.
• I would also like to use the theme of British summer time for the recipe card.
• The method of working is still the same – working together.

11. Feedback 5
What do you like about the idea?
I like how you’ve used the British culture as the theme – very close to home – very easy to
create ideas for
I like how you’ve labelled certain companies to look at recipes from
I like how you’ve incorporated the British flag in to the design
I like how you’ve considered who the food is aimed at for your audience
What areas of the idea could be developed?
I think you could just explain some things more – or consider a few things: I don’t think a
border is a good idea, personally – I think it would take up too much room on the card.
I’m not sure how you’re going to incorporate the idea of British summer in to the card
either, you should explain that c:
What do you find interesting about the idea?
I like how you’ve chosen your own culture as the theme – I doubt anyone else has done
that, I feel like everyone has gone for other countries rather than sticking with our own
companies and culture.

12. Summary of Feedback
What do you agree with from your feedback?
I agree that I should have expanded on more of the theme and that I should have
made some bullet points make more sense to read.
I agree that I have made sure that my audience are directly targeted with the recipe
and design.
I agree that I have used a lot of traditional references to my ideas, and that it is a
unique idea.
What do you disagree with from your feedback?
I disagree that some of my ideas don’t create an image in people’s minds, although I
partly agree that I should have expanded more.

13. Idea Evaluation
Which idea that you came up with is your favourite and why?
I like the British idea because you can use it for lots of different age ranges and can
adapt the food to different themes and seasons throughout the year. The recipe cards
are designed for people living in Britain so it makes sense to make the recipe card
aimed at British audiences. I also like that there is a lot of British meals that can be
adapted to vegetarian meals quickly and easily. A lot of people would have gone for
worldwide cultures and I think that it is good to stick with home turf.
Which idea, that your team came up with, is your favourite and why?
The favourite idea that we chose was Chinese. We both decided that the design of the
Chinese recipe cards was pleasing and the food was easy and adaptable for a
vegetarian menu, as it is mainly rice and noodle based. We think that the design for
the recipe card is unique because we have chosen to use a traditional Chinese
background and it is quite hard to recreate something with such bold makeup and we
would enjoy the challenge.

14. Developed Idea 1

15. Developed Idea 1
British
200g Sainsbury's crusty white
baton half stick or 2 white
batons3 tablespoons
Sainsbury's sun dried tomato
paste½ red pepper, deseeded
and thinly sliced50g chestnut
button mushrooms, sliced¼ x
198g tin basics sweetcorn in
water, drained30g mature
grated British Cheddar by
Sainsbury's

16. Developed Idea 1Ingredients1 large jar spaghetti sauce1 pound broccoli, well drained1
pound spinach, well drained Mushrooms, well drained1 pound carton
cottage or ricotta cheese 1 egg Vegetarian Parmesan cheese Noodles-
See more at:
http://www.lindamccartneyfoods.co.uk/recipe/vegetarian-
lasagna/#sthash.ToZHHy41.dpuf
8 pancakes 2 tbsp olive oil 1 onion, chopped 1 small cauliflower, cut
into small florets 410g can chickpeas, drained and rinsed 400g jar
arrabbiata tomato sauce (we used Loyd Grossman)3 tbsp chopped
fresh coriander 150g tub low-fat natural yogurt 50g baby spinach leave

17. Developed Idea 2 Italian

18. Developed Idea 2
I have chosen this style of car to
represent one image as I think it
has the overall theme I want to
include.
The Italian vintage cars have
always been small.
I wanted to incorporate the
traditionalistic version of the
cars.
When people
think of Italy they
associate the
with the cars.
The survey answered
was predominantly
male, although I want
the recipe cards to be
unisex.
The tone of the car
fits in with the city,
this is also what I
want to put across.

19. Developed Idea 2

20. Treatment
Idea Treatment: Italian Recipe Cards
Theme:
The theme for the recipe cards will be vintage and authentic. The recipes and designs will incorporate the traditional structure of Italy. The
main aim of the project is to create a recipe card that is authentic, aesthetically pleasing but suitable for vegetarians.
Audience:
The audience for this set of recipe cards, gender wise is both. The age range for the recipes will be 18 and over.
Production Methods:
I will use Photoshop and InDesign to experiment in creating layouts. I will also use Photoshop in more depth when in production, to alighn
the image and the text, I will also use it to add a background image.

21. Assessment of final ideas
Suitable for audience? The recipes and the designs of the recipe card are matched to the gender and age range of the
audience.
Suitability for client? All the recipes are vegetarian suitable with everything considered including the e –numbers, the
ingredients are also of the highest quality.
Appeal of the design: The design is based to be aesthetically pleasing and endure both genders. The design is to also
create a running theme.
Timescales for production: In production I will have two full weeks to complete the set of recipe cards, I will also have a
contingency plan with some time spare in case anything goes wrong.
Cost of any specialist work (laminating, varnishing, die-cutting): The cost considered will be laminating the recipe cards.
The client speaks of the recipe cards being durable which is the best option in the client’s expectations.
Practical to produce in large runs? With the use of the laminator the cards are capable of being produced in large runs.
The colours of the recipe cards are quite tame so therefore it will not slow printing down.

22. Assessment of final ideas
Available resources: There are lots of widely able resources around, such as the college printers, the college computers,
with Photoshop, a scanner and a laminator.
Quality factors: A quality factor in the production of recipe cards will be making sure that everything is aligned and also that
the traditional aesthetics are showing through.
Legal and ethical issues: There are no ethical boundaries to this project. The only legal boundary is when using sourced
images and the copyright status.

23. Final Group Idea
The final group idea for
the project will be a
Chinese theme. The
Chinese culture and food
is adaptable to vegans
and vegetarians. There is
also a lot of culture
within China which is
not used in the existing
market for vegetarians.
This final decision is
after examining the
developed ideas the
group felt that the
Chinese idea was the
most popular and would
go the furthest because
of the niche market.

24. Final Treatment
Idea Treatment: Chinese Recipe Cards
Theme:
The theme of the Chinese recipe cards is to incorporate a clear Chinese running theme, experimenting with different recipes to create a
vegetarian twist.
Audience:
The audience will predominantly be for adults, and the age range from 18 and over. We think this is a good idea because the recipes we are
choosing are suitable for the category. We also think it would be a good idea to target this age range because of the Chinese culture that we
will be encountering and also matching the design which is more sophisticated.
Production Methods:
The production method will be equally shared between the two of us, making sure that jobs are done to standard. We will also be providing
as much for the production so not one of us is putting too much in. We will work next to each other so that we will mirror each other’s work
and get the best quality.

25. Rationale for final idea
Explain why you have decided to go forward with your chosen idea.
We have decided to go forward with this idea because we wanted to work outside the
box and target a niche market for the recipe cards. We also went forward with this idea
because we both like the culture and the traditional aspects related to the food that we
could adapt. Because we both like the Chinese food and culture and it was an easy idea
for us to choose.
We also looked at the existing market of Chinese vegetarian recipe cards and there was
very few, thinking about the brief hypothetically, we wanted to make something that
could possibly be printed for thousands because China is a big place with lots of
enjoyable food.