Task 3 (recipe cards)


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Task 3 (recipe cards)

  1. 1. Task 3 Alan Smith
  2. 2. The Vegetarian Society The Vegetarian Society is an educational charity working to support, represent and increase the number of vegetarians in the UK. They work constructively with businesses, government agencies, policy makers and professionals, whilst always remaining independent. They rely on membership subscriptions and donations to carry out this vital work. Here I am going to analyze many recipe cards from the vegetarian society, this is to judge what previous work has been created and how they are set out. This is in order to create an understanding on how to make my own recipe cards for this client. Making something new and fresh to encourage more people to turn to an alternative lifestyle and turn vegetarian. Here I am looking into a seasonal collection of recipe cards that form together. In the original documents on the vegetarian society, this has a food recipe for each month of the year and it is from this where my idea can relate. An idea for the client and recipe card is that of a set of 8 dishes that vary in colour and taste to relate to one theme of Best of British for example.
  3. 3. The writing style is concise and very formal in the way it is put forward. It is brief because it needs to be easy to follow and not complex for the people following. The content has all that is needed and does not explain in depth what is needed to do, leaving the creator to be imaginative. The use of font again suggests that it is a formal and aimed at more of middle class people. The content of the food backs this up as it is aimed at a much older demographic of people. The photography again suggests that it is targeting an older audience by the use of the square dish and also the image contains two or three simplistic colours implying that it is more of a sophisticated meal. Technical details of the photography are that it is taken close up meaning all the food can be seen in more detail, also to enhance the detail a larger aperture has been used so that depth of field is limited to just the foreground and where the food is. The lighting in the image is that of artificial so it can bring out the different shades of colour in the food and make it look more appealing. The layout of the text is that of a professional manner and the same use of the font and size suggests that it does not want to be anything exciting and bubbly as this does not match the people it is targeting, that of an older vegetarian who enjoys simplistic food. As you can see the copy writer of the recipe card has decided to stick to a very clear way of setting it out. There are numbers for the methods on the left hand side as well the numbers for the amount of ingredients needed to make the recipe. The colour scheme used is that of having three main colour components making the dish. This may be seen as relating to the theme of the month which is January and the creator wants to keep a natural look to the food. It may also be interpreted as being little in colour to resemble the weather and starts to get more interesting throughout the rest of the seasons and months to come. The overall appeal looks that it will taste nice and a good start for new vegetarians that will be starting out. It is portrayed to target an elderly population of the society, however it can be a good springboard to learn how to try new things. Being such a simple recipe and only taking 45 minuets to make and 10 to prepare.
  4. 4. The colour scheme used is that of a variety of tones and shades. This is to give the impression that the meal is exciting and vibrant, having so many aspects to the dish starts to suggest that it can be eaten by a younger audience then that of the last meal seen. The image is what is seen first on the recipe card and should a new starting vegetarian see this then they would instantly be intrigued to start looking at it. The font again is very formal and in relation to the image. It sticks to the same throughout as it does not want to take anything away from the content. The writing style is not using complex language and keeping it very brief so that it is easy to follow. The technical details of photography used on this image is that of being a close up, very clear and may have been taken using a tripod holding the camera. The shutter speed must have been at a High setting due to the amount of detail on the food even when zoomed in. This is important for a recipe card as it needs to look appetising and may not do this should it have grains in or pixels. The layout of the cards are very similar as they all follow the same rules of, text being neat and tidy, Clean images that have captions underneath and having a title the same colour as some food on the dish. The content explains what you should do when making the recipe. To criticise the text on the method I would say that it could be in a bigger font and bolder, this is because if it is aimed at an older audience, then their eye sight is often not as good as those younger. So having a clear font such as Calibri and at a size acceptable to read. The colours used across the recipe card are very similar such as the orange in the title and the background to the photograph. This may be seen to have an inner meaning such as applying to the month. As it is April in the month, the orange may be insinuating that is the sun and bringing some bright suitable food for the occasion. The food across this collection by the vegetarian society is seen as very formal and appropriate for an older vegetarian that has been eating these kind of dishes for along time. Taking this into account, for my recipe cards, having some new ideas that are more for younger vegetarians would be better. This is because many of these recipes are dated and need something to them up. Encouraging vegetarians is the task in hand and these recipes looked at are quite content with keeping their same buyers. The overall appeal from this recipe card is that it is a vibrant and colourful dish however the layout in the card gives the impression that it is for an older person.
  5. 5. The colour scheme used is that of sticking to 2 main colours. The colours may have a hidden meaning of relating to month, such as the red going with October and Halloween. The content of the recipe is set in a formal manner and the writing is very concise, as said before the text is similar throughout the recipe collection, And it is this that helps the person reading them develop and understanding of consistency. If the text and way it is set out appears that it has been thoroughly analysed then the reader will feel more reassured to making the recipe as they feel that it will more then likely look like the image on the left hand side. The ingredients of the recipe again contain food that is not very popular with young people and again targeting an older group of vegetarians, ones that can afford the food to make the recipe. Middle class families will be targeted as they are more likely to buy Lentils and sesame seeds. The font changes through every recipe. Here the font is a slim and bold style, one that is similar to the food on the left hand side. Not only does it match in colour and tone but the way it is presented can show similarities. It is very slick and clean. Like the sweet chili sauce. Overall the product is up to a very high standard and will as it may have already, have many readers on the vegetarian society website. The clear nature of how it is set out throughout each recipe is commendable and the way the images are all similar in technique yet so different in content is very well done. However, to attract more people into these recipe’s and stop them being so dated would be to making the method less brief as well considering using different fonts to attract the reader more. The details of photography that can be picked up on from this image is that is has been taken with a low ISO due to the clearness in the image and no Noise what so ever featuring in the photograph. All the images are very similar and taken by sticking to a certain rule of showing the front of the food with the surface it is placed on as well the dish. The camera is zoomed in on the food and taken at an angle where it looks bigger then they could be. The layout of the instructions is seen to have the right amount of information needed to make a similar style dish. It allows room for independence on the food and how it can be made, but this is where I disagree. If the person is a newly starting vegetarian, they may not take discretion lightly and may move away from the healthy alternative. In my opinion the method should explain exactly how to make the food and show clear and easy guidelines showing how you are going to do it. An issue would be having too much text but spreading it out and making it more readable would be a better way of interacting with the reader.
  6. 6. When looking at another recipe card such as this one from the vegetarian society themselves, you can see how it contrasts with the previous set of cards, here the way in which is it laid out differs because it allows room for the image again to be next to method, thus allowing the reader to look there at what the food is meant to look like rather than referring to the front page. On the overall appeal I prefer this style to the previous as this offers a friendlier approach rather than a more formal design, this therefore can be read by a younger audience and giving the food involved it further backs the claim up. Using raspberries and a dessert can encourage more people to become vegetarians then having a lentil recipe. The quality of the photography is very good, it is similar in quality to the previous work, however the style contrasts. Here the camera has been taken from above, creating the impression that it is not as big meaning that you feel you can eat it without being conscious of putting on weight. Also the style of the plate and the way it is presented with the fork suggests it is for many families not just middle to higher class. The colour scheme is very stylish as it relates to having an alternative meal. The use of the colour green gives the impression of healthy eating and the wild, may be referring to the raspberries being freshly picked. It sticks to a few colours such as white and green because it does not want to take anything away from the content by making it too colourful. The use of the variety of fonts can suggest that the meal has a variety of tastes as well implying that the higher the font, the more important that is. For example the raspberry tarts being in a very clear font and size whereas the contact details found at the bottom right being smaller, it may refer to the importance and relevance in the recipe card rather then overall need for being there. I like how this recipe card is not afraid to go away from the basic fonts of Arial and Calibri and have it’s own unique style. The way the faint writing goes from the top of page to the bottom makes the card look more personal and adds something different then other recipe’s. Here the clear guidelines are put in place so you can follow step by step, however this gives you more of an idea of how you are going to incorporate the ingredients into the image that is seen before you.
  7. 7. Comparing the Recipe’s When looking at a meat recipe it becomes clear that presentation is less formal. Many recipes are found in family homes past down from generation. As so called secret recipe may occur. This differs from a vegetarian recipe because it is not as clear in reading the information. Obviously there are many meat recipe’s in contrast to vegetarian, but the fact is that vegetarian ones make up for the no meat by spending time on design and image. This is because they have more of reason to get people reading it. With most of the population being meat lovers, the presentation of the card is not so important as they will know what to expect already before trying the food. Where as with new introduced, fresh recipes no one will have seen anything similar before and some may be put off. The use of photography is therefore important as this can explain a lot instead of words, showing exactly what it can look like. The recipe, like many meat ones is less formal in the way it is presented and the method is less organised as the vegetarian cards. This is because there is a change in fonts and he way it is laid out on the card. The images are often close up to the food so you can see the meat at much detail. Unlike the vegetarian cards which allow room for presentation and show the surface on where the dish is, to offer a much greater understanding on who it is targeting. These meat recipe’s offer a brief insight to the dish and how you could make it, allowing room for discretion, whereas the vegetarian ones have simple steps that you can follow.
  8. 8. After looking through the recipe cards for vegetarians and comparing them with alternative meat ones I have come to the understanding that the recipe card I make needs to be presented in a formal manner and the text that is seen is concise and accurate to the image shown next to it. The photograph that is going to be used on each card needs to be of a certain quality for use as it will be the main attraction to the card. I have taken a lot of knowledge from the layout and the general way the recipes are presented for vegetarians. The product that I am going to make for the vegetarian society needs to be clear, easy to read and sticking to a certain colour scheme or design throughout each card. Consistency needs to happen throughout the work as it is vital the client sees it as professional. When looking at the technical detail of the layout it is important to scale everything in and make sure the grids used are in proportion to the text and images used. The text of the instructions and methods need to be big enough to read but also need to fit in around an image that is very big in scale. Methods I would like to use in my work from these examples are that of short sentences that include all that is needed and images that appeal to the target audience. As seen in all the images, the photo’s apply to a certain demographic each. The vegetarian society is for an older demographic because of the way it is presented in the picture, such as the fork and plate the food is served on. The images before from the seasonal collection are for an older person, however it is seen to be targeting a middle class to higher family due to the food content and the style of the cards. Style of a list can be used as it is clear to understand, the text will have to stick to one size and font throughout to keep professionalism in the work but the colours can vary in the card. I would like to incorporate the colour green in the design somewhere as not only does the vegetarian society use the colour often and they are the client but it also represents the theme of nature and fresh food picked for the recipes.