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  1. 1. EvaluationProducing Print Based MediaVisual Language:CompositionHow have you chosen to set out your designs and why?(Reference layout, image/text ratio, busy/simplistic etc)The layout has been kept simple, yet professional. The template of the cards shows thatthe front of the card contains only minimalistic information such as the recipe title, mainimage and the company logo. There has also been a „cooks tip‟ feature added top the frontof the cards to give the audience ideas of what they could do or change in the recipe tomake them more interesting or add a little something extra. The back of the cards has beenkept minimalistic and simple also by only featuring the copy and a small cupid image to addsomething visually interesting to the card. Consistency has been remained throughout thecards for the most part by using the same layout and design on each individual card. Thecolour scheme and fonts has also maintained consistency by being the same style andcolour on each of the cards. Both logos (company and cupid) are located in the same areaand size throughout all of the cards also. The parts of the cards, which let down theconsistency slightly and could do with a few improvements, are the image size of the mainphotograph and also the font size.You can see a distinct variation in size for both of these throughout the course of viewingall of the cards and by sorting this and ensuring everything is the same size and proportionthis will make the cards look better as an overall set and will resolve any issues there maybe with the consistency of the set of cards. The border on the front of the card is located inthe same region each time and holds the main title for each individual recipe. It has beenmade red so that it stands out from the background but also because it adds some colourto the cards and gives the viewer something visually interesting to look at.The colour of the red ties in with the theme of valentines day and teenage girls because redis viewed as being a girly colour, which represents love and passion. The title has beenwritten in black to ensure it stands out from the background and could easily be read.There has also been the addition of an outer glow to the title after receiving feedback,which stated that, the text and background blended together; this then allowed chanceimprove upon this before handing it in and you can see a massive improvement from sucha little manipulation being made.For the final images there has been a stroke placed around the outside of each image onthe cards to draw the photograph out from the background and make it stand out to catchthe viewers eye immediately.
  2. 2. Image ConstructionDiscuss the contents of your final images and reflect upon decisions made.(Content used- image/text/graphic, use of colour, original or stock images etc)On the set of cards there is a balance between stock images and original photographs (4each). This has been done because we did not have the time or supplies to be able toreproduce each individual recipe and photograph them all ourselves. I think that this hasworked well because the original images show the turn out you will actually get through ahome made recipe whereas the stock images look highly professional and they could beviewed as being “too good to be true”. The images also show other serving suggestionsalong with how the final product will look, e.g. serving with a scoop of ice cream. Theimages are colourful and bright which makes them eye catching and also look appealing tothe viewer and this may make them in turn want to try out the recipes and eat the foodsthemselves. All of the images are sharp and clear, ensuring none of the details have beenleft out. They have been composed using a shallow aperture so that the main focus is onthe dish and everything else loses its focus and has not been brought into focus, ensuringthat there is nothing to take your focus away from the product.The vegetarian logo has been manipulated in Photoshop using „hue and saturation‟ tochange the colour from green to red. This benefits the cards because it ties in with thecolour scheme of red and also the theme of Valentines Day. The red cupid on the back ofthe cards adds something which is visually appealing and something for the viewer to lookat but also helps to tie in the Valentines Day feel. It has been made red to add a bit ofcolour to the back of the cards and a filter has been placed over the top to make it lookartistic and sketchy. The effect of this is that it adds a little feminine touch and makes it lookyoung enough to be aimed at teenage girls without making it look to young or childish.The card is similar to the „Raspberry, Marzipan and Brandy Ice Cream‟ recipe card, whichhas already been created by the Vegetarian Society. Both my set of cards and this one aresimilar in the sense of they use red as the main colour scheme. The images featured in thecards are similar also because they are both up close to the dishes to allow them to fillmost of the frame and they also both use a shallow aperture to focus only on the food.RepresentationDiscuss the semiotics and connotations created from the content you have included.(What meaning or suggestions are created from the images/colours/designs you have used?)One of the strongest meanings or connotations that you pick up on from the images usedfor the cards is love. You get this through the use of the recipes being heart shaped andalso one of the recipe‟s used the word „love‟. The cupid strongly uses the connotation oflove as many people view him as being the roman god of love and affection. The belief wasthat cupid used his arrows to shoot people and make them fall in love with each otherbecause “love wounds and inflames the heart‟. This could be passing on the connotation ofwho ever you serve these treats to will fall in love with you instantly but also could hold theconnotation of yourself falling in love with the dishes at first bite.
  3. 3. Audiences:Create an audience profile of your chosen demographic(Age, gender, psychographic, geodemographic, NRS Social Grade, hobbies, sexuality etc)The target audience for this set of recipe cards was mainly teenage girls but we also triedtargeting males by not making the cards too feminine. The age range we opted to targetwas a teenager so between the ages of 12 and 18 was what we had in mind. The reasonfor mainly aiming at girls in this age range was purely because we gained the mostfeedback from them when we conducted our surveys at the beginning of the project. Wealso found that because we had a younger audience to contend with it would be best tokeep our recipes quick, simple and easy that wouldn‟t cost too much to purchase theingredients for and make since they are still in school/college and are not likely to havehuge amounts of cash to spend on making the dishes. We figured this would be the age ofwhen people are first starting to be come interested in having boyfriends/girlfriends andwould want to treat their loved ones so we kept them simple and easy to make butadvanced enough to impress and wow their partners to ensure they enjoy the dishes andtheir time together. Since this age range is likely to be living at home we also thought thatthis would be a cute and generous idea for ways that they could also treat their parents ordo something nice for them on the special day. Overall, it is targeted mainly at the youngerfemale generation but it is an idea that the whole family and both genders could enjoy andfind pleasure in along with treating each other and spending quality time together.
  4. 4. How have you constructed your work to appeal to this audience?Use box below for text or page space to include an annotated copy of an example of your work to helpillustrate how you have done this. You can use a combination of the two.The overall layout of the cards has been kept simple and easy to followthrough. It is fairly basic since we are aiming at an audience as young as 12and did not want to overwhelm them with information and masses of textwhich may put them off of trying the recipes. We went with a girly colourscheme to ensure that it was obvious who we wanted to view our cards themost and also used the bright reds and pinks to attract the audience‟s eye andpull them towards taking a closer look at the set of cards.
  5. 5. 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?)Initially at the start of the project I looked at recipe cards which already existed amongst theVegetarian Society along with other recipe cards that were found on the internet. Afterlooking through all of the different existing cards and comparing them for similarities anddifferences I noticed that all of them were similar in layout or colour schemes. I took all ofthis into mind when creating my own cards but do not think any of them had a massiveimpact on the way I made my cards and don‟t think my own are drastically similar toexisting ones.Do vegetarian products have a specific design aesthetic and how does your projectreflect/contrast this? Why?As far as I could tell, there were no specific aesthetics that all vegetarian cards have incommon. The main thing I noticed was that the colour schemes used on the cards tied inwith the actual recipes, i.e. green colours if the food had vegetables in it.Finished Products:Does your finished product reflect your initial plans? How?If there are any differences, describe why changes were made.(You can use visual examples of flat plans and finished products to illustrate this)I think that for the most part the final set of cards matches our initial plan we originallywanted to use. However, there are quite a few changes which we made as we went along.One of the changes which we made was the banner on the front of the cards; we changedthe colour of it and also made changed to the title itself. We turned the title round so that itread across the banner rather than downwards and we also added an outer glow to the textto make it stand out and separate it from the background which made it easier to read inthe end and it also caught your eye instantly. Another way in which we changed our cardsfrom our initial plans is that we changed the location and size of the Vegetarian Societylogo. We made it smaller to ensure that it would fit easily on the card and moved it to thefront rather than the back because this is what the brief stated. On our original plans weinitially decided to make all of our copy in red to add colour to the cards and to also matchthe colour scheme. In the end though we decided this did not work so we made our maincopy – ingredients and method – black and left the main headings and sub headings in redto make the different sections stand out and make it apparent what each section is.
  6. 6. Does your finished product match what you were set in the brief? How?In some ways our product does match the brief but there are also quite a few ways whichour set of cards does not match the brief. We have met the brief in the sense of we havecreated 8 cards that are all suitable for vegetarians to eat and enjoy. We have also met thebrief because we placed the Vegetarian Society logo on the front of the cards as stated to.The brief stated that there should be an apparent theme throughout the course of all of thecards and we did this also by maintaining the same colour scheme and layout. All of thecards we have created use high quality food photographs as required in the brief also tomaintain a high standard across everything on the cards.One way which we did not meet the brief is that we were not consistent with ourmeasurements throughout the course of all 8 cards. We sometimes used the correct metricunits (grams, teaspoons, tablespoons etc.) but some of the recipe‟s we used drifted awayfrom this and used imperial measurements such as cups etc. The brief asked for themethod to be numbered but this is not consistent throughout the cards, we have somewhich the steps have been numbered and some which have not. In the brief the client hasasked to include information such as how many the recipe will serve, preparation time andvegan suitability which we have not done. We have included the cooking time within therecipe but the client specifically asked for all of these small details listed separately beforethe ingredients.How did the use of peer feedback help you in your production?(Reference specific examples and their final outcome in finished product)After looking through the peer feedback we received we decided that there would besomething‟s we would change about our cards to improve them and make them as higherstandard as possible.“There is an error on this card because on the brief it says to have the vegetarian societylogo on the front of the card and it’s on the back of the cards rather than on the front ofthem” We took into consideration this comment and after re-reading the project brief andnoticing that they were right, we changed the location of the logo immediately and moved itto the front of the cards.“I think that the title of the different sections on the cards could be done in a different fontas everything is the same which makes the card look quite boring, I also think that abackground colour could be added or some sort of effect to make it look different.” Weconsidered this comment and although we did not change the fonts since we could not findone we liked which we considered suitable for the theme of our cards we still did makesome changes. We changed the cards so that the headings were red and a slightly largersize than the main text which we changed to being black.
  7. 7. Discuss the strengths and weaknesses of your final product regarding its technicaland aesthetical qualities.Use box below for text or page space to include an annotated copy of your work to help illustrate how youhave done this. You can use a combination of the two. Reference what you like and dislike about the workwith consistent reference to correct terminology of tools/effects used.The overall layout of the cards has been kept simple. This is a strength for ourcards because it was easy to match the layout on each card and maintainconsistency throughout. It is also a strength because it has been kept minimalisticwhich makes the cards look professional and to a high standard. However, thedownside and weakness to this minimalism is that the cards may be viewed asbeing „boring‟ and not appeal to the audience we are targeting which is younggirls. We have not included much colour in our cards and this may be a weaknessbecause they won‟t catch people‟s eye easily and people may not notice them ifthey are scanning over a shelf of cards whereas a different set may be a lotbrighter and visually interesting, making our audience not purchase our cards.
  8. 8. What skills/knowledge have you gained/developed in this project?How could these be applied in future practice?One thing I have learned from this project is food photography. Although the projectwas not based around photography I was still able to learn some things from it due totaking my own photographs for the cards. The photography through this project hasshown me that changing the aperture you use in your images can make a differenceto the way your final photograph‟s look. I have learned that using a shallow depth offield worked best through the course of taking my images as it ensured the disheswere in focus but any background information that would take your eye away fromthe food was out of focus. Something else which I have gained/developed throughthis project is my ability to work to a brief. Throughout this project there was roughly2/3 brief‟s which we were working to and we had to ensure we stuck to everythingthat was demanded which we found extremely hard and in the end found out wehave missed quite a lot. This is a skill which can be developed more and used in thefuture since because a lot of work you do in the print industry requires you to work toand meet a brief‟s requirements.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 your work isparticularly visually or technically impressive)I believe that some aspects for out cards are creative. One of these aspects beingthat after I had taken the photographs myself I uploaded them into Photoshop tocreate manipulations or enhancements. I adjusted the „levels‟ and „curves‟ to createvarious tones and colours within the images. I also used a shape and clipping maskto change the overall shape of the images and make them more visually appealing. Iused a heart because I thought it would look good and because it would fit in with thetheme of the cards but it did not work as well as I would have liked to in the end weused squared images all the way through.How effectively did you manage your time?(Could you have used time more wisely? Did a particular aspect of the project take longer thanexpected? Did you complete everything on schedule?)The time spent on this project was measured fairly well. All of the individual tasksand creations of the cards were completed ahead of time. The schedule which wecreated was followed as closely as possible and as far as I can tell everything hasbeen completed and is up to a high standard of work. Some of the aspects did takeslightly longer than planned for the project as a whole because my team mate spenda lot of their time using Tumblr or texting people rather than spending time on theproject at hand but we still managed to get everything completed on time without failand all of my individual tasks got finished quickly and effectively.If you could repeat the process what would you do differently?If I was to do this project again I would add more colour to the cards. I would likethem to be more bright in colour and vibrant to attract people‟s attention and makethem want to use my product. Another thing I would change may be the overalllayout of the cards. I would make them more visually appealing and attractive to theeye rather than keeping them simple and fairly dull in terms of where I have placedvarious parts on the cards.
  9. 9. Working to a Brief in the Creative Media IndustriesConstraints Experienced:What constraints did you encounter and how did you consider/avoid them?Legal ConstraintsOne of the main legal constraints associated with this project would be the brief itselfbecause once you sign it you have legally agreed upon what it states and you haveto abide it word for word perfectly and do everything the client has asked of you.Another legal restraint may be if you are aiming your product at children as there ismany laws and restrictions associated with children‟s products.Regulatory ConstraintsOne of the main safety/regulatory constraints we may have to deal with is because ourproduct is for younger teenagers as well as older ones so we will have to ensure we meet alllegal requirements and guidelines following this. we would also have to make sure we addedany allergy advice which may be required such as nuts. We would also have to keep certainpieces of information to ourselves and not give it to anyone else.Financial ConstraintsOne of the main legal constraints we came across whilst doing this project was thatwe had to ensure we could afford all of the ingredients in order to be able to cook theproducts for the photographs. If we was going to be doing this project for real andactually creating these cards in a mass production we would also have to ensure wecould afford the paper to print the cards on to and any ink needed for printing.Something else we would have had to pay for would be any jobs we may have todelegate to other companies.Management:How did you work as part of a group?(Did you lead the project? What parts of the project did you take charge of? Did you enjoy working aspart of a group? Why?)Overall I‟d say out team work skills were effective as we have successfully made awhole set of cards which correspond with each individual card. I enjoyed working aspart of a group because it lifted some of the work load and having other people inputtheir ideas was beneficial because you got to generate lots of ideas and come outwith the best of everyone‟s work. One thing that I did find though was that I lead theproject in some ways and I had to keep nudging Chloe to keep up with her workbecause she would become distracted by her phone or an online website. Anotherproblem I found was that Chloe was often late to lesson or didn‟t turn up and thismeant I had to do parts of her work to ensure we didn‟t fall behind with anything.How important is communication when working in a group?When you are working in a group communication is highly important becauseotherwise you there will become a point when tension and conflict arise. Withoutcommunication you will both be doing your own things and it could turn out that in
  10. 10. the end you either both did exactly the same thing or you have very differentoutcomes. Communication will ensure that everything runs smoothly and accordingto plan with no errors or issues.What have you learnt about working in a group and how will you apply this tofuture practice?Whilst working in a group I have found that although having other people to workwith has its benefits there is also the weaknesses. You have to ensure you have areliable work force that won‟t let you down and will get all of their work done on timeand to the best of their ability. One of the benefits I have learnt about working in agroup is that there is always someone to help you if you get stuck or need somehelp. I can apply this new found knowledge to the future by ensuring that I have awork force and colleagues who are willing to put in the time and effort to get all jobsdone well and on time.What have you learnt about working in to a brief and how will you apply this tofuture practice?I have learnt that when working to a brief it is important to read everything throughthoroughly and to keep going back constantly throughout the project and re-readingit to ensure you complete everything the client has asked for and that you do notmiss anything or do something wrong.