1. Recipe cards

2. Layout: The layout of this card is very simple, there
isn’t much going on. The right hand side has got 2
columns running down it that are both about the
same length. The furthest side is the ingredients and
the right column is the actual method on how to
make the food. This is made clear by the headings
about each column, although they do not stand out.
The colours of the text of the right side are boring and
dull, but they all match up (gold and purple), the gold
being the main colour and the purple being used
more sparingly. Above this text there are some
shapes that represent baubles to keep the Christmas
theme running throughout the card, they also hold
text with information which is neatly and discreetly
placed. The other thing that has been placed inside
one of the baubles is a small picture of the food again.
The edges of the picture are running over the bauble
and the placing of the picture is not even, or
centered. I think this looks messy, un-neat and
unprofessional. The left side of the recipe card’s
layout is also very simple, but it isn’t in keeping with
the christmas theme, are the colour pallet hasn’t
been followed, the colours used on this front cover
are white, gold and green. I think this lack of colour
matching makes the recipe card look unprofessional,
and also like the picture on the front isn't the recipe
that is stated. The heading is in the top left corner
which catches the eye, but the white colour of the
font and the placing of the text in front of a white
bowl means that the text blends in a little bit, so it is
not 100% clear and easy to read.
Colour scheme: The colour scheme in
this recipe card is very simple and not
very complex, which is actually good, so
that the reader can see it clearly and it
doesn’t require unnecessary effort to
read. The text is a grey which contrasts
gently with the background. The gold
text is used for the headings and the
bullet points, which stand out next to
the grey, so it is easier to differentiate
between which is which part of the
recipe card. The colour pallet is fairly
pleasant on the right side of the recipe
card, with the purple and greys you get a
mild christmas feel to it. The colour
pallet does not follow through on to the
front cover of the recipe card, I think
that this is one of the most important
parts of the recipe cards, the front cover
gives the first impressions and the initial
decision if the viewer is going to take the
card, and because the colours don’t
match then the customer has no feeling
that this is a christmas themed recipe.
Use of font: The fonts used on this card
are very simple and clear to read, they are
not italic or bold, just a standard font. The
fonts used, one is san-serif which is the
most used, for the method and recipes
and the serif font is used this is to give the
recipe a more contemporary look, that is
more modern rather than traditional
which is not the look and feel the society
are going for. The headings however are a
serif, bold font, the reason for this is
because it is the heading and it needs to
be a bit more fancy to stand out from the
boring, regular text. Although the text is
serif it isn’t a posh, traditional font, it is
more modern, to still fit in with the
theme of the society.
Writing style: The way the recipe card has been written is
in a fairly informal style, so that the person who is cooking
doesn’t feel intimidated, like the use of complex, proper
cooking terminology isn’t used, and just simpler words
have. Also adjectives explaining how the food should look
assuming the reader is not experienced at cooking. The
text I also very informative and doesn’t leave any little
details or steps out.
Quality/Technical details of photography: The image on this recipe card
features the meal that is advertised in the title. The perspective of this photo is
captured from just above and on an angle to make the photo look more
dynamic and eye-catching. The depth of field is shallow, making sure that only
the food is in focus, so that the background is out of focus and contrasts against
the main focal point to make it even more eye catching. The colour of it has
been edited, to make the colours more saturated and fuller, so that the food
looks tastier and more wholesome. The green garnish that has been added on
the top has been placed there to break up the colours of yellow and orange
which are very similar, they are also associated with unhealthy foods, so the
green is to make the colour of food look more appealing. The detail and focus
also adds to the look of the food, making it look crispy, so the concept is to get
the viewer to make good assumptions about the food, before they even try it.
The over-all appeal: Over all as a whole this recipe
would appeal to adults, of any gender, but not for
children (16 and under). The instructions and guide on
what to buy for the recipe and what to do is good and
helpful, they are easy and simple, anyone with any
kind of experience could follow the recipe. The colour
scheme needs to be constant and not changing to
keep a more professional, sleek look. Also the theme
needs to be more prominent, as the recipe could be a
christmas one, its not obvious and could be a little
confusing. The picture is of a good quality that shows
a good amount of detail. The colours make the food
look appealing and tasty, which will attract people to
want to make it. The font and typography is fairly
basic and could be improved, but it is clear to read
and simple.

3. Layout: The layout of this card is very simple and
clean. It is divided into 4 sections, one is the picture
of the food, one is the ingredients, the other is the
method and the last is the information about the
food (servings, time to cook, calories and amount of
fat). There is a simple colour scheme that is running
throughout the card, which is orange, grey and
white. This is also very simple and relates back to
the company’s logo, because quorn’s logo is orange
and white. The headings are orange and the other
text is grey, the orange stands out compared to the
grey, catching the viewers eye and also so they
know where it is clear to look. There is no other
shapes or illustrations on this recipe card like the
last one, which had did have shapes that made it
more interesting, but this recipe card doesn’t have
anything else on it apart from text, charts and a
picture, which makes the card look very dull, there
is nothing to attract someone to pick this recipe
over another one, nothing is eye catching or
dynamic. The only thing that is different about this
recipe card compared to others is the information
about what’s inside the product, fat wise and
calorie wise. This is good for people watching their
weight, wanting to be healthier, or people who just
want to know what is going into their body.
Although I feel it could maybe be a bit more
detailed and have more information about what
kinds of protein and vegetables are in it,
concentrating on positives of the food as well as the
negatives, so its not one sided.
Colour scheme: the colour scheme in this
recipe card is also very simple. The
theme is obviously just in keeping with
the Quorn logo of orange and white,
which they have kept up in this recipe
card and kept it consistent and running
throughout all their cards. The colours
are very minimal and spare, as the
background is just a plain white. The
headings on the card are orange and the
rest of the text is mild grey colour, the
bright orange stands out against the dull,
unsaturated grey. The charts underneath
the picture of the food also is in keeping
with the colour theme of orange and
grey, two of the charts are orange and
two are grey to keep balance with the
colours.
Quality/Technical aspects of photography: The photo that is in this recipe card is of the meal that the recipe is advertised. The
perspective of the photo has been taken from above, like you are looking down on the food, so you can get a good look at all of
the food, so you can see the majority of the food, and what it should look like in real life. The depth of field on this is quite
shallow, so only the main bit of food is in focus, so this is the focal point, where the readers eye is drawn to straight away. The
environment around the food, which it is set in gives the food a homely warm feel, like it has been prepared in an average home
kitchen, making it more attractive to viewers so they are more likely to have a go at making it. The lighting in this photo is
artificial, it has been lit up with studio lights, but these are not too intense, they just light the food up perfectly, so all of the food
is visible without it being over exposed and looking too white. The lighting also has a warm tint, to give it a comforting feel, also
so it looks tastier and more appealing. The colours that have been used in this photo are saturated and deep, to make the food
look more wholesome and healthy, the range of colours that is also used makes the dish look more interesting, like the red and
green peppers breaking up to brown colour for more variety.
Writing style: the style that the recipe has been written in is very sparse
and vague. There is limited instructions in the way of detail, only simple
language and vocabulary has been used. This language is clear and easy
to follow but may not cover all aspects of making the meal, like it doesn’t
describe the consistency or how the meal should look at different stages.
The language is simple, so this means that there is no complicated
terminology to battle with, just simple words, which will seem more
attractive to amateur cooks, the simple language also makes the dish
seem easier to cook.
Use of font: The font that has been used
is a very simple plain font, which is quite
dull and not very interesting. The font
features in the companies logo, so this is
matching and is also easy to tell that the
recipe is related to the company ‘Quorn’.
The font throughout the recipe card does
match, all of the fonts match each other,
which gives off a professional look, which
is also neat and tidy, and makes you trust
the card more to be legit and truthful.
The font is san-serif, which gives off a
more modern feel to the recipe card, like
the meals are up-to-date and healthier.
The over-all appeal: In conclusion I feel that this
recipe card would appeal to all genders,
because of the colours and the font are very
minimalist, there is no gender bias, or specific
patterns or colours to suggest that this is a
man’s or a woman's product. I feel it would
attract busy parents or busy adults who want to
cook healthy meals fast, and because of the
simple language any experienced cook can
make it whether it be no experience or a
professional chef. I think that this recipe isn’t
suitable for children under 16, as it has no
safety warnings and allergy warnings on it.

4. Making the page look messy. Looks as if
paper is stuck on, and dirt already on the
page. This could make it seem more fun and
child friendly, not serious.
Text is in a clear easy to read font with
rounded edges in order to make it easier for
children to read. Blue is also a contrasting
colour to the yellow of the page, making the
text stand out much more.
Quite a small depth of field used to take
photos of the food. This draws your attention
to the bowl of food, which is meant to be the
most important part.
Use of the logo of the front cover as with all of
their recipe cards. Though it is inside a big white
splash and at a slight angle, making it more fun
but readable.
Image of a child on the front, making it more
relatable for children.
It is made very clear that the intended
audience for this recipe card is parents and
children. The colours, pictures, language and
page design would all appeal to children.
Though it states on the front that they are
“recipes for children and adults to prepare
and enjoy together”.

5. They have used a list format for the
instructions, and have used wide spacing
between each line to make it easier for
children to read.
On this recipe card they have used a lot of the colour green. Usually
this colour is associated with the earth, plants and vegetables. This
colour could have been used for the recipe cards to signify how the
company is promoting eating healthy and vegetarian, and being
environmentally friendly.
Lots of bright and contrasting colours on this
page making the food look more exciting to
children.
Small pictures that look
like child’s drawings,
making it seem more
child friendly.
Use of the word ‘Kids’ rather than children’s
making it seem more informal and friendly.

6. Things people will want to see most such as
calories and fat content are in orange. The
orange used is the same as in the logo. So
using it for the recipe cards will remind the
reader of the brand.
Main colour scheme
is white and orange
with some grey. This
is because the logo is
orange and white.
Ingredients and method laid out in a list
format making instructions clear and
readable.
Includes serving size and cooking time on
the front so that people are mindful of
adjustments they may need to make before
they proceed.
Again, the camera has been set to quite a
small depth of field to take photographs of
the food. This seems to be quite
conventional of food photography.
Title and subtitles in
orange, making you
remember the brand
and highlighting the
most important
things.
The intended audience for this recipe card
would perhaps be adults, as the layout and
colour scheme and font is basic. The recipe
card only gives information in the clearest
simplest way, and only includes one image.
This recipe card doesn’t resemble the
children’s recipe card at all.

7. As this is a
Christmas
recipe, they
have made use
of festive gold
colours. This
could be to get
people thinking
more about
Christmas and
feeling festive.
They have used Christmas
decoration shapes to contain certain
information about the recipe,
separating it from the rest of the
page showing its importance.
They have also used
these Christmas
decoration shapes to
highlight the numbers
in the list.
As with all the
other recipes,
this one has
used a list
format to
make it clear
and readable.
Again the
photograph has
been taken
using a small
depth of field,
making the
background
blurry and the
objects close up
clear. This will
have been used
to draw
attention to the
food that they
want the
audience to be
looking at.
Making it clear that it is a Christmas by using
phrases like “deliciously festive”. Around
Christmas time people will be looking up idea for
what to do for Christmas dinner, so by using this
language it will drill the idea to use this recipe
into peoples heads.
As with all the vegetarian societies recipe cards,
they have included their logo on the front to
remind people of the brand and to conceder
using more of their recipes, getting more involved
or donating to them.
They have
sectioned off parts
of the recipe by
starting a line with
gold writing. The
gold seems to as if
it is being used to
section off parts of
the recipe card.
As well as using Christmas decoration shapes, they have
incorporated gold festive patterns, with swirls, bells and gold and
white sparkles. The pattern at the bottom of the cover between
the image and the text has been used to separate the image and
title from the main text.
I think this recipe
card was mainly
aimed at adults as
they are the ones
usually thinking
about what to cook
for Christmas
dinner. Though
there are patterns
and shapes on the
card, they seem to
be more
sophisticated
rather than child
like, showing that
they were not
trying to appeal to
children.

8. From looking at the font of the title
and some of the text I can see that
they have tried to make this recipe
card look more formal. The flicks at
the end of each letter and the fact
its in italics gives a more formal
impression.
Text sectioned off within labels are
in purple and white.
Recipe card includes a large picture of
the food to tempt people into making
the food, and show them what it
should look like.
The main colour used on the card so
beige. This could be to reflect the
colour of the food as it is mostly beige
other than the apple skins.
The card features their
website in the bottom corner
to remind people to visit it.
They have made the layout neater by
sectioning off different parts of the
text. As well as the different font
separating the ingredients from the
method there are lines above the texts
sectioning them off.
A label within the picture that says
“Chef George Duban” may make
the audience have more faith in the
recipe. The title “Chef” would
suggest that they know about food,
so if they created the recipe then
that would suggest that it is good.
As with most recipes, the
instructions are laid out in a list
format to make instructions clear.

9. Title and the Youtube logo loom
hand drawn. This gives the recipe
book a much more friendly feel. It
seems very personal, as if they
have drawn it out just for you.
The cartoon of the dragon coming
out of the noodles illustrates the
title perfectly, as it is called
“dragon noodle soup”. This will
have been used to appeal to the
creative side of people, and to add
a little humor. The type of dragon
featured in the cartoon is the type
that is normally associated with
Asia, and as this is an Asian dish
the image is very fitting.
The image at the bottom shows
someone eating the noodles.
Though you cannot see who is
picking up the food, you can see
the chopsticks are raised about to
dig into the food. This seems more
informal than an image of still
food, as it is suggesting just to get
stuck in and eat rather than
concentrating on presentation.
Text is in a plain font making it clear
and not too fancy. The general theme
of this recipe is informal and a bit
rough and ready, so fancy text isn’t
needed.
This recipe is set out a little less like a
list. Though they do list the ingredients
they don’t separate the method into
sets. This makes it slightly more effort
to read than if the method was set out
like a list.
The writer has used chatty informal
language in the first few lines. For
example “slurp” and “sesame-y” are
informal words, that maybe would
typically used when talking to friends.