1. Initial Ideas
Theme, Audience and Layout
The overall theme we are opting to go for is students. Referring to
students often springs to mind vibrancy, energy and structure with
been young and in education. Referencing education, social life and
friendship will help to secure the target demographic of a younger
audience.
To relate to this theme we are choosing to include imagery of
students and titles referring to students so that the product is easily
recognizable by the target demographic.
In relation to a student lifestyle we also need to take into
consideration the structure. Structure refers back to a
student lifestyle in terms of a school/college timetable,
day to day life, planning etc. Compared to a younger
children audience e.g. 3-10 – which does not require as
much structure and products would often be heavily
jumbled with images and only a small amount of text to
relate to the audience. With a slightly older audience this
requires a more block layout with a significant amount of
informative text that still remains simple and easy to
navigate through, but does not over complicate the
method.
We will set out the recipe cards presented in the example
provided;
Image
Main Title
Recipe Name
Logo
Header
Method
Ingredients
ImageNut.
Values
Including nutritional values is beneficial to our target
demographic as often a large percentage of people 16-21
find food products more helpful and informative if they can
see what exactly is in the product. This can be due to diet
plan, allergies or simply down to personal choice.

2. Initial Ideas
Colour Scheme
Our colour scheme is bright colours in a mix of two
that compliment each other visually. Brighter more
vibrant colours help to create an striking appeal and
overall more positive outlook on the product. A
brighter layout helps to entice the reader in to look
on, especially working with complimentary colours
to create a sleek design that looks well presented
and appeals well to our audience.
An older audience may have preferred more
dimmed, pastel colours in not such a heavy, garish
content. Heavily saturated colours with lots of life
work more with a younger audience in terms of
vitality and dynamism.
Initially we were looking to stick to a green colour palette which
can relate hypothetically to vegetation, health, well being etc.
which is the main purpose of the product. But we feel that each
recipe should be individual to itself and the reader, also when
going back to the cards a reader can remember which colour
matches which recipes – which makes it overall quicker to reach
for at a later stage.

3. Initial Ideas
Production Method
We are choosing to go with the lamination process
with our final design of our recipe cards. The
lamination process provides a sleek finish that also
benefits the overall life length of the card. With this
been a card used in the kitchen the likeliness of the
card becoming dirty or damaged whilst in the process
of cooking is high, there for it’s important to ensure
the card can we wiped clean if any spillages occur
and can be used again. This also provides an
environmental benefit as the cards can be used again
rather than thrown away and have to be purchased
again which can slowly harm the environment.