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  1. 1. Evaluation
  2. 2. Producing Print Based Media
  3. 3. Visual LanguageCOMPOSTITION;How have you chosen to set out your designs and why? (Reference layout,image/text ratio, busy/simplistic etc)As we were targeting the older generation we came to a decision that creatingsomething that is simple and sophisticated would appeal to this age group,which was also backed up by the research we gathered in the early stages ofproduction when a survey supported are ideas.So to do this we kept the background white so there would be no confusion andmakes in easier to read and understand.As a group we also made a template of what we wanted the recipe card to looklike involving the image and text, we were able to create this template as we hada deep understanding of what the recipe card market looks for and the commonconventions to look out for such as the use of a large main image so that theaudience have a clear understanding of what they are going to make, we thenadapted this to adding another 3 close up shots of the food which made it look alittle more creative then just the original main image, as well as trying andexperimenting with different ways of presenting images which can be seen insome of the practise cards we had produced which was done my usingPhotoshop which helped us to go give us the right resources we needed in orderto get the recipe cards we wanted. The text was simply placed in one simplecolumn and then split into paragraphs making easier to read and understand. Aswell as the text on the back of the recipe card we looked into the banner acrossthe front of the recipe card which stated the title, and prep, cook times and howmany it makes. Which we think makes an interesting alternative to other waysof presenting this information. We then included other versions of the image onthe back of the recipe card to help the card appeal more to its target market andalso helped to split the text up changing the opacity and levels so some of theimages, which we experimented with before hand to get different looks. Thevegetarian logo also needed to be included in the recipe card to that it can bereferred back to that company which we did so in the bottom left hand side ofeach of the recipe cards, that then helps to show contiuntinity through theimages.Creating Templates to gather ideas together, and pullingout the areas what were of more importance and had beenstated in the briefUsing the website survey monkey to publish are questionnaire and getting enoughresponse to be able to make the appropriate changes to the templates first made.
  4. 4. Visual LanguageIMAGE CONSTRUCTION;Discuss the contents of your final images and reflect upon decisionsmade.(Content used- image/text/graphic, use of colour, original or stock imagesetc)The images to any recipe card is important to any recipe card as it helps the reader make ajudgement on making the product, and gives them a visual example of what the food will looklike once made. Therefore we firstly looked at sourced images of the recipes we had chosen togain an understand of what to expect and the type of image style that we will need to recreate,which in some cases worked well for us as we did use most of the images we had taken,however, there were a few images that didn’t go to plan which meant we used sourced imagessuch as for the scones and the cheesecake, which we felt were challenging to fit with the otherimages that we had taken and work together as a collection but worked round this issue, tomake them look as professional and high quality as possible. For most of these images we usedthe same images over again on both sides of the recipe card but changing aspects of them tomake them look a little more creative and interesting for the reader. Such as including a bottomimage to some of the recipe cards which had a smaller method to them meaning there wasmore white space to fill up which we did by adding the image then lowering the opacity to makeit look more transparent, other ways we adapted the image was adding a clipping mask whichthen inserted in image within a shape once we had this clipping mask it made the images lookmore smooth and professional once we had these clipping mask we then looked to cuttingsome of the image away by adding thin rectangles and lowering the opacity so that if fits withthe other effects we had used and also makes it look like visually appealing. Adapting andcropping the image was another tool we used so get different looks and gives the reader theimpression that they are seeing a number of different images instead of the same image justcropped to focus on different aspects of the food. We also worked with the colours picked up inthe images to reflect the colour scheme of the overall recipe card which helps to uniform thecard.Using the cropping tool to focus on different aspects of the image in this case the scone.Putting the 3 pictures one after each other helps to make it look more professional like apolairdChanging the opacity with the scroll helps tomake and small and sutable but effectchange on the original image.Using as clipping mask to put the image intothat circular shape and then adding the lineshelping to show more creativity and makes itand fits in with the rest of the recipe cards.
  5. 5. Visual LanguageREPRESENTATIONS;Discuss the semiotics and connotations created from the content youhave included. (What meaning or suggestions are created from theimages/colours/designs you have used?)when creating these recipe cards we had a direct theme that we went withthroughout the whole project which was of afternoon tea and so was beenreflect in the choices we have made throughout the production, down tothe colours, image set up and the fonts.The target audience we went for was the older generations and so whenresearching into there lifestyle choices some key elements andconnotations were drawn up from this such as the fact that they liketraditional and sometimes luxury items, as well as them been verypatriotic, which we then used in the layout and presentation of the recipecards, such as the images that we used set out and presented in a nice wayon dollies and fine china pieces, which suggest the theme we have gone forand will appeal to them, as well as involving cake stand and jam pots to theimage which support the afternoon tea ideas and the stereotypes of this.The colour scheme that we have chosen upon involved pastel tones andneutral which are seen as quiet relaxed and calming colours which will helpto appeal to the older generation and something using bright garishcolours might not have the same appeal and are therefore associated morewith the younger generation the personalities behind them. The pastelcolour schemes could also be associated with the feminine market.The vegetarian logo is another area which has surrounding connotationsdue to the colour choices such as the strong us of green which can beenseen as a colour that is environmentally friendly, and is a colour that isassociated with vegetarian and a healthy diet. See the logo -The use of the jam pots anddollies helps to fit with theoverall theme put does suggestsome things about the audienceand the lifestyle that they leadand being quite upper class.Some of the recipes that we have chosenare also have a certain portrayal andrepresentation as been very British andpatriotic to the idea of afternoon and thetypes of people that would be involved.Pastel and neutralcolour scheme usedthroughout arerecipe cards
  6. 6. Visual LanguageAUDIENCES;Create an audience profile of your chosen demographic (Age, gender, psychographic, geodemographic, NRS SocialGrade, hobbies, sexuality [if appropriate] etc)When looking into are chosen target market in more detail the key areas surrounding the is that fact they classed as the‘older generation’ aged at 50+ and are appropriate for both male and females, so at this age there lifestyle choices willbe more relaxed when getting to that age and also might be retired meaning that they have more time on there handsto get involved in different things such as possible groups like, gardening, chess, reading, church or knitting classes thatcombines there love for different actives and gives them a sense of community which people like to feel when joiningthese groups. You could also say they have more money to spend on the smaller luxuries in life such as attendingdifferent theatres and operas. as well as been able to shop in places like marks and spencers and Waitrose as they likethe luxuries that that they can afford. With more time on there hands they have like to go out for lunches andafternoon teas throughout the day which is where we based are theme around and the fact that they enjoying havingafternoon teas with family and friends so making these cards will mean that they are able to make there recipes athome which some people may enjoy to do. When it comes down to where they live they might be found within a littlevillage set within the Yorkshire countryside as they like the outdoors and the sense of community within a village. Theyare also very patriotic as individuals and love everything British and keep track on the events surrounding the royalssuch as the weddings and jubilees
  7. 7. Visual LanguageAUDIENCES;How have you constructed your work to appeal to this audience? Use box below for text or page space to include an annotated copyof an example of your work to help illustrate how you have done this. You can use a combination of the two.after looking into audience profiles we could then move on to making it appeal to the audience and ways in which each aspect canappeal to them. Such as the neutral and pastel colour scheme which have been used throughout each of the recipe cards, as they aremore suitable and calming colours which help to reflect them and there lifestyles, by using different colour surrounding the pasteltones helps to appeal to both the male and female market. Which have been used when picking out colour surrounding thephotographs of the food, and then have been used in the colour of the tile and used on the striped background to create a banneralong the top and bottom of the recipe card. The images that I have used will also appeal to my target market as the images are crispand clear to pick up the detail on the images. The image also include different props such as cake stands and jam pots which help togo with the whole theme of my recipe cards and fit with other things associated with afternoon teas. The font is also something thatwill appeal to the older generation and it is made to hand written and it a traditional font which I have used on the title and then aclear version of this for the text of the method and ingredients list.The language that has been used is in aformal manner and using words thatcan be related to the food industry.Such as the oven heat and whendescribing the volume and method ofeach instruction.The scrap book effect will alsoappeal as it helps to make it look alittle less formal also making it lookmore creative to.The different ways topresent the images helpsto keep the cards lookinteresting andprofessional.The font is made to look hand writtenwhich will appeal to are target audiencebecause it is traditional and fromresearch reflects the ideas surrounding‘afternoon tea’ fonts from both the titleand the main text.The images themselves will also beappealing such as the Victoriasandwiches which use the red as akey colour throughout the imagewhich helps to make them stand outand is very patriotic. They will alsofind the images appealing because ofthe use of props like the dollies andjam pots.The pink stripes appealing to thefemale market which also workswell with colours surrounding theimages and pages
  8. 8. Visual LanguageSOCIAL AND HISTORICAL CONTEXT;What did you use as your design influences and why were they chosen? (Whatexisting media products influenced the final look of your work?)When we begun to research into recipe cards for the older generation, and theaudience profile for that age group we were able to gain a understanding of the typeof lives that the 50+ lead. Some examples of this is looking at some of the other workdone by the vegetarian society so that we have a good idea about the visual aspectsthat they have used in the past such as the layout of the text and images. Using a mainlarge image on the front of recipe card and then able to split up the text into smallchunks of copy for ingredients and the method. Another strong influence was fromthe idea of afternoon tea that has been round for along time and seen as somethingvery patriotic to this country and done a lot by the older generation and so when itcame to the recipe selection using some recipes theme around this idea would helpattract are target market.Here are some examples ofposters that we looked at to getsome ideas on the visualaspects of the recipe cards.some of these cards, moodboard and existing productshelps to formulate are ownideas. An example of this couldbe from these posters whichshows the types of colours, andfonts that are used as well asthe presentation of the images.Here are some of the designboards created to but areideas together
  9. 9. Visual LanguageSOCIAL AND HISTORICAL CONTEXT;Do vegetarian products have a specific design aesthetic and how does your project reflect/contrast this?Why?I would say that both vegetarian and those non-vegetarian recipe cards are very similar in style expect forthe fact that they have to involve the fact that it is vegan or vegetarian friendly using the V on both the frontand back of the recipe card clearly. The colours to a vegetarian recipe card is something to address as thereis always seen as a lot of green which represents healthy living, and been environmentally friendly . Theyalso tend to include different tips and alternative ways to change these recipes making it more cost effectiveand are easier to make in the long run.
  10. 10. Visual LanguageSOCIAL AND HISTORICAL CONTEXT;Do vegetarian products have a specific design aesthetic and how does your project reflect/contrast this? Why?NON-VEGETARIAN VEGETARIANWhen comparing both the vegetarian and the no vegetarian a choose a recipe that was aiming to create a similar product tothat you are able to show these differences more fairly. Such as the comparison between the colour schemes as both cardsare using a deep pink/red colour scheme to match some of the colours within the product like the raspberries which are usedin both receive cards and so are taken from that, more specifically within the banner and fonts of the cards. However I feelthat the vegetarian recipe card works better because using the white font on the red background is a lot clearer to readinstead of the black which is used on the other existing product. The image quality is also very similar making sure the itemssurrounding the recipe match the image that they want to create, an example of this would be the main image to the sorbetwith raspberry sauce which uses a sliver tea set which could suggest more of a social dinner, and created for more of a specialoccasion the fact that there is 2 spoons on the plate suggests that it can be shared between two. Because the recipe for thevegetarian recipe is a lot lengthier they have split this into columns. However the fact that the sorbets on one page makes itmore convenient for the consumer to look at, but i feel if this information was split up into numbered stages the recipecould be more clearer to understand.
  11. 11. Visual LanguageFINSHED PRODUCTS;Does your finished product reflect your initial plans? How? If there areany differences, describe why changes were made. (You can usevisual examples of flat plans and finished products to illustrate this)The plan for are final 8 recipe cards, have run smoothly and what wewanted to create has been made and in some cases have lookedbetter than what we had originally planned.To start with we looked at different ways of presenting the information in anew and creative way which would still be easy to understand acrossthe readers from theses templates that we had created showing thebasic boxes and placing of the text and images, we then developedinto the Photoshop templates to look at some of the more visualaspects from the fonts and the image manipulation.The only things that we have developed is the images to the back of therecipe card changing the shapes to help to show off our skills andmake them look more professional trying multiple versions, adding anumber of circular pictures, which we then decided against becauseof there been two many pictures of the food that made the page looka little to busy.Another aspect we added when finishing off was the stickers to the mainimage which helped to give it more of a 3d look by adding theshadow and mark it look like a scrap and would be appropriate forare target market.A final aspect we added was the image used at the bottom of the page andchanging the opacity we first added to all of the pages but felt whenit overlapped the text made it difficult to read and made that part ofthe text look more important, and so we decided to only use thisidea on the recipe cards that had a smaller method and needed to fillthe space us otherwise it could have been seen a little boring.template
  12. 12. Visual LanguageFINSHED PRODUCTS;Does your finished product reflect your initial plans? How? If thereare any differences, describe why changes were made. (Youcan use visual examples of flat plans and finished products toillustrate this)Template Designs beforechoosing our final templateto go by.See examples of some of the work we created whenexperimenting with different effects on the mainimage.• Repeating the images throughout the whole pageand changing the colours to the image howeveras a group felt that it was to busy and wasn’tfocusing on one main image, like some of theprevious existing products that we had looked at• In this case have looked at changingelements on the back page to make it lookmore interesting to the eye, by coveringsome part of the images to give it acheckered box look. We also look atchanging the placing of the methods andingredients lists but felt that it didn’t fitwith the brief as well and was moreunclear to look at the different methodand ingredients• Another way we adapted the images was byadding stripes through the image to blank outsome of the photograph, which is somethingthat we used for a final product by adding it tothe image on the back page but changing theopacity to make it less of an impact.
  13. 13. Visual LanguageFINSHED PRODUCTS;Does your finished product match what you were set in the brief? How?Some of the aspects stated in the brief refers to some of the presentationalrequirements which we made sure we understood before creating arerecipe cards to make sure we stuck to the brief set and didn’t go offcourse. They did say that they wanted high quality images which we havedone my combing and using both are own and stock images we made surethe images were high quality be using a dslr camera to get the best resultsand made sure the lighting and set up was appropriate.“We want to see interesting and creative designs for a new series of recipecards. We need designs on both the front and the back of the card.There should be a clear theme across all the cards so it is apparentthat they are a set. You could create a series based on an ingredientor the food of a certain country.”We have made this the case by including both text and images on eitherside of the recipe card. We have also given the cards a clear themeof ‘afternoon tea’ which has been used throughout the set of thecards which will be appropriate for the target market. Other pointsthat we have made sure we included;“Include serving number, preparation time, cooking time and vegansuitability at the start of the recipe.”“Keep method points as simple as possible, breaking down into shortersentences if a single method point involves more than one action.”“Number methodpoints but notingredients. ”“List all ingredients separately on a new line, in the order in whichthey are used in the method”Using thecommonconvention fromprevious existingproducts such asthe one above,and is seen assomething thatmost recipe cardsneed.
  14. 14. Visual LanguageFINSHED PRODUCTS;How did the use of peer feedback help you in your production?(Reference specific examples and their final outcome in finishedproduct)While in the production process we received feedback from are tutorsand fellow students, regarding the design and look of the recipecards, some example of this could be the presentation of the images,because as are tutor suggested using a clipping mask would help toad more interest and show something a little different to what wehad originally planned. Which we then experimented with on theback page adding multiple circles then however decided on oneimage in a circle because we felt that it was to busy and was to overpowering on the page. We then also used a clipping mask on themain image on the front of the recipe card, adding suitable curvededges to the page which in the end complemented the scrapbooklook we decided upon when I came to adding the sticker to thecorners of the picture. Another improvement made to the originalplans was the font used for the text on the back of the recipe card aspeers felt that it wasn’t easy enough to read, which I when we thoughabout using a serif font that helps the words easier to read and thenmade the ingredients list into a bolder font, which helps t emphasesthe more but still fits with the original theme we had gone withcomplimenting the rest of the page.
  15. 15. Visual LanguageFINSHED PRODUCTS;Discuss the strengths and weaknesses of your final product regarding its technical andaesthetical qualities. Use box below for text or page space to include an annotated copy ofyour work to help illustrate how you have done this. You can use a combination of the two.Reference what you like and dislike about the work with consistent reference to correctterminology of tools/effects used.When looking at the strengths of the product• We as a group feel that it portrays the right look and is visually appealing for the oldergeneration which we targeted especially from the positive feedback we gained whenshowing these cards to examples of are target market commenting on the fonts andcolours used which really complement the card and the ideas behind it.• Another area I really like about my work is the image manipulation which we workedwith and planned out experimenting on Photoshop to get different look which I reallyfeel befitted are product and we have ended up with something exciting andinnovative, (When on Photoshop we used tools to cut parts of the image away whetherthis was in a checker board look, or in stripes cutting away the image, but as a groupwe liked these ideas but didn’t think that it was appropriate for the end use and tookto much of the image away which is when we used the opacity tool to look at differenteffects that were created as the circular image has a number of stripes runningthrough the image but with the opacity lowered make the image still clear to pick upbut add a different effect to it. Then using the opacity tool on the bottom image toowhich we feel was a good way to fill up some of the space in a more interesting anddifferent way, and so I feel that the images editing was one of are stronger points toare work.)However compared to an existing product they don’t tend to add different effects to thereimages on the back page of there recipe cards which we have added, by starting with stripes inblock white which we then adapted to make them more transparent and easier to see but adda different effect to the original image which has been used on the front of the recipe card.
  16. 16. Visual LanguageFINSHED PRODUCTS;However, some of the weaknesses to are recipe cardsAnother weakness is the quality of some of the images which I feel are a little dark and don’t giveof the right impression of light and bright cards and reflect the time of the year that these typesof recipes would be appropriate for, it also doesn’t show of the colours of the goods as good anddegrades the camera quality or issues with lighting we would change if we were to do this projectagain.If we were doing these cards again we could also make the cards look a little more scrapbooklook as the main front image has this effect but could have been added to the back of the recipecard to make these cards flow more as a finished set.Are the photography that we used as weoriginally planed to use all are own images butas some of the images of the food we hadmade weren’t too appealing we used somestock images on the final products too which Ifeel lets the cards down a little as they don’tflow as much as a group of cards.Stock ImageOwn Image
  17. 17. Visual LanguageFINSHED PRODUCTS;What skills/knowledge have you gained/developed in this project? How could these be applied in future practice?While doing this 10 week project have been able to learn new and develop there original skills, such as• my team work skills which I have improved been able to discuss ideas openly and come to some sort of agreementson the design and look of the recipe card, because while working in a group of three people will have different ideasand points which we all needed to take on board and complete a project with something that we all liked, as well asbeen able to delegate jobs between us and using peoples best attributes for different jobs such as the photography,copy and the cooking of the recipes we aimed to create.• I have also been able to improve on my cooking skills as we all worked together when it came to the making of thechosen recipes,•Been able to take photographs for some of the finished products making sure camera quality, lighting, focus and setupwas appropriate for the recipe cards we were making when then in hand allowed me to work on my skills In industry.•Other skills I have also been able to work on was on my Photoshop skills trying out and experiments with differentphotographs to get different look and effects, and so been able to use these skills now will benefit me in the futurewhen it comes to other projects involving photo manipulation and using Photoshop. I have also been able use skills Ihad picked up previously and been able to develop this and make improvement and built up more skills within thisarea.
  18. 18. Visual LanguagePRODUCTION PROCESS;Do you believe your work is creative and technicallycompetent? Why?(Reference specific examples (use images ifthis will help) of where you believe your work is particularlyvisually or technically impressive)I do feel that the skills and tools involved in the making of therecipe cards were technically demanding and expressescreativity such as the stickers that were added to the front ofthe recipe card which helped to make it look like a scrapbook,which has also helped to made it look 3D by the shadowing andhighlighting, the creative side of the recipe cards can be seen bythe fact that some of the images have been cropped to revealspecific detail from the image which helps to add somedimensions to the cards and make I look a bit more interestinginstead of just one main image. The technical part of productionhas come into account when looking into how we havecomposed the cards such as the construction of the imagesusing clipping masks, cropping, opacity and drop shadowing tomake the outcome look more professional which also took someskill to get it to the a good enough level to use. I especially likethe top right picture on the back of each recipe card whichcombined different skills of clipping masks, strips though out thepicture and then lowering the opacity which I feel look creative,is something a little different and innovative.Here is the scrap booking sticker we have added as a final touch tomake it look more vintage and a little bit more informal, throughout each of the different recipe cards we havechanged the colours of the stickers to match the colour overallrecipe card which helps to make it look more uniform, and so away to improve on this next time could be to experiment onincorporating this onto the back of the recipe card either aroundthe picture or for overlapped onto the title of the recipe card andor even to make it look like the recipe its self has been stuck in.Changing the opacityClipping maskand the stripes
  19. 19. Visual LanguagePRODUCTION PROCESS;Do you believe your work is creative and technically competent? Why?(Reference specific examples (use images if this will help) ofwhere you believe your work is particularly visually or technically impressive)When comparing our own work to what is already on the existing market, I feel that are own work is up to that professional standard,due to the camera quality, of the photographs that we took ourselves making the pictures as bright as possible and using brightcoloured ingredients to match what is already on the market as taking photographs of food can be quiet challenging and you need tomake sure that the food itself is presented in a way that will be appealing for audiences, because we also made the recipes to,because the example that I have used is aimed at a specific time of year the decoration is a lot more over the top to make sure thatthe audience know this such as the specks of glitter and the baubles that used in the photo editing of this recipe card, and so in areown way we have made it appropriate for are audience and the summery time of year that this would be aimed at.in terms ofcreativity we have added a lot more effects and changes to the image, instead of like the existing product been more about thedesign. We have instead included 3 images to each the recipe cards that all show different close ups of the food, as well including thescrap book sticker the images to make them look more rustic, then when it came to the back of the recipe card we changed theopacity of the images and changing the shapes of these and the adding faint lines through this to make the back page moreinteresting to the consumer. But both of these recipe cards have a specific colour scheme to theme which is reflected in there choiceof fonts, editing and photographs.
  20. 20. Visual LanguagePRODUCTION PROCESS;How effectively did you manage your time? (Could you have usedtime more wisely? Did a particular aspect of the project take longerthan expected? Did you complete everything on schedule?)I feel that we used the time we had effectively as we managed tocomplete the work on time and to a high standard, and so finishingwithin the set time. Which also helped by the fact that we had morethan one group members meaning that we could spread the work outbetween each other. The fact that we had a schedule meant that wewere able to use are time effectively as were able to plan what wewere doing on each day of production, which also went ahead ofwhat we first planned meaning we had more time to look into thesmaller details based on the recipe cards such as the placement ofthe text and images and making sure it is as suitable as possible tothe audience. The fact that we were kept busy each day continuingwith the work and as well as within college time had finished parts ofthe work at home meant that we also kept to schedule, as we didfinish before schedule next time we could think about makingsomething a little more challenging, helping to develop my skillswhether this is with the recipes we choose to make or thepresentation of the recipe cards and more challenging effects to thepages. We also managed to get all the recipes done within the timescale and the days we had booked off to do so, which was in factchallenging but got these recipe complete on time and to areasonable standard to present within the recipe cards.Week 1Mon;- Firstly we will look to purchase are ingredients for our 8recipes from the super market Tesco because it ismost convenient for use and uses prices right for ourcustomers to pay. When it comes to buying thedifferent ingredients we will split the cost evenlybetween each group member as when budgeting histhe costs of food comes to £34.19- We will then plan to start the cooking process for fourof our recipes, because the ingredients we havebought will be fresh and more colourful forphotographing, we will be making these recipes inthe kitchen of one of our team members because wefeel that it sets the scene best, when it comes tophotographing finished products to which will also bedone by one of our team members making the costsof producing these recipe cards cheaper.Tue;- We will be continuing making 4 more of the recipes,which will be of the sweet recipes we have chosen tocreate. Afterwards we will be taking photos of thefood for the recipe cards. Props such as tea cupsand cake stands will be incorporated into the imagesto help them fit our theme.- To take the images we will use our own cameraequipment because we know how to use them and itwill keep costings down. We will be experimentingwith the effects on the camera to see which onegives the most professional and high quality finish.- After making the four meals we will save the left overingredients from those and try to use them into therest of the meals that we are going to produce. Thiswill overall save money on ingredients.Wed;- Make the last 4 meals and take the final 4 photographs- We will be doing the same things as on Monday andTuesday but we will also be making sure everythingis finished and too a high standard. If it isn’t then thisis the time we will remake meals and redo images.- We will clean up after cooking the meals so that it’s asafe environment and that everything is organised.- For each of these days we would have to consider thetravel costs into our budget which might includeusing Public Transport to get to and from set.See example here of week one of are schedule which in theend didn’t go to plan as we took the photographs in thesecond week and created are template and to base all arerecipe cards upon and then split the work between the 3 ofus them changing the titles and recipes, and so in thesecond week we only had to place the chosen images withthe spaces and so we managed to keep to schedule and gotthe work finished on time.
  21. 21. Visual LanguagePRODUCTION PROCESS;If you could repeat the process what would you do differently?If we were to repeat this process again we could possibly-use similar sized recipes because that is something that we didn’tlook closely at meaning that some of the recipe cards had smallermethods and ingredients lists to others meaning that some of themlook a little different to each other. Which meant that we usedanother picture on the bottom of the page to fill up some of theblank space and changing the opacity levels to make it look morecreative and innovative to leaving it blank, and so it would have lookbetter on all of the recipe cards to make them look more similar.-The photography we took are selves and could improve this if wewere making the recipes whether this is being more prepared for theshoot, such as organising to bring a piping bag for the cupcakes tomake them look more professional and high quality. We could havealso taken the photographs on the same day and in the same set andthere can be seen as some difference between the photographsbecause the lighting, set and prop is different to each other. Whichstops it looking like more of a similar collection.- I could have also made the recipe cards for an alternative audiencesuch as the student market, because we can easily relate to therelifestyle, meaning it is easier to do the market research.Using the photography behind the textdoesn’t work as well because it wasthe text unclear to read and as if thereis more of an emphasis on the bottomof the page, and using a smaller recipewould work better.
  23. 23. Constraints ExperiencedWhat constraints did you encounter and how did you consider/avoid them?Legal ConstraintsWhen it came to the images used for the recipe cards using sourced images is something that needed to be considered. Weused sourced images to get an idea of the final look of the recipe card once are own images were added, I feel using theseimages really helped us to understand and get an idea of what is expected and needed for the photography, such as using thesame image repetitively and picking aspects from this to emphases which meant that when it came to taking are photographsone main image needed to be taken saving time and money. These sourced images were then replaced with are ownphotography however some of these images weren’t suitable to be used on the recipe cards meaning that the original sourcedimages had to be used for things such as the cheesecake and the scones. Other legal constraints could be considering therecipes and where we got them from as see sourced all are recipes from online and places such as bbc good food, as we feltthat they gave us the recipes that we needed in enough detail and information.Regulatory ConstraintsThe Acts of law that needed to be addressed when creating are recipe cards are from the ASA, as we need to ensure that theinformation we present is correct when we a printing what ingredients are in these recipes and the fact that each of therecipes we created were suitable for the vegetarian or vegan friendly market. Another aspect was the nutrition values of eachrecipe that we might have included such as the calories and other values.Financial ConstraintsAs we decided as a group that we would make the recipes are self so that we then got are own photography to meaning thatwe had more scope and werent restricted by photography that had already be used meaning that it would have had to matchwith the rest of the cards resulting in possibly having to change the layout, which meant by making all recipes are selves weneeded to take into consideration for budgeting for buying the food product which in hand was then recorded on a spreadsheet, meaning that we had a good idea of what we needed to by and the prices of the ingredients. We also had to take intoconsideration the fact that we couldnt employ someone to make the recipes meaning that we had to do each of the roles areselves meaning that it was more cost effective. Another issue was down to the travelling of to and from college in order tocreate the recipe cards, but as well as 3 days a week to college we needed to get on set to where we were doing to bake andtake the photographs of the food that we were using and so the costing of this needed to be taken into account to.
  24. 24. ManagementHow did you work as part of a group? (Did you lead the project? What parts of the project did you take charge of? Did youenjoy working as part of a group? Why?)While doing this project I was within a group of three, and feel that we wall pulled are own weight and contributed in areown whether this was in the recipe selection, design, chosen theme or within the research. At the beginning of his projectwe had set roles of each person within the group however, we all worked together to get different parts of the projectcompleted such as in the designs of the cards, that we worked together with when it came to choosing the fonts we searchedthrough many on the site called ‘dafont’ and came to an agreement on which suited the product and the audience best,trying out may different ones until coming to some sort of agreement. When it came to designs of the recipe cards weteamed up one computer to create a finial template/ outline. From this we then dived the amount of recipe cards betweenthe three of us and changed the template to suit that specific recipe, which meant that we had plenty of time to completeand add any finishing touches that wanted to be made to make them as similar as possible to each other, and so I feel thatthe creating the template was the part that I enjoyed doing most as in the end we ended up with something that we all reallyand is also something that I enjoy doing, the designs and graphics side to this project, compared with the cooking of therecipes which I found less enjoyable because some of the recipes seemed to be tricky to create and in the long run get themto a professional standard.How important is communication when working in a group? (Use specific examples from working in a group on this projectCommunication between the members in your group is key to getting your project complete within the time scale. As a groupthat doesn’t work together could end up with recipe cards that don’t fit together as a complete set, something which I think arerecipe cards do match. To make sure are cards to fit together as a collection we were constantly checking with each other thework that we were doing down to the sizing of the fonts images and copy. Another way we made sure that they work was assimilar as possible to each other was putting all the recipe cards created together on to a PowerPoint and doing a number ofchecks to make sure they are as similar as possible and evaluate are progress so far, which I feel was a good tool in order to reachare goals. Communication is also a good way to come up with the best ideas for the recipe cards by combining are ideas which insome cases it made the recipe cards better. Working in a group also meant that the work could be split evenly between each ofus when it came to group tasks, meaning more time could be put into the work that we had been set, and also giving us moretime to add the finishing touches to are recipe cards. Another example of this is the photography and the making of each recipeas it meant that we were all able to develop are skills in are own way.
  25. 25. ManagementWhat have you learnt about working in a group and how will you apply this to future practice?While working within a group it is important to always have good communication between the groupmembers, because it allows ideas to be shared and discussions to be made too, and so when it comes tomaking decions incorporating all of the group members ideas in the long run could come up with somethingbetter, then what we might have first thought of such as some of the designs we created on are recipe cardswhich we all worked together on from the photography of the recipes and editing and designing on theprogram Photoshop, and so with these discussions help the dynamics within the group make a better workingenvironment. While been in a group the work can be shared out evenly too so that everyone gets to havethere own input into the work meaning the work that you have been set can have more time spent on itputting more detail into the process if needed.What have you learnt about working in to a brief and how will you apply this to future practice?When it comes to working to brief there are many aspects to consider especially if it isn’t you in the long runand so you have to go by the guidelines that they have set out themselves and then these guidelines you workwith to create something that the client wants, and so in some cases it isn’t your view that is required, and thework just needed to be completed. Therefore in the future it is important to make sure that the you are clearon what the brief states and what is needed to make sure that you don’t waste time or money that could beused in other circumstances.
  26. 26. Comparison
  27. 27. ComparisonWhen looking at both the recipe cards we created as a group and an existingproduct they so share some similarities, such as the fact that they are similarproducts they share the same colour scheme and target market, Because likewe have done the colours that were picked up in the photograph have beenused for the design of the overall recipe card. Using the red and pink coloursare very luxurious colours and also feminine to look out. The photographsthat we have seen are both very high quality images and have appropriateprops and extras in the set to show the food to the best of its ability. Makingsure there is a image on the front which simply illustrates what the endproduct will look like. However, we have also added 3 extra close up shots ofthe finished product which shows you a different aspect, and more of acreative way to display the photographs. Other similarities are using a bannerat the top and bottom of the page and is a good way of showing to customerthe information needed. As well as making sure that the companies logo iseasily seen to promote there brand. And so I feel that as a group we havemade sure we had an in-depth knowledge of existing products on the marketso that we knew how to start with are own ideas.
  28. 28. Comparison
  29. 29. ComparisonThe similarities between both backs of the recipe cards are down to the layout wehave chosen, such as the presentation of the ingredients and method list making themclear to understand for all ages such as including; what each part of the part requireswhat ingredients and method. We have also similar to the existing products usedcolumns to split the amount of words up however, the existing product does it moreso to make it look more formal unlike the recipe cards we created which go for a moreinformal look by adding the scrapbook effect. Other similarities are to the font makingsure that it is all at a readable size, and font. The language that we have used is alsoappropriate for its purpose using specific language to do with the cooking and makingof the recipes. However, unlike the existing product we have used different colours forthe title and the steps, which we thought would help make it clearer for the audienceto understand and pick out the elements needed. Both of these examples have alsoused bullet points and numbers to order the work which was a requirement from theclient, and because it is used in the existing product is sourced this is something that isused in most recipe cards and is seen as a common convention in the production ofrecipe cards. Like the them to we have also added an image on the back of the recipecard to help show the customer the product too which makes it more convenient forthem. As well as helping to split up the text and making it look more visuallyappealing. Like the front of the recipe we have followed the banner onto the back ofthe recipe card to help make them look as similar as possible and work together as arecipe card, however we added an effect to the photograph to by adding striped linedto the image to help it look different from the original photograph, as well as puttingthe photograph in a shape which helps to make the text flow around the image.