1. Producing Print Based Media
Visual Language:
Composition - How have you chosen to set out your designs
and why?
(Reference layout, image/text ratio, busy/simplistic etc.)
The first ideas that were produced was when I pointed out the idea of having an
afternoon tea theme, I thought this because by going into different cities and
villages, you start to see a pattern of how different elderly people spend there time
in cafes and restaurants. This is a huge market because of the amount of money
they receive from pensions etc. We all decided that by having one medium image
and then separate close ups, it meant that people could really get a sense of what
it looks like and the detail it has overall. We photographed most of the images for
our recipe cards because I felt that we should have a more homely feel to the
recipe cards as it’s for elderly people. When finding a background for the recipe
card it was quite difficult because different patterns and things districted you from
the actual image and text. We thought that making the background a bit lighter by
using an opacity meant the images and text would be more obvious. Some of
recipe cards look a bit busy but that’s just because of the different elements that
make it sophisticated, only some look busy because of the amount of text on the
recipe card. To take away from the busyness we experimented with different
shapes for the images By putting the image in a clipping mask it meant that it
could be a circle which makes people look at the image in a different way. We
didn’t want to go to over the top because our target audience likes simple and
elegant things. By using subtle lines across the circle it meant the image looked
like it was in section which adds more excitement to the page instead of having
just text. We put the ingredients in bold because there wasn’t much text there and
it would make it easier for the elderly as they can be drawn to the text, this would
help them to buy what they need more easily. By putting the text in numbers then
they would know which one to go on next. The stickers that are used around the
image makes the audience think that they are stuck on, this was my idea because
I thought it was effective to give the image more character instead of just a box.
By putting a white box on the back it meant that you could see the text instead of
the strips being behind the text, we didn’t want this as we wanted our text to be
visible and clear to read.

2. Image Construction:
Discuss the contents of your final images and reflect upon decisions
made.(Content used- image/text/graphic, use of colour, original or stock
images etc.)
When actually photographing the images it was quite difficult because I had to
make sure that the lighting was correct, some of the images had to much light
which meant you couldn’t see the food properly which was frustrating.By
working out this problem I used a editing tool on Photoshop called
Adjustments > Brightness/Contrasts. This allowed me to produce an image
that had more shading and less brightness, because of this it showed more
detail through the product and allowed you to see stronger colours and more
distinctive shading. I used this for all my images so that they looked
professional and neat. For the main image on the bottom right I used the
‘Opacity’ tool on Photoshop. This tool made the image look quite transparent
so that it was noticeable on the page but didn’t grasp to much attention. I only
used the opacity tool on that image because the rest of the pictures needed
the brightness and colour so that it grasps the audience in, this allows them to
see the end product so that they can create it themselves. We thought that by
putting the images in different layouts and shapes meant that the recipe card
would look new, unique and modern. By making the three sections on the front
I used the ‘cropping tool’, this allowed me to pick out sections of the product,
what was good about this was it gave the audience a different perspective of
the food product instead of thinking it was an average sandwich. I made the
image a bit separated and different shapes so that it fitted the size of the main
image which overall looks very professional. We used all my images into the
recipe cards because they fitted the theme with the recipe cards. We had to
use sourced images for 2 of our recipe cards because the quality wasn’t that
great which meant we had to cover it up with sourced images. This wasn’t to
bad because those images were inserted into the recipe cards when we were
trying to figure out the colour scheme, this meant they fitted well and fitted the
right colour, it also looked professional which is what we wanted. When taking
the images I made sure that the plates and the objects holding the products
linked well with summer but also the afternoon tea theme. I used pots for the
sauces, this fitted well with the theme because you always see jam pots on
afternoon tea stands. I was pleased with my images because they were bright
and appetizing, for example my Tomato, Mozzarella and Basil sandwiches had
a lovely green colour that bright some colour and excitement to the recipe
cards.
The food I bought was quality so that it was portrayed nicely onto the whole recipe card. When
taking the images I made sure that I tried to copy the layout of the sourced images so that they
look professional and would fit with our theme, this worked our well as the sandwiches were laid
out correctly, the only downfall was that the lighting could have been
better so that the images so more clear. The background for each recipe card was made
specifically so that it the colour didn’t overwhelm the final product. We did want a bit of the
product to have a certain colour that would link with the background, in this example the
black/grey seeds on the bread links with the background as they have a similar colour shade,
even though that’s really simple it works and is very effective how they link. We went on Google
images and put in ‘grey stripe background’ this helped to find good backgrounds that would suit
this recipe card. Once we found one then we used the ‘brightness/contrasts’ tool again on
Photoshop which allowed us to find a colour that would suit the overall theme. For the text we
made sure that most of it would be Serif type font, the only part that is San Serif is ‘Prep time 15
mins – makes 4’ this could be in san serif font as it’s simple and doesn’t need much attention
towards it, because it’s a small amount of text means it’s much easier to read. We went through
fonts like ‘Times new Roman’ and ‘American Type Writer’, the one we chose that was San Serif
was from DaFont.com, this website had a variety of font that would suit the recipe card perfectly.
Overall I feel that each section and shape has been put in the right place and that there is plenty
room around each area, from asking peers that have said that it look Posh, easy to read and
straight to the point, which is what we wanted overall as a recipe card.

3. Representation
Discuss 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?)
The idea behind the background is that I wanted the strips because it
showed a more English garden. In our country we like to have gatherings
and to bring people together as a community so I thought that added
strips to the background would be very affective as it’s like a marquee or
banners that people use to show celebration and a gathering. Our target
audience like day trips and outings because they need to fill up there time
so to use this method would be very effective for them. What was also
clever about the colour scheme was that we made sure that there was a
distinctive colour in the photography, once we picked one then we would
pick the coloured strips that we wanted from ‘Google Images’. After this
we would paste it on the recipe card but then use the opacity so that it
wasn’t to bold. We tried to fit the colour background to the food as much
as possible. We put the vegetarian logo on every recipe card as it was
due to our brief, we made sure that we had the logo on because it makes
the recipe card look more professional, without the logo meant that the
recipe card would just be simple and not linked to anything. I researched
a bit on the vegetarian society to see what they had to offer but I thought
that there wasn’t enough traditional foods like ‘afternoon tea’. That’s why I
was pleased to come up with that idea as there's a gap in the market for
this and also there should be more products advertised to the older
generation. We used neutral and pastel colours as our colour scheme
because they reminded me of beauty colours. Beauty colours means that
people that wear or use these types of colours are trying to show
sophistication and class. By having a pastel purple with an outfit or
ingredient is like being yourself but adding more class. This is what I
thought to the food, by having a pastel purple with blush meringues then
it means they are nice yet sophisticated.

4. Audiences:
Create an audience profile of your chosen demographic
(Age, gender, geodemographic, NRS Social Grade, hobbies, etc.)
Age: The age of our target audience would be 60+ I believe this is the right amount due to the
layout of our recipe cards. People that are 60+ have all had different lives and different
consequences but I think that by making a recipe card that is vintage but pretty will guild them
into liking our recipe card.
Gender: What we chose for this is more towards women because of the colour scheme,
pastel and neutral colours can be for men too but I think that the images and layout is more
girly. We started off wanting both men and women to like our recipe cards but then we realised
that more women like to go for coffee and have lunch dates. Back when they were younger,
women thought that cooking would be there main job around the house whilst men worked so
they know how to cook. We also thought that women like to take there husbands for an
afternoon tea, this would make them more interested in tasting and eating the different foods.
Geodemographic: Our target audience would probably have to be middle class and up this
is because people have grown up with different foods throughout their lives and afternoon tea
was known to be given out to only the ones that could afford it. As ‘The afternoon tea’ was
created in the 17th century so it makes sense that the rich should start to eat it because of the
quality of the food. This doesn’t mean that our target audience has to be rich now because
‘afternoon tea’ has started to slowly growing in popularity and businesses are trying to make
offers out to people from different backgrounds that can afford it. We would say that our target
audience is middle class+ because they should have more knowledge in the food and how it’s
made. By living in cities and towns they are more likely to known about the different foods and
cultures.
NRS Social Grade: AB
Hobbies: The elderly generation are more likely to have different kind of hobbies from what
they have learnt and wanted to do over the years. An example of this would be sowing and
knitting, this is a skill that they’ve probably gathered over the years and it means they can make
there own products. By cooking it means this can become a hobby which is good for our recipe
cards, our recipe cards are like a collection of different bits of food from an afternoon tea buffet
that you can use until you known how to make section yourself.

5. Audiences:
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 help illustrate how you
have done this. You can use a combination of the two.
What’s good about the second recipe card is that
The use of imagery in the first
recipe card is good as it shows
what the product should look in
detail whilst the second recipe
card only has a drawing which
doesn’t give you a good enough
visualisation of the food product
itself.
By cutting down the text on
the first recipe card it means
that it would be much easier
for the target audience to
read, whilst the second
recipe card has a lot of text
with tricky font so it would
be harder to read.
The way my recipe card is showed compared to the
Downton Abbey recipe card is that the DA recipe card is
trying to be to vintage which isolates the target audience
to much, you want to express and try a quirky method
that would fit different ages. That’s what happens in my
recipe card. The use of shapes and imagery helps you to
see different sides to the recipe card.
they’ve taken care with the theme of the card
throughout, this means that people get a good idea on
if they like the recipe card or not. The idea of the
recipe card is shown clearly which is good and it look
sophisticated. The first recipe card has used a calm
approach to afternoon tea by using lighter colours and
close ups of one image.
The second recipe card
has produced a theme by
copying a programme
from the television, this
is a good approach as
the older generation are
more likely to watch that
programme which means
they’d like the theme of
this card.
I made sure that my recipe card would appeal to the audience because of the font used and how the images were laid out. I made sure that the font wasn’t to complicated so that
it was easier to read, a lot of elderly people are known to have reading glasses and have poor eye right so it was important to help there needs as well as others. The title font
looked a bit more complicated as it was hand written. The target audience would recognise this as it’s an old fashioned font. What ‘s similar about these two recipe cards is that
they both use white boxes for the text and imagery so the background doesn’t affect the written part. This is what I did because I tried to experiment to see if you could see the
font without a white box but it just didn’t work, so instead I put a white box on so that you can see the font clearly. I found this out by researching different recipe cards on their
own websites and blogs such as: http://michellewooderson.blogspot.co.uk/2009/11/cream-cheese-potato-soup-recipe-card.html. By doing this I went on Photoshop and used the
shape tool and I put it on top of the background layer so that it showed the text more clearly.

6. 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?)
I’ve always been influenced with British cuisine because of family parties and making
foods that would feed a group of people. My parents are a huge influence mostly
because they produce different ideas that wouldn’t normally be used for an evening
meal. An example of one of these would be banana cakes. They hate wasting food so
to use all the food in a more convenient way then I don’t see why not. The shop betty's
also influenced me because the business first started in Harrogate where I mostly grew
up so when I was younger I saw how they presented themselves in a business sense
but why certain foods were more exciting than others. You never walk past a betty’s
without seeing a queue of people, I would always get curious on why there was such a
hype for cakes and things. By seeing the afternoon stand and experiencing it, I started
thinking about how much the business has grown all over England and it has really
helped to boost the traditional afternoon tea popularity. When looking around the
Betty’s tea room, you saw the target audience in the room, they were mostly couples in
there late 60’s or 70’s. This made the idea much more easier to construct because of
how much target research Betty’s has done to really gain there popularity, which is
keep the building elegance, give staff old fashioned uniform and make sure the
ingredients use quality products. When getting the afternoon tea I saw how it was set
out so I took pictures, which meant when I make the products, it would hopefully be to
the same standard as a Betty’s cake. The BBC Good Food website influenced my work
because it helped me to present my food in a manner that I could copy so that it looked
professional but also summery. For example I made the sandwiches so I had to make
sure that they look elegant but also how they would be placed on a cake stand.
Whilst the ingredients and making of the
food was from me but also my parents
gave me a lot of pointers on which food
should be made at what time, which
helped to give me organisation but they
also had background knowledge on the
area.
The imagery was influenced
by ‘BBC Good Food’ who
presented the food in such
a unique manner, by using
depth but also above shots
which gave it character. An
example of these would be
the cucumber sandwiches,
the sliced cucumbers on top
of the sandwiches were
presented on ‘BBC Good
Food’ which made it look
cute yet smart.
The font and background was
influenced by Betty’s tea rooms
as there menu’s were used in this
font which made it look vintage
but also sophisticated. The
background was something that
was also influenced by Betty’s
because for there product
packaging they used twirls and
strips which meant the food
looked more exciting but more of
a true British style.

7. Historical and Cultural Context:
Do vegetarian products have a specific design aesthetic and how does your project reflect/contrast this? Why?
What I thought about when doing this project is that vegetarians do have similar meals to non-vegetarians but I feel the presentation of the
food is a bit plain. This is what I wanted to improve, that's why we did the afternoon tea idea because we wanted vegetarians to try different
foods that isn’t just salads or pasta. We wanted them to enjoy luxuries like cakes and colourful sandwiches that would be appetizing but also
exciting. I feel that the foods vegetarians eat aren’t very exciting because of the lack of a main ingredient like meat etc. so we wanted to create
an equality to foods between vegetarians and non-vegetarians. I think the design that vegetarians have is more green and they normally just
have one theme throughout which is either ‘eating healthily’ or ‘what new things can you try next’ which can get quite boring. We thought lets
bring British tradition into a vegetarians balanced diet. By doing this we did:
http://www.gpb.org/files/productions/peppers-recipe-3.jpg
We added a colour scheme that would fit to the food products, most
of these are neutral and pastel colours because we thought that if we
don’t use bright colours then the food would stand out more. Whilst
this recipe card only has white as there background which is really
boring and just drawn anyone’s attention. It also doesn’t have a clear
audience which also makes it plain,. The flowers on the side suggests
that it’s more towards women but it looks to old fashioned for it to fit
anyone's personalities.
My recipe card shows 5 images around it which I wanted to do
because it helps people to see the detail of each image. Whilst
on the other recipe card it doesn’t even indicate on what the
meal should look like how it should be presented to guests,
this doesn’t help the audience. We made sure that we had
images on the back of the recipe card so that you didn’t have
to turn the recipe card all the time. As our target audience is
for 60+ we want to make sure that we cater for our audience,
by making things easier and more enjoyable.

8. 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) Our tutor told us about ‘Da Font’ which was a good website
After
to use as it had quirky fonts that would help our recipe card
to look more unique. We used this for under the title and
quote line which fitted well and worked affectively. We had
to change it as the other font was to boring.
Before
On the bottom
left of the new
recipe card, we
made the white
box smaller
which means
more of the
background is
shown, this is
better as it looks
more neat and
tidy instead of
just having a
Font: What I originally thought for the font was that it
white box to
had to be more of a vintage font for it to work. This
cover the whole
went well because we experimented with different
recipe card.
fonts and found that the ‘Bickham Script Pro’ was the
best option as it looked handwritten. We felt that by
having this font it would help to give the audience a
more familiar look on things as the ‘hand written’ font
is known to be vintage and sophisticated. This meant
that we had no reason to change this. We changed
Arial font to san serif because it’s known that it is easier
to read which would help our target audience a lot.
We thought that the methods should
be numbered and more close
together, this meant that it was
organised and didn’t take up to much
space. We decided that if we change
the font to not bold then it’s easier to
read, if it was all bold then you
wouldn’t know where to look first.
By making more
room I made the
circle smaller on
the right page so
that there was
more space around
the recipe card.
There’s nothing
worse then having
a recipe card that
looks to busy to
begin with
Wekept the original image which was
disappointing because the images
weren’t good enough to on the recipe
card. By using a sourced image it
meant the recipe card wasn’t really
ours, the only thing that was ours was
the design.
We made the
ingredients in bold
so that it was
easier for our
target audience to
read, it also helps
them to focus on
the ingredients
instead of the
method.

9. Finished Products:
Does your finished product match what you were set in the brief?
How?
I think our recipe cards really suit the brief
because they wanted creative and exciting
cards that would catch the eye of the customer.
I think we did this due to the strong theme
throughout which is our afternoon tea theme.
The aim of this was to introduce luxury food
that can be suitable for vegetarians but also
vegans, by doing this people would be more
likely to want to try out the different recipes.
We also took our own images which meant that
they can discover our type of style when it
comes to photography which is a bonus. We
also made sure that we had the Vegetarian
Society Logo on our recipe cards, this has made
them look more professional. By having this
logo on then vegetarians will recognise the sign
and want to take the recipe cards. This makes it
look different to other recipe cards. We made
sure that our theme was strong because of the
amount of culture and history it’s got. British
Cuisine has always been a strong tradition and
a part of what we do so it’s important to
incorporate that into the recipe cards.
Our recipe cards are known to be like a
collection so you can collect every card which
would gradually make up the whole afternoon
tea experience. The brief wanted us to come
up with recipes that could come from all over
the world, we based ours with British cuisine
as we know the Vegetarian Society is a British
based company that have had historical rooms
from the 1800s. This is important as it shows
that they have a history that involves vintage
British cuisine which is what our recipe cards
are all about.

10. Finished Products:
How did the use of peer feedback help you in your production?
(Reference specific examples and their final outcome in finished
product)
I got feedback from both my peers and also my grandma. It was
important to ask her as she is my target audience. What she talked
about was:
After
Before
After
Before
:
- The colour coordination wasn’t to strong which meant it was to distracting.
( The bright orange background was the background we picked for our
recipe cards, as you can see the colour is to dark to put on the recipe card
so we used the opacity method. Which meant that the background would
be lighter, we tried to see what it would look like to be a bold background
but I figured that our target audience wouldn’t want this due to the fact
that they don’t like bold colours. That’s where we really got going with the
pastel and neutral colours).
-The text was to bold which meant it was quite
difficult to read, also the font size was a bit to small
to read.
(This shows the difference we made in our recipe
cards. We improved this by making both the
ingredient and method font in san serif as it’s clearer
to read. We looked through different fonts to find the
perfect one that wasn’t to complicated. I made sure
that the font had noticeable fonts as this makes
each letter look simpler to understand. We also
made the font size from 10 to 12 so that it was much
easier to read).

11. Finished Products: PART 2
How did the use of peer feedback help you in your
production?
(Reference specific examples and their final outcome in
finished product)
We also got some useful information from our peers which helped us to
improve our work further which was:
- The pictures are very clear and have a lot of different angles to show the
food better. The image also had depth which makes the food look more
appetising.
(When doing my photography I used different research methods like using
Google images and also BBC Good Food images. This helped me a lot
because they portrayed food in a professional way which helped me to
use different angles and techniques that they used. I made sure that I
used my own techniques and skills so that the image would fit well with
the recipe cards as we based the layout around a sourced image. It was
important to get our images as similar as the sourced images as possible.
We didn’t edit the images to much because we wanted the natural colour
of the foods to come out, this made it look more appetising).
Before
After
After
Before
- There is to many different types of font on the page
which makes it look to busy.
(This was a big eye opener for the group because we
chose different fonts thinking that it would make the
recipe card more fancy and energetic, then by having this
feedback we realised that the card was becoming less
and less sophisticated. This made us go on ‘Da Font’
which meant we could pick any font. The font we chose
was ‘Fish Finger’ which was good as it made the recipe
card look sophisticated but also put across a strong
personality on the card. We used this for the quote
section and the prep times which is under the main title,
this reduced the mixture of fonts but also made the recipe
card more neat and created more space for other things
like imagery and background space.

12. Finished Products:
Discuss the strengths and weaknesses of your final product regarding its technical and aesthetical qualities.
What I dislike about our
finished product is the fact that
we have some sourced images
and our own. This isn't good
because when you go through
the recipe cards, you can tell
that some images are sourced
and some are our own. This is
due to the lighting and quality
difference of our images. If we
inserted all our images in then I
think it would be much smarter
than having 2 sourced and the
rest our own pictures. This
would make a balance of
pictures overall.
I dislike the stripes over the image, this was
only because it doesn’t show the image
properly but it also doesn’t affect our target
audience very well. It makes it look more
fresh and arty which is something 60+ might
not always be interested in.
I think the three imagery boxes
are a win/win because the
angle and detail of each image
is probably an angle that not
many people see from food.
The detail is eye catching and
you wouldn’t normally see this
layout on a recipe card.
We didn’t change the colour of the vegetarian
society logo as the green symbolises their
company and brand. By having a different colour
background, it truly helps to show of the logo,
which makes our cards look professional.
I love the use of the title font, it portrays the
food like it’s a rich substance, has class about it.
The title adds to the theme of old fashioned
afternoon tea. By having a nice title, it helps to
sell the product. A good title in a newspaper
helps to sell the article.
I think the white box was very
affective as it helped to show the
text more freely. We went on Adobe
Photoshop which helped us to use
the ‘Shape Tool’ this gave us the
circle and box which was used for
the text and imagery.
I think the font could have been
improved further by making the
font larger but also cutting
down on the text. Our target
audience would prefer simple,
straight forward sentences. By
having paragraphs it makes the
cooking less positive.
I like our imagery here, we used the opacity tool on
this image so that it looks like the image is drifting into
our white box. This covers more space and makes the
card look more professional. By using more imagery on
the back it means that the customer can see what it
truly looks like even if it’s a faint edit.

13. Finished Products:
What skills/knowledge have you gained/developed in this project? How could these be applied
in future practice?
What I’ve learnt throughout this project is that team work is quite important, everyone has different ideas
which help to brain storm. By doing this it helps you to produce Ideas you didn’t think you’d have. Whilst
doing this I made 4 thin rectangles to put around the image. I was proud of this idea as it made all the recipe
cards look quite quirky. What’s good about traditional piece is that you have the theme but adjust it to how
you thinks best. So by making those rectangles it meant that the theme was afternoon tea but it made the
picture look like it was stuck down or like a frame. This makes it look smart but still sophisticated. I’ve
developed my knowledge of how to cook different foods as I’ve not had to much experience in that area.
Making the food meant that I could learn about how much quantities to use and how to make lovely food that
would be useful in the future. I’ve developed my understanding of photography by researching how to
present the food, by putting different sandwiches on top of each other, whilst sorting our the lighting settings.
It really opened my eyes to cameras work and how depth of field is always important. I’ve gained a lot of
knowledge about the vegetarian society, what I’ve learnt in the past about vegetarians is that they didn’t have
meat because of the cruelty to animals but I didn’t realise how much choice there was to eat. My initial idea
was thinking that vegetarians could only really mess around with salads and pasta dishes, it’s quite exciting
how they can still have the same products but just without the meat. Using Photoshop has really helped me
to gain confidence with it again because without it I wouldn’t have known how to do a clipping mark
technique etc. The clipping mark technique really helped and made the recipe cards look more fresh and
exciting. By being in a group you realise the amount of techniques you can do by learning of one another and
trying to improve your own skill s yourself.

14. Production Processes
Do 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 is particularly visually or
technically impressive)
I think our imagery was our main focus in this project as it showed the images is a more
creative light. The idea of having three close up images underneath the main one was a good
idea as it didn’t make the page look to cluttered and it has made time for the audience to
look at each image and calculate how they would make there own product. We made sure
every image was the same shape and cropped each area where we thought it was
visualising.
We used circular shapes to show off our
images on the pack page. We wanted this
as it gives another point of view to the
audience and also make the audience
want to look directly in the centre of the
image. That’s where are main product is.
To do we this used the ‘shape tool’ that
looks like this:
The shape we
wantedwas the
‘Eclipse Tool.’
Once we put
this on then we
used the clipping mask method, we made
the sure image was below the circle and
then we pressed ‘clipping mask’ on the
layer with the image and then it produced
the final product.
Our title and sentence understand was
quite impressive. We chose this idea
because we thought that people always
try and fine the ‘prep time’ and
‘cooking time’ etc. By putting it under
the title it meant more people can read
the title and then realise that the
information they need is at the top.
This makes it easier for them to get the
information quickly. I thought it would
be a good idea to put it under the title
as it looks like a line for the main title
but in words. This makes it look visually
unique but also quite modern by having
the Bickham script pro font and the fish
fingers font together.

15. Production Progress:
How effectively did you manage your time? (Could you have used time more wisely? Did a particular aspect
of the project take longer than expected? Did you complete everything on schedule?)
I think our timings for this project went really well as we finished before we were expected to. This isn’t an
negative issue as it gave us the time to go back to our work and actually re-do something that were probably
not correct. We also asked our tutor is the work that we’ve finished was good enough. We received some
good points which meant we went over the work to make it a better standard. Once we made all the cards it
was quite tricky to improve them all because we tried to make all the recipe cards as similar as possible.
Once there was something to change then we all had to go through the twelve recipe cards and re-do the
part that needs improving. This took longer than expected and we had to do it several times. When we finally
did them all then we finished it to the guided time which was good for us. What took the quickest was when
we started making all our recipe cards, this was quite good as Me and Charlotte made the first recipe card in
one day which meant when Marie came back, she would know what it looks like and then she would copy
from that on her next recipe card. We went through about 3 each in one day which made 9 after one day.
Then we had 4 days to make 3 more. This was done well as we did one each the next day which left us
nothing to do but to get peer advice and then re-do what was wrong with it. We organised our photography
around when we did our recipe cards and that was easy because we already produced them. The
photography took two days so we had one day to fit all the images and do some tweaks and that was us
finished. We completed everything that we had to do on schedule which meant we can learn about how
organised things were and then keeps those skills for the future.

16. Production Processes:
If you could repeat the process what would you do
differently?
1.
2.
What I think I would have done differently is to make
sure that all the photographers knew how to present
the food and have sufficient research on how to make
all our food products similar. The negative part of a
couple was Marie’s and Charlotte’s images didn’t look
appetising so we had to used sourced images. This
meant we had an uneven balance of our own images
and the sourced images. What would have been better
is that we should have just had all of our images or all
sourced images. This would have made all our recipe
cards similar and professional.
When doing our recipe cards we didn’t think about
putting extra’s on like ‘when you make this why not try
a sauce with it’. Little paragraphs like that would make
a difference, as it gives them guidance but also helps
them to create some fun dishes. We just did the
ingredients and method which probably wasn’t
enough. We did do this method on one of our recipe
cards but we should have done on much more of them
so the audience can have new and exciting ideas
about how to cook.
Sourced
Our Own Images

17. Constraints Experienced:
What constraints did you encounter and how did you consider/avoid them?
Legal Constraints
The legal constraints that we had to take into consideration are photography, graphic design and copy right issues etc. We first of all thought that by
making our own pictures then there wouldn’t be an issue with copy right laws. Copyright is when a law helps to cover someone’s work so that no one
else can touch it. The good part of this is that the owner can sell there product and promote it to others but it will be protected so no one else can copy
or have the idea. So by having our own images it means we don’t have to copy but instead have our own unique images for our recipe cards. We had
to use two sourced images which we’ve shown where we have got it from so it doesn’t look like we are portraying there ideas as our own. We made
sure we signed a document to show where we were location wise, so the company and college would know where we are. By signing a document it
means they can go back to that document to make sure everything was organised and correct. We used sourced recipes which is okay we showed
where we got it from and it also fitted well with our brief requirements. Our graphic design was based on a strong theme of ‘Afternoon Tea’ and as our
brief told us to be creative and exciting with our work, we then showed this on each recipe card to show our uniqueness and colourful theme to our
client.
Regulatory Constraints
We made sure that when doing this project, we would make sure that our work was suitable for anyone’s needs. Our recipe cards are targeted to
pensioners as they are classed as the vulnerable in our society but that doesn’t mean that 59 and younger can not use our recipe cards. When taking
the pictures and graphic design we wanted the layout to be neutral and innocent so that people from any age and background can feel that they can
use it for themselves. The ASA is the advertising standards agency that has codes to prevent the public from being hurt or disheartened by any
promoted product. By showing our recipe cards to the public, I made sure that we didn’t use any bad language, pictures that are fake or air brushed
and miss-leading products that weren’t suitable for vegetarians. Instead we used formal language for our target audience to understand as they have
been brought up with the proper English language. Our pictures weren’t edited, this showed there naturalness to the public without being fake and all
our recipes have been tested and our suitable to our audience.
Financial Constraints
This was quite simple for us as we all created a budget sheet, this sheet calculated the price of all the ingredients we would need for our project.
What’s good about this was I went home and found the things that were already stored in the house, this meant I didn’t have to spend as much for the
ingredients. We did have to pay for these ourselves which might have been difficult if we didn’t have the money but we did save up so that we could
buy the ingredients. I did my cooking at home which meant I didn’t have to travel far to get my ingredients, I got a bus which cost me £2 return into
Knaresborough, once I got my ingredient we cost me £17, I got some and cooked. This was contributed to the project, which added up to the overall
cost. I made both the food and photography which meant I didn’t hire anyone to do it. Marie and Charlotte didn’t hire anyone either which meant we
saved money and didn’t have any legal complications. We all have background in cooking and photography so this was cheaper and easier for us.

18. 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 as part of a group? Why?)
When being in a group it’s normally quite fun due to different ideas going around the room. When it came to
actually negotiating ideas and trying to listen to one another I don’t think it worked very well. Instead of this,
one person would talk about one idea and then that would be used without negotiating any other idea, this isn’t
always the best way. By everyone putting their ideas on the table, it’s easier to see which idea is the best, this
would make it easier and less stressful. Instead whoever thought of something first, then it would be put down
with no further question. In our group everyone was a photographer as we’ve all had past experience, this
helped a lot for when we did our food. Charlotte and Marie cooked between them whilst I made my own at
home, this was good as I could put my own creative ideas on it. My main jobs without the group would be
contributing to the graphic designing, photography and recipes. I was quite proud as it was my idea to create
the ‘Afternoon Tea’. This meant I had a vision of what to put into the recipe cards and how to present them. For
example I thought the stripped background would be the best option for the recipe cards because it added a
fresh British look but also you can edit it to make the colours less strong. The strips looked light a British
garden pattern, it’s most likely that people would use it for banners and celebration plates. I feel I was leader
because of producing the idea in the first place but during the project I think the way we worked meant that we
didn’t need a leader. Instead we said what we needed to do and then got on with it which was probably the
best option. I overall would have preferred to do the project on my own because I think I would have
introduced more British flavour by adding flowers and extra information on the ingredients. As a group we
produced a lot of ideas which produced the final product, that is a positive.

19. Management:
How important is communication when working in a group?
(Use specific examples from working in a group on this project)
When starting the project we didn’t really need to use much communication until we actually started making the recipe cards. We started
quite smoothly as Me and Charlotte made the recipe cards which meant Marie would just have to copy. Then once we got those done I felt
ill which meant Charlotte and Marie would have to make the food whilst I made the 4 other recipes. This meant we didn’t really have much
communication when making the products. This was quite bad because I wouldn’t know how they were presenting their food, as they
wouldn’t know what I was doing. That’s why communication is important in this way because by communicating you get jobs done at a
high standard. It helps you to gain confidence so that you know what your doing during the project. Another example of when we used
communication within the group was when we were exchanging ideas to one another. This is a similar answer to the question before when
saying that you have to organise all your ideas and thoughts, this helps as you can find out which answer is the most hopeful. Without
listening to one another then you can’t get jobs done which I’ve learnt during this group project, by being negative about other peoples
ideas isn’t fair which happened within in our group. By listening to ideas freely then we would have made our recipe card even stronger.
What have you learnt about working in a group and how will you apply this to future practice?
What I’ve learnt from this project is that you can get a lot of sufficient work covered at a high standard, by working together and
communicating, your more likely to get a large amount of work done. It’s important to also not get to stressed within your work because
once you do then you can’t communicate properly which means the work isn’t to a proper standard. When you get a lot of work done then
you have to learn to split the work load between each person in the group, this is what I’ve learnt. What we did was we split each recipe so
that we had four each to do, we would research each of them and then making the recipe cards. After two days we made 12 recipe cards
which was good and we were ahead of schedule. I learnt that you have to enjoy what you are doing when in a group because it’s more
relaxing to just be set your about of work and not a whole project. If you do it to the standard of the rest of the group then all the work
should be at a high standard. By enjoying what you are doing it means you have nothing to lose, work and discussion is always better than
stressed and not communicating. I also learnt that when you are working in a group, you have to share responsibilities. This is because if
someone makes a mistake, it could be partly your fault because of miss communication or you didn’t explain the idea properly. All of these
things that I have learnt will really help in the future as I will add these techniques to group work in the work place. I would make sure there
is one main voice that writes down all the ideas that we should use, then once they have been picked then I’d make sure all the work is
spit correctly and that everyone knows exactly what they are doing. This will make high quality work for the business.

20. Management:
What have you learnt about working in to a brief and
how will you apply this to future practice?
When working to a brief you have to make sure that what you
involve in your work is what your client wants from you. This is
how a freelancer would work by checking the brief all the time
to see every detail so that they can interpret this into the work.
I made sure I looked at the brief all the time so that I wasn’t
missing anything, during the process we made sure the
Vegetarian Society logo was on each of the recipe cards. We
made space on each card so that it was visible and easy to
see when looking at the recipe card. The size of the logo was
a reasonable size so that people would recognise it and we
also kept the colour scheme so that vegetarian people would
pick it up for there own cooking needs. We made sure that we
used vegetarian recipes that would be suitable for there diet
and also interpreted a strong theme throughout. What helped
towards the theme was that we used vintage plates and
saucers, this gave the old fashioned afternoon tea vibe that
we were looking for. Also the elegant colours and imagery
really helped to give our recipe cards a good appearance, this
would be suitable for the client. Working to a brief is quite
nice because everything is organised before you start, the
client tells you what they need and then you try and interpret
an idea that will hopefully be likeable to that client. I will apply
these things to future practice because whatever work your in,
you would have to make a suitable job for your boss or
whatever product you have to make, so what I would have to
do is listen, communicate and produce my own ideas for
those projects. This will help me in future projects.