Evaluation Powerpoint Bea

How have you chosen to set out your designs and why?
(Reference layout, image/text ratio, busy/simplistic etc.)
Visual Language consists of composition, image construction and the
representation that colours, images and designs used mean.
Composition is the first aspect of Visual Language and consists of
layout, image/text ratio, and the style of the cards (busy/simplistic).
We wanted to compose our cards in a way which meant that the layout
was clear, simple and easy to read and use. We achieved this by
having a set layout for our cards, so that nothing looked ‘out of place’.
We didn't want a cluttered and messy look to our cards, in fact we
wanted quite the opposite! We wanted to create a look that was
sleek, professional and sophisticated and in order to achieve this we
designed a template which we used for each of our cards (this also
helped in creating a set of cards easily, which the brief wanted us to
achieve with our cards).
Our layout consisted of a method, equipment list, ingredients
list, photographs, titles, introductions, banners, and a corner border that
stated that the recipes were Vegetarian friendly. We wanted a good text
to image ratio so that the cards looked balanced.

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.)
In order to create our Template, we first of all decided on what we wanted to
include on our cards, which was also aided by our research in which we
produced two questionnaires - one online based survey (created using survey
monkey) and one paper based.
We distributed our online based questionnaire via social media networks such
as Twitter and Facebook, and on our Tumblr blogs, however we also distributed
it on some Vegetarian forums. We did this in order to gain more responses from
our target audience, but also to widen our responses out of our friendship and
social circles.
Below is a print screen of one of our questions from our online survey.

We also distributed a paper based survey as well to find out what people
wanted - this allowed us to ask more than ten questions, but also to ask more
open answer questions.
Above is a print screen of our paper based survey.
The downside of this was that we only received responses from people we had
given the survey too - and this could lead to biased results because we
distributed our survey mainly to teachers and staff at the college - but to reduce
this bias risk we also distributed this to our family for them to complete, but also
for them to forward on to help widen our responses.

One of the questions that did help us in
creating our template was the question above
from our online survey that asked ‘what
information would you like to see on a recipe
card’.
This question was an multiple choice question
that we created which asked what people
wanted to see on a card, from a list of choices;
text, mainly photographs, step by step
diagrams, mixture of text and
photographs, serving suggestions, recipe
variations,
introduction to the recipe, method, calorie and
nutritional information, allergy information.
We discovered that most people would prefer
a mixture of text and photographs, calorie and
nutritional information and a method. This was
followed by step by step diagrams, recipe
variations and serving suggestions.
We decided to use this to help us create our
template.

To the left is a print screen of our
recipe card design, as a flat plan.
This was created in our Final
Mood Board PowerPoint; we
decided to include a
method, equipment
list, ingredients
list, photographs, titles, introducti
ons, banners, and a corner
border that stated that the
recipes were Vegetarian friendly.
We developed this flat plan
further by using Adobe
Photoshop.
We print screened this
development and created a
slideshow called ‘Production
Step by Step’ to show this.
Below is the print screens to
create our template from our flat
plan, for the front of our
cards, followed by the print
screens from the production of
the back of our cards.

We wanted to use original images in our production as we would be in
full control of the images produced, and also it would've been
interesting to do. Unfortunately this was not the case and we did have
to use some stock images. This was due to outside
circumstances, which we did not plan for, and meant that we had little
time to put into the images, meaning they were not of the high quality
that we wanted. However we did make seven out of eight of the
recipes (the Lentil salad was one we did not make), and the images
were okay.
In future I think that we need to be able to plan for more contingency
time, but due to other commitments such as part time work and
family, we could not achieve the quality we were desiring this time.
We sourced our stock images online, from similar recipes. We had to
make sure that the images were of a high quality however and this
wasn't as easy as we thought.

The next aspect which we needed to look into was how we were going to use text in our cards.
We had to think about layout (which was made easier with our template) and the use of language.
We used our template because not only did it make the cards have a uniform style, it also meant our text didn't
look cluttered or messy.
We wanted to use simple language that the audience of any age could understand. In order to achieve this, we
kept our text short with simple to read instructions which were clear. We used words like ‘Put’ ‘Leave’ ‘Pour’
and ‘Drain’ to help the audience know what they had to do clearly.
It also kept the methods short and simple which help add to the professional look we were trying to go for.
We used colour minimally during our production, as all of the recipe cards we had looked at had little colour
on, or only a few.
We ended up creating a colour scheme; purple (shade #6c5af1), pink (shade #f15ac8), blue (shade
#5aa8f1), green (shade #5af19d) and yellow (shade #f1cf5a). This added a little touch to colour to our cards
and helped tie our cards into our theme.
To the right shows our first recipe card and how we used colour to brighten the card up. We followed this
scheme and pattern for each title, and achieved this by filling in the gaps in the Orange Juice text which we
used for the titles.
The colours chosen made us think of summer in a fun way, as they are very bright and colourful. We also
thought that these colours would attract the audience, as they are very bright and rich.

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?)
After looking the professional products we then had to think about what we wanted to represent
in our product, in order to do this we had to look at semiotics and connotations which we used;
this includes the use of images, colours and designs.
We also used colour in the banner, and we choose a shade of green which went with the
Vegetarian Society logo.
Green has many conations and is the colour which is most commonly associated with nature
and life, and this is particularly common in the US and Europe - which ties into who our product
was aimed at.
Green is the colour which many environmental organizations such as The Green Parties and
Greenpeace, use in their logos and material because of its connotations of life and nature.
Recycling bins are also green!
However because most Vegetarians become Vegetarian due to environmental reasons, green
fits well with this.
Green is also (less) commonly associated youth and inexperience., especially in the US and
Europe. We wanted to target those who are new to Vegetarianism or those who are young, and
this colour again fits with this. This association with youth and inexperience is probably due to
the association with unripe fruit for example green berries and apples.
Green is also associated with springtime, freshness and hope. We liked this connotation
because our recipes are for spring/ summer salads so it was an appropriate colour to use.

Create an audience profile of your chosen demographic
(Age, gender, psychographic, geodemographic, NRS Social Grade, hobbies,
sexuality [if appropriate] etc)
We next have to look into our target audience, and in order to achieve this we had to look into age, gender, psychographics and
geodemographics of our audience, as well as their NRS social grade, hobbies and sexuality.
We wanted to create a product that was aimed at people in their early twenties or so, without a preference to gender or sexuality.
Psychographics is the study of personality, values, attitudes, interests and lifestyle. It is the study of an individuals behaviour too.
We think our audience work part time, either as students or as young parents, and value good food, entertaining with friends and family and
have good lifestyles. Their interests would be in their friends and family, their work and/ or education, as well as society.
We also had to think about the geodemographics of our audience. Geodemographics is the ‘art’ and ‘science’ of profiling people based on
where they live. Geodemographics estimates the most probable characteristics of people based leaving in the same small area near a particular
address.
The above diagram shows how geodemographics is achieved.
We thought that our audience would in a very middle class properties and areas, for example they would not be living on benefits, or
Government supporting schemes, they would not be in care, or living on council estates.
We then had to look into the NRS social grade/ grades of our audience. The NRS social grades are a set of grades which classifies people into
six categories by the occupation and education of the highest earner.

Create an audience profile of your chosen demographic
(Age, gender, psychographic, geodemographic, NRS Social Grade, hobbies,
sexuality [if appropriate] etc)
These categories are usually grouped into two categories, ABC1 and C2DE, and a
staggering 55% of the population are considered to be in ABC1.
We decided that our audience would fit into the first category of ABC1. This is because
the people in ABC1 have more disposable income and more choice over what they eat
and consume. They are also more likely to be Vegetarian as they can afford to buy
branded products such as Quorn.
However this isn't always true as being Vegetarian can be a cheaper way to eat, so it isn't
always just ‘rich’ people who are Vegetarian, but people who have become Vegetarians
are more likely to have control over their lifestyle and life choices and this is because they
have more money to spend on these ingredients.
Furthermore because our audience will have money to spend and more time to
spare, they are interested in good foods, entertaining and eating healthy.
We have to appeal to this audience through the use of professional looking
products, good recipe ideas and recipes that can be shared with people at ‘get-
togethers’.
Our audience would have a lot of hobbies - especially reading, art, and sport, and this
helps drive their want for professional products that have been well written and well
produced. They are looking for creative products.
In order to appeal to this audience, we included nutritional information for all of our
recipes and use high quality images.

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.
Title
High Quality
Images
Info-graphics
Nutritional
Information
Banner
Clear lists and
method
We created a set of recipe cards that did met the brief’s aspects, but our recipe cards did under
go some changes.
We met the briefs aspects of wanting an image on the front with the title, a branding strip with
logo on the bottom of the cards, ingredients and method as well as a website link for visiting the
website.
We also created a design which was new and interesting, with designs on both the front and
back of the card. We also have a clear theme across our cards. Our recipes are all suitable for a
Vegetarian diet. We also used high quality images.
The above annotated image shows where we have achieved this.

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?)
This is from Cordon Vert which is a school based at the
headquarters of The Vegetarian Society in Cheshire.
We lived the style of this card, even though it was a little too
simple for our requirements.
We liked the big photograph and the logo placement at the
bottom of the recipe.
The back of the card produced by Cordon Vert.
We liked the simple ingredients list, and the method, however the
method for the fan and for the sauce should've been separated
as the first instruction for the sauce is at the bottom of the
method for the fan; which makes it hard to read .
However we liked the banner and how it says ‘meat free recipes
go to’ as well as featuring details for The Vegetarian Society.

This is a second card produced by The
Vegetarian Society again.
We loved the big clear image, and the
notes at the bottom which help make it
easy for the audience to understand how
long the recipe will take to prepare and
cook, but also how many people it serves.
This is helpful if they want to alter how
many servings to be cooked.
The back of the card produced by The
Vegetarian Society.
We liked the style of this card, and how
easy it is to follow the recipe.
We wanted to recreate this look in our
cards.

This card is again from The Vegetarian
Society, and featured a similar style to the
card previously.
We liked how the photography was
created, in a very clean and clear
professional manner, we also liked the
simple use of colour in the titles to brighten
up the back of the card.

We then looked at some recipe books for
inspiration, and we liked the styles that were used in
The Great British Food and how Hugh Fernley
Whittingstall used colour and layout to make his recipes
look appealing.
The following three pages are from Hugh Fernley
Whittingstall’s River Cottage The Veg Everyday Book -
which is one of my favourite books!
We really liked the style that was featured in this
book, through the use of matching colour schemes, and
stamp graphics that represented ingredients used in the
recipes.
These pages also contained introductions in Hugh’s
style, and the methods - despite being long - are clear
and easy to read.
We wanted to recreate this in our project as we thought
that these products were very professional in their
layout, composition, and how they each used colour to
work with the themes or the recipes.

We are now going to look into the historical and cultural context of our product. In order to do this we need
to look at our design influences and why these were chosen but also what existing media products
influences the final look of our product. We also need to look at whether Vegetarian products have a
specific design aesthetic and whether our product reflects or contrasts this.
Firstly I am going to look at our design influences.
We really like this style of card which is a recipe from a book by Thomasina Miers.
We liked how the ingredients were in bold, this is useful in helping draw the attention of the audience onto
what they will need to supply or buy for this recipe. We also like the clear and simple layout of the
method, which is easy to follow. It will be an influence for our work.
This recipe card also features an introduction, which is useful for the audience to get into the recipe.

The colour scheme works well, using the simple colour of orange for the title and introduction - this brings
attention to these parts of the recipe card, without distracting attention from the ingredients list. The colour
is also simply used on the front of the card and this brings together the theme of the card.
Orange has many connotations and it is a vibrant and bright colour which is a combination of red and
yellow, so as a result it shares similarities with both colours. It denotes energy and warmth but it has less
intensity than red, due to the cheerfulness of yellow.
It is a colour that is a stimulant and it can stimulate emotions and even the appetite, which is useful for a
recipe card. It is a colour that can be found in nature due to the changing leaves in Autumn, the setting sun
and the skin of Oranges. If used with black, which this card has used, it brings up ideas about Halloween.
The colour orange is associated also with Vitamin C which is associated with good health, and this is
reflected in card as it contains pumpkin.
It is a colour which demands attention without screaming like red does, especially when used with whites
and blacks. This card does this simply through the use of using orange on the two cupcakes for the icing (to
make them look like pumpkins) and also on the title and the introduction. This demands attention off the
audience to read the introduction which will get them curious about the recipe.

This recipe is a summer recipe by Thomasina Miers
for a Torta.
From the off it looks very summery and this is why
we were drawn to it as a design influence. This is
due to the use of the colour yellow, in the photograph
as well as being used on the written side of the card.
It is a colour that is associated with the sun and this
helps to make sure that the audience knows that this
is a summer recipe. It is a cheerful and happy
colour, which calmly asks for attention.
It has been used in association with pink which has a
calm connotation which works well with yellow.
The layout of the card is simple to read and
understand with a method and ingredients listed. It is
a nice clear layout with the method and ingredients
on separate sides.
This recipe card influenced us into making sure our
ingredients and method were clearly separated.

The above recipe is from The Vegetarian Society themselves.
It has a simple layout consisting of ingredients and methods which
have been divided into pie filling and pastry. It also shows the serving
numbers, preparatory and cooking instructions.
We liked that this recipe card has a smaller image of the Christmas
Pie on the back of the card so that the audience didn't have to turn
over the card when they are preparing the recipe in order to see what
the recipe should look like.
We also liked the simple colour scheme which has been used, as it
suits the festive theme.
Purple has been used on this cards as it carries connotations of
royalty in the Western civilisations which is suitable for this festive
season as foods during this period are of a good quality as people
are celebrating Christmas.
The colour purple also is considered a colour that is elegant and
sophisticated which people will be looking for at this time of the
year, to make parties special.
Gold has also been used on this card. Gold is the colour of riches
and extravagance, and this recipe will show this through the use of
ingredients.
These two colours have also been teamed with a silver background
to finish off the festive touch.
This recipe card influenced us again in having a lean and clear
layout, but also it helped us in designing a banner for our cards.

Above is the banner on one of The Vegetarian Societies cards.
We decided to use this banner but reworked, on our project as we liked the slogan
‘for more enticing meat-free recipes…’ with the website link. This lets the audience
access more recipe cards if they liked the ones they have seen.
It also helps to create a multi-media product which could be improved further through
the use of QR codes - these could be used to link the audience to demonstration
videos or straight to the website for hints, tips, or more recipes

Do vegetarian products have a specific design aesthetic and how does your
project reflect/contrast this? Why?
I am now going to look at whether
Vegetarian products have a specific
design aesthetic, and whether our
project reflects or contrasts this, as
well as the reasons why.
I am first going to look in Quorn and
its design.
Quorn is the leading branded
Vegetarian meat-free and meat-
alternative product. The print screen
above is from www.quorn.co.uk and
is for a Quorn Chilli Con Carne.
This print screen features a high
quality photograph, serving and
cooking information as well as basic
calorie information.
This recipe also features a short and
easy to follow method which makes it
easy for the audience to follow and
create the recipe at home.
The language of the method is short
and simple, and is easy to
understand. It uses action and ‘doing’
words such as;
‘heat’, ‘add’, ‘stir’, ‘mix’ and ‘serve’.
This makes it easy for the audience
to follow and understand.
This is especially important, as Quorn
is a meat-free alternative product that
is aimed not only at people who are
already Vegetarian, but to those
people who are wanting to either
reduce their meat intake, or switch to
Quorn for health reasons.

The print screen to the right shows this ‘try one of these
different Quorn recipes every week’.
Quorn used a burnt orange colour in its house style and this
has an effect on its design.
Orange is a colour that is made up from red and yellow and
possesses properties of both of these colours.
It is a colour that gently demands for attention, and has
connotations of nature and Earth as well as being a
stimulating and energetic colour, which represents good
health, balance, and luxury.
This is important because Quorn is a product that is seen to
promote a good balanced diet which in turn promotes good
health.
Orange also represents ‘the
unconventional’, extroverts, taste and aroma as well as
being an important colour of Buddhism and Hinduism - two
religions which follow Vegetarianism.
This is particularly good because Vegetarianism is seen as
‘out there’ and ‘unconventional’ in the UK.
Quorn’s logo also features white.
White has connotations of being clean, as well as being a
trustworthy and stable colour. It is also a colour which
represents goodness, which is an important value of Quorn.
Below is a print screen from the Quorn website, which is
aimed at people who are searching for recipe inspiration.
Two of the options are health related, and the colours that
Quorn use reflect this and its values, which are featured
below in the print screen.

Another company which produced Vegetarian products is Red Wood.
Red Wood’s logo used oranges and reds, as well as greens and blues.
Orange is also a colour that Quorn uses due to its connotations; it demands attention.
It also has connotations of nature and Earth as well as being a stimulating and energetic
colour, which represents good health and balance.
This is important because Quorn is a product that is seen to promote a good balanced diet
which in turn promotes good health.
Orange is also an important colour of Buddhism and Hinduism - two religions which follow
Vegetarianism.
Orange also represents luxury. This is particularly a good connotation because
Vegetarians tend to be middle class people who can choose to become Vegetarian, as
they can afford to pay for the premium Vegetarian products such as Red Wood and Quorn.
Red has connotations of being a stable, powerful colour that is also trustworthy. It is full of
emotion, courage, respect and possesses feelings of vitality, strength and passion.
Most Vegetarians are Vegetarian due to ethical reasons regarding animals and in
particular animal cruelty within the meat producing trade. This is a very powerful reason
behind Vegetarianism, which is full of emotion.
Vegetarians who are Vegetarian due to this reason are very loyal to being Vegetarian as
eating meat is seen as ‘encouraging’ the meat producing trade.
The Red Wood logo also features blue. Blue is a colour that represents
stability, conservatism and unity. It is a confident and safe colour which is truthful and
loyal. These are all connotations which fit with Vegetarianism.
The logo also features Green, which is a colour that is related to nature and environment;
two things which Vegetarianism tries to support, as well as money, wealth and family; most
people who are Vegetarian are people who are family orientated or couples, they have
money, and are usually middle class.
It is also a colour that represents peace, life, growth, balance and stability as well as plants
and trees.

Another Vegetarian product brand that is popular is Cauldron. Cauldrons colour scheme is
created from greens and browns.
Green is very fitting due to its connotations which we have already looked at, and brown
possesses connotations of being comforting, earthy, natural and down-to-earth as well as being
wholesome, dependable and honest.
These are qualities that the company wants to display to its consumers.
Above is a print screen from Cauldron’s recipe of the month.
Cauldron have stated the serving numbers and cooking times, as well as the ingredients and
the method, however Cauldron, unlike Red Wood and Quorn, haven't stated nutritional
information at all.
I feel this is a let down for a product that is Vegetarian, this is because most Vegetarians are
conscious about what they eat.
However this recipe still follows a design which features high quality photography, as well as a
clear method and ingredients list. It also features a short introduction.
The fonts and colours used stick to Cauldron’s house style.
Having looked at these three popular Vegetarian brands and products, the Vegetarian market
does have certain design aesthetics.
Vegetarian products follow a colour scheme featuring mainly greens because of the
connotations associated with it. However despite all three of these products having different
house styles; the colours used fit together well due to their connotations and this helps
Vegetarians know that these products are aimed at them.
The recipes usually state nutritional information as Vegetarians are usually health
conscious, and this is a popular design aspect.
All three of these products have a clear set layout with clear methods and ingredients list and
this helps to make these products feel professional , as well as giving them each a set house
style and layout.
The fonts used in all three are creative and interesting and this helps to appeal to the audience
more successfully.

The products which we created, I believe, reflect this design aesthetic, as our recipe
cards all fit with a house style which is created from a set collection of fonts and
colour schemes, as well as using a template so that each of the cards fits together
well with each other - using a template helped to make sure that our cards fitted into
the house style. Our cards also feature high quality and clear photographs as well as
clear and easy to follow method, equipment and ingredient lists. Our cards also are
suitable for those Vegetarians who are conscious of their health as we have created
and included nutritional information in each of our cards. Finally our cards are creative
and new in style and this helps to appeal to this audience.

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
When it comes to our final product, it isn’t perfect but we feel it is the best that
could be achieved due to first of all a technical error and secondly due to our
deadline being moved forward.
I feel that the cards overall stuck to the template and the brief. This is because the
cards are for Vegetarians and they include all the aspect of the brief that The
Vegetarian Society asked for.
I felt the stock images, even though they were high quality, didn’t suit our theme
exactly as some of the images are photographed in a different style to the rest of
you images.
I felt that our original images could’ve been better. However we did have to
overcome an issue whilst shooting, which was out of our control - this lead to our
images being rushed. I think that this shows in the image quality and is one of the
reasons why we didn't use them.
I liked the fonts even though they are different because they work well
together, and both are easy to read.
The colour scheme use is really minimal, as the cards are very plain. However the
colours that we used work well together as well as working with the images to help
the summer theme.
The layout template worked well to help keep our cards as part of set, however it
wasn't the most interesting layout, but it did work.
We used infographics in our work to help make our work more interesting.
We used a clock icon that we found on the internet, to show our audience how long
the recipe would take to prepare.
We also used a dinner plate with knife and fork to show how many people the
recipe could serve
I feel that these worked well instead of writing these out. They made the cards
more interesting as well as being clearer to understand. They also took up less
space on our cards compared to writing ‘this recipe serves 6’ or ‘this recipe takes 3
minutes to prepare’.

However our initial first idea was a summer scrapbook styled card featuring patterns.
Our final design though was a much clearer to read and minimalistic card. This was just how
our template ended up working for us. All of our recipes stayed the same as they were all
salads based around one key ingredient. All of our recipes stayed the same as our initial idea
as they were all salads based around one key ingredient.
We also throughout the project changed our template slightly from our initial plans. This was
due to having to fit all the components of our cards on the page but still having to make them
readable and clear. We also didn’t use any graphics, as we felt these looked unprofessional
and didn’t create the feel we wanted, and this is one aspect that is marked on our templates. I
feel that we could’ve stuck to our template more if our recipe cards were A4 in size instead of
A5. We could’ve added more to the cards if they were bigger in size, as they wouldn’t appear
to be overcrowded, cluttered or messy.
We also kept our ‘Vegetarian’ banner in the top left corner plain, when originally we wanted to
use a summer print pattern. This was again due to the cards being small, and a bold pattern
would’ve appeared unprofessional or cluttered on our cards so we opted for a green, which
fitted in with the Vegetarian Society logo. This also helped to balance the colours on the
cards.
We also used a few stock images, as we had a technical issue whilst we were producing our
own images.

The stock images we used are
the images to the right .

The images to the right
show the cards which
we did the
photography for.

Does your finished product match what you were set in the brief? How?
We wanted to create a set of recipe cards
that were aimed at anyone wanting to
create simple Vegetarian/ meat-free
meals, quick and easily at home.
We decided on a summer theme and we
wanted to create a set of recipes that
were based around ingredients that our
audience would have at home, and might
not be able to use. We decided on eight
basic recipes around eight different
ingredients - four
grains, rice, pasta, bulghar
wheat, quiona, couscous, mixed beans
and lentils.
We wanted to create a new set of recipe
cards that were environmentally friendly
as well as being Vegetarian Society
APPROVED. In order to do this we could
the use the following logos on our work.
We also wanted to include nutritional and
allergy information for all of our recipes.

We also wanted to include recipe
variations and serving suggestions
for our audience so that they knew
how they could use or adapt the
recipe.
We wanted to use bright summer
colours and fonts from DaFont.com
in our production as we felt that they
were more creative than the readily
available fonts from Microsoft Word.
We had to create a set of recipe
cards that met the brief from the
Client as well as from our progress
tutor, the brief is to the right.

We met the briefs aspects of wanting an image on the front with the title, a branding strip with
logo on the bottom of the cards, ingredients and method as well as a website link for visiting
the website.
We also created a design which was new and interesting, with designs on both the front and
back of the card. We also have a clear theme across our cards. Our recipes are all suitable
for a Vegetarian diet. We also used high quality images.

How did the use of peer feedback help you in your production?
(Reference specific examples and their final outcome in finished product)
During our production stage we used feedback to
help us to design our cards. We wanted to see what
the audience wanted and we asked them throughout
our production what they wanted. They decided that
filling in the fonts with a colour scheme would help
the cards to appear more fun and creative, so we
chose a set of five colours in a pattern to achieve
this. They also helped in deciding which images that
we took ourselves were good enough to be used.
We continually asked our progress tutor what he
thought of our work and this helped to produce our
final design.

Discuss the strengths and weaknesses of your final product regarding its technical and aesthetical qualities.
Use the box below for text or page space to include an annotated copy of your 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 correct terminology of tools/effects used.
I feel our work has used a variety of techniques that have made a good set of recipe
cards; I used a range of tools to achieve this finish including level adjustments for the
photographs, the polygon lasso tool to create the banners, and rulers to create the
template – however I feel that this project didn’t explore my understanding of Photoshop
further, or challenge me enough.
The cards were simple enough to make after we had created the templates; it was just a
matter of changing text, downloading fonts from DaFont.com as needed, importing
photographs from JPEG files which had be copied from my camera onto the
computer, copying and pasting/ transferring photographs from the internet (the
Vegetarian Society logo) and choosing a colour scheme using the colour picker palette.
However despite the processes of creating these cards being fairly easy, I still feel that
the technical and aesthetical qualities of our cards are very good compared to some
previously existing cards and this is because the cards are clean, tidy, professional
looking, and are easily identified as a set of recipe cards.
The design is fresh for The Vegetarian Society and this is what the brief stated to create. I
like the way we used the Orange Juice font for the titles, as it adds a sense of fun to the
cards.
I do feel that the cards are a little plain in places; this is especially noticeable on the back
of the cards where a white background has been used; we did try changing this but it
didn’t offer a professional minimalistic feel to the cards, I think this is because the cards
are A5 in size, instead of A4, meaning that if too much is added then they will look over
crowded. The cards do have a lot of information on them;
method, ingredients, suggestions/variations, titles, banners, photographs etc. I do feel
however that the layout could’ve been changed so that cards looked more fun and
interesting

Template Design
We decided to create our cards with rounded edges.
We decided to create our cards in this shape because
most cards are rectangular in shape and we felt that
this didn’t add the clean professional touch that we
were looking for; to the right shows three cards we
looked at for our template design, all of which have the
rectangular shape.
When we were designing our cards we wanted to
laminate them/ finish them on gloss paper and we felt
that this shape offered a better aesthetical quality to
the cards, and a softer touch.
We created this shape by coping into Photoshop the
outline of the flat plans of our cards.
Some previously produced products
which are rectangular in shape

Title
We used the Orange Juice font for our titles. We chose this font because we
believe that it offered a fun, new, fresh and creative twist on the summer
theme. We chose to fill our fonts in with a repeating pattern of colours
which are saturated – these bright colours offer a summery theme because
they are so colourful.
We chose to use bright colours because of the connection of summer to
festivals and carnivals. When we looked at previous existing products (see
the right for Thomisina Meir’s Summer Recipe card for the Torta) we noticed
that summer picnic recipe cards used bright colours, we decided that if
these products are successful in the market and people look at these images
and cards for inspiration, then we should use the same fitting colours. We
choose to use five colours in a repeating pattern of
purple, pink, green, purple, blue and yellow as they work well together.
Brazil Carnival Picnic
Nutritional Information Table
From the very beginning of the project, I had in my mind designing a set of a
recipe cards that featured nutritional information so when we created our
questionnaires I wanted to know whether our audience would like this
component on the finished product. We found our from our Questionnaire
that it was the second feature that people wanted; after a good text/
photograph ratio on a new set of recipe cards.
We decided to look at previous existing products to see if there was a gap in
the market for this feature on recipe cards; we found out that most recipe
cards do not show the nutritional information of the recipes.
We did find two that did have this feature; the first was from Quorn, and the
second was a recipe by Jaime Oliver. Quorn’s information was very minimal;
offering the audience calorie and sat fat information; whereas Jaime’s
started calorie, carbs, sugar, fat, saturates, and protein. We decided that this
offered the audience more of an insight into what they are creating.
I feel that our recipe card is stronger as a result of having this information on
it.
However I believe the aesthetical qualities of it are very poor and we
could’ve made the table look more interesting.
We created the table through Excel and copied it into the recipe card
Photoshop document, we were short of time and that is why the Nutritional
Information Table is poor.
However it does offer the audience the information that they are after, in a
clear and easy to understand box.
Torta Recipe Card
Quorn Recipe Card
Jaime Oliver’s Recipe CardQuestion from our Online Questionnaire

Corner Banner
We created this banner by using the polygon lasso tool and we choose to keep the background plain; we
filled the empty shape using the paint bucket tool in a shade of green. This is due to the connotations that
green possesses and its relationship with the Vegetarian Society.
We wanted to create a banner so that the audience knew who the recipes were suitable for. When we looked
at previous existing products we noticed that it was hard to know whether a recipe was suitable for a
Vegetarian or a Vegan without reading the recipe and as a result we decided that we wanted to create
something that would make it easy for Vegans especially to identify what was suitable for them.
Even though most of our recipes are Vegan friendly, if not all, we didn’t change the text in the font.
The banner looks a little plain and we could’ve made it more interesting by using a brighter shade of green
and maybe some graphics.
However I feel that it is a strong design feature that can only be made stronger with redesigning it.
We used the Orange Juice font but we didn’t fill it in, as we didn’t want the banner over powering the
title, however in retrospect, I believe that we could've filled it in with a white or off white pale colour to make
it stand out.
Vegetarian Society Branding Banner
The brief stated the following ‘We also use a branding strip along the bottom that contains our logo. The back will usually feature the
ingredients, method and any call to actions we want to mention, such as visiting the site for more recipes.’ We knew that in order for our
product to be successful, we would need to include this strip as well. It was easy to create – we used the polygon lasso tool to
create the desired shape which we filled using the paint bucket tool in a shade of white. We copied a good quality Vegetarian
Society APPROVED logo from the internet, and we then created a text box to insert the website and company details into.
We looked at previously existing products which the Vegetarian Society and Cordon Vert had produced in order to design our
Branding Banner to keep it in keeping with the Vegetarian Societies style. We decided to use the same text, however we
decided to use a font called Impregnable as it looks elegant and it is easier to read than Orange Juice.
I feel that the banner despite being simple is very effective.
Branding Banner from Cordon
Vert
High Quality Photography
When we looked at previously produced products we noticed that the photograph was
usually of a high to a very high standard. The photograph is important as it is the component
of the recipe card that sells the recipe to the audience. If the photography is poor to a good
standard then this affects the audiences reaction to the recipe because the end product
doesn’t look appetising.
We knew that the photography had to be clean and of a high quality in order to attract the
audience. As a result of our images coming out poor we did decide to use stock images that
were of a high quality. In future we would like to use our own images which would be of a
high standard.
The image to the right is a stock photograph for a Jaime Oliver recipe that is similar, it has
undergone post production to make the food look more appetising, this has been achieved
by adjusting levels and saturating the colours to make them brighter. A blur has also been
applied to draw the audiences focus onto the finished product. This has created a very high
quality image of an appetising recipe.
Meirs’ Torta
Photograph is of a high
quality and looks
appetizing

Secondary Photograph
When we looked at previously produced products we noticed that a
secondary photograph added interest to the back of the cards as well as
helping with the image/ text ratio. A secondary photograph also means
that the audience do not have to turn over the card to look at how the
recipe should look.
he card to the right shows a festive recipe from the Vegetarian Society
and how they have used a secondary photography to compliment the
heavy text of the recipe.
Introduction
When we looked at previously produced products (see the example to
the right from Hugh Fernley Whittingstall) we noticed that many had
introductions, most of these were short.
An introduction helps to make the recipe cards look more professional
and it adds strength to them as they appear less basic. It added to the
recipe card by letting the audience know a little about the recipe.
We worded the recipe introduction in an easy to understand and clear
way, that simply introduced the recipe; this means that almost anyone
can understand the introduction as the language is simple.
We used the same font for the text in the introduction as we did on the
Vegetarian Society Banding Strip, the font is Impregnable. We chose this
because I is easy to read each letter and word compared to the font
which we used for the titles; Orange Juice.
Corner Banner
We decided to use the banner on both sides of the card so that the audience knew that the recipe was
suitable for them without turning the card over whilst using it. I feel that this adds to the strength of the card
because it is a feature that is lacking in the market.
A Vegetarian Society Recipe Card
showing the use of a secondary image
A Recipe Card from Hugh Fernley
Whittingstall showing the use of an
introduction
Branding Strip
We decided to use the branding strip across the bottoms of both the cards because it adds consistency to the set, as well as
meaning that if someone looked at one side of the card then they could still know who had produced it and where to go for more
recipe ideas if they liked this recipe card.
When we were looking at previously produced products by The Vegetarian Society they hadn’t used the branding strip on both
sides of the card and instead opted for the logo on one side of the card and the branding strip on the other side.
With our template it was easier to have the banding strip on both sides of the card, it also in my opinion looks more professional
as the design is consistent.

Variations/ Suggestions
When we were producing our questionnaires we found out
that the audience would like to see recipe variations and
serving suggestions (25 and 22 responses respectively) in
our recipe cards. We decided that this was a high enough
response that we should design our cards with this feature.
Wen we look at previously produced products we noticed
that very few to some had this feature, we did find a few
that did have this feature and Thomasina Meirs’ card for
the Torta was a card that showed this feature.
This feature means that the audience can adapt their
recipes easily and means that the recipes are more
accessible and this creates a larger potential audience.
Coloured Subtitles
As the backgrounds of our cards are plain, we needed to
look into how we were going to put colour into our cards
and we decided that we would fill in the subtitles of our
cards.
We decided to use a colour from the title in order to keep
the colour scheme consistent. We feel this helped to add
colour and interest to the card subtly.
We selected the colour we wanted to use from the title
for the subtitle by using the colour dropper tool, and we
used the paint bucket fill tool to fill the text in. We did have
to rasterise the type in order to achieve this.
Plain Background
When we looked at previously produced products we noticed the ones that looked
professional had plain white backgrounds, examples include Meirs’ Torta card and
the Vegetarian Society’s Curly Kale and Potato Cake card, we also noticed that most
of Hugh Fernley Whittingstall cards had a plain background. We felt that these plain
background make the recipe cards look cleaner and more professional.
Question from our Online Questionnaire
Meirs’ Torta recipe card had recipe variation for
a Chicken Torta and a Vegetarian Torta
A card from The Vegetarian Society showing the use of
a plain background to offer a professional look
Hugh Fernley Whittingstall’s
cards uses plain backgrounds

Ingredients List
We decided to keep the ingredients list very simple so that it was easy to read and
understand. We simply listed the quantity in front of the ingredient so that it was
easy to shop and prepare for.
We looked at a range of previously produced products and this effected our
design choice; we especially liked the simplicity of the two cards to the right from
The Vegetarian Society and Hugh Fernley Whittingstall.
Infographics
We decided to use info graphics instead of text when it came to our preparation/
cooking time and serving information and the reasons for this is that we feel it
helps the text/image ratio – as the cards would be cluttered with text.
We also felt that infographics meant that the information is easier to read and
understand, especially with a younger audience who might be helping family
members create these recipes.
We created these graphics simply by finding two images from the internet, one of
a clock and the other of a plate, and adding text to them. For the clock we had to
erase the clock face so that the number ‘30’ was easy to read and understand.
I feel this is very effect in its outcome despite it being produced simply.
Title
I decided to use the same colour scheme and font as used on the back of the cards
for the title that I used on the front of the card. This makes the cards more
consistent as a set, as well as adding that fun and colour touch that we wanted on
the front of the cards. When we looked at professional products we noticed that
many stuck with the same font schemes throughout the cards. This results in a
professional looking card.
Equipment List
When we were looking at previously produced products we noticed that many did
not have equipment lists. We wanted to make our cards easy to use for people of
all ages, and decided to include a section for needed equipment – this is especially
useful for those new to cooking or Vegetarianism.
Title on the front of our cards
The Vegetarian Society used the
same fonts for their titles
Simple ingredients lists make
these two recipe cards easy to
read for the audience

What skills/knowledge have you gained/developed in this project? How could
these be applied in future practice?
Whilst undertaking this project, I learnt a lot of new skills and knowledge.
Before this project I had never used Dafont.com and didn't know how to download fonts
and then install them to the computer to use them on Abode Photoshop etc. I found this
to be easy and I will in future defiantly use Da Font to access the range of fonts available
to help improve my work.
I also learnt further Photoshop skills as well as improving existing skills; especially with
using levels, balances and effects on a range of images to help create fit a style. I also
learnt how to use Photoshop to create a template using rulers and boxes.
I also learnt to work to a schedule which will be useful in future projects. However the
schedule was cut short and this added pressure and stress to the project. Working to a
schedule with someone else was a useful experience as we were both responsible for
the work load.
I also learnt how to use Blogger to create a blog and to post onto it. This helped our
project create a production diary which was very useful. It also proved useful when
needing to access files and work when I didn't have access to my memory stick.
I also learnt to deal with technical faults and this will be useful in future projects. We
didn't have the time to recreate the original images so we used stock images to make
sure our project was completed to schedule. However this was a compromise.
I learnt how to project manage certain aspects of the project and this will be a useful skill
in future projects.
I also learnt the process of budgeting and how this would be done professionally - as well
as the costs of having to pay someone to compete the project to the required standard.
I also learnt how to create a theme for a piece of work as well as the trial and error
aspect of trying to get things right. This will be valuable for future projects.

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 believe our work isn’t creative as what it could
be, however I believe the template which we
designed was very creative and it did take a lot of
skill to create something which would be suitable
for eight different sets of copy and text. The image
to the left shows the template we created, being
used.
I believe our work was kept in our comfort
zone, but we did learn new skills which were
helpful.
I really like our simple use of colour (1) and how
we used infographics in order to present the
cooking/ preparation and serving number
information (2).
It is a competent because all the features of a
recipe card are there; titles/subtitles (3), branding
strip (4), Vegetarian Society Logo (5), high quality
clear photographs (6), ingredients list (7), method
(8), equipment list (9), ad an introduction (10), fit
well onto the card with ever part of the card being
able to be easily read and understood.
2
1 3
4
5
6
7
9
8
10

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 believe that we managed our time well, but because we had
planned for three weeks instead of two. This made things difficult
especially when our photography wasn't good enough, in order to
plan for emergency contingency time that would be needed to
correct this.
We also under estimated how long putting the copy into the
templates would’ve taken and this was something which took a lot
of time from other aspects of our project. In future we will both know
to allow for more time than necessary for this aspect.
Even though we completed the cards to schedule they were not in
the style that we wanted them to be in.

If you could repeat the process what would you do differently?
If we could repeat the process we wouldn't allow for the deadline to change
when we had actually joined a contract that stated we would have three weeks
of production time available. The reason for this was that it meant the project
wasn’t completed to the desired overall standard, and some aspects of the
project, for example the nutritional table, were not of the standard that we
wanted.
We also would have put more time into our photography. This is because we
had set out to use all original images but due to a technical issue and no
contingency time, we had to use high quality stock images to complete the
project although we did manage to save some of our original images and we
did use these. However these were not of the standard that we wished that
they would be.
We would also allow for more time to be planned for putting the copy into the
templates. This was because the text had to be edited a lot in order to fit into
the template.

Working to a Brief in the
Creative Media Industries

What constraints did you encounter and how did you consider/avoid them?
Legal Constraints
During this project we did have to work within legal constraints; these included working within
copyright regulations; see the Copyright, Designs and Patents Act of 1988.
We researched the works that are protected by copyright; this meant that we knew that we had to work
within the requirements of literary, artistic and typographical copyright regulations
– Literary; song lyrics, manuscripts, manuals, computer programs, commercial documents, leaflets, newsletters &
articles etc.
– Artistic; photography, painting, sculptures, architecture, technical drawings/diagrams, maps, logos.
– Typographical; arrangement of published editions magazines, periodicals, etc.
We had to be careful when using various material; photographs, recipes, logos and slogans for
example. We avoided this by seeking inspiration from existing recipes that we had then adapted, and
by wanting to use all original photography.
However I think we could’ve breached this because we did have to end up using stock images.
In future we would make sure we checked with the artists if we could use their photographs before we
used their work within our work.

Regulatory Constraints
During this project we did have to work within regulatory constraints; these included working within the
appropriate regulations set out by the ASA; UK Code of Non-broadcast Advertising, Sales Promotion
and Direct Marketing (CAP Code).
We had to comply with the following sections of the CAP code;

When it came to compliance (01) of the CAP code, we
had to apply with 1.1, 1.3, 1.7, 1.7.1,1.8, 1.9, 1.10 and
1.10.1. We have to comply with the basic principles of
the code which state that marketers have a social
responsible for abiding by the code.
We had to consider the social responsibility that we
and our product had and in order to do this we
researched the Compliance act and we had to make
sure that our product was legal, decent, honest and
truthful especially.
We managed to avoid breaching the Compliance act
by producing work that was legal, honest and truthful –
this was achieved by making sure that the recipes
work, and that they didn’t break the law.

When it came to Misleading Advertising (03) of
the CAP code, we had to apply with what the
regulations stated; we had to especially
comply with 3.1, 3.2, and 3.6.
We had to consider if our product would be
misleading and in order to do this we
researched this act and we had to make sure
that our product was legal, decent, honest and
truthful especially.
We managed to avoid breaching this act by
producing work that was honest with its
claims, and that didn’t mislead the consumer.

When it came to Harm and Offence (04) of
the CAP code, we had to apply with what
the regulations stated.
We had to consider if our product may
cause harm or offence to the public.
We managed to avoid breaching this act by
producing work that was did no use shock
tactics, unsafe practices or photography that
would endanger someone.

When it came to Children (05) of the
CAP code, we had to apply with
what the regulations stated.
We had to consider if our product
may cause harm to children.
We managed to avoid breaching this
act by producing work that was safe
for children to access and use, even
though our product was not
designed and aimed at and for
them, and that it didn’t cause harm
to them, or put them in harms way.

When it came to Environmental
Claims (011) of the CAP code, we
had to apply with what the
regulations stated.
We had to consider if our product
could make false Environmental
Claims. We had to consider this
because we wanted to use
environmentally friendly materials.
act by not stating that our product
was either environmentally friendly
or not environmentally friendly.

When it came to Food (15) of the
CAP code, we had to apply with
what the regulations stated.
We had to consider if our product if
our product, because it is food
related, breached any part of this
act, especially since we had decided
to use a Nutritional Information Table
as part of our work.
act by producing work that was
honest about its claims and what it
contained.

Financial Constraints
We did encounter financial constraints throughout our project, and we had to
work though these. We had to provide our own food and this cost us money, we
all had to fulfil tasks that we could’ve paid someone else to complete; graphic
design, layout design, photography, research etc. There were some
advantages of having to complete this project by ourselves – we learnt a lot of
new skills even if the didn’t lead to the outcomes that we wanted at times – the
Nutritional Information Table and the final product outcome for example.
We did consider paying people to produce our products but it was out of our
financials to pay for this.

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?)
I felt I led the project as I took control of the pre-production planning, most of the
production as well as the design choices. I took control of the photography and graphic
design, the choice of recipes, and the theme choice for example. I felt Steph’s input
wasn’t enough, and I felt like I had no choice but to take over the project. I did ask her
throughout the project what she thought, but I felt that I created this project by myself. As
a result I didn’t really enjoy working in a group and in future I will much rather complete a
project by myself. I didn’t enjoy this experience because I felt like I had to complete the
work that we should’ve shared, and this was very stressful.

How important is communication when working in a group?
What have you learnt about working in a group and how will you apply this to future practice?
(Use specific examples from working in a group on this project)
Whilst working as part of a group I learnt the benefits of working in a group, despite not
enjoying it; there were more ideas being generated and this made certain aspects of the project
easier for example the idea generation and treatments. However certain aspects of the project
were made harder – unfair work load, and unequal sharing of tasks at times, either way, the
experience was useful as negotiating and compromise were important skills to learn and
develop upon especially for future practice.
Communication is very important when working as part of a group, as all members of the team
need to know the plan, what needs to be done, what has been done and when deadlines are
due. We received a brief from the client which stated what we had to create. We had to
communicate at this point in order to turn the basic skeleton of the brief into an interesting set
of recipe cards.
We also had to communicate with our progress tutor and members of the public to provide
feedback from our products. This feedback was important in helping to create our product to
the required standard which our audience would like. We created a questionnaire in order to
see what our audience would like to see on a set of recipe cards, and to get more of an idea
about our audience. We decided to do a few interviews with our audience who are
Vegetarian, in order to find out more about Vegetarians. We found this very useful, we spoke to
these people throughout our project in order to make sure that our product was still suitable for
their requirements.

What have you learnt about working in to a brief and how will you apply this to
future practice?
Whilst undergoing this project I had to work to a brief, I learnt that you had to have the
brief with you throughout the duration of the project, I also learnt that there was a lot
more to the project than first met the eye – however somehow we managed to meet all
the requirements of the project and I learnt a lot whilst undergoing this. The brief was
very basic and left massive room for creativity to take over, which was good, but I think it
was a little too basic, however in future I will know more about how in-depth a brief can
be and the requirements that might need to be met such as constraints – especially when
it came to ASA’s CAP code.

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