Idea Development

Initial Ideas and Feedback
Hayley Roberts

Idea 1
• For my first idea, I will aim my recipe card at children with an age range of below 10 years old. This would
mean using a simple recipe for them to follow with the company of an adult to watch. I would base my
recipe with a fun theme to it and high in calories so it’s not as restrictive for the child on what they can eat
and it also includes ingredients the child will like as well. The instructions on the recipe card will be easy
enough for the child to follow and simple to read as this makes it a lot easier for the child to read and
understand the recipe and what is being instructed. The theme for the cards would be Italian based recipes
as the recipes can be simple and fun, for example, pizza is a favourite recipe that is quick and simple to make
and this also gives the child the flexibility to add their own toppings to the pizza and make it as creative as
they can. The colour scheme for this idea would be bright and simple colours that the child can easily
identify, for example, blue, yellow and red are simple colours that the child could recognise and these are
also bright colours that if a child saw in a shop, would be attracted to it straight away. The font would be
quite big on the card and the title for the ingredients and method would be in bold so that the child could
easily indicate which section is which and so they will read it properly. Instead of inserting the text in
columns on the card, I would use graphics to put the text on. For example, post-it-note styled boxes could
be put in the page and the writing could then be placed in the post-it-note so that apart from it sectioning
off every section, it also gives the child a more interactive and fun design to the cards instead of it looking
formal for them. The language used for the text would be quite informal so that it relates to the children
more and isn’t too difficult for them to understand. There would be quite a small image of part of the meal
and it will be a macro shot of it and on the front of the card a big image will be placed that shows a lot of
colour and texture for the children and not so dull and this attracts the children more. The colours in the
image will also match the colour theme on the back of the image so that it links the back and front of the
card together. The overall look of the card would be designed using a die-cut into the shape of the recipe on
the card and this makes it more interactive for the child. It would also be laminated so that if the child spilt
anything on the card it wouldn’t damage the card.

Feedback 1
What do you like about the idea?
I really like that it has been designed especially for younger children and has
been thought out really well as there is examples of what could happen and
reasoning's of why she has chosen to do a certain thing with the recipe card
for example, laminating the page so that if a child spills something on it, it can
easily be wiped clean.
What areas of the idea could be developed?
Possibly where everything is going to be placed on the card as the layout
hasn’t been discussed as much as everything else. Also tips and health and
safety warnings could be put on the page in a fun way for the child to
understand which could possibly improve this card.
What do you find interesting about the idea?
I like that this card is really targeting a younger audience as it means you can
make the card really fun and bold, and I also like the idea of putting ‘post-it
style notes’ around the page.

Idea 2
• For my second idea, I will be aiming my recipe cards at a younger audience of 11-20 year olds who will be
students. This would be ideal as I am a student and fit into this age range and this will help me think better
as to how the design of the cards and recipes should look and be. Students will want quick and simple
recipes that are also very cheap as they don’t want to spend money on different ingredients for one meal
and will want ingredients that they can use frequently. The instructions don’t have to be too simple and can
be quite formal with some parts being informal to keep the audience still interested as if it doesn’t appeal to
them, they won’t want to buy them. They need to be explained but need to be kept to a minimum so it
doesn’t become too long and boring for them. The audience will be a ratio of both male and female who
have just become vegetarians and are starting out, so on the front of the card the instructions and
ingredients can be placed with an image to support the text that is high quality and made to look appetising
as this will encourage them to make it. Then on the back of the card, their can be some facts and ingredients
that help support the audiences decision of becoming vegetarian and it gives them some advice on meals
and facts about being a vegetarian and this just reassures the person looking at the card as to becoming a
vegetarian. I think that the title of the recipe and the headings ‘ingredients’ and ‘method’ should be
varnished as this gives the card quite a sophisticated and clean look. The colour scheme for the cards would
be quite bright colours still that would entice the reader and so they don’t look too dull and put them off. I
was thinking a maroon colour or reds because this would appeal to both genders and this is who I’m
appealing the cards to and this works really well. The text could be bold and italic so that they appeal to
both genders and looks eye-catching for them. The theme of food would be more summer desserts that are
quite light and quick to do and this would make it easier for the audience for them to make and finding
colours in the food that match the colour scheme would make the cards look professional and gives a
connection between the image and design. The design would be quite simple with borders outlining every
box and image to make certain areas stand out but I also want it to not look boring and to stand out to the
audience.

Feedback 2
Aiming at students can be really helpful as some people may need really quick
recipe’s that they can do on the go as this is all based around light snacks that are
cheap to make. Making the recipe cheap to make will encourage this audience to
make it as they can see that it is going to be easy and also not cost them much to
actually make.
Adding laminate, embossing or varnishing as this would give it a little bit more detail
and make it look a little more attractive for the audience.
I really like that it has been said that the instructions wouldn’t be too informal or too
simplistic as this could come off as quite patronising to a student, adding a little bit
of a formal style to the recipe card makes it much more mature but also not too
difficult to follow or understand. I also liked the idea of putting encouraging reasons
on the back of the card of why they should become a vegetarian.

Idea 3
• For my third idea, I will be aiming the cards at a more older audience of 41-50 year olds and my cards will
also be aimed at females more than males. The overall look of the cards would be very formal and more
complex compared to if it was being aimed at a younger audience as they will have more time on their
hands to create more complex recipes and have the patience to do so compared to teenagers. The recipe
style would be kept quite healthy and wouldn’t use too many calories within the recipe as an older audience
would prefer more healthier choices. The theme throughout the cards would be a certain style of food, for
example, Indian would be one of the themes and then the style of the cards would be created to have a
certain Indian look to them and this then links the recipe to the design of the card. The text would be italic
and not as eye catching as this wouldn’t be the first thing the audience would look at and on the front of the
card would be 2 images (both take up half of the front of the card) of the food at different angles and one
would be fairly close up compared to the other image that wouldn’t be as close up. The back of the card
would display the recipe and the ingredients for the audience. I think the images would work better on the
front so that they can be clearly seen first and catch the audiences eye because if they see the recipe made
and it looks appetising to them, they will want to make it. The quality of the images will also need to be of a
high quality so that the audience isn’t disappointed and this will make the recipe more appetising. The
colour scheme for this recipe would be mainly pinks and yellows and some green and blue as these colours
relate to India and would help give the design of the card an Indian look. This would also make the cards
eye-catching as the colours would be quite bright but it gives a link between the theme and colour scheme.
The design of the card will involve quite a lot of curly designs throughout to give it quite a feminine look and
having italic text will also link the curly design and the text together. I think that having the title of the recipe
could have a varnish finish to it as this would help it stand out and it also looks sophisticated and formal on
the page. Also on the back, there could be an illustration of something that could be associated with India
just to give the audience something to look at on the back and it will also satisfy an older audience I think.

Feedback 3
I like that it has a definite choice of what food is going to be included as the key
theme of food is Indian. This makes it really clear for the audience and tells
them what kinds of things they would be making if they used the recipe cards. I
also like that the food made will be fairly low fat and won’t be too heavy for
their audience.
I think adding some sort of embossing of the main heading, as this can improve
the appearance and also make it look a little more formal which would suit the
more mature audience for this recipe card.
I found it interesting that the ingredients and recipe will be placed on the back
of the card as this really makes the images on the front stand out, which could
really work due to the amount of people that responded with image as the
thing that attracts them to recipe cards when conducting our survey.

Idea 4
• For my fourth idea, the cards will be aimed at both males and females in the age range of 51+ years old. The
cards will be aimed at people who had turned vegetarian a while back and the theme for these cards will be
based on Christmas recipes to make. I think that the theme of the cards match really well with this age
range as they would be able to make the recipes provided for their family at Christmas when they all come
round for Christmas dinner. There will be a mix of desserts and main courses for the cards and they will be
really wintery and heavy meals that involve quite a few calories because Christmas is about celebrating and
being able to eat anything and everything makes the recipes more appetising for the audience. As it will be
given to the families it will be aimed at a wide range of ages so the recipes need to go from as young as a
child to the older generation so the recipes are enjoyed by everyone. The images taken will have a lot of
Christmas decorations included in the background and this carries the theme on throughout the cards. The
colour scheme will involve gold, silver, dark reds and greens as these are the colours that are mainly
associated with Christmas. These will also be used in the image and have those colours throughout the
image so that it links the images and design together and this will bring the card together. The colours don’t
need to be bright and can be kept quite dark as an older generation aren’t attracted to the colours on the
card and are more drawn into the card by looking at how appetising the image looks. The cards will have the
title of the recipes embossed so that it helps the card stand out that way and gives it different heights. The
writing can be kept quite small and will go into quite a bit of detail with each instruction and even use some
ingredients that aren’t really used much in recipes because an older audience need to understand the
recipe and by keeping the cards formal and with a lot of detail helps the audience understand what is being
said. I don’t think the audience would be that interested if the text was informal as it wouldn’t appeal to
them as much. The design would include snow falling from the top and the snow setting on the bottom of
the card as it looks quite cold and this then makes the food look warmer on the card. There could be
baubles hanging from the top of the card and this will also stick to the theme.

Feedback 4
I like that this is aimed at an older generation and also that it will give them
lots of detail and also some images. I also really liked the Christmas theme it
has been given as this means the food is all specialised for this time of year.
Including too much detail in the recipe’s may confuse the audience and also
putting it in a small font could cause problems for some people as people of
this age usually prefer a larger font to avoid trouble reading it.
I thought the idea of making the actual card in to a Christmas design was a
really nice idea and will let the audience know straight away what type of
food is on the card without the need of picking it up and reading it.

Idea 5
• For my fifth idea, my recipe cards will be aimed at a more younger audience of below 10 but it could also go
up to around the age of 15. The theme for these cards will be based on Easter and will be high in calories
and fun for the children to make. As it’s an open theme, the recipe can be a basis and then the children can
add their own designs and ideas to the recipes so it suits their age range and makes it interesting and fun for
the child. The colour theme will be bright and bold and will be mainly yellows and bright greens as this will
be eye-catching and it will be what makes the child pick up the cards. The text will be big and bold because
it will make it easier for the child to read and it will be informal so that it relates to the audience more. The
titles for each section will be underlined and bolder than the rest of the card because this will stand out
more for the child and help them understand where each section is so they can identify this. The design of
the card will be die-cut into the shape of either an Easter Egg or even a bunny so that it makes it an
interesting shape for the child and more fun and interactive. The card can also be laminated so it will protect
the card itself as children can be quite bold and if it’s laminated, then it will be protect it from being bent
and broken or even from having something spilt on it. The design of the card will have little graphic designs
of Easter Eggs falling from the top of the card and have grass at the bottom of the card to give it an Easter
feel. On the front of the card it will have the recipe being held in the bunny's hand on a piece of lined paper
and this makes it more interactive for the children. Then on the back of the card it will have an image of the
final product and what it looks like and in the image it will have bright and bold colours to stand out and it
will be made to look appetising for the children. I think the recipe should be defiantly chocolate based as
children love chocolate and it fits in with the theme of it being Easter as it’s all about chocolate. It also
makes it more appetising and appealing for the children and is fun for adults as well if they want to help get
involved. In all the ideas I have come up with, I will be making the recipes myself and will also be taking the
images myself instead of getting stock images.

Feedback 5
It makes the recipe fun for children and helps them to interact whilst making
this recipe, it ensures that all children will really enjoy making the food they
are offering. I also like the Easter theme as this is made very clear and will
attract children as this is typically a time of year that they enjoy.
I think that putting the image on the back is something that could be changed
as children are usually attracted to the design and the images, if the image is
on the back it just makes it harder for them to see as it’s not something that
first catches their eye.
I found putting a picture of the bunny holding the recipe a really good idea
that even young children will understand and like. This helps the children
making the recipe to have fun as it makes it more suited to their age.

Summary of Feedback
What do you agree with from your feedback?
I agree with certain points that has been mentioned throughout my feedback. I defiantly agree
that having the image on the back of the Easter card will make it les eye-catching and instead of
having the recipe in the bunny’s hand, I could use an image being held in the bunny’s hand an put
the recipe on the back and I think this would be a much better layout. I also think for the
Christmas card for an older generation and my idea of making the font quite small would make it
really hard for the reader as they may have trouble reading and enlarging the text would make it
a lot easier for them. I also think that having health and safety tips placed around the card in
quite a fun way for the children so they can understand this in my first design would be very
useful for both parents and children, especially when they could be dealing with ovens.
What do you disagree with from your feedback?
I think that having the second design laminated for the students wouldn’t be that useful for the
card because I think that students are very careful and it is more useful to laminate the cards for
children. I also think that embossing the title on the Indian style cards wouldn’t make much of a
difference and think it wouldn’t really suit the theme and the bright colours would be more than
enough to be eye-catching.

Idea Evaluation
Which idea that you came up with is your favourite and why?
I think that my favourites would be idea 2 because I think that having it aimed at students in the
age range of 11-20 as I can relate more to this style of audience and relate to what they like and
don’t like to see. Being informal and having a bright design is a key look and way to talk to engage
that type of audience. I also like idea 4 because I think aiming at an older audience would be
quite an interesting idea and I like that it has a theme of Christmas which gives me the flexibility
to create an interesting and different look to the cards. I also like the fact you can be formal and
go into detail in the instructions. I also like the colour scheme of this one and I feel that it will all
blend together really well.
Which idea, that your team came up with, is your favourite and why?
The idea I liked the best from my team was idea 2. This is because I like the idea of the theme and
how it will be based on different cultures as this will give a wide range of recipes to do and it will
also reach out to a wider audience with different recipes and doesn’t restrict the audience as to
what they can choose to cook. It specifically states that it will be for vegetarians and it can also be
for non vegetarians even though no meat will be included. I think the colour scheme will work
out well and I like the idea of using a die-cut and cutting out small parts of the card and this will
add more detail to it without just basing it on the layout.

These are the types of colours I will be
looking at for my first idea and it’s
mainly maroons and reds and I think
that these will appeal to a younger
audience as they are still eye catching
but they are also modern.

Font style one – size 24
Font style two – size 24
Font style three – size 24
Font style four – size 24
Font style five– size 24
Font style five – size 18
Font style six – size 24
Font style eight – size 24
Font style nine – size 24
Font style ten – size 24

Recipes
These are just a few
dessert recipes that I
could use for my cards.
They only have a few
steps to them and this
is what young people
want and it doesn’t
include too many
ingredients so this
makes it slightly
cheaper for them. I
think they are
everyone's favorites
that can be easily
made.

Recipes
These are just a few
main course recipes
that can be made.
Again these use limited
ingredients that make
the recipes cheap ad
they don’t take long to
make at all with only a
few instructions. This
will appeal to a
younger audience as
they will want quick
and easy recipes.

These colours will work perfectly for a
Christmas theme as all these colours
are associated with the occasion. I
think that having these colours for the
background and for the decorations
on the card will work really well.

Font style five– size 24
Font style seven – size 24

Recipes
These recipes aren’t
that complex but they
include quite a few
ingredients that being a
vegetarian for a long
time like this target
audience will have.
They are classic recipes
that can be enjoyed by
a wider audience but is
something that an
older generation will
prepare.

Recipes
This recipe is slightly more complex for a meal but is a
Christmas classic and I think that an older audience won’t
mind with more detailed instructions and ingredients
because it’s something they will be able to make in their
own time without having other things on and will be able to
take the time and concentrate on.

Treatment
Idea Treatment:
Theme:
In my idea, I have decided to create a Christmas themed recipe card. It will include quite a large font so that the audience can read the
writing and it will have quite a bold font to it and an easy to read outline. It will have a very traditional colour scheme. There will be gold,
silver, red and green within the colour scheme as these are associated with Christmas and on the card it will have snow behind the
written recipe falling down from the top of the card and it will be setting on the bottom of the card. There will be an image on the front
that will be taken by myself and then the recipe will be created so we are not using stock images from the internet and they will be of a
high quality as this will be what will entice the reader to the recipe card if it looks appetising on the picture. The recipe that will be on the
cards will be both desserts and traditional Christmas meals that are made vegetarian and this will then reach out to both vegetarians and
non vegetarians as they will be classic dishes. It will also not only reach out to the target audience, but to other people who want to try
the recipes as it’s a popular theme that is suited to everyone's taste.
Audience:
The audience that I will be aiming this recipe card towards is the age range 51+. This is because the recipes can be quite complex with a
lot of ingredients. So because there will be a lot of different ingredients especially for vegetarians, I will be making the recipe cards for
people who have been vegetarian for a while and are used to the recipes and ingredients used. It will be aimed at both males and females
because of the colour scheme that includes masculine and feminine colours in and this will appeal to both genders. They will be of a
higher class as they will be quite sophisticated and the recipe will include quite expensive ingredients so that’s purely why it will be
aimed at a higher class and middle class.
Production Methods:
The recipe card will be made out of 100% recycled paper and will also be laminated so it gives a sophisticated and clean finish to it. This
will also prevent from anything staining the cards when something is spilt onto them. I will be embossing the title of the recipe so that it
will make the title stand out on the recipe card. The design of the cards will be done using the computer.

Assessment of final ideas
Suitable for audience?
I think that this is definitely suitable for the audience as everything has been really well thought out, for example a large
font will be used in order to make it clear and easy to read, this will be much more essential for people aged 50+ which
matches the target she is going for.
Suitability for client?
This is very suitable as it is has included quite a wide range of people as it is for both male and females and also is from
age 51 and upwards, which could slightly limit the amount of people that would buy it however the concept and design
does fit this age range.
Appeal of the design:
I like that the card is going to be made from 100% recycled paper as this fits the brief and also links with the vegetarian
lifestyle and helping the environment which can be very appealing to the audience. I also like the fact that it is going to be
Christmas themed as this is very specific and will also be very popular.
Timescales for production:
I think that it is definitely possible to keep on track and within the deadlines with this recipe card design as the actual
designing of the card shouldn’t take too long if the idea is well planned and thought out before hand. The only thing that
may cause a slight delay would be the technical aspects such as the laminating of the paper and the embossing of the
title.
Cost of any specialist work (laminating, varnishing, die-cutting):
The added cost for this recipe card design would be laminating and embossing as this can add time and money on to the
project. This could cause potential problems if the cost is too great.
Practical to produce in large runs?
The design could be easily produced as many times as needed as it will be done on the computer and can be stored on
here, meaning this wouldn’t be a problem. However laminating and embossing may be slightly harder to produce multiple
times.

Assessment of final ideas
Available resources:
The majority of the resources needed for this design are at hand and can be found easily. The images for the card are
going to be taken instead of using stock images, which can increase the quality and it also means that there won’t be any
problem getting the camera as this is already available. Computers and the programs needed are available at college and
home. However the laminating and embossing process could be slightly harder as we would need to actually get hold of a
machine that can do this task.
Quality factors:
This will be of very high quality as the use of laminating and embossing increase the attractiveness of the design and also
help make it look a lot more professional looking. The overall concept of the idea sounds very professional and well
thought out meaning that if it was to be produced it would look of a high quality.
Legal and ethical issues:
Stock images aren’t being used for this card meaning this will not be a problem, however finding a recipe may cause some
problems as this can breach copyright laws as you are taking someone else’s recipe and showing it as if it’s your own.
This would mean you may have to ask permission before using it, you could also include some health and safety tips and
warnings as even though the audience may be a little older, these warnings can avoid law suits. You may also want to
include a note stating if it is suitable for vegans or not and also if it includes things like nuts as this is a common allergy
and also because vegans may mistake this for something they can eat.

Developed Idea 2
Die-cut method will be used on this idea as we would cut
out shapes that symbolise the country of food they are
eating, for example; a Chinese dragon could be cut out for
a Chinese food recipe card. The shapes would be cut out
very small around the edge of the page as this would add
nice decoration and difference to the recipe card to make
it stand out, yet it doesn’t distract too much. Here I have
picked out a few colours we may use as there would be
many different colours and it would change to match the
culture and the image of the food.

Developed Idea 2 – recipe’s
British Italian Chinese
For this idea there will be eight different types of food, varying between
main meals and desserts and they will all be traditional foods from
different countries that can be easily recognised as being from each of the
different cultures. Having a mix between desserts and main meals means
that it includes a little for everything and also making foods that are
completely different styles can attract a wider audience to the recipe
cards.

Final Treatment
Idea Treatment:
Theme:
For my idea I decided to design a collection of recipe cards that offer lots of different cultured foods from countries all over
the world. I have planned to have the card fairly plain with the background in either black or white, with the images and die-
cutting taking the main focus and also to assure that it doesn’t look to busy or too in your face as this can put a lot of people
off. This offers a wide range of foods as each card has a different style of food coming from a different country, this means that
it can appeal to a really wide range of people instead of cutting some groups of people out. The food will be fairly healthy, and
will be a mix of meals and desserts meaning it can appeal to a lot more people. I want to avoid a busy looking recipe card, and
want it to look quite simplistic and very professional looking with high quality images, showing the food in full detail. The
recipe’s will be traditional recipe’s from each country, with a vegetarian twist as some may have to be changed as necessary.
Audience:
The audience I am targeting for this idea are aged between 11-30. This includes a really wide range of ages and means I cannot
single out a particular gender and can’t make it too formal or informal, I am going to keep the text fairly simple in order to
keep it easy to follow and non complicated as this is something a lot of people can worry about when getting a recipe card as
many have too much text which can confuse. I am not targeting a specific gender with this idea, this means I will have to keep
the colour scheme and design unisex in order to appeal both genders. I feel that this idea can appeal to a lot of people due to
the amount of food that is on offer and also due to all of the different countries that the foods have come from as everyone
has different tastes, likes and dislikes.
Production Methods:
The production methods I am going to be doing for this idea will be die-cutting as I am going to be cutting out a variety of
different shapes around the edge of the card, that can be linked with the country the food is from. For example, I would use
the die-cut method to cut a dragon shape in the card for Chinese food. Or a teapot shape for British food as this is something
people commonly associate with the UK. The main heading naming the food will be embossed, as this helps to highlight the
name of the food and tells the audience straight away what the recipe card is offering. After looking at feedback I have also
decided to use recycled paper and to laminate the card as it would also be a good idea as this keeps them from damage in
some cases.

Rationale for final idea
We have chosen this idea as it includes a very wide range of people, meaning a lot more
people would like the concept of it. It also offers a lot of different foods from around the
world which means that the food can appeal to a lot of people as there is so much on
offer for everyone and their different likes and dislikes. The style of the cards fit perfectly
with the age range that we are aiming the cards at and the die cut will also make the
cards stand out when the consumer sees them and I think this is a really nice design for
the cards. The recipes won’t be just aimed at one audience it can fit a range of people
and a range of audiences and ages because there will be a recipe that suits everybody’s
taste and this will help us gain more consumers because it won’t restrict who can buy
the cards. The overall colour scheme for the cards is very vibrant and bright and this will
easily attract the viewers attention as the cards will stand out easily and only having a
few colours on the card won’t make them too busy and will leave it appealing but
simple. Having the colours match the culture of the foods is also a good idea because
then it links the card together and doesn’t make the card odd and out of place and gives
certain elements a meaning.

Idea Development

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