The document contains two ideas for recipe themes - fruit based desserts and tropical foods. For the fruit based dessert theme, the target audience is upper middle class women aged 26-34. Recipes will feature colorful fruit desserts for intermediate and advanced cooks. Recipe cards will be designed elegantly in Photoshop using the Lido STF font. For the tropical foods theme, recipes will feature vegetarian dishes from South America to appeal to people of all backgrounds aged 18-34. Each recipe card will use the colors from the flag of the country the dish originates from. The target audience is adults who want to try new exotic foods. Recipe cards will be made in Photoshop in a portrait

1. Idea Treatment:
Theme:
My theme is ‘Fruit Based Desserts’. It will be made up of a series of colourful and appealing
fruit based desserts that are designed for intermediately skilled (and upwards) cooks. There
will be no limit to the servings as long as the cook has enough of each ingredient. It will be
written in a sophisticated style and will be laid out clearly and elegantly. I will be using a font
called Lido STF from a website called cooltext.com. This font comes across as informative and
clear and I believe it will work very well within the context and will also suit the target
audience.
Audience:
The target audience is upper middle class women between the ages of 26-34. While this may
seem very precise, research has led me to believe there is a large populous of vegetarians
within this age and class range. The recipes involved will be quick to prepare so I think they
will be more than suitable for weekly meet-ups between a small group of people if they are
staying in on a Friday night to talk and have a glass of wine.
Production Methods:
The entire recipe card(s) will be done using Photoshop. This is because it makes it easier to
implement all types of work. I will be able to do design work to a precise and intricate level.
The recipe cards will be done in landscape as so I can have appropriate room for pictures
alongside text.
Idea Treatment:
Theme:
My theme is ‘Tropical Foods’. It will feature vegetarian recipes made up of foods from South
America. It will be seen as fun and exotic and will appeal to people of all origins. Each recipe
card will be made up of colours from the flag of the South American dish that is being used
e.g. yellow and blue for Brazil and white and red for Peru.
Audience:
The target audience is adults of all backgrounds between the ages of 18-34. I believe these
people will want to try foods they’ve never heard and are now being given the opportunity to
try. The recipes will involve lots of different ingredients so I think it will be fun for a group of
friends to all partake in making the product. This could be good for University students that
live in shared accommodation.
Production Methods:
The recipe cards will be made in Photoshop. I believe this will make it easier for me to make
the cards colourful whilst still maintaining clarity through layering. The recipe cards will be
done in portrait to make them look much more like national flags.