The document describes two idea treatments for recipe cards - one focused on organic meals and one on indulgent desserts. For the organic card, it will feature light, easy recipes like salads and pasta dishes using simple preparation and cooking times. Green color schemes and a handwritten font will be used to convey the organic theme. High quality photos will be featured. The dessert card will have rich recipes like ice cream and drizzled fruits, using luxurious colors like red, purple and cream. Fancy fonts and die-cut effects will make it look expensive. Both cards aim to be professionally designed using Photoshop and stock photos. The organic card targets all adults while the desserts target middle-aged and older audiences.

1. Idea Treatment:
Theme: Organic
The theme for this card will be all about Organic food.
For my card I will be doing light meals that are simple and easy for everyone to cook.
So for example, I will be doing recipes like salad’s, a organic pasta dish with smoked
salmon served with a cheese sauce, a fruit salad with a organic yogurt and bits of
grated chocolate and a Jalapeño and cheese swirl bread which is perfect for any quick
summer meal which will all take around 5 minutes preparation time, 15 minutes
making time and a further 25 minutes cooking time.
The colour schemes that will be being used are colours that are commonly known or
categorized as Organic. These colours will be a mixture of greens, By using this colour
it will also give the audience an idea of the kind of food that will be being used, it will
tell hopefully give the reader the idea that the meals are light and organic before
reading what the recipe is or seeing the image of the dish.
The actual background colour of the card will be a medium/light green, and then the
font will be quite a dark. This will represent the food being organic.
The font for my card will be a font that looks like it has been hand written, this font is
called ‘Harbell’ which will come from the online site called Dafont. This is because I
don’t want the font to look too fancy as it’s only for summer so we need something
light and bouncy to fit the summer time mood. This will also give people the
interpretation that our meals are friendly.
As I said in the second paragraph the colour of the font will be a quite dark green.
The images that are going to be on the card will all be high quality photographs, this is
because low/medium quality photographs wont show professionalism, so because we
want to look professional I will be using high quality ones on my card.
The images will also be placed on the back of the card taking up the whole space, but
to make sure the audience can see the writing clearly I will make the image faded so
that you can still see the image but so that you can see the text easily.
On the back of the card we will also have the logo of the card on the bottom right
hand side of the card, this is so that who ever is making the food knows who the
recipe is made by.
On the left hand side of the page we will also have how to make the recipe, which will
again be done in a handwriting font, and it will also be green so that it ties in with the
rest of the colours on the card.
Just above the recipe will also be a sentence of the things that you will need to make
the dish and the amount the dish serves then above that will be the title of the dish so
that people know what it is they are about to be making.

2. Audience:
The audience for this card will be all ages over 20+ this is because young people don’t
tend to eat really healthy stuff and the look of the card will also be quite mature
which proves the fact that the card isn’t for teenagers or young people more.
The card will also be for both men and women, this is because it will give us a larger
audience, because there is no specific colours on the card that push it more towards
men or women this also proves the point that the card is for both men and women.
Production Methods:
Our cards will all be done through Photoshop, this is because it’s a simple way to
make the cards and we can do lots of interesting things on it, when we come to make
the cards we will also already know how to use it so this will make it easier for us
rather than having to try something new.
To make our images we will get them of the internet from something called a stock
library, this is because we wont be making the food ourselves. This may take away
some of our marks but to try and make sure it doesn’t we will be using high quality
images.
The effect that we will have on this in particular card will be Varnished, this will be on
the font of the card to give it sheen to make it look different for the audience, it will
also give the card a classy yet simple look.
The layout of the card will also be Landscape.

3. Idea Treatment:
Theme: Dessert
The theme for this card will be all about indulgent, luxurious Ice Cream which can be
eaten the next day, the desserts will be easy to make for couples to cook as it is
something you can bond over.
The kinds of desserts that could be included are, Raspberry and Strawberry ice cream
drizzled with Bailies, and a Mango and Peach ice Cream drizzled with Brandy.
The preparation time for this dessert will be 10 minutes, the making time will be 1
hour and the cooking time will be 4 hours.
The colour schemes that will be being used are not too dark but dark Red, Purple,
Orange and Cream; these colours are all deep and luxurious colours. This will give the
audience the idea that our desserts are all really rich and expensive without looking in
to things.
The image of the dessert will be placed in the middle of the card leaving some room
at the top and bottom of the card for the card will also be portrait.
The boarder at the top and the bottom of the page will also be a dark red colour; this
will give people the idea that the dessert is rich. Or if the recipe card were for the
Mango and Peach card then the boarder would be a dark/golden orange, then there
would be a thin line of cream to break the boarder up from the picture.
The font, which will be on my card, will be a fancy font, which will be in Sans-serif,
meaning it will have flicks. The font will be called ‘Impregnable’ which will come from
an online site called Dafont.
The title of the dessert will also be on the top boarder of the card, the colour of the
font will be cream, and this is so that it stands out for the audience.
The images that will go on my card will again be high quality; this will show
professionalism to the audience. We will import our images from the Image Stock
room and upload them on to Photoshop so that we can use them on our card.
The back of the card will have the title of whichever dessert the card is going down
the right hand side of the page horizontally, but I will make the font faded out a bit so
that the reader isn’t distracted from the recipe.
How to make the recipe will also be down the left hand side of the card in a
paragraph, which won’t be too big, then just above how to make the recipe there will
be a couple of lines saying how many the dessert will serve, preparation, time, and
cooking time.
The logo will also be on the bottom of the page and on the front cover in one of the
corners so that people know whose recipe it is.

4. Audience:
The audience for these desserts will be for people over the age of 18 but more so
middle aged adults and over, this is because of the way that the card will be set out
and also because of the kinds of dessert contain alcohol.
The use of the colours red, purple, orange, and cream also represent middle ages and
elderly people because they are calm, yet bold and exquisite colours.
The target gender for this desert would be more women, but as the dessert is going to
be for couples the card will be for both men and women.
Production Methods:
This card will be done through Photoshop, this is because everything that I will need
to use will be on there and I will already know how to make it and it will be quicker
than using anything else within the time limit that we have.
Our images will he high quality, this is because it will show the audience that we are
aiming to create things to a high standard.
The effect that we will have on this card will be Die-cut; this means that some of the
card will be cut out to make it look 3D. This effect will be done on the two narrow
lines breaking up the boarder and the image of the dessert.