Research into design and format1 2

Research
Baya Lee Safhill
Stephanie Yarrow

Introduction
We are going to look at different styles of recipe cards
that are available. We are going to critically analyse
their style, their use of written content as well as
images, photographs and diagrams to aid the written
content, and what effect this has in a products design.
We will be analysing content, writing style, use of font,
layout, colour scheme and overall appeal as well as the
quality and the technical details of the photography, if
used, to help our project for the Vegetarian Society.

Quick Chickpea Curry
There is a bold blue title
which people can see from a
far distance away.
A bright coloured picture
that shows you what the
food will look like once you
have made it.
San- serif text all the way
through the recipe
All the titles are in a bright
blue title so they are all the
same and they are bright as
the title.
There is a note section to let
you know what you could
have it with e.g. rice
There is also a veggie section
so then they can have things
like free range eggs

This recipe card from the Vegetarian Society and consists of written and
photographic content. The photograph illustrates and adds interest to the written
content.
The written content consists of an introduction to the recipe, preparation notes,
ingredients needed and a method. There is also a notes section at the bottom of
this for serving suggestions. It is a clear and easy to read layout. The layout has all
the written text on one side, with a photograph on the other side of the card.
The written content is simple and easy to read, for example the method is broken
into four easy steps, and this makes it easier for the reader to understand the
recipe as well as improving the overall appearance of the recipe card.
The photographic content is of a high standard, and is clear and professional
looking. It idealises the food. It also shows serving suggestions of poppadum's and
salsa, with a drink. It is bright and colourful and this makes it an appealing recipe.
The font is clear and easy to read and is Sans Serif, with the headings standing out
in a bright blue which sticks to the house colour scheme of blues and purple, which
adds interest the black and white background.
We like the overall style of this card, as it has a clear and easy to read and
understand style which states that the Quick Chickpea Curry is egg, dairy, gluten
and wheat free as well as being Vegan. We like this coding system as it is easy to
read and understand. We also like the flow of the written content from an
introduction through to the notes. It reads well and clear.
However we feel that we feel that the title of ‘Introduction’ is clumsy and
unneeded, and that the ‘notes’ caption should just be coloured text that acts as a
serving suggestion. We like this and we will adopt the short method as it is
appealing to the audience.
We will need to make sure that we state how many people our recipes serve, how
long they take to prepare and cook.

Christmas Pie A bright coloured picture
that shows you what the
food will look like once you
have made it.
Bright colours, purple and
gold which these colours are
bright and they stand out to
the audience.
There are Christmas bubbles
hanging down from the top
that goes well with the
theme
It has a Christmas theme
that has gone through the
whole of the recipe card

This recipe card from the Vegetarian Society again and consists of written and photographic
content. The photograph illustrates and adds interest to the written content once again.
The written content consists of ingredients needed and a method for the pie filling as well as
for the pastry. There is also note and preparation notes around the ingredients and
methods. It is a clear and easy to read layout. The layout has all the written text on one side
of the card, with a photograph on the other side of the card. Both sides of this card have the
Vegetarian Society logo and links, for further information.
The written content is simple and easy to read, for example the method is broken into two
easy methods consisting of two and eight steps. This makes it easier for the reader to
understand the recipe as well as improving the overall appearance of the recipe card.
As this is a festive recipe, bulbuls and colours that represent the festive season.
The photographic content is of a high standard, and is clear and professional looking. It
idealises the food. It also shows serving suggestions gravy, potatoes and carrots. It is bright
and colourful and this makes it an appealing recipe. On the back of the card there is again a
photograph of the food for the reader to refer to. This saves them flicking over the card to
see how the pie should look.
The font is clear and easy to read and is Serif in style, with the headings standing out in gold
which sticks to the house colour scheme of gold and purple, which adds interest the black,
grey and white background.
We like the overall style of this card, as it has a clear and easy to read and understand style
and all the space has been utilised on this card, and has been created in a fun, interesting
and artistic way which fits with the festive season theme.
However we feel that we feel that the title of ‘Introduction’ is clumsy and unneeded, and
that the ‘notes’ caption should just be coloured text that acts as a serving suggestion. We
like and will adopt the short method as it is appealing to the audience.
We like how the text has been broken up into different stages for the filing, the pastry, and
the text in the bulbuls.
We will need to make sure that we state how many people our recipes serve, how long they
take to prepare and cook. We will also need to adopt the Vegetarian Society’s banner and
logo from this card to make our product suitable for the Vegetarian Society to use.

Great British Food
Black bold
headings
Picture of the food
2 recipes instead
of one
Black bold text for
the ingredients
The text for the method is
split up by the bold
numbers
There is a introduction

This recipe card from The Great British Food and consists of written and photographic
content. The photograph illustrates and adds interest to the written content once again.
The written content consists of an introduction to the recipe, the ingredients needed and a
method for the recipe. There is also a note at the bottom of the recipe, suggesting what
product to use to improve the recipe. It is a clear and easy to read layout. The layout has all
the written text on one side of the card, with a photograph on the other side of the card.
The written content is simple and easy to read, for example the method has been broken
down in four steps, with the ingredients standing out in bold.
The photographic content is of a high standard, and is clear and professional looking. It
idealises the food. It also shows serving suggestions of bread and cider. It is bright and clear
and this makes it an appealing recipe.
The font is clear and easy to read and is Sans Serif in style, with the headings standing out in
bold. This sticks to the house scheme of black and white, bold and non-bold text.
We like the overall style of this card, as it has a clear and easy to read and understand style.
However we feel that we feel that the title of ‘Introduction’ is clumsy and unneeded, and
that the ‘notes’ caption should just be coloured text that acts as a serving suggestion. We
like and will adopt the short method as it is appealing to the audience, but unlike the
method used in this recipe, we will break our recipe down into steps on separate lines as
this method isn't easy to read.
We like how the text has been broken up by changes in the font, and how headings have not
been used. We will also need to only have one recipe on each card as this one has two; the
Herring and Potato Salad does not relate to the image.
We will need to make sure that we state how many people our recipes serve, how long they
take to prepare and cook. We will also need to adopt the Vegetarian Society’s banner and
logo from the previous card to make our product suitable for the Vegetarian Society to use.

Plum and Blackberry Trifle
The colours go with the
recipe as it is a plum and
blackberry trifle and the
colours are a light purple.
The ingredients have there
own box
The method has no numbers
but is split up into different
sections.
Clear and bright picture
There is the nurturance that
it has in each serving

This recipe card is from Tesco Recipes and consists of written and
photographic content. The photograph illustrates and adds interest to the
written content once again.
The written content consists of ingredients needed and a method. There is also
a Cook’s Tips section towards the bottom of the card. It also has the
nutritional values that each serving contains. It is a clear and easy to read
layout.
The written content is simple and easy to read, for example the method is
broken into numbered stages. This makes it easier for the reader to
understand the recipe. The font is clear and easy to read and is Sans Serif in
style for the main text.
The photographic content is of a high standard, and is clear in style. It
idealises the food. It is bright and colourful and this makes it an appealing
recipe.
understand style and all the space has been utilised on this card. We like how
the text has been broken up into different sections. The written content is also
very easy to read.
We also like the brightly coloured squares on the right hand side and what
they contain. We would like to include this information and information like it,
into our recipe card design. The nutritional information is very informative but
we feel that it takes up too much space for our cards.
We will need to make sure that we state how many people our recipes serve,
how long they take to prepare and cook. We will also need to adopt the
Vegetarian Society’s banner and logo to make our product suitable for the
Vegetarian Society to use.

Mango and Strawberry Salad
Bright colour in the text
There is a bright clear picture
Printed pattern on the
bottom of the page
There is a note box where it
tells you thing like what you
can have it with.
There is a place where it has
the severing and ingredients

This recipe card is from Thomasina Miers book ‘Mexican Food Made Simple’ and
consists of written and photographic content. The photograph illustrates and adds
interest to the written content once again.
The written content consists of ingredients needed and a method. There is also a
notes section towards the bottom of the card with suggestions. It is a clear and
easy to read layout.
The written content is simple and easy to read, for example the method is broken
into un-numbered paragraphs. This makes it easier for the reader to understand
the recipe as well as improving the overall appearance of the recipe card because
the numbers are not taking up space. The font is clear and easy to read and is a
Sans Serif in style.
looking. It idealises the food. It is bright and colourful and this makes it an
appealing recipe. The Mango and Strawberry Salad is shown in little pots in a
repetitive manner.
understand style and all the space has been utilised on this card. We like how the
text has been broken up into different paragraphs for the method. The headings
are to read and the method and ingredients have been broken up onto the left and
right hand side of the card successfully.
We also like that the stamped rose adds a softness to the photography and the
written content, and fills the space left under the written content well.
We will need to make sure that we state how many people our recipes serve, how
long they take to prepare and cook. We will also need to adopt the Vegetarian
Society’s banner and logo to make our product suitable for the Vegetarian Society
to use.

Bean Stew
There are bright colour that are
bright and people will see when
they walk pasted hey will see
this
The method and ingredients
have their own area
The nutritional contents has it’s
own box.
There are many boxes at the
side that tell you many other
things like how long it will take
to make
Bright and clear text

This recipe card is from the Schools Food Trust and is aimed at children. It
consists of written and photographic content. The photograph illustrates and
adds interest to the written content once again.
The written content consists of ingredients needed and a method. There is also
a notes section on the right hand side of the card. It is a clear and easy to read
layout. The layout has all the written text to the right and bottom of the
photograph.
The written content is simple and easy to read, for example the method is
broken into un-numbered paragraphs. This makes it easier for the reader to
understand the recipe as well as improving the overall appearance of the
recipe card because the numbers are not taking up space. The font is clear and
easy to read and is a Sans Serif in style.
looking. It idealises the food. It is bright and colourful and this makes it an
appealing recipe. The Mango and Strawberry Salad is shown in little pots in a
repetitive manner.
understand style and all the space has been utilised on this card. We like how
the text has been broken up into different paragraphs for the method. The
headings are to read and the method and ingredients have been broken up
onto the left and right hand side of the card successfully.

Chilled Beetroot Soup with
Horseradish Cream
Clear text and the title is in a
clear colour that people can see
The picture is clear but it makes it look
cold which is why it is called “Chilled
beetroot soup etc.”
There is how many it serves and the
ingredients
The introduction is kind of the method too
but it is a very brief

This recipe card is from our tutors PowerPoint about Recipe Card
analysis. It consists of written and photographic content. The
photograph illustrates and adds interest to the written content once
again.
The written content consists of ingredients needed and an introduction.
There is also a notes section on the right hand side of the card. It is a
clear and easy to read layout. The layout has all the written text to the
right and the photograph on the left.
The written content is simple and easy to read despite lacking a clear
stated method. The font is clear and easy to read and is a Serif in style.
The photographic content is of a good standard, and is clear and
artistic looking. It idealises the food. It is bright and colourful and this
makes it an appealing recipe.
We like the overall style of this card, as it has a clear and easy to read
and understand style and all the space has been utilised on this card.
We like how this recipe has an introduction, but feel that it would be
unnecessary for our project.
We will need to make sure that we state how many people our recipes
serve, how long they take to prepare and cook. We will also need to
adopt the Vegetarian Society’s banner and logo to make our product
suitable for the Vegetarian Society to use. We will also need to have a
clearly stated method, which this recipe card lacks.

Spicy Tomato and Spinach Baked Eggs
Big text for the title and the green colour
for the text (main titles or subtitles) stands
out in the white background.
There is also nutrition information
There is a method and ingredients in 3 or 4
easy steps.
There is also a clear picture that is in
the left hand corner which you can
enlarge if you click on the magnify
glass underneath the picture.

This recipe card is from Waitrose’s LOVE life, healthy eating range. It
consists of written and photographic content. The photograph
illustrates and adds interest to the written content once again.
The written content consists of ingredients needed, preparation notes,
and nutritional information. This recipe also has a method which is
short and easy to follow. The font is clear and easy to read and is a San
Serif in style. The headings follow a house style of green, which is
Waitrose’s colour of choice. It is a clear and easy to read in layout. The
layout has all the written text to the right and the photograph on the
left. The written content is simple and easy to read.
The photographic content is of a good standard, and is clear and
artistic looking. It idealises the food. It is bright and colourful and this
makes it an appealing recipe.
We like how this recipe had the nutritional information stated, and the
layout is clear and in three columns.
We like the layout of this card but ours has to have an image on the
front with the information on the back, but we could adopt the
columns for this purpose.
suitable for the Vegetarian Society to use.

Torta
Bright coloured textIngredients and time and serves
There is also a clear picture
You can either have this vegetarian or with
meat

This recipe card is from Thomasina Miers book ‘Mexican Food Made
Simple’ . It consists of written and photographic content. The
photograph illustrates and adds interest to the written content once
again.
The written content consists of ingredients needed, preparation notes,
and nutritional information. This recipe also has a method which is
easy to follow and non-numbered. The font is clear and easy to read
and is a Serif in style. The headings follow a house style of pink, which
is Thomasina Miers colour of choice for this book. It is a clear and easy
to read in layout, which is simple. The layout has all the written text to
the left and the photograph on the right.
The photographic content is of a high standard, and is clear and artistic
looking. It idealises the food. It is bright and colourful and this makes it
an appealing recipe.
We like the simple colour scheme of yellow, white and pink, and the use
of dots to break up the ingredients and method.

Pumpkin Cupcakes
Bright coloured textIngredients and introduction
6 easy steps to make the cupcakes

This recipe card is from Eat Me!: The Stupendous, Self-Raising World of
Cupcakes and Bakes According to Cookie Girl by Xanthe Milton. It
consists of written and photographic content. The photograph
illustrates and adds interest to the written content once again.
The written content consists of ingredients needed, method, and
introduction. This recipe also has a method which is short and easy to
follow in five simple steps which are numbered. The font is clear and
easy to read and is a Serif in style. The headings follow a house style of
orange to compliment the white and black as well as fitting with the
seasonal theme of Halloween. It is a clear and easy to read in layout.
The layout has all the written text to the left and the photograph on
the right. The written content is simple and easy to read and has been
simply broken up, unheaded, into introduction, ingredients and
method.
looking fitting with the seasonal theme. It idealises the food. It is bright
and colourful and this makes it an appealing recipe.

Tangy Leek and Ginger Soup
Bright coloured textIngredients and time and serves
White and green colour scheme

This recipe card is from the Vegetarian Society and consists of written and
photographic content. The photograph illustrates and adds interest to the
written content once again.
The written content consists of ingredients needed, method, and preparation
notes at the top of the recipe in a banner. The written content is simple and
easy to read and has been simply broken up, headed, into ingredients and
method. It has a short method which is easy to read and understand in four
simple steps. The font is clear and easy to read and is a Serif in style. The
headings follow a house style of green which is a colour the Vegetarian Society
adopts. It is a clear and easy to read in layout. The layout has all the written
text to the right and the photograph on the left.
looking fitting with the seasonal theme. It idealises the food. It is bright and
colourful and this makes it an appealing recipe. There is a secondary
photograph on the back of the card to accompany the text. This helps the
reader know what they are making and looking at, even if they do not read
both sides.
understand style and all the space has been utilised on this card. We especially
like the idea of a secondary photograph, and the use of calligraphy to fill up
the space artistically. We like how the preparation notes are in the banner,
and the ingredients and method have been clearly divided.

Tomato and Mozzarella Salad
Black text
Step by step pictures
Back and white colour scheme

This recipe card is from our tutor’s PowerPoint about Recipe Card
Analysis and consists of written, illustrative and photographic content.
It is aimed at children who are learning to create meals and snacks.
The photograph and illustrations adds interest to the written content
once again.
The written content consists of ingredients needed and method. The
written content is simple and easy to read and has been simply broken
up. It has a short method which is easy to read and understand due to
the illustrations. The font is clear and easy to read and is a Sans Serif in
style. The layout has all the written text around the photographed final
Salad.
The photographic content is of a reasonable standard, and is clear and
colourful but the recipe seems unappealing, childish and dated.
We like style of this card because of the use of diagrammatic
illustrations to help the reader make this simple recipe. All the space
has been utilised on this card to help the child understand how to make
this salad.

Vietnamese-Style Stir Fried Vegetables
Bright coloured textIngredients and introduction
3 easy steps for the meal

This recipe card is from My Kitchen Table: 100 Quick Stir-fry Recipes
and consists of written and photographic content. The photograph
The written content consists of ingredients needed, method and an
introduction. The written content is simple and easy to read and has
been simply broken up into three sections; introduction, ingredients
and method. It has a short method which is easy to read and
understand in three simple steps. The font is clear and easy to read and
is a Serif in style. The layout has all the written text to the right of the
photographed final stir fry. The house style is green, grey and white.
The photographic content is of a high professional standard and this
makes the recipe appealing to the audience.
We like style of this card because all the space has been utilised on this
card to help the reader understand the recipe. It however has not been
over crowded.

Garlic Mushroom and Goats Cheese Pizza
Black textIngredients and time and serves
6 easy steps

This recipe card is from Cook Smart Vegetarian by Weight Watchers
and consists of written and photographic content. The photograph
The written content consists of ingredients needed, method and serving
suggestions. The written content is simple and easy to read and has
been simply broken up. The method has been broken up into six
paragraph which is easy to read and understand. The font is clear and
easy to read and is a Sans Serif in style. The layout has all the written
text to the left of the photographed final Pizza.
The photographic content is of a high standard, and is clear and
colourful making the recipe seems appealing.
We like style of this card because of the use of a block colour to
preparation and ingredient instructions to help the reader make this
simple recipe as well as separating the text clearly. The space has been
utilised well on this card.

Summer Berry Crepes
Black and white colour schemeIngredients and time and serves
Step by step pictures

This recipe card is from Low-Fat No-Fat Vegetarian; Over 180 Inspiring
and Delicious Easy-To-Make Step-By-Step Recipes for Healthy Meat-
Free Meals and consists of written and photographic content. The
photograph and illustrations adds interest to the written content once
again.
The written content consists of ingredients needed, method, cook’s tips
and variations. The written content is simple and easy to read and has
been simply broken up. It has a short method which is easy to read and
understand due to the illustrations. The font is clear and easy to read
and is a Serif in style. The layout has the written text to the right of the
photographed final Crepes, as well as being around under the
illustrative photographs.
The photographic content is of a high standard, and is clear and
colourful making the recipe seems appealing and easy to make.
We like style of this card because of the use of photographic
illustrations to help the reader make this simple recipe which would be
suitable for someone who is learning to cook. All the space has been
utilised on this card to help the auidence understand how to make this
salad.

Late Summer Tomato Tart
Nutritional informationintorduction
Black text

This recipe card is from Jamie Oliver's’ website and consists of written and
photographic content. The photograph adds interest to the written content
once again.
The written content of the front of the card consists of introduction and
nutritional information. The written content is simple and easy to read and
has been simply broken up. Jamie writes how he speaks and this is apparent in
his introduction to this recipe. The font is clear and easy to read and is a Serif
in a type writer style. The layout has all the written text to the right of the
photographed final Late Summer Tomato Tart.
The written content of the back of the card consists of the method, ingredients
needed and how many the recipe serves. It has a detailed method which is
easy to understand as it is in five steps, broken into paragraphs. The font is
clear and easy to read and is a Serif in a type writer style again. The layout has
all the written text in columns.
The photographic content is of a high standard, and is clear making the recipe
seems appealing.
We like style of this card because of the use of nutritional information so that
the reader knows the content of what they are preparing. The space has been
utilised on this card in a good way, however there is a gap on the front of the
card, where secondary photographs, maybe of Jaime, or a longer introduction
would've filled.

http://www.childrensfoodtrust.org.uk/assets/resources/recipe-cards/international-recipe-
cards/sft_recipes_bean_stew.pdf
http://www.waitrose.com/content/waitrose/en/home/recipes/recipe_directory/s/spicy_tomato_andspinachbakedeg
gs.html?wtrint=1-Content-_-2-inspiration-_-3-dietpageweek8-_-4-hotspot-_-6-Tomato
Mexican food made simple by Thomasina Miers
Eat Me!: The Stupendous, Self-Raising World of Cupcakes and Bakes According to Cookie Girl by Xanthe Milton
http://www.jamieoliver.com/recipes/pastry-recipes/late-summer-tomato-tart
http://www.amazon.co.uk/Canteen-Great-British-Patrick-Clayton-Malone/dp/0091936322/ref=tag_stp_s2_edpp_url
http://www.recipes.vegsoc.org/recipe.aspx?cId=87&c2Id=91&cMenu=1&keywords=&cVegan=yes&submit=Search
http://www.recipes.vegsoc.org/recipe.aspx?cId=78&cTheme=&c2Id=93
http://www.vegsoc.org/document.doc?id=483
http://realfood.tesco.com/recipes/plum-and-blackberry-trifle.html
Bibliography of References

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