The document proposes two ideas for recipe cards targeted at different audiences. Idea One proposes recipe cards for students aged 17-24 with quick, easy vegetarian meals. The cards would use bright colors and include nutritional information and substitutions. They would have a clean layout balancing images and text for simplicity. Idea Two proposes cards for parents and children aged 3-9 to encourage healthy packed lunches. There would be gender-specific themes using appropriate colors and images. The rounded cards would be thick for durability and include step-by-step images and questions to engage parents and children. Both ideas propose lamination for durability and digital production methods.

1. Idea One:
Overall theme;
Our theme is based about students and youth, we have chosen this theme after conducting surveys and an interview and basing our idea from
my final target demographic. Recipes included in the cards will be simple, quick and easy-to-do meals for breakfast, lunch and dinner. They will
be aimed specifically for vegetarians or people wishing to try a new diet that does not involve meat produce. They will be based around the
concept of the student lifestyle where often there is very little time to create transitional meals simply with studying etc. The cards will act as a
guide using several simple steps of how to create a variety of different styles of meals easily within at 30 minute time gap. Colour themes we are
taking into consideration are green, white and yellow – as these colours act as a visual representation of “nature” and “natural resources” that will
be used as ingredients in the recipes provided. Also the colours are bright and refreshing, which will give an overall clean, contemporary look
which will appeal to students looking for a quick resolution to cooking.
The contents of the card will heavily stress the necessity of opting for a 5-A-Day diet. Additional ingredients will be included as a option for people
that cannot access specific ingredients or people that would rather use something different (health reasons or just out of choice) We came to this
decision of including healthy, nutritional options after receiving several responses to a particular question – this being “Do you prefer recipes that
explain how to cook a healthy meal?”. 66.7% of the 100 responses chose “Yes”, the majority of which were between the ages of 17-24. Taking
these results into consideration, we feel a healthy option in addition to the other ingredients provided will attract a wider audience looking to
improve their diets or simply change it. In addition to the bright colour scheme, the recipe cards will also be of a rectangular A5 shape, easy to
hold and maintain and have an equal ratio of both imagery and text. I feel that having too much of the other, whether this be imagery or text – will
cause easy confusion or become hard to visually understand and follow. For students especially, the majority prefer to have a clean, simple
layout with diagrams and some imagery – as it proves easier to apprehend.
Audience;
My selected audience is students and younger adults between the ages of 17 and 24, both of female and male gender. The reason I have opted
to aim my product at a younger audience is the result of my questionnaire conducted previously, as I found that out of the 100 responses, 53%
were between the ages of 17-24 and 38% were 16 years old or under. Another reason we have chosen to aim at students is that as students
ourselves, it will easier to relate to and understand visually and hypothetically what is required and what would be overall suitable for our target
demographic. We have also chosen to target an audience of students that are vegetarian OR are just wanting to experiment with a new diet
without meat produce. Producing products for vegetarians was part of our original brief but we branched out from this an researched a range of
different forms of vegetarian lifestyles and reasons for changing diet plans. In essence the majority of people change their diet to vegetarian for
reduced health risks as previous studies show that eating a meat diet (included a high amount of salt and saturated fat) will increase the risk of
developing several forms of heart disease. Others become vegetarian due to ethical beliefs or sometimes they simply find no appeal to consume
meat produce.
Production method;
The method of production we are opting for is lamination. We have opted towards this process as the final product after lamination is significantly
stronger and therefor will maintain for far longer than an average piece of card. Lamination is especially suitable for the cooking process as the
majority of the time it is not always clean and things can easily be dropped and spilled. The imagery will be produced by ourselves using an SLR
camera and tripod, taking pictures of the final product and specific stages throughout the process. We will produce the layout design and overall
visual aspect using Adobe Photoshop and use specific, appropriate fonts from dafont.com.

2. Idea Two:
Overall theme;
Our chosen theme for this idea is the younger children between the ages 3-9 years old, but in essence it would be purchased by adults with
children (25+). Although this particular set of cards are created purposely for parents and children to read together. It will be based around
lunchtime and what to put in your packed lunch for school, this will include healthy snacks and options for vegetarians – although simple they will
remain innovative and fun for both parents and children to get involved with. The series of 8 cards will be individually set between two themes, 4
been for girls and 4 for boys. The theme for girls will be based around mystery, fantasy and princesses – it will feature a pink, purple and white
colour scheme with imagery of crowns, castles and flowers. Essentially objects that hypothetically would appeal to young girls, an example been
the colour pink is seen as the cultural hegemony – in society during the past 100 years, the colour pink has always been traditionally associated
with girls and it becomes mentally “drilled” into the minds of young girls, through toys, magazines, television etc. - that they should like pink. The
other remaining 4 cards for boys will have a theme based around monsters, obviously within the appropriate grounds will no indication of severe
gore or imagery children may find disturbing. The colour scheme will be green, browns and blacks – we have opted not to use red to indicate
blood or flesh as this can be consider inappropriate and distressing for children between the ages of 3-9 and their parents. Imagery featured in
the cards will be indication of body parts, goo and characters that represent monsters.
The card shape will be cut by machine into a rounded rectangle shape, although it may only seem minimal – it is often avoided to have sharp
corners on card when producing for young children. The card will be A5 sized and quite thick, with the addition of lamination to improve the life
length and maintainability. The context of the cards will be significantly more image based than text, the images will be separate diagrams
demonstrating step by step so that a parent can indicate which step they are doing next by pointing it out to their child on the card. It is also
proven that children are considerably more drawn to imagery rather than text, but the text we do use will be fairly informal yet educational and
give open questions so that a child does not feel pressured to succeed.
Audience;
The audience we are aiming at are adults with children (25+). This must entail that the cards are colourful and eye-catching to catch a young
child’s attention to be involved and take part, traditionally this appeals strongly to parents. Taking the parents in consideration though, the
contents must also be appropriate and suitable for the age range (3-9yrs), this means there can be no indication of profanity, disturbing material
or anything that could cause offense. Appropriate context will appeal to both the child and the parent and should encourage that the exercise be
preformed together to promote healthy communication between parent and child. Including several educational segments is also an added
beneficial feature as between the ages of 3-9 is where education and basic facts are learnt in nursery and school. Including basic questions such
as mathematics, spelling and puzzles can enable a child to respond and relate to what they have learnt in school to what they are doing at home.
This helps with their memory and also boosts their confidence next time they go to school.
Production method;
As previously stated, we are choosing to use the lamination process. This creates a glossy sheen, although sometimes it can appear overly shiny
– but a beneficial feature is that it improves the life length and maintainability. We believe this is a vital feature when working with young children
as often the process can be messy and disruptive, it proves hard to keep clean. With lamination it is easy to wipe away any scuffs and use again
where as standard card would have to be immediately recycled after one session. Images will be hand drawn and scanned in, e.g. charecters,
objects – and the diagrams will be taken photographically using an SLR camera and a tripod. The layout design and overall visual finish of the
product will be conducted in Adobe Photoshop.