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  1. 1. EvaluationSanem Esra KoyupinarProducing Print Based MediaVisual Language:Composition:How have you chosen to set out your designs and why?I decided to set out my recipe cards by including three images (each from different anglesto show different aspects of the food), two separate columns one for the ingredients(which were bullet pointed) and one column for the method (which was put into steps tomake easier for the audience to follow) but whilst I was in the planning stages I wasnt tosure how I wanted my layout so I created two different but basic designs that would beappropriate and asked my peers for their opinions. This design was chosen for my finaldesign, as it looked more professional. Each card represented a country and to make thisclear to the audience I added iconic images of each particular country that would berecognisable for the header of the recipe cards and placed the flag of the country in thecorner. By laying out my recipe cards like so it has given them a more professional touch;by using these features it has made my final product look clear and allows the targetedage group understand the recipes clearly.Image Construction:Discuss the contents of your final images and reflect upon decisions made.I decided to use original pictures that I had taken with a DSLR. I wanted to use myimages because it allowed me to be more experimental with the images and capture theimages how I desire. For each recipe card decided to use at least three images capturedfrom different angles to be able to show the image in different aspects. Once I got theimages that I needed for my eight-recipe card I had to do slight editing on each such asclone stamping and mistakes on the images, cropping the image and changing the levelsto enhance the brighter shades in the images. For each recipe i tried to include brightcolours that contrast with each other so that the food grabs the audiences attention andlooks appealing to them. Some of my images looked similar so i decided to crop theimages in different areas to each of them different and whilst i was placing plasing myimages i tried to make sure the images didnt clash with each other.RepresentationDiscuss the semiotics and connotations created from the content you have included.For my recipe cards I chose to use the theme of all around the world food, the reason thatI wanted to create cards within this theme was because while looking into recipe cards Inoticed that there were lots of cards, books and websites based on a particular cuisinesbut none of them offered recipes from a variety of cosines. Another detail that I focusedon whilst creating my cards i wanted to offer unusual cuisines that are rarely presented.The reason I thought that my cards would be appropriate for 17+ was because the recipeswere simple and cheap enough for teenagers to cook but also good enough quality foradults to enjoy.To go along with the theme of my recipe card I thought it would be a good idea to have adifferent colour scheme for each country but still use the same layout, text and fount to
  2. 2. remain the professional look. To make the audience aware of the theme of the cards Iused an iconic image from that country and used the imagery as the headings for therecipe cards, I choose to use illustrated images of the iconic places instead of using actualimages as I though it would look more appealing to all ages and gave the recipes a warmtouch. Whilst choosing my headers pictures I focused on the colouring of the images as Iwanted all the images to have bright eye catching colours but yet again look quiteauthentic, the reason I wanted my images as so was to create something different andunusual I made this decision because while I was doing research on recipe cards Irealised that all the cards had very similar looks which made them look unoriginal andboring.Audiences:Create an audience profile of your chosen demographicAge - The recipe card that i have created are targeted at the age group between 16/17-adults, i thought that this would be the most appropriate age groups as the recipes aresimple enough for students to cook but still good enough quality to attractive the adultsattention.Gender- The recipe card that I have created is suitable for both female and male gendersas none of the recipes are specially aimed at a particular gender.Psychographic- The Psychographic of my cards is based on lifestyle, culture, cuisines andinterests.NRS Social Grade- An NRS Social grade categorises the classes that people are in bysplitting them up into grades A- Upper middle class, B- Middle class, C1-Lower middleclass, C2-Skilled working class D-Working class and E- People at the lowest levels ofsubsistence. These grades are based a persons occupation. The social grade that myrecipe cards are targeted at is B, C1, C2, D and E.Geodemographic: Geodemorgraphics can estimate the common characteristics of peopleand based on their profiles of people that live in small areas near particular addresses.The geodemographic of my recipe cards would be families that are middle class andworking class families.How have you constructed your work to appeal to this audience?Use box below for text or page space to include an annotated copy of an example of yourwork to help illustrate how you have done this. You can use aTo make my recipe cards more appealing to my aimed audience I tried to include detailsthat would catch the attention of the audience but also balanced out the features on myrecipe card so that they dont become eye biting. An example of this would be how all theimagery and colours act like boarders around the recipe cards but I have left thebackground blank so that the text is more clear to read whereas if I had used a colouredbackground for where I placed my text it may have become over powering. Anotherfeature in my recipe cards that I believe made them more appealing to my audience wasthe ratio of text to images and how the cards were set out; even though my cards wereheavily based on imagery the way I choose to lay the images out was still able to makemy cards look simple and profession
  3. 3. Historical and Cultural Context:What did you use as your design influences and why were they chosen?To gain ideas for my recipe cards I did some research online to look at already existingrecipe cards. During this process I realised that to be able to make a set recipe cards thatwill appeal towards my audience but to do so I would have to combine differenttechniques to create cards that would fit the expectations of the targeted age groups.Before starting to look into recipe cards I already had an idea of what kind ofexpectations an adult would have for recipe cards but my main concern was that I didntreally know what an teenager would want from recipe cards and as there isnt manyrecipe cards, books and websites that are aimed at teenagers I came to the decision that Iwould look at ordinary recipe cards and as a teenager myself I would pick up on pointsthat I would change for that particular card to become more appealing to me. Some of thefeatures that I wanted to change in the existing recipe cards were to include more imageryof the food; add and use more attention catching colours and to consist a house style sothat it looks more professional.Do vegetarian products have a specific design aesthetic and how does your projectreflect/contrast this? Why?Vegetarians do have a specific design aesthetic an example of a appropriate design forvegetarians recipes would be considering to use natural shades such as different tones ofgreens and other earthy tones as this would make it a more obvious who the recipe cardsmay be aimed at, another way of making the recipe cards specific for vegetarians wouldbe by adding images of nature or maybe even including a logo of a vegetarian group.Even though I didnt include the shades of green in my recipe cards I included images ofthe food that they would be creating and to make it more obvious I stated what the mainingredient of that recipe would be in the title to prevent and confusion. I also included thelogo of the vegetarian society as a way of confirmation that the recipes are suitable forvegetarians and some suitable for vegans.Finished Products:Does your finished product reflect your initial plans? How? If there are any differences,describe why changes were made.I am very pleased with my finished product as I was able to complete all of the cards onthe deadline set and even though I had taken my own photographs and didnt have to skipany part of production whilst making my cards. Looking back at my flat plans I haventchanged any of my original ideas and actually got the chance to improve on some as Ihad some extra production time, a minor problem that had occurred during productionwould be the original font that I had chosen for my card wasnt to clear to read so I had tochange it once or twice until it clearer. Because I had extra time towards the end ofproduction I deiced to make the most of this time and did some slight editing to theimages that I had taken to make them clearer and get rid of small mistakes. The onlymajor change that I made to my cards that I didnt include in my flat plans is I near theend of production I added the flag of the country that the card was featuring on the backsof each card just so the back of the cards arent plain
  4. 4. Does your finished product match what you were set in the brief? How?I believe that my finished product does match the aim that was set in the brief, as all ofthe recipes are suitable for vegetarians. Because I used stock images for my headerimages I had to understand the risks of the copyright terms so I knew the consequences.The only problem that I had with the brief was that I had miss read the section where ithad said the cards had to be back to back so I had only created 8 recipe cards and if Iwere to do them back to back that would only leave me with 4 recipe cards and because Inoticed this mistake near the end of my production time I decided to add images of theflags on the backs so that I still had 8 eight cards.How did the use of peer feedback help you in your production?I was pleased with the feedback that I got from my peers, as I believe that I received fairfeedback. The negative feedback that I got helped me adjust my work to make the qualitybetter. My peers were impressed with the layout of my recipe cards as believed theylooked original and professional which I was happy to hear as that was my intention. Anexample of the feedback that I received is I had a comment about the font of the text notbeing clear and that it was hard to read so after I changed my font to a different style thatwas easier to read.Discuss the strengths and weaknesses of your final product regarding its technicaland aesthetical qualities.Greece recipe card.
  5. 5. Strengths of my work:⁃ One strong point about my work is the use of my own images as this helped my cardsto look more original and I had the opportunity to take images and capture myphotographs in the angels that I wanted.⁃ Another strong point I had in my work is the use of colour and the combination ofcolour that I used and how the colour theme compliments the ingredients in thefood.⁃ My third strong point about my work that I like would have to be how I set out the areaof texts and how I made the most of the use of space on each cards.The weaknesses of my work:⁃ A weak point in my work would have to be that some images seem slightly stretchedand some of the images are brighter then the others which have made them looklow quality.⁃ Another weak point about my work would be the use of the clone stamp tool and howit has been over used for the header even though it is not as noticeable on some.⁃ My third weakness about my work would be the placement of the flags; because Ichose to place the flags in the corners of the cards it led for some of them to nothave the main logos show.⁃What skills/knowledge have you gained/developed in this project? How could thesebe applied in future practice?The skills that I have gained through out this project is mainly based on the preparationand the actual creating of the cards, during the preparation I was introduced to creatinglots of flat plans and asking our peers on which they preferred which then helped us onour chooses and what we may need to alter to make our work better. The reason I wouldlike to use this skill in the future is because it was a nice way of getting people to judgeyour work and bring across positive and negative points.Another skill that I learned during the production of the recipe cards is the clone stamptool, after starting to put the images into the recipe card templates I noticed that onimages there were small smudges that made ruined the quality of the images and afterasking one of m teachers I was advised to use the clone stamp which simply allows youto copy a specific part of you image which you can them paste on top of your mistake tocover it. Even though I may have overused this tool in my work it will defiantly be handyfor future references.Production Processes:Do you believe your work is creative and technically competent? Why?(Reference specific examples (use images if this will help) of where you believe your workis particularly visually or technically impressive)
  6. 6. Belgium Recipe card.I do believe that my work is creative and technically competent. The creative side of mywork would have to be the overall card as all off the cards were original ideas and createdfrom scratch especially the photographs that are used in the cards. The most technicalfeature on the cards would have to be the headers as the images that we chose where outof proportion, we had the option of stretching the images but this created noise in theimages so the only option we had was to clone stamp the image to make it fit into the fullheader without loosing the quality.How effectively did you manage your time?I think that I was able to use the time given wisely and got to include everything I hadinitially planed on. Because I wanted to take my own images I wasnt to sure on how longit would take me to prepare all of the dishes and capture all the images so I decided tobook a whole day off timetable to allow me to take my time to take my images.If you could repeat the process what would you do differently?If I had a opportunity to re-do this whole project the only thing I would alter would be tokeep on referring back to the brief that we got given to re-fresh my memory and help mestay on task and remind me what is expected from my end product.
  7. 7. Working to a Brief in the Creative Media IndustriesConstraints Experienced:What constraints did you encounter and how did you consider/avoid them?+Legal ConstraintsA legal problem I may have in my work could be caused by the recipes, as some of therecipes already exist recipes but just worded differently. Because I wanted the recipes tobe simple I altered the recipes into more simple terms to make them easier.Another problem I may have would be caused by the header images as they are not myown illustrations but were offered on a stock images website, due to my theme being allaround the world it would have been unrealistic of me to be able to capture my ownphotographs.+Regulatory ConstraintsTo keep my work professional I didnt include any kind of inappropriate or offensivelanguage. All of the recipes that were chosen were not harmful to that audience in anyway.• Financial ConstraintsDuring the planning stages of this project I made a did research on how much someingredients may cost me and created a small budget sheet on how much I will need to bespending, I wanted to take my own photographs so this meant that I would need to payfor all the ingredients I would be using. However for our actual coursework i had tocreate a budget sheet where I was wanted to go in depth as if this were to be an actualproduction.Management:How did you work as part of a group?I believe that our group worked well together as we balanced out the work equally whichmade it much easier for both of us, a particular aspect that i really admired in our groupwork would have to be we respected each others opinion and throughout the workingprogress we supported each other. What i mean from balancing each other is that me andmy partner have different areas of specialties such as I’m more creative on the practicalside of work whereas she is more successful with her writing, so by working together wewere able to help each other on our weaker points and created a strong powerful group.How important is communication when working in a group?Communication was a major part of our group work as during the production weconstantly asked each other our opinions and we would either combine or improve oneothers suggestions which made our team work better. Because we respected each other’sdecisions we were able to say our honest opinions to each other without any of us gettingoffended. Another positive point of about our communication skills is that even thoughwe had split the responsibilities of tasks if we had any doubts or we seemed to struggleon a particular task we were able to help each other out or even swap tasks.What have you learnt about working in a group and how will you apply this to
  8. 8. future practice?I learned that in the future if I were to take part in another group task like this I wouldwant to be able to communicate with my team partner and be able to respect each other’sdecisions even if we werent to get along. If there would be something that one partnerdisagreed on I would like to be able to talk it out so that there is no tension between thegroup and we can simply act professionally.What have you learnt about working in to a brief and how will you apply this tofuture practice?I have learned that in future projects I should keep on referring back to my brief to helpme remember the target and the expectations we need to cover during the production of aproject.