Task 10 Evaluation

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  • 1. Recipe Card Evaluation Mel Storey 1Creative Media Production 2013

2. Producing Print Based Media 2 3. Visual Language How have you chosen to set out your designs and why? (Reference layout, image/text ratio, busy/simplistic etc) Our recipe card design is based on cities all around the world. We chose to lay out our design to show the city straight away, without using words, we did this by die cutting the skyline of the city or a recognizable monument from that particular city onto the front and back. For example, London we used a skyline of the city featuring the London Bridge and with Sydney we used a silhouette of the Opera House. This is a layout I have not seen before on a recipe card so this will make our set of cards stand out from the rest, making it unique. The front of the card is very basic and gets straight to the point of what the recipe is and how it will finally look. We did this by placing a large image of the final product in the middle of the front page. From looking at the Vegetarian Societys existing recipe cards such as the meat- free made easy the front cover is very similar to ours. It has an image of the food in a similar size to what we did for all our recipe cards. Both the pictures are bordered to make them stand out. It has a title and the Vegetarian Society logo which we also included on our own recipe card. Keeping the layout simple on the front helps give a clear indication to what the recipe includes. Having the circles at the bottom clearly telling the reader if the recipe is acceptable for vegans, the prep time, cooking time and how many it serves. I think this is a clever feature to place on a recipe card as it quickly gets to the point and the 4. audience will know if they need to double the ingredients to get a double serving. Some recipes also appeal to vegans and this can be found in the circle banner too. The banner across the bottom of the front page produced by circles includes all these features and the logo. A different banner is carried onto the back which includes social networking sites and again, the logo. Having information in a banner easily gathers together important information and allows the information to be taken in quickly and all at once. Having the servings, prep time etc. on the bottom is useful because firstly the audience will look at the image on a recipe card, and if the food looks nice their eyes will next go down the page to the information they need and having it one place will be helpful to all. The back includes the ingredients and method. We spaced everything out using both the back and front and using the back for more informational text. The ingredients were placed on top of the countries flag to carry on the theme throughout the recipe card. The die cut can also be seen from the back too. Information such as the ingredients and the method should always be placed on a recipe card. From looking at existing recipe cards online ingredients are usually placed before the method, or the the left hand side of the method so you will always go the ingredients first. In our brief we were asked to list the ingredients but some recipe cards use pictures of the ingredients to inform the audience what they need to get. The method was placed underneath the ingredients as this is the last thing you need to look at before making the recipe. The method is numbered, indicated in the brief but also so the audience can follow the steps in a order. The text to picture ratio is higher, in the text favor, but this is a good thing as the card is not bombarded with pictures but instruction which all recipe cards need to create the recipe. We tried to keep the recipe card looking as simple as possible for the busy audience we have. 5. Visual Language Discuss the contents of your final images and reflect upon decisions made. (Content used- image/text/graphic, use of colour, original or stock images. Compare to existing products.) The images we chose were stock images from Google. The use of stock images did make it a lot easier for us but it did produce some problems such as trying to find images that looked similar. Some images needed editing or cropping to keep the same exposure and brightness within all the images on each recipe card. If I took my own pictures then we would have got the same lighting and style easily. The images would look like they belong altogether and backgrounds wouldnt be so drastic. But the use of stock images gave us more time to produce the design and layout of the card. We chose images that looked similar by choosing images that all looked like they had the same quality and used the same aperture. A lot of images used on existing recipe cards use a large depth of field. This is to focus straight into the food and for nothing to replace the importance on the dish in front. This set of recipe cards show how an image can have 80% ratio to the text and still looks professional and with the use of aperture it can can create a background but the dish is still in focus and still in good quality. This is a large image to text ratio and I wanted something a bit more equal therefore we did not go for a full page image. But I did use stock images that used a large depth of field because it doesnt just make the image more professional but it makes the food stand out more. 6. All the images that we used have a natural wash colour to them. They use light colours within the images, colours such as white and cream make the images become light and happy. The greens within the images portrays a healthy lifestyle when they contribute with the whites and it represents the vegetarian society company as it uses the same colours that is used on the logo. We used graphic images of the countries flag on both the front and back page. These were made slightly transparent by using the opacity tool on Photoshop, because they were to fill in the background underneath text and images. It makes the recipe cards become more patriotic with the colours, flags and images that contribute to the country that you love. From looking at existing products that use graphic images they place text within the shape, we took this into consideration and used it in our own recipes cards as it gives text some frame and thought it looked effective. 7. Visual Language Discuss the semiotics and connotations created from the content you have included. (What meaning or suggestions are created from the images/colours/designs you have used? You could reference how they were used in products you look at during the project.) The use of the flags, skyline/die cut and colours differ on each recipe card but they are all placed in the same place. They are different to indicate the country the city is in and to let the audience interpret this with one look at the recipe card. Let me explain this in detail; the New York recipe card shows the country in its patriotic colours: blue, red and white, this compliments the colours on the flag and people from all around the world will be able to recognize this recipe is for the USA. The skyline indicates what city it is in. For New York there is a skyline of New York with the main feature of the Statue of Liberty which is again a symbol of the city. We did this on all our recipes so the audience could quickly know the city through the semiotic symbols and connotations. Going back to the colours and how they connotation to the idea, some countries, UK, USA and Australia all have the same colours on their countries flag. So we chose colours that represented the country such as orange, yellow and blue for Australia. This comes from the hot weather, deserts and the beaches and sea. This is universally thought about Australia and people will still be able to understand this is Australia from the colours. 8. From looking at this recipe card which has a theme of Spain with its Spanish Potato Tortilla shows that not only is the recipe connotation to a Spanish theme but colours do this too. The Spanish flag is made up of a yellow and red and this recipe card includes the same red as seen on the Spanish flag. A subtle hint of yellow on the picture has been cleverly used to show the yellow from the Spanish flag together and cleverly people will see this as an indication to represent Spain in a recipe form. The use of colours will connote to different things and luckily countries have well established universal colours which we used on our cards to make them show the counties. 9. Audiences Create an audience profile of your chosen demographic (Age, gender, psychographic, geodemographic, NRS Social Grade, hobbies, sexuality [if appropriate] etc) The audience targeted for our recipe cards are young professionals working and living in the city who find it hard to find time to cook meals. They are always on the go working for busy companies in the centre of the city. Finding time to sit down and have a meal or cook for someone else has always been hard, therefore simple steps and ingredients is what they need. Although their work life is repetitive, when they have time to themselves away from work they like to have an adventure. They love to travel around the world and visit different cities. They are not afraid of trying new things but just have a shortage of time. They would be new to the vegetarian lifestyle and these recipes would be helpful for them to get new and exciting vegetarian ideas. They would live in busy cities in the UK such as London, Manchester, Liverpool etc. and would be able to grab exciting opportunities. 10. Interests would include travelling, interesting and exciting activities such as hand gliding etc. They would be sporty and active. They would live at home, maybe have a partner but they would not officially live together. The national social grade they would be in would be C1/B. I think it would appeal to both men and women, but maybe slightly more women would actually use the recipe card because o