Initial Ideas and FeedbackTask 6

Alan Smith

Idea 1

I could make five Italian recipe cards of common foods but in a vegetarian style. This is because of the research found and the males aged 19-26 preferring Italian food and when asked where the best food came from, Italy was also the answer.

1)Three-Herb Cherry Tomato Pizza

2)Spaghetti with Lemon and Toasted Walnuts

3)Tomato Risotto with Pine Nuts

4)One-Pot Pasta Primavera

5)Ravioli in a Light Vegetable Broth

The text for both the Method and the ingredients will be placed on the white space in the flag.

Image of the food will be found outside the on the Green and red parts of the flag. This layout can be the same throughout and only changing the food. This would create its own identity and if successful could lead to doing many more Italian recipes

Having images with the same background can help it blend further in.

Feedback 1

What do you like about the idea?I like the idea about the background of the image blending with the colour of the card itself. The layout is clear and concise, so will appeal to a wide range of demographics. Already getting the specific recipes was a good addition to the slide, good preparation for the task. The addition of the demographics about the males was a good addition and helped explain why you went with the features you did.

What areas of the idea could be developed?The type of font that will be used could be specified. Even if it’s the same font as featured on the idea, it would be useful to say what font. Is the layout going to be clear and concise? What did you find out about the layout in task 5?

What do you find interesting about the idea?The way in which you’ve set out different parts of text in the columns of the flag, it’s a really good way of doing it, one way I haven’t thought about.

Idea 2

Another idea could be to use flags of certain nations and have the recipe on the square piece. This can attract a younger audience and make cooking ‘Fun’. This encourages people to use the new recipes as it is eye catching and no so similar to the old recipes.

Doing this would mean that you can broaden the idea and if it is successful one for every country or region may be made and could do very well.

This would be targeted at a younger demographic and will encourage people to be vegetarians at an earlier age.

Feedback 2

What do you like about the idea?I like how your idea varied a lot from the previous one. A whole different demographic has been thought about and the further addition of different countries gives the idea a ‘multi-theme’.

What areas of the idea could be developed?What images will be used on the card, one or two? Font? A link to task 5 about relevant demographics could have been added. How many children answered your survey and what did they look for in a recipe card?

What do you find interesting about the idea?The way you’ve thought about different stages of vegetarianism. This idea was for younger vegetarians and you have stated that, which is good. The design and layout is unusual also, people normally think about featuring the flag, but don’t think about using the flag as the whole card.

Idea 3

The third idea would be that of providing a recipe that is in shape of a jigsaw piece and the more recipes of that collection to buy you create an image of a certain region.

For example, A vegetarian recipe from India can be placed on a piece such as this image. It will be the same shape. Then a country or location close can do the same and they can fit together after being laminated to form one full map.

Feedback 3

What do you like about the idea?The idea of a jigsaw is good, it’s a good layout, while the idea is unique. The layout is not just thought about, you also thought about the actual financial side to the production, should these recipes cards actually made in a mass batch.

What areas of the idea could be developed?Some people may think they won’t complete the map, so won’t bother buying any of the map pieces. However, people will only buy the cards they want anyway, leaving the ones they don’t like. Overall this idea is strong, only if you can add the recipes from these various countries to fit in with the brief though.

What do you find interesting about the idea?This idea of the jigsaw is unique, I didn’t think about this design. It doesn’t just appeal to a certain demographic, the mass market will be appealed to by this idea. While it is an idea more aimed at a child, adults won’t be put off this design I don’t think.

Idea 4

Days of the week can be made on each card. From Monday to Sunday. This adds an incentive so do each recipe on each day of the week encouraging you to cook each day.

The layout could be that of an egg timer. This will be a good effect and can split the text to image ration up well. This could prove to be a good yet simple card.

This will be aimed at a younger audience as it is slightly educational and can you start off to an easy diet if you are a new starter to vegetarianism

IngredientsMethod etc

Monday

Feedback 4

What do you like about the idea?This idea of a meal idea for each day of the week is good, especially if someone is cooking the same thing week in week out, it might give them a variation. While vegetarian options are already reduced compared to regular food, this recipe card will give a vegetarian more options. Like design 2, you’ve also encompassed younger children into the idea, a good feature to include a demographic in the idea stage.

What areas of the idea could be developed?While the two ideas for children are good, this is not the mass market. While I understand you may want to target a certain demographic (due to your research), you may want to include features for an older audience too, or add features on the side of the card, maybe something like an alternative recipe that has more formal lexis included. Like many of your ideas, colour, text and font aren’t mentioned. It’s not important at the idea stage, but could have been added to give an idea of the layout side of production.

What do you find interesting about the idea?The shape of the recipe card, like many of your designs, they are unconventional styles of laying out a recipe card. The way you’ve though about splitting up the text is also good, especially when you’ve linked it to a particular demographic, children.

Idea 5

Idea five will be that of having a best of British set of recipe cards including Yorkshire’s food as well as other regions. This can allow me to have such as choice of recipes

The style will be in that of a bookmark shape so it can be used for other purposes. Also being in that shape and what it can be used for can suggest it is for older people and with the traditional food from Britain this will be targeted at an Older, more Sophisticated audience.

They will come as part of a collection, giving incentive to the buyer to purchase the whole set. The image will be located at the rear of the rectangle leaving the method and ingredients to fit on the top half. The same layout of this will stay similar throughout.

Best Of British

Yorkshires Finest!

Vegetarian Yorkshire Puddings

Feedback 5What do you like about the idea?The multi-purpose layout of having a bookmark and a recipe card is a very good idea. Variation between a different demographic this time is also good to see. The financial side of the production has been covered, like in idea 3.

What areas of the idea could be developed?Your other ideas that you’ve created so far have been creative in layout. While the multi-purpose nature of your recipe card is good, the layout looks a bit restrained and boring. While it is aimed at an older, more sophisticated audience, features such as another way of doing the recipe in simple terms for children could be added. This would allow for a mass market targeting, while it will increase the income of the design because it will appeal to a wider audience.

What do you find interesting about the idea?The multi-purpose use, I think a design that can be used as something else is a good idea. It’s different to the rest of your ideas, which have come in different sizes this far, instead, this one is simple, yet effective.

Summary of Feedback

What do you agree with from your feedback? I agree that the ideas should be developed on with fonts, colours and sizes to be looked at in more depth. I also understand that a variety of ages should be targeted at, not just new, young vegetarians. When looking at Idea 3, it was a good point made about people not wanting to finish the jigsaw should they not like the recipe. This has made me think about the layout and overall design of the card. I agree that having a Multi use for the card is a good idea due to always being used and that recipe being kept and maybe told through word of mouth to others about its importance. I agree that the ideas are unique and do have a certain something which looks at a younger audience as seen in the research.

What do you disagree with from your feedback? I disagree with not having looked at which exact images will be used in the design. I believe this will be done at a later date to then the original idea stage. Also when looking at Feedback 3, I think the idea will fit in with the brief as the client allows discretion towards what is made as long as it is vegetarian and in a clear layout.Overall the feedback was fair and some good points were made towards the ideas and how they could be altered.

Idea Evaluation

Which idea that you came up with is your favourite and why? Idea 1 was my favourite one that I came up with because not only is this targeting one theme of food and culture, it is well thought about and it has the best chance out of the 5 to do well. The layout has been thought about well and the way it is clear and the images are already decided where to go shows its professionalism.

Which idea, that your team came up with, is your favourite and why? I like the idea about having a Breakfast theme towards the recipe cards, as they are usually seen as main courses. This would be unique and provide an edge to other businesses competing. This also meets the targeted audience as they are more likely to be wanting a change to what they usually have.

Developed Idea 1

I have decided to develop idea 1 because I believe it has a strong chance of meeting the clients requirements and brief given. It has a good layout and has been thought about in style and presentation.

The images will have the same colour as the background to stay with the theme of Italy.

The White space in the middle of the recipe card will be used for the text. This is because it will be easier to read for the person making the recipe

Using the bright colours may put the target market off as it may look childish to an extent, however the theme will stand out and hopefully prevail.

This was made on ‘Wordle’ a site used for making words come together and help in the brainstorming stage of ideas.

Here I put a variety of vegetarian Italian recipes in the space left for text. The words that appear the most are the biggest in size.

This will help me when looking at what foods are most common in vegetarian dishes.

From this it is clear that Salad, Pasta, Risotto, Mushrooms and Sauces are very common when looking at Italian recipes. It is important that the recipes we include have some if not all of these.

Developed Idea 1

Developed Idea 1

Advantages of Idea 1 are that it is a quick and easy way of repeating the cards for each of the eight needed for the brief.

This would give the team more time to look at the content of what is going on the recipes. Keeping Consistency throughout the work can make the project look very professional.

Having a simplistic layout would mean that it would be easier to read and understand for the person making the recipe.

Advantages of using this idea would be that of being able to use the flag to your advantage and using the photographs to blend in with the colours already there.

Disadvantages of Idea 1 are that it may be seen as childish due to the colours. This may out the targeted demographic off the recipe cards.

As the recipe cards are Italian the content will more then likely be taken off the internet leaving room for copyright issues that may occur with the recipes.

Having similar cards and sticking to one theme could put people off as they may want to try something different to what they usually have and having all Italian foods may not provide a good balanced diet for newly vegetarian. Also Sticking to one country may harm sales as not everyone will view the product, where as if a global set of recipe cards was done this may attract more customers from abroad

Mood Board- Italy

Mind Map- Idea 1

Recipe Cards

Theme

Audience

Design

Production MethodArtwork

Recipes

Images

The Theme will be an Italian style set of Recipe cards.

The audience targeted will be that of Male Students aged 19-26.

The design will be the same throughout. It will incorporate the Italian Flag.

The images will be taken off the internet and will have to correspond with the background colours of the flag. There will be 4 images per card, 2 on the left hand side, 2 on the right.

The recipes will be all Italian.

Three-Herb Cherry Tomato Pizza, Spaghetti with Lemon and Toasted Walnuts,Tomato Risotto with Pine Nuts, One-Pot Pasta Primavera and Ravioli in a Light Vegetable Broth The photographs will be

taken off the internet. The card design will be made on the computer using Microsoft word.

Artwork will all be done by hand. The with the text all featuring in the middle of each card. The Method being at the rear.

Developed Idea 2The Theme is clear on the recipe cards and it is that of Best of British.

In this idea it incorporates many different regions across the UK and what foods they specialise in.

Not only will the cards be formal and looking towards an older demographic, it will be organised as a day of the week set of cards.

If that is not enough for the audience and client to approve, the cards will also be laminated and made into bookmarks to use in recipe books.

Developed Idea 2When looking at British Vegetarian Recipes from (http://www.deliciousmagazine.co.uk/articles/the-best-of-british-veggie)I found that there was common foods in many of the dishes that were there.

After, I decided to copy and paste the dishes and what was in the description to the ‘Wordle’ website and it started to show some similarities.

Many Vegetables are found in the recipes that are British, meaning I have to think about it more then I would if I had an Italian theme.

As you can see, Cheese was in many of the dishes. In my recipes I would like to avoid any dairy products to prevent conflict with Vegans. This is due to the fact that having a vegan friendly recipe only grabs more of the market and the set of cards could make more sales.

Developed Idea 2Advantages of idea 2 are that it allows room to develop ideas and there is freedom to use whatever dish you want to an extent.

Having a day of the week theme as well as having certain locations can go well and may attract a mass market audience across the UK and maybe even Tourists that visit.

Having a Multi use purpose to the recipe card can have a good effect to the sales of it. Being able to use it as a bookmark gives it that edge over competitors and becomes more a family friendly product.

Disadvantages of idea 2 are that it may be time consuming. Finding foods from different areas and relating it to the time of the week could be more trouble then it will be worth for the final product.

It may also be seen as too formal for the target demographic. As seen in the research the targeted person was that of a average Male student aged 19-26 as this is the person who answered the survey to the highest per cent in each question.

This may be seen at targeting more of middle to higher class families from wealthy areas rather than University campuses

Mood Board- Best of British

TreatmentIdea Treatment: Idea 2 Theme: Best of British

I will be making a set of recipe cards that go with the theme of Britain and all that comes with it. I will be taking vegetarian food recipes from all around the UK and putting them in relation to the days of the week. For Example a vegetarian roast dinner with Yorkshire Puddings to be on the Sunday recipe card.

Audience: Adults aged 27-39 The audience will not have a particular demographic as it is using neutral colours and the style is more of an elder one. The layout remains simple and the text is easy to read as research showed that the main preference from that someone in that age category. There is not a certain gender that the work is aimed at and stays at a neutral style, using only plain colours and an original font of Ariel.

Production Methods: The photographs will be taken off the internet and put towards the bottom of recipe card. As the card will be used as a bookmark, after all the work is done on all the cards it will be laminated. This is to make sure that the cards stay clean and look professional.

Assessment of final idea (Idea 1)Suitable for audience The target demographic for the Italian theme remained the same, that of Males aged 19 to 26. So the cards are suitable for the audience. The cards will remain clear and easy to read as research showed the target audience does not want anything complicated, just quick, easy, fresh meals that offer another take on vegetarian dishes. As we will be using a basic font this will help bring this across to the reader of the card. After comprising with the group it was decided that there would be no specific demographic and open for a mass market sale.

Suitability for client? All of the brief has been met in the ideas. ‘There should be a clear theme across all the cards so it is apparent that they are a set. You could create a series based on an ingredient or the food of a certain country. It could be aimed at people just becoming vegetarian or those who gave up meat years ago’. This has been followed and a theme has been looked into for each set of cards. (The Vegsoc brief for the vegetarian society)

Appeal of the design: The appeal to the design is that of a new idea which takes fresh look on vegetarian recipes. The Italian recipe cards have an adventurous idea and it appeals to a younger demographic, this is because of the colours and vast amount of images used. When looking at my peers ideas it was brought into a account that having landmarks may be a better way to entice the audience. So keeping the recipes in my original idea but having a more unusual shape will make the recipe more appealing.

Timescales for production: Two weeks are given to design and make the set of cards. In this time all images and the layout needs to be decided and checked before the go ahead to start printing on specialist card. The production stage will start in under 2 weeks and it is important to look at a contingency should it not go to plan. However with the recourses given there should be more then enough time to complete the work load even in such a small group.

Cost of any specialist work (laminating, varnishing, die-cutting): Laminating will not cost a lot as my own resources will be used outside of college time. However, for a contingency a certain budget of £100 has been kept for he finishing touches to the product. The images will not cost anything as it has been decided that having a professional photographer would be too time consuming. The photographs will be taken off the internet, meaning the images that are chosen have to be identical to what the recipe says produces. It was also brought into light by my peer that Embossing could be a good way to make the work look more professional and could be what makes the client approve of the work. So an estimate of up to £100 has also be left aside for that production.

Assessment of final ideasPractical to produce in large runs? As the Italian theme looks like being the actual design, this can be done in large runs and altogether. This is because the background and theme will stay the same and only the recipe will change. As it looks at a mass market having a flow production on the batches would be better to make as many as possible in the short period of time given.

Available resources: The college, its art and library. All the computers such as the Mac’s and all that is on them. Adobe Photoshop may be used to adjust the images taken off the internet whilst InDesign may be considered to decide where to position the text. The things that need to be purchased are the ingredients for the recipes, the card for the recipes, and the embossing and laminating.

Quality factors: The quality factors of the work will be that of the images, and quality of concise text in short period given for writing.

Legal and ethical issues: Legal: Copyright issues need to be avoided by asking for permission or sourcing the images, layout or logos that are used anywhere in the project. Everything must have been paid for in the project. Ethical: Use environmentally friendly products and make sure the card is recycled. Check that all the food is appropriate for the vegetarians.

Final Group Idea

My final idea will be that of an Italian theme. The majority of my research and planning is accurate to what the final product will be however i have incorporated many aspects suggested through my peer. For one, the design of the cards will be changed into famous landmarks of Italy (as seen on the next page). Second my specific target demographic has now become a more mass market product and available to both genders and all ages.

Final Treatment

Idea Treatment: Recipe cards (Developed Idea 1)

Theme: Italian After taking all designs into consideration from everyone in the group it was decided that it would be better to combine two ideas. As two of the people in the group thought of an Italian theme through the research this was agreed on firstly. After this, the stumbling point was what idea and layout choice to choose. The recipes chosen off my first idea were looked at and believed to be good for this recipe card project as not only did they contain a range of food produce, it stuck to the theme well choosing a vegetarian option to the so called popular Italian foods. Using my peers idea of famous landmarks in Italy for the final piece was a good idea and a compromise was met.

Audience: No Specific demographic First of all I wanted to have an audience for the recipe cards as this would provide a platform to take the product to the next level. This is because in my research i found that many if not all of the 22 people were students that wanted to try new things as well as keeping a healthy quick option to fit around their busy lifestyle. With Research showing it was mainly Males that answered the survey I thought this would be a good idea to have a niche product. However after taking into consideration my peers pitch I was willing to aim at a mass market and not focus all the resources on one specific demographic. This is because there will be a greater profit as more as people will purchase this, and less of a risk.

Production Methods: A clear font and layout to be used. Restrained colours to not have a gender bias or lean towards a certain age group. Finding High quality images. Embossing and Laminating to be used on the cards to make it look more professional.