1. Initial Ideas and Feedback
Recipe Cards
Task 6
Patrick Gouldsbrough

2. Idea 1
• Due to my potential Italian theme, I will shape the cards in
the shape of landmarks in Italy.
• They will just be the shape, instead of cutting a picture out.
Sometimes text can’t be read if it’s put onto a picture, I want
my recipe cards to be clear, like stated in tasks 3 and 5.
• The colours will be neutral, due to me not wanting to back
one gender over the other, I want it to appeal to the mass
market, not one certain gender. Even though task 5 showed
a more male dominant gender, I don’t want to go into
generalisations, so I’ve decided on neutral, restrained
colours.
• From my survey, I saw that the layout must be clear and
concise. The measurements need to be set out as stated by
the VegSoc brief.
• Images were also something my focus group looked for, so, if
it will fit, two images of the finished product will feature on
the recipe card.
• Laminated cards will be the design of card, because I want
the consumer to re-use the cards, not just throw them away.
From a vegetarian and environmental point of view, this will
be seen as eco-friendly.
• An alternate method will be used, with easier lexis, so a child
could cook the recipe (market for the mass market).

3. Feedback 1
What do you like about the idea? I like how you have taken what would be
normal recipes but added a twist, therefore meaning it is more appealing for
the target audience. I also like the information about conserving the
environment by making them re usable. This will encourage more people to
buy the cards. I like how a bigger picture has been seen and to target a mass
market rather than one particular demographic may be seen as a good move.
What areas of the idea could be developed? Areas that could be developed
would be that given the time and resources, making such professional cards
in that time period may not be possible and may be over ambitious.
What do you find interesting about the idea? I like how it is sticking to one
theme and if it was successful the client may want more of the first eight
produced.

4. Idea 2
•Staying on the Italian theme, the recipe card will be shaped
like the country Italy.
•Instead of the restrained colours, the colours on the recipe
card will be red, green and white, the colours of the Italian
flag. However, this might not fit in with my socio-economic
feedback, so a flag may just be featured in the corner of the
card.
• A stereotypically Italian font could be used to make the card
more appealing.
•Due to the shape on which I will be producing, only one
image and the method and ingredients will fit on one recipe
card.
• If the Italian flag on the map idea is generated, this will
appeal more to children, due to the colours, but may not
appeal so much to my target audience of 31-55 (think of the
mass market)
•Very specific ingredients and where you can typically pick
them up could be used. I saw it on an existing product in task
3 and want to emulate it. Sometimes it can be difficult to find
ingredients, so this feature may appeal to everyone.
or

5. Feedback 2
What do you like about the idea? I like how the flag has been interpreted into
the design allowing the reader to know instantly what area the food is from.
What areas of the idea could be developed? Having the recipe card in that
shape limits the amount of content you can have on it. This may also hinder the
reading of the card. As research showed people of your targeted market would
want a much more clear way of presenting the recipe. Also when looking at the
Italian font, as good as this would be when relating to the theme, it may not be
understood very well by all that read it. Using common fonts such as Ariel can
be less of a risk.
What do you find interesting about the idea? I like how the ingredients could
be difficult to find and using this could give the idea an edge and a USP (Unique
selling point) It may appeal more to a younger demographic, however many
parents will purchase it.

6. Idea 3
• Coming away from the Italian theme, a world theme is
another idea I had. This would involve 4 countries, due to the
back to back layout I have decided on for my cards. This
would mean 2 dishes for each country would be produced.
•To further the theme, one dish will be a main course, while
the other would be a pudding from each country.
•Staying on the idea of a map, each country will be shaped
like their map, with the countries flag been added to the
corner of the recipe card.
•The layout will differ from card to card, with the font
changing to fit in with the country that the particular dishes
are from.
• To make the flag stand out and have a domineering role on
the card, I think I might emboss this section of the card.
•Going into demographics, I don’t think this style or idea will
appeal to one demographic over the other, whether it be age
or gender. The socio-economic demographics may change,
due to a higher class person maybe more familiar with
different dishes from as range of countries (non
stereotypically).
• As for the layout, like all my layouts, people familiarise
themselves more with an easier layout, so this is what will be
used for this idea also.
Cut round the edges of the map

7. Feedback 3
What do you like about the idea? I like how you use a range of countries and
the way the back to back layout is used will be an unusual yet effective way of
presenting the recipe.
What areas of the idea could be developed? To make the product more
appealing, having a chosen demographic may be more helpful when
considering marketing.
What do you find interesting about the idea? The idea of a map is very
interesting as it brings a wider audience not just this country into play. The
way in which the theme has a twist is also fascinating with the main course
and dessert being from different countries. Not only does this provide a
modern look on the cards, it adds some excitement to cards that are usually
considered to be aging.

8. Idea 4
• People normally link a recipe with a main course, but my
fourth idea involves breakfast foods, due to it been an
unusual and almost unique concept.
•These will also be from various countries of the world, but
instead of putting flags or cutting them in the shape of the
map, I will instead go for a standard rectangular recipe card.
•The colours will be neutral, maybe white or a pale grey,
which won’t be gender or age biased toward a certain
demographic.
• Due to the restrained colour and lack of flag, something
must be added to entice the target audience. Seen as the
idea of embossing has already been used in a previous idea, I
think varnishing the card would be the most appropriate style
for this card.
• Due to the shape of the recipe cards been normal and easy,
two images will be used to illustrate my finished products,
with the text been restrained and normal, therefore carrying
out the clear and concise layout.
Title (varnished)
Method
Ingredients
Image
Image

9. Feedback 4
What do you like about the idea? I like how the recipe card is staying clear of the
common style and presentation as well as using a different time of day for the
food consumption.
What areas of the idea could be developed? Due to the style and the somewhat
tame nature of the design, the target market may be a lot older then what you
may have found and targeted. With the lack of colour, it suggests that it is more
of a sophisticated card and may stray towards middle to higher class adults.
What do you find interesting about the idea? I think that the way the card is
presented gives it something different to what else is out there in the market and
I believe this could be part of a good Niche product. The use of the Varnish on the
card will be interesting because this can make it look professional, thus meaning
more of your target audience purchasing it.

10. Idea 5
• A day of the week theme is the theme for idea 5. This could
be for one specific day or all the days of the week, with one
dish picked from each day, with two been selected for a
weekend day, due to peoples time been more free on a
weekend.
•Vegetarians, along with many other people, may appreciate
the idea of having a breakfast dish that can also be used for
lunch or dinner as well, with the leftovers.
•This idea could encompass breakfast, lunch and dinner, with
the dishes been split through the days.
•Brighter colours will be used because I want to appeal to a
young audience for this particular idea. I have done this
because children could learn nutritional values and other
things from this card.
•For the demographic, I will have to select a more informal
and simple lexis. However, a clear and concise layout will be
used, due to everyone liking this feature in my task 5 survey.
•Coming back to the idea of a laminated card from idea one
could be useful, so the cards can be re-used again and again. I
would use this feature for most of the designs, because I like
the re-use technique, but I want some variation in my
designs.

11. Feedback 5
What do you like about the idea? I like how the idea incorporates all the meals
during a day and has different look on what would usually be seen as an ordinary
set of cards for the week. The way in which a younger audience is targeted is
also a good part of the idea due to them having more freedom with the dish and
also giving the impression of education and to learn healthy eating at a young
age.
What areas of the idea could be developed? One Concern of having a laminated
card for children could be that the edges may be sharp and could have to look
into health and safety issues.
What do you find interesting about the idea? I think the idea understands
peoples time and how they use it to an extent, providing a quick meal for the
weekdays and giving the person more freedom during the weekend when more
time is there.

12. Summary of Feedback
What do you agree with from your feedback?
Feedback on idea 2 – I think the feedback that states the content will be limited, given the shape of the card is
a valid point and one that must be taken into consideration. Instead, the idea of idea 2 and 3 could be added
together to make a recipe card, but have the Italian flag added in the corner, with an embossed quality.
Feedback on idea 1 – Time constraints could be a real issue and the time in which I have to produce them
could lead to me rushing them and therefore making a product no one wants to purchase, thus failing in my
project aim.
What do you disagree with from your feedback?
On feedback idea 4, it states that a more upper class, older market would be the ones targeted there.
However, as my research suggests, an older audience was the majority, while the socio-economic demographic
was a lower one. While I agree with the social class point, the age demographic point matching my 4th
idea well.
On the other hand, the person giving feedback didn’t have access to my results and couldn’t critique according
to my data.
While laminating the cards of idea 5 will need health and safety checks added to them, the rectangular shape
of the card would mean the sharpness of the card will be reduced. However, in my design. I didn't state the
shape of the design, therefore my peer didn’t know this and therefore critiqued me on what they could see on
the idea slide.

13. Idea Evaluation
Which idea that you came up with is your favourite and why?
My favourite idea that I designed was idea 1. With the various shapes of Italian landmarks, every card is unique and different
from the last. The time constraint element raised in my peer feedback was a key disadvantage, but I believe I will have enough
time to produce these cards to a high standard. After the feedback of laminating the cards was branded “a good idea”, I may
even develop the idea to make it laminated, which will lead to the card been re-usable and effective. This idea also isn’t
connected to a particular demographic, even though it may appeal more to a child, it’s a mass market idea and could be
potentially financially beneficial.
Which idea, that your team came up with, is your favourite and why?
Recipe cards in the shape of jigsaw pieces that will fit together to make a region. I like this idea because it’s a multi-purpose idea
that is very unconventional to a recipe card style. It also encompasses this idea that every demographic is included. Even though
children will be predominantly targeted by this idea, adults won’t be put off this idea, therefore it targets the mass market and
generates higher profit margins, compared to other ideas created. The other ideas created were good and most had a multi-
purpose, multi-demographic idea to them, but I felt this idea was the most unique and the most effective to making this project
successful.

14. Developed Idea 1
Italian recipe card
Recipes
Images
Theme
Audience
Design
Production method
Pizza Pasta
Lasagne
Tiramisu
Sweet/savoury Pancakes
Die cutting – would be
the easiest to do. The
one that costs the least
and will appeal to all
demographics.
Varnish – This will be difficult to do, it
takes a bit of skill, where as the other
two don’t take much. On top of this,
varnishing looks very professional, so
may appeal to a high socio-economic,
adult demographic, not to a mass
market.
Embossing – This technique looks
very effective, but doesn’t appeal
to one demographic over the
other. The ease and cheapness of
it makes it a great way to make
things stand out. This is the
method I will use should I take
this idea into production.
Due to both sides of the card been utilised,
two images per recipe will be displayed. This
wasn’t going to be possible in planning with
some cards been strangely shaped, however,
the two sided recipe card allows more room.
An Italian theme was decided upon,
due to the world recipe card idea
been too difficult. Trying to choose
two dishes from each country
would have proved very tough, so
one country as my theme was, in
my opinion, the best idea.
The colour will be a neutral colour (one of the colours that
are on the mood board on the next slide). This is mainly to
be neutral on demographics, due to the product been for a
mass market. The text will be simple for the main body of
text, but could be stylised for the titles. This is because my
survey showed that a clear and concise recipe card was the
main thing my focus group looked for, which a simple font
will carry out.
I’m not looking to target a specific
demographic with this recipe card.
The colours are going to be neutral,
the lexis is going to be simple, but
just for ease of use, in accordance to
what people looked fro in my
survey.

15. Developed Idea 1
Neutral
colours
I
could
use
A font I could use (title)(Bradley Hand ITC)
A font I could use (title) (Brush script)
A font I could use (title) (Harlow solid)
A font I could use (title) (informal roman)
A font I could use (title) (monotype corsiva)
font
font
font
font

16. Developed Idea 1
Neutral
colours
I
could
use
A font I could use (title)(Bradley Hand ITC)
A font I could use (title) (Brush script)
A font I could use (title) (Harlow solid)
A font I could use (title) (informal roman)
A font I could use (title) (monotype corsiva)
font
font
font
font
I wanted to show the methods of production
that I was considering for my project.
Varnishing and embossing are two
techniques that I am considering for my
recipe cards. However, as stated on my mind
map, embossing could be the way to go, due
to skill and financial restraints of varnishing.
To add to this, I also decided varnishing
looks professional, but may not appeal to a
young audience also. The product in which I
produce wants to target the mass market.
The neutral colour chart
on my mood board helps
to communicate what
colours I am thinking of
for my recipe card, on this
idea. The neutral colours
will help to appeal to a
wide audience, instead of
a niche demographical
audience, in terms of age,
gender of soicio-
economic status.
The photography, a main feature of the recipe
card, is distributed throughout my mood board.
The selection of dishes is key, with traditional
Italian dishes been selected, along with unusual
dishes also. The variation is key, but not only in
selection, the meal type is key as well, which is
why I’ve varied main course and pudding on my
mood board.
The pictures of Italian landmarks are
not signifying the place of Italy,
instead, ideas for the shaping of my
recipe cards. While some shapes will
be impossible to create, the city of
Florence (top right corner), I want to
keep my options of shape open.
The fonts that I put on my mood
board are potential fonts for my
recipe card. While the fonts for the
main body aren’t a problem, the ones
for the title could be a potential
problem, if they are stylised. This is
due to the difficulty of reading the
titles, which I don’t want. My survey
states that a clear and concise recipe
card is key, which is why stylised
writing is probably not the best font
for my recipe card title.

17. Developed Idea 2
Days of the week recipe card
Recipes Images
Theme
Audience
Design
Production method
Die-cutting – It will be easy to
do, has little cost attached,
but may take time locating
and contracting the job out
for another company to do.
However, I think if I went
forward with this design, die-
cutting would be my
production method of choice.
varnish
embossing
Shiny
Breakfast
DinnerLunchA lunch that can be
made from breakfast
leftovers.
Quick meals mid-
week, when people
have less time.
People have more time
on the weekend,
something a bit special as
a recipe.
Due to the rectangle shapes of
the cards, I will be able to fit two
images of the recipes on the card,
not one, like my Italian idea.
Instead of sourcing my images
from a gallery that hasn’t been
copyrighted, I think I will take the
images myself, or have one of my
personnel members take them.
Days of the week,
this includes
breakfast, lunch
and dinners, as
well as savoury
and sweet dishes.
This will take into,
the time in which
people traditionally
have on given days.
For example,
weekend dishes will
take longer because
people tend to have
more time then.
I don’t want to make my product for
one particular demographic. This is
due to a mass market product
normally making more profit,
compared to a niche market product.
He design section of this mind map
will explain how I will make the layout
of my cards ‘demographic neutral’
The colours I will use will be of a bright colouring, with the
text been relatively clear. This is due to the survey data
received in task 5. The focus group stated that they looked
for clearness as a key feature on a recipe card, which is why
it’s going to be a key feature of my card. As for the clear font,
a stylised font may lean toward a certain demographic, but a
clear and normal font is more neutral and therefore it
doesn’t favour a particular demographic over another.
However, the bright colours is supposed to lean to a younger
audience, due to an idea of mine wanting to appeal to an
actual demographic, not a mass market.

18. Developed Idea 2 – Days of the week
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Colours I could use

19. Developed Idea 2 – Days of the week
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Colours I could use
The font I will use has to be one that is
understood by my audience, but at the
same time, stand out against other recipe
cards. This is a difficult feature to
accomplish, but I believe I can select a font
which thinks about both of these elements
of the recipe card. All the fonts below show
a relatively clear font, (some more than
others). However, a s the fonts show, each
day will be in a different font. When
production starts, this won’t be the case
and they will be in the same font,
consistently, all the way through.
The production methods that I
could use has been limited to
one, due to me been certain
about the method I will use. Die-
cutting, as stated on the mind
map, will be easy to do and is
effective. The production method
will also appeal to the younger
audience which I am trying to
entice by this recipe card idea.
The recipe images are key. More
photographs will be required for
this idea, compared to the Italian
theme, due to one more image
per recipe card been added. For
a breakfast theme, you can’t
have things in the shape of week
objects, so instead of pictures of
the shape of the recipe card, I
have added more recipe imagery
to try and communicate my
intentions for this developed
idea.
Bright colours will be used on this
recipe card, which will appeal to
a younger audience (my target
audience for my recipe card).
However, to easily differentiate
between the weekend and
weekdays, the colours will get
brighter as the week progresses,
which will make the cards easily
identifiable for the audience.

20. Treatment
Idea Treatment: Developed idea 2
Theme: Days of the week
The theme for this recipe card idea will be days of the week. This will incorporate breakfast, lunch and dinner, as well as sweet and savoury
within it. This is a unique idea and will try and start a new market for recipe cards, but could be difficult because it’s such a niche market to
try and target. As for restraints on country, I have not set one for this recipe card, due to me wanting freedom of choice when it comes to
selecting the recipes for these cards.
Audience: A younger audience
I decided for my second developed idea that I would try and target a demographic, instead of trying to target the mass market. The way in
which I will do this is by using bright colours on my recipe card. Tis of course doesn’t follow that all young people like bright colours, but it is
generally true. As for the font, a simple font will be used, this is regardless of a demographic, due to all 10 of my responses on task 5’s
survey stating that a clear layout and font type was key to a successful recipe card. The lexis follows the same rule, all demographics want to
be able to follow the recipe, so a simple lexis would have been used, regardless of the target audience.
Production Methods: A clear font and layout, bright colours colours and high quality images (x2) , as well as Die – cutting
• A clear font and layout was suggested on Task 5, when my feedback group stated that a clear layout is important to the success of a
recipe card.
• All demographics are appealed to by high quality images, so all demographics are appealed to by this particular feature
• The bright colours will appeal to a younger audience, therefore the whole card is trying to entice a younger audience, due to the colour
been one of the most important aesthetic features of the card.
Die cutting will be the easiest production method, compared with varnishing and embossing. This is not even taking into account, the
financial side. Die cutting will be cheapest to produce, due to varnish been expensive and embossing requiring a bit of specialist
equipment. Skill is another element I looked at when decided on my method. Varnishing takes a lot of skill to et right, where as die
cutting and embossing don’t take half as much skill. Even though I may have to contract this die-cutting to another company, it will cost a
fraction of the price, compared to embossing and varnishing, which is why I’m selecting it for my recipe cards.

21. Assessment of final idea (developed idea 1)
Suitable for audience?
Due to me making my product for a mass market, the features of the recipe card are very demographic neutral. For this
reason, I believe that the suitability will be decided when the product are marketed. However, these products have been
produced according to the survey I conducted. This is why the layout is clear and concise, while the text is restrained, due
to my focus group stating that ease and clarity of a card were key features.
Suitability for client?
I think I have altered the cards throughout the various tasks of this project to make them more and more suitable for my
client. I believe the laminating of the cards will appeal to the client, de to it been stated in the brief. Something else that
was stated in the brief, which I‘ve used in my recipe cards are, a clear theme of cards. The clear Italian theme will
evidently show that the cards are from the same set. As for the photography, I am going to ensure the images are high
quality, like the Vegsoc want. I will do this by taking the images myself, but also put ‘sourcing images’ in contingency, just
in case it doesn’t go to plan.
Appeal of the design
Not only can the Italian style be effective for me, the shape in which I am cutting them into should further the appeal of the
design. Landmarks of Italy are the shapes in which I have chose for my recipe cards. These two features are not the only
features that can entice the audience, the use of a relatively stylised font can add to the appeal of the design, as well as
the high quality recipes that I will use for the cards.
Timescales for production
A time scale of just under three weeks is the time in which I’ll have to produce my recipe cards. Even though I don’t think
I’ll need this time, contingency time will be added, just in case something in the production doesn’t go to plan.
Contingency time gives you extra time to complete things that you haven’t completed in the project, or something you
haven’t had time to complete.
Cost of any specialist work (laminating, varnishing, die-cutting)
I want my recipe cards to be laminated, which will more than likely be contracted to a company. While another piece of
specialist work, embossing will also need contracting to a company also, however, they will have to be separate
companies because the chances of finding a company that do both are slim. (Estimate – Laminating - £280 for 3500
cards, Embossing - £210 for 3500 cards.

22. Assessment of final idea (developed idea 1)
Practical to produce in large runs?
My recipe card is aimed at the mass market to start with, so it would be easier to produce a large run, due it not been as
much of a risk, compared to if my product was a niche marketed product. While it wouldn’t be a sensible idea to initially
produce a large run, without seeing how your first batch go, a large run would fit this product, rather than a small batch.
Available resources:
Things I will have to purchase or pay for:
•Card for the recipe cards
•Printing the cards
•Contract out the embossing and laminating
•Ingredients to make the recipes in order to photograph the dishes
•Locations and facilities
•Personnel
Things I will have available to me:
•Cameras to photograph the food
•Computers and macs that I will produce/design and research the cards
•Scissors to cut the shapes of the recipe cards out
Quality factors:
My idea, which includes the layout, photography, font and actual recipes, will be carried on to the best of my ability until I
produce my final finished product. Non of these elements will have less time spent on them, compared to the others and
the quality of these functions won’t falter during this project, even if time is running out. The photography will be re-done a
few times and many images will be captured, due to me not waning to come back to complete it right at the end of the
task. The fonts will be selected straight away and they will be selected in accordance to the clear and concise layout I am
trying to get out of this recipe card. The actual recipes won’t be selected until our group are sure about them and
decisions won’t be rushed into, instead, research and design tests will be performed, which will ensure the quality of my
product. Tests throughout the production process will also carry out the quality assurance function, and will also ensure
an overall better product.

23. Legal and ethical issues:
Legal
•I will need to make sure I don’t breach copyright on any photograph, layout or logo
•Everything I use in my design/production needs to have been fairly and legally bought and paid for
Ethical
•Use a good quality of paper, make sure it’s environmentally friendly and 100% recycled
•The dishes must not contain things inappropriate for vegetarians and vegans (even the things that are questionable, which are
mentioned at the end of Task 4)
Assessment of final idea (developed idea 1)

24. Final Group Idea
After going through the
four developed ideas
that my group came up
with, we have decided
to take developed idea 1
into production. While it
will remain the same as
it was stated on the
previous pages, it will
incorporate other parts
of developed ideas, such
as the recipes. As for the
audience been targeted,
my group have decide to
keep it as a mass market
audience, due to the
potential profits that
can be made, compared
to marketing a niche
market product.
Slide 2
Slide 14
Slide 15
Slide 16

25. Final Treatment
Idea Treatment: Developed idea 1
Theme: Italian
As the VegSoc brief states, a clear theme could be used to differentiate between different sets of recipe cards, which is why I went for an
Italian theme. Another reason why I chose the Italian theme was due to m survey data in task 5. Out of the 10 people I got feedback from,
the majority said that an Italian theme was their favourite style.
Audience: No specific demographic targeted
With the restrained colours, normal fonts and clear layouts, this recipe card shouldn’t appeal to a particular demographic. Even though my
survey feedback came back with a majority of male respondents, my survey was sent to a majority male audience, so was therefore not
taking into account for my design section of my project. A mass market audience is the best audience to target, like I am, due to it making
the greatest profit if everything goes to plan, while the risk of selling the product is not as great, compared to trying to sell a niche market
product.
Production Methods: A clear font and layout, restrained colours and high quality images (x1), as well as embossing
• A clear font and layout is appealing to all demographics, not a certain audience
• The high quality images also appeal to all audiences also. However, unlike developed idea 2, only one picture can be added to
this recipe card, due to the shape of my recipe card (landmarks of Italy)
• Restrained colours suggest that I am not trying to target a certain gender, age or socio-economic demographic.
• Embossing is easy, effective and, as I showed in the assessment of my final idea, relatively cheap (£65 for 450 cards embossing). Where
as varnishing is too formal for the card IO want to create, while die-cutting is more of a young demographic feature, but embossing is in
between the two, which I want, because of the mass market targeting I want to achieve.

26. Rationale for final idea
Like many of my design at the idea stage, all had the potential to be a great and unique design. However, the way in which I’ve
developed idea 1 will make it a very successful and effective idea for me. Not only will it create a profit for the company and the
client, it will also make vegetarianism interesting and hopefully appealing for people. On top of this, from a business pint of view,
this may mean fresh business with the same client, should the production of the recipe cards go well.
The shapes I will make my recipe cards into are unique and, as far as I’m aware, have never been created before. While some will be
difficult to make and the time constraints make it even tougher, I feel if I do produce these cards to the best of my ability, they will
be very effective.
The ease, yet effectiveness of this recipe card makes it a simple idea to follow and produce, with the cost of the overall project been
less than expected.
The cost of the following:
•Printing
•Embossing
•Card
•Personnel
•Facilities
•Locations
Even though all these need funding, all costs have been kept to a minimum and no unnecessary purchases will be made. As for the
personnel, I will not start working with my personnel until I’m sure I have covered all bases, I don’t want to pay unnecessary wages
for little in exchange. From all this cost information, what I am trying to communicate is: This recipe card is the most financially
viable out of them all.