Creative Media Production 2013 1

Recipe Card Evaluation

Shania Carter

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Producing Print Based Media

Visual LanguageHow have you chosen to set out your designs and why? (Reference layout, image/text ratio, busy/simplistic etc)

I have chosen the designs to be aesthetically pleasing, meaning that the design isn’t busy or too simplistic. I also tried to fit in a good picture to text ratio, especially when some of the recipes were longer. On the back of the card however, the design is more lenient towards the text. The layout was chosen to be straight forward, so that it flowed, almost a leading line to follow.

I made the designs so they didn’t overcrowd or emphasise too much, therefore the card isn’t complex. I also chose the design to have minimalistic visual language as the cards were designed to be traditional. I also wanted my pictures to cover the space where the text wasn’t present – to not make the cards look bare. The images are all associated with China, the images also reflect the recipes.

Visual Language

The images that were used were sourced images, we had to use the contingency plan because we couldn’t make the food ourselves. We also used traditional colours of black and red to emphasise the Chinese theme we were implying. The text was also in a Chinese style, the font used in the design was also quite traditional. We sought to make the recipe cards ‘outside the box’ because we wanted to make something for a market that is not sold much in existing products. The text was also selected so that it was easy to read and still looked authentic. The style that we liked a lot was ‘Japestyle’ as it had a soft tone to it. The images we selected for the designs were not too professional or too shabby as we wanted the images to have a feel of home-made, because we couldn’t take the photographs ourselves. We also used Chinese symbols in our designs as they offered elegance, we couldn’t find one of our ideas of a traditional Chinese lady and had to revert to another graphic that could offer us the same feel. There were not many Chinese vegetarian recipe cards existing and we wanted to make a design that was unique but that would also draw someone in.

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.)

Visual LanguageDiscuss 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.)

We used the text and the images to signify the Chinese culture from our recipe cards. The colours are also important to the Chinese culture we put across. The suggestions from the recipe card show that the recipe card is going to be traditional. We also implied that the recipe cards didn’t have an overall soft tone, with recipes that would be suitable for all age ranges. The meanings from the designs, offer elegance. The designs looked at during the project had borders around them, offering the Chinese element, whereas the designs on our recipe card offer the Chinese element straight away. The images we had were of Chinese symbols, dragons and lanterns. We wanted to embrace the Chinese culture with our images, we created the images to have a darkened effect behind the text, which would add mystery and also a soft look. The dragons and symbols we used were in the centre of the page or to the side of the page, the dragon usually represents the celebration in Chinese New Year and we want to celebrate the Chinese culture – for vegetarians.

AudiencesCreate an audience profile of your chosen demographic(Age, gender, psychographic, geodemographic, NRS Social Grade, hobbies, sexuality [if appropriate] etc)

Age range – 15+Gender – Both genders would be appropriate for the recipe cards as the recipes don’t differentiate different genders.Geodemographic – Nationally NRS Social Grade – Middle ClassHobbies – trying new foods, experiencing new cultures, being creative, being curious about different traditions. Psychographic – interested in the way food is cooked, opinions on fresh food, fast food, cooking from scratch or using pre packed meals.Attitudes from vegetarians, checking their food products i.e. whether it is fresh and which type of farm it has come from. Values – having a good meal, knowing where their produce is coming from. Behaviour – negative or positive outlook on certain foods and designs.

AudiencesHow have you constructed your work to appeal to this audience? Include an annotated copy of an example of your work to help illustrate how you have done this.

From our audience profiles, we constructed our work to values of including fresh produce and creating meals from scratch. We also constructed our work so that the recipes would be affordable to the middle class social group. We made the recipes appeal to both genders so that the market, if it was to bloom, it would attract more people into the market. As our age range starts at 15+, some of the recipes are quick and easy to cook, so that adolescence and adults could make the products. Some of the behaviour was a very negative outlook on meat, therefore we tried to choose some recipes that wouldn’t have had meat in at all or needed a meat substitute. One of the recipes is Sushi, not many people would try sushi, in our audience profile, the hobbies we looked for was trying new foods. Initially, the audience was predominantly male, we constructed our work so that both genders could enjoy the recipe cards and not create a sexist environment within the vegetarian society. The audience profile also showed us that people liked to get their vegetarian products from cheap and local supermarkets, we designed the recipe cards to their ideas, so that the recipes were suitable.

Cultural contextWhat did you use as your design influences and why were they chosen?(What existing media products influenced the final look of your work?)

The design influences were Chinese culture and the tradition. Chinese dragons were widely the look that was used in existing products. The designs were chosen because they reflected our ideas of everything tying in together, the background colours, images and recipes influencing a traditional but exciting Chinese outlook. The red was influential, as a lot of traditional subjects i.e. the Chinese dress, has red encrusted into it. The yellow also has traditional references, as it is used in lots of celebratory ways. Also, the colour black is also associated with Sushi chefs therefore the colour was incorporated with the recipe.

Cultural contextDo vegetarian products have a specific design aesthetic and how does your project reflect/contrast this? Why?

Most existing vegetarian products are related to the colour green and the recipes such as salads and stir fry’s. The recipe cards designed are reflecting the Chinese culture rather than the aesthetics related to a vegetarian recipe card. Some of the recipes include green produce which does reflect the stereotype around vegetarians. The images normally used in the recipe cards have side dishes to show the recipe, made by professional chefs. In contrast, the images used were by chefs but were not portraying the natural colours – green.

Finished productsDoes your finished product reflect your initial plans? How? If there are any differences, describe why changes were made.(You can use visual examples of flat plans and finished products to illustrate this

At the very beginning of the project we had trouble finding what theme to choose on. We ended up choosing Chinese which I feel was the right decision because the recipes were fun to find and the ideas of designing were also fun, creating a silhouette with the pictures to create an atmosphere. We wanted the recipe cards to be unique and also reflect our personalities. We also wanted the recipes to be for a set course, I think it helped choosing different meals because we could explore more of the ingredients and look into the different types of ways vegetarians can eat in China. On our initial flat plans, there was going to be a border around the recipe card, as our designs on the recipe cards got bigger, we decided against it because we didn’t want the cards to look too busy and therefore not easy to read. There was also a change in the design because we couldn’t get a Chinese traditional lady and had to use another subject.

We always wanted to keep the recipe cards traditional because we felt that the market would be drawn to the traditional style with a twist of vegetarian because it is not seen in mainstream or used in existing products.

Finished productsDoes your finished product match what you were set in the brief? How?

The vegetarian society brief stated that the designs were to be interesting and creative, I think that our finished product does match that because we have been creative with the designs and testing different colours throughout the project, which made the card look interesting. I also think our recipe cards match the brief because we abbreviated a few of the recipes so that they were shortened. We also made the method was pointed but not the ingredients. The front and the back of the recipe cards match the brief because the methods and the ingredients are on the back of the card and the logo, twitter and Facebook pages are on the front of the recipe card, where the consumers are more likely to see them. With the Chinese theme in the foundations, we made sure that the recipe cards had a clear theme to them, the reason behind implying so much culture. Our recipe cards were designed for people who had turned vegetarian, we decided that the recipes should allow that vegetarians don’t just eat salad or greens. Some of the recipes are also vegan friendly, which is also stated in the brief. We have a design on the front and the back of the recipe which match each other, each recipe card then flows, and has a fixed theme, a thing the brief emphasises.

Finished productsHow did the use of peer feedback help you in your production?(Reference specific examples and their final outcome in finished product)

The peer feedback on the recipe cards was really helpful, it explains where I could have improved and where my strengths are. I agree with the peer feedback as it doesn’t impact any negatives on my work and I still feel happy with the work I produced. I also think that peer feedback was helpful because I got to know other people’s reflections – when creating something for an audience you need to know this.

The strongest recipe card from peer feedback was the back page for vegetable stir fry, the design is simplistic and not over powering.

I also think that the peer feedback can help me in another project when working with designs, the more simplistic outlook was the more popular.

Finished productDiscuss the strengths and weaknesses of your final product regarding its technical qualities.Use box below for text or page space to include an annotated copy of your work to help illustrate how you have done this.Reference what you like and dislike about the work with consistent reference to correct terminology of tools/effects used. Reference existing products.

I like how simplistic but stylish the design is. I like how both the text and the design are bold. I used the multiply tool on Photoshop to create the effect on the symbols. I like also that the design is kept traditional as this was a theme throughout the recipe cards. I like how the colours work together, I used the paint bucket tool to make sure that the colours on both mine and Aby’s cards were the same. I like that the text and design are in a certain position, the rulers were handy in setting guidelines for this.

I don’t like how there is a lot of space at the bottom of the recipe card, the method was quite short and therefore took up not a lot of room, I could have used the paragraph panel tool to make sure that it was spaced out more. I also don’t like that the image was big and took up a lot of space as it draws the attention away from the text.

From the three designs here, I like that they all flow in layout and incorporate the clipping mask to give the image a rounded edge.

Egg Fried Rice – I like how the image is big and covers the page, I also like how the text and image are structured, i.e. looking at one after the other. I like how the clipping mask has captured the image and brought an effect to the actual dish. I also like how the text also brings out the Chinese culture and how it almost matches the colour of the food. I used the multiply tool again so that the black of the design blended in well with the red.I don’t like how the image looks like it has been squashed at the top of the page. I like the clipping mask but don’t like the black edges as I think it doesn’t fit. Although the image is big, what I wanted to achieve, I don’t like that it is higher up the page, I think that the rulers I used could have been lowered.

Mango Pudding – I like how authentic and different the design of the old man of the tree is and how it relates back to the roots of China. I also like how the image of the food is at the top of the page as a leading line is created which enhances the consumer’s motivation to make the recipe. I like how the colour of the banner also matches with the colour of the food and contrasts well with the background. I like how the title of the food looks like its hidden and makes the recipe card that bit more interesting. The use of the multiply tool for the images is used heavily throughout the recipe cards as it creates a colour scheme and one which we decided on the style sheets. I dislike how the use of a clipping mask of the images as I don’t think it works due to the original roundness of the bowl. I also dislike how low the title of the food is, although it gives the recipe card a much more interesting feature. I dislike how much space the design takes up as the other designs are much simpler.

Sweet and Sour Quorm Chicken – I like how the design of the flowers runs up the side of the page as it is different and doesn’t attract the eye straight away. I also like that this recipe card has a leading line. I dislike that the image of the food has a black edge, the image of the food already looked like it had a rounded edge.

Finished productDiscuss the strengths and weaknesses of your final product regarding its aesthetical qualities.

Strengths: Back PageThe design on the recipe cards is bold and simple. The text to picture ratio flows smoothly. The colours all work together and creates a nice colour scheme. I like that the design touches on the traditional Chinese colours and cultural aspects, I also like that the symbols show the versatility and takes away the usual relatable things to China; koi fish, bamboo, flowers.

Weaknesses: Back PageThere is a lot of spare space at the bottom of the recipe card. There isn’t a lot of spacing in the method. The design could have been made smaller as it is the main attraction of the recipe card and the attention is taken away from the main body of the text.

Strengths: Front PageThe image of the food is big and therefore shows of the recipe. The colour of the title of the food almost matches with the colour of the egg fried rice. There is a running flow of a colour scheme. Weaknesses: Front PageThe design of the flowers is squashed up at the top of the page. The black edges around the image make it look unprofessional. The image of the food takes up a lot of the room, could fit a bigger design on the page to even it out.

Strengths:I like how the multiply effect makes the designs on the recipe card create a colour scheme that brings out the traditional colours of a Chinese theme. I like the font used for the method and ingredients as it adds a soft tone to the overall recipe card and is also in a style associated with the theme. I like that the dragon design is placed centrally as it breaks up the text as there is a lot of information. I also like that the designs are in different places even though the text is still in a set layout.

Weaknesses:The title of ‘Mango Pudding’ is quite hidden with the design of the tree. The clipping mask on the image doesn’t work as there is already a roundness in the image. The images on the back pages look too stretched and therefore being blurry.

Strengths:All of the recipe cards incorporate a cultural and traditional feel to them. The images and designs used in the background linked with Chinese traditions.

Weaknesses:The colour on the last recipe card looks orange due to the original colour of the lanterns. The image of the vegetable stir fry isn’t exactly central.

Finished productsWhat skills/knowledge have you gained/developed in this project? How could these be applied in future practice?

I’ve learnt how to use the multiply tool on images which has come in really useful – having a red background, I think that the multiply tool will become useful in the future if I use an image with a white background and need to blend the colours. Another skill I have learnt is how to apply the rulers to a page so that I can stick to a layout, which could be used in future for creating layouts and having a certain space to place an image or a piece of text. The knowledge I have gathered from this project has mainly been from Photoshop, I am now able to create sizes when placing images, using x and y. I think that now I am confident to use lots of tools on Photoshop and InDesign when creating something, getting the logos to the right size and making sure they had a transparent background was hard getting around. I have also learnt how useful a contingency plan was, especially as we couldn’t make the food ourselves, although this wasn’t a major setback, we also encountered photography issues which we also had to use our contingency plan for. I also think that I have learnt to become more creative and open to versatility in projects, when working to a theme. I think that all these skills would be handy when creating a set design and having a flow of layout.

Production processDo you believe your work is creative and technically competent? Why?(Reference specific examples (use images if this will help) of where you believe your work is particularly visually or technically impressive. Reference professionally productd work and compare your products to them)

We worked as a team for most of the project so that we both made sure each recipe card had the same cultural effects and theme. As there wasn’t any Chinese recipe cards professionally we made sure that the recipe card was creative with designs. We paid a lot of attention on getting the technical aspects of the recipe cards right with the sizing of the logos and sticking the rulers in to make sure we had enough space for everything. I believe my best visually impressive is the back page (see below) as it offers a traditional elegance to the card, without realising a colour scheme has appeared of the colours that would normally be associated with China. For the usual recipe card I think that this is more aesthetically pleasing because it has a bigger design and has a clear theme. I also believe our work is technically impressive because each recipe card matches each other with a leading line and a fine structure.

Production processHow effectively did you manage your time? (Could you have used time more wisely? Did a particular aspect of the project take longer than expected? Did you complete everything on schedule?)

The timing of the project wasn’t a problem as we finished ahead of schedule, I had a few problems that needed to be sorted but that was completed pretty quickly. We also shared a lot of the project and split the recipe cards between us so that we could get the designs done soon. We also both had the same ideas about the recipe cards so the planning of the project also went quite smoothly. I think we also stuck to our schedule well, although some tasks were completed ahead of schedule, we made sure that the production was spaced out in the time we had as we are normally fast workers. The longest part of the project, for me, was getting the logos; twitter, Facebook, tumblr and veg society to the right size and in proportion to the rest of the page. Looking back at some of my final designs, I think that more time could have been spent on choosing images that would not become blurred when enlarged.

Production processIf you could repeat the process what would you do differently?

If I could do the whole process again I would choose a totally different theme, and focus on a particular country that wasn’t popular. I would also have one set of meals to choose from and not have a majority of main meals and a couple of puddings. I would also change the colours up and go for a more vibrant look with greens. I am really happy with my final product so there is nothing too much that I would do differently. I would also try and take the pictures myself so that the recipe card would feel more home made.

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Working to a brief

ConstraintsWhat constraints did you encounter and how did you consider/avoid them?

Legal:

When using sourced images for the foods and designs, the majority had watermarks on them, making it difficult to find a good quality image to use.

Regulatory:

We did not come across any regulatory constraints.

Financial:

We did not encounter any financial difficulties during the project, we didn’t need to buy the food ourselves or create designs.

ManagementHow did you work as part of a group? (Did you lead the project? What parts of the project did you take charge of? Did you enjoy working as part of a group? Why?)

During the project we both lead the group in designs and in production. I enjoyed working in a group because there is lots of ideas to work with. I don’t think I took a lead in the project as we were both working on the same level throughout. I also enjoyed working as part of a group because you can share the workload and also compare to the other people in the group so it was equally effective.

ManagementHow important is communication when working in a group? (Use specific examples from working in a group on this project)

Communication is key to every project and especially when working in a group, during the project as we were working as a partnership it was easier to talk to each other about how the designs were and how effective our recipe cards were becoming. We talked a lot about how we wanted the layout etc. to be and I think that the communication between us was good in making the recipe card.

We worked in production as a team for two weeks, none of us fell ill or didn’t turn up to the lesson so we had a good communication level in levelling the work load and having a good plan for the recipe cards.

Originally, we planned to make the food ourselves and do the photography ourselves too although we changed our plan. We had good communication with this originally because we kept in contact outside of college of our plans for the project.

ManagementHow important is communication when working in a group? (Use specific examples from working in a group on this project)

It was important that we also had a good connection throughout the project and it helps that we are good friends. We listened to each other’s ideas rather than talking over each other. We also didn’t have any disagreements throughout the project which kept our communication levels high so therefore our recipe cards were at our highest standards.

ManagementWhat have you learnt about working in a group and how will you apply this to future practice?

I have learnt that you have to listen a lot as well as do the talking, I have learnt that also working in a group takes a lot of time and compromise when two people have different ideas.

I will apply this level of working in a group to future practice when in the middle of another project or a group debate.

I also learnt that you both need to reflect each other during the project and in a group so that you are both working at the same speed and still have individual but partnered ideas.

I will apply this to future practice if I have to work with something similar when studying at university or in a job.