1. Recipe Cards Extension
Task 1 – Changing the audience
Patrick Gouldsbrough and Alan Smith

2. Female Copy
Without becoming too stereotypical,
females are more drawn to a
pink/purple colour tone, compared
to a male demographic. For this
reason, I have added Pink colouring
on the title and the border. I haven’t
done the same to the main body,
due to it been difficult to read when
in this colouring. Difficulty reading
the recipe card will be a major
problem in terms of popularity,
therefore I kept the font colour the
same.
Another potential change that was
highly deliberated was the choice of
font. However, after searching
through many of the fonts in
Photoshop, a specific font couldn’t
be tied to a particular gender
demographic. It was also difficult to
pick a specific font, due to the
audiences preference not been
about gender, but instead, like most
things, personal preference . The
font, Baskerville Old Face, therefore
survived this extension task
unchanged.
As well as gender changes, this
recipe card also changed age
demographics. Before the
extension task, the Green border
colouring was targeting a mass
market, and therefore, not a
specific demographic. However,
this change in colouring has
resulted in a reduction of the
target demographics age. The
brighter colour automatically
reduces the age due to that
audience been more drawn to it.
Compared with that, the green of
the original version is more
restrained and therefore appeals
to an older audience.

3. In terms of colouring, this recipe card
didn’t need amending that much.
Due to the blue colouring already
been in place, the font and title
colouring were the only changes on
this recipe card. The reason why the
main bodies font colour was change
on this occasion, was down to the
clearness and ease to read,
compared to the faint and difficult to
view colouring of the female copy.
Even though I think this card looks
striking and eye-catching, I believe
the title on the front of the card is
difficult to read. The Blue stroke
around the lettering clashes too
much with the plate on the picture,
which are of the same colour. Also,
to make the ‘ingredients’ and
‘method’ titles stand out, I had to
make them bold, without they
looked plain, which made it difficult
to differentiate between title and
main body.
The electric blue that was on
the card before, made the
target audience of this card
young to start with. However,
since the addition of the title
and main body font colour, the
age of the target demographic
have reduced further.
Without been stereotypical,
these cards are aimed at a
ABC1 demographic, rather than
a C2DE audience. His is due to
this demographic having spare
money for things such as recipe
cards (luxuries), instead of
having to spend all their money
on necessities, like the C2DE
demographic.