2. OUR AUDIENCE
Along with this, we conducted a series of in depth research to
support our ideas and help us design and come up with
an appropriate concept that would match the younger
audience but also the vegetarian audience.
We decided to frame our recipe cards around a target demographic of students.
We thought this would be an interesting idea and easy to relate to as we are
students ourselves and therefor have a wider understanding of what appeals
to a younger audience and what doesn’t.
An example of research we conducted was a survey,
this allowed us to look on a wider scale at what
appealed to our audience. We discovered from
this that it would be an added benefit to the
vegetarian market to stress the necessity of
healthy eating and “5 A Day”.

11. With our designs, we decided to keep our ideas relatively easy to do. Although our final idea looks
pretty busy the overall design was easy to accomplish.
As a whole, we feel that our cards appeal to our audience as it is simplistic and shows all the
relevant information in easy to read chunks. The images used show the food as a finished
product which will increase the likelihood of a person wanting to make said food.
OUR CHOICES;
We decided to keep our design ideas relatively easy to do. Although our final idea looks pretty busy
the overall design was easy to accomplish.
Also, we feel that our cards appeal to our audience as it is simplistic and shows all the relevant
information in easy to read chunks. The images used show the food as a finished product which
will increase the likelihood of a person wanting to make said food.

12. FONTS;
In terms of fonts we chose to stick to fairly simple default fonts that came with Adobe Photoshop.
The fonts we chose we feel give a sleek finish and are easy to read and navigate through. There is
no jumbled text and everything is evenly size to appropriately fit a A5 sized piece of card.
Upon looking at our final products we feel we could of gone a little further out of our comfort zone
and chose something more relatable and associated with students and youth.
A serif font appears to be more suitable to an older audience for more fine dining and experienced
cooks that look more for design and visual appeal of a product rather than the context.

13. COLOUR SCHEME;
Originally we started out with a green colour scheme using a variety of blues to highlight certain
areas.
After receiving feedback from peers we decided that changing our colour schemes for each card
would be something to try.
We decided to try and create a theme between the images/food that was used and the colour of the
card. For example for the Apple Muffins card primarily greens were used, this works well with
the green apple in the image.
Overall some colours had to be used more than once and we decided to mostly opt for the use of
gradients of a light shade of a colour to a slightly darker shade of the same colour to give a nice
effect overall.

14. RECIPE SELECTION;
When looking for suitable recipes, from a student point of view we wanted to preferably look for fun,
easy recipes that could be done quickly as part of a short snack or something to share with
friends.
We researched several sources to find our chosen 8 and our final results, we feel would appeal
most in terms of innovative and interesting meals that you wouldn’t expect to see in traditional
cookery books.
We also wanted to stress how important healthy eating is and also, additional tips on how to expand
your diet and how to approach cooking. Also it was vital that we stuck to the initial brief and
provided recipes suitable for a vegetarian audience, which we have done so in our final set.

15. OUTCOME;
Overall, we liked our final design. We felt that it accomplished everything
that we needed and had some nice little added extras. We feel that we
have designed a card that would appeal to our audience but also to the
masses, there are subtle things that allow it to branch out past students
whilst still remaining primarily for them.
Everything that needs to be displayed is displayed clearly and is easy to
understand for instance the nutritional values, method and ingredients.
We also used a QR code generator to allow you to scan the code on the
card and it will directly link you to a YouTube video that acts as a
tutorial to creating the food.
Small points that we could have improved on were choice of fonts, even
though we did make some changes based around feedback that we
received there were still some improvements that could have been
made. We could have gone more out of our comfort zone to find a font
that would have been more suitable for a student audience.