1. Initial Ideas and Feedback
Chloe Stead

2. Idea 1
• For my first idea, I was thinking we could do a pizza theme. We could create a range of vegetarian pizza
topping ideas. Each card would be the shape of a pizza slice, with an image of a pizza completely
covering the entire card. When all of the cards are fitted together they would create the shape of a
whole pizza. The colour scheme for the text and text boxes could be white, red and orange, to represent
colours on a margarita pizza. White representing the mozzarella, red being the tomato and orange being
the base. We could use quite a simple font to balance out the bold design, making sure the cards don’t
look messy. Text would be set in the centre of the card, and the recipe would be made as simple as
possible, laid out in a list format. Card would be laminated to make it strong and easy to clean.

3. Feedback 1
What do you like about the idea?
I like the idea of the pizza slices being single recipe cards, then when you
put them together they make a whole pizza
What areas of the idea could be developed?
The actual food because you would only need the pizza recipe once because
its only the toppings that would be different.
What do you find interesting about the idea?
I think the text box colour idea is really interesting and that could be flexible
and be used on any simple recipe.

4. Idea 2
• We could do a series of vegetarian and vegan curry recipes. The page could be covered with an image of
a wooden chopping board with some classic curry recipe ingredients covering the board (for example
coriander or aniseed). The text would come over the wooden chopping board. The colour scheme could
be a deep orangey red colour, with white and black. Text would mostly be laid out in the centre of the
card. The recipe could be made a little more detailed, with more explanation, and longer sentences
when explaining the method. We could use boarders to section off text to make it look a little neater.
We could laminate the card to be stronger and easier to clean.

5. Feedback 2
What do you like about the idea?
I like the idea of laminating the recipe cards, which would make them easier
to clean and they would last longer.
What areas of the idea could be developed?
The whole theme could be developed, doing more research into Indian
culture, so you can make correct designs and colours that are accurately
Indian.
What do you find interesting about the idea?
I think the idea of adding vegan and veggie recipes is good, it gives more
scope for recipes and a bigger target market.

6. Idea 3
• We could do a ‘scrimping student special’. This would be a series of cheap, tasty and easy food. We could
use a combination of hand drawings (cartoons or just doodles) and photography to illustrate the recipe.
Recipes would be different take away favourites such as curry, Chinese, or burgers. Card could be
presented on lined paper (or what looks like line paper). We could use a font that looks like hand writing,
or actually hand write it. Text could be blue to look as if it has been written with a blue biro. We could do
some drawing with the same blue biro or a black biro. Our main text could be placed right up to the
margin to look just how a normal person would write the recipe out. The ingredients and method would
be made and short and simple as possible.

7. Feedback 3
What do you like about the idea?
I like the idea of the hand illustrated pictures of the food, instead of just
photos, the drawings would fit into the theme really well.
What areas of the idea could be developed?
What kind of foods and meals that could be used in the recipe, maybe be
very price conscious, including the prices of the ingredients, the cheapest
ones, and where to buy from
What do you find interesting about the idea?
I find the whole student idea interesting, to encourage younger people to
cook healthy meals.

8. Idea 4
• We could also do Halloween treat idea recipe cards. Suggesting alternatives to sweets containing animal
products and more adventurous, appetising treats. We could have the cards on tomb stone shapes, or
inside “spell books” . Perhaps there would be pop out images of the meals inside the spell book cards.
We could use some fancy writing and some plain writing to not over crowd the page and make sure it is
easy to read. Text would be placed in the centre of the card. The recipe would be made as simple as
possible, laid out in a list format to allow the cards to be compact but allowing writing to have space to
be large enough to read clearly. The colour scheme could be orange, black and grey.

9. Feedback 4
What do you like about the idea?
I like the imaginative spell book idea, how recipes and images could pop
out, making it more interesting, especially for children.
What areas of the idea could be developed?
The actual recipe area, what kind of treats could be made, like actual sweets
that are veggie, healthy treats that are fruit or cakes and biscuits.
What do you find interesting about the idea?
I think it is good how this idea could be manipulated to encourage kids to
eat more healthily instead of just sweets.

10. Idea 5
• My final idea is to have a super food summer theme. We would use vegetarian and vegan recipes that
are super healthy. On the card as well as the recipe we would include the health benefits of the recipes.
We would use fruit and vegetables that grow in summer (blueberries, cucumber and tomatoes). We
could have a close up image of the meal as a thick boarder around the main text. The colour of the text
box could vary depending on the colour of the main ingredient in the recipe being used (for example if it
was tomato soup, the text box would be red). The main colours we could use throughout each card
could be green, white and pink.

11. Feedback 5
What do you like about the idea?
I like the idea of using seasonal fruits and vegetables, and also the health
benefits displayed on the card as well as just the recipe.
What areas of the idea could be developed?
The design and layout could be developed a bit more, it could be made a bit
more dynamic by shaping the cards instead of just having them as a plain
square.
What do you find interesting about the idea?
I think that the colour scheme is good, like the tomato soup, because the food
is red and green so is the colour on the recipe cards, then you have the
consistent colours of pink, green and white which link the cards together.

12. Summary of Feedback
What do you agree with from your feedback?
I agree that I could have looked much deeper into my Indian theme for idea 2. I could
have created ideas more based on Indian culture. I agree that I perhaps did not think
about my first idea deeply enough in terms of the recipes, and that you only need
the dough recipe once, the rest is just toppings. I also agree that I should have
included about prices, and where to buy from. That would develop the scrimping
students theme a lot more.
What do you disagree with from your feedback?
I disagree about using square cards being plain, as I think that if the layout is done
well it can look interesting, and perhaps if the card has a lot going on on it already,
shaping it may look a little messy.

13. Idea Evaluation
Which idea that you came up with is your favourite and why?
My favourite idea is idea 4, the Halloween themed idea. I liked my idea about having
a pop up spell book with pictures of the food. I think it would be nice to make sweet
treats as apposed to meals as you can be more creative and decorative.
Which idea, that your team came up with, is your favourite and why?
I think that idea 5 was my favourite, the Indian themed idea. I really liked all the
design ideas which would allow us to play around with art and colour. It would also
be easier to come up with and create vegetarian and vegan curry recipes and there
are more vegetarian curry recipes already out there.

14. Developed Idea 1
x

15. Developed Idea 1
x

16. Developed Idea 1

17. Developed Idea 2
Text would go here.
Text text text ext text
text

18. Developed Idea 2
Recipes:
Vegan pizza
Margherita pizza
Vegetarian Pesto Pizza
Vegetarian Hawaiian Pizza

19. Developed Idea 2

20. Treatment
Idea Treatment:
Theme:
The theme of my first idea is Halloween. A sort of subtheme to my first idea is spell books. I will treat the recipe like a spell, and present
it like an old spell book.
Audience:
The audience for my recipe card idea would be parents and young people ages 4- 14.
Production Methods:
I would like to have a combination of more adult and more childish themes running through my recipe card designs. I would like to make
the pages of the cards look as if they really are old spell book pages by using methods like tea staining. Though I would like to incorporate
some pop up images into the design at the top of the page. I’d like to use a combination of stereotypical horror and Halloween fonts and
some more simple fonts in order to tone it down a bit. I would like minimal text on the page in order to keep it simple and save space for
a few images on the page. As a boarder around the recipe cards I would like to have patterns and curls typical of tombstones to make it
look more old and spooky, I would also like the boarder to be embossed to give the cards some more texture.

21. Assessment of final ideas
Suitable for audience?
This product fit really well in for the target audience, it is interesting enough to
keep the attention of all ages of children
Suitability for client?
It is suitable for the client because it fits the brief
Appeal of the design:
I think the idea for the design is good because there are a lot of options and
things you could do to make these cards different and exciting.
Timescales for production:
3 weeks, I think if everything is planned out well and there is not too much detail
then the time scale can be met
Cost of any specialist work (laminating, varnishing, die-cutting):
I think this will cost extra because the cards will need specialist work, like
laminating and die-cutting
Practical to produce in large runs?
If the product is very detailed then this may not be suitable for larger runs as it

22. Assessment of final ideas
Available resources:
Resources will be limited, and there won’t be the same quality professional
machines like die cutting may have to be replaced with craft knife etc. Printing will
use different methods to professional companies. But computer applications will
be available like Photoshop and publisher.
Quality factors:
The quality of the card and things being added and taken away from the card will
be lessened by the fact that this cant be produced professionally. But when
producing the product on the computer this can be at a professional quality.
Legal and ethical issues:
There will be legal and ethical issues considering children and their safety, so
warnings will have to be put on the card, or an adult will have to be present at all
times. Also to take into consideration is allergies, to put on warnings if the recipe
includes popularly allergenic foods.

23. Final Group Idea

24. Final Treatment
Idea Treatment:
Theme:
Audience:
Production Methods:

25. Rationale for final idea
Explain why you have decided to go forward with your chosen idea.