Treatments and Idea Development

By Baya Lee Safhill

Treatments

I am going to look into four different themes which we could use for our recipe cards.These four themes will be;•Summer•Winter•Halloween•Valentines Day

Summer Theme

Treatment OneBaya Lee Safhill

Summer Theme

This is my first theme which I am going to look at. In order to look into this I will be look ideas and connotations that are associated with summer, as well as what foods are classified as summer foods, as well as examples of cards that I like, and what fonts will go well with this theme, as well as colours. I will also look at what banners there are available to make the cards feel ‘summery’ to the audience.

Summer

The previous slide shows pictures of things associated with summer; clothes, sunflowers, poppies, dresses, sandals, images of the sun and beaches.These create an idea of summer in our audiences mind because we associate these with summer.

Summer FoodThe previous slide shows pictures of foods which are considered to be summer foods. These include Watermelon, ice lollies, cucumber, salads, sorbets and ice creams, smoothies, cocktails, chipsticks, candyfloss and of course the seaside favourite fish and chips.I need to make sure that the recipes on the cards are going to fit this theme in an interesting way in order to make sure that the audience understands that these cards are for summer foods.

Previously Produced ProductsThe previous slide shows examples of cards that have been produced already which feature the summer theme and recipes.The colours used are bright and colourful and feature prints which are relatable to summer. The cards however feature garish colours that are bright and highly saturated, such as pinks, yellows, and purples/ lilacs.The recipes themselves are very summery and feature mussels, fruit salads, light pancakes with fruit and a tart that is considered summery. All of these recipes could be served up at a picnic or used in a garden party. There is also a recipe for a Mexican Sandwich and we associate this with being summery because of tea parties featuring sandwiches.The photographs are shot in a way which makes the audience feel that these are summer recipes; for example the photograph of the mussels is shown with a bottle of cider and this creates a pub garden imagery in the audience heads, and the photograph of the Torta Sandwich has been photographed outside and next to a bowl on a bench, this again brings images of the summer into the audiences minds.

Fonts

Fonts are important in helping to create a theme. The previous slide shows a range of fonts that I have picked if I was going to create a summer theme set of cards. I have picked these fonts because I feel that they create a summer theme. They are all creative and offer an element of fun and this will work well along side over saturated colours and patterns. Most are Serif because they are very feminine. They all create a softer look to the text in an interesting way.

Banners and Graphics

The previous slide shows examples of banners and graphics which I feel are summery. The colours used are very important in creating this association.They feature bright colours and most use curves to offer a softer touch.

Winter Theme

Treatment TwoBaya Lee Safhill

Winter Theme

This is the second theme which I am going to look at. In order to look into this I will be look ideas and connotations that are associated with winter, as well as what foods are classified as winter foods, as well as examples of cards that I like, and what fonts will go well with this theme, as well as colours. I will also look at what banners there are available to make the cards feel ‘wintery’ to the audience.

Winter

The previous slide shows pictures of things associated with winter; snowy landscapes, Christmas trees, hats, scarfs and gloves, winter snow boots, robins, bulb baubles, reindeer and snow men. These create an idea of winter in our audiences mind because we associate these with winter and of course with Christmas time.

Winter FoodThe previous slide shows pictures of foods which are considered to be winter foods. These include Christmas foods such as Christmas Dinner, mince pies, mulled wine and Christmas Pudding but also foods that are filling and hearty such as casseroles, stews and winter muffins.We need to make sure that the recipes on the cards are going to fit this theme in an interesting way in order to make sure that the audience understands that these cards are for winter foods.

Previously Produced ProductsThe previous slide shows examples of cards that have been produced already which feature the winter theme and recipes.The colours used are bright and rich and feature ‘royal’ colours that are associated with luxury and Christmas festivities; such as Purples and Golds. The cards however feature garish colours that are bright and bold and include purple, gold, silver, and red.The recipes themselves are very festive and wintery and feature festive recipes such as a filo pie and an untraditional sushi which is Christmassy. All of these recipes could be served up at a festive get together.The photographs are shot in a way which makes the audience feel that these are winter recipes; for example, the photographs are very high in quality and the food looks luxurious. The sushi and the welcome drinks are obviously ideas for Christmas parties, but the festive pie is shown to be hearty and filling.

Fonts

Fonts are important in helping to create a theme. The previous slide shows a range of fonts that I have picked if I was going to create a winter theme set of cards. I have picked these fonts because I feel that they create a Christmas theme. They are all creative and offer an element of fun and this will work well along side the other components in the cards.

Banners and Graphics

The previous slide shows examples of banners and graphics which I feel are summery. The colours used are very important in creating this association.They feature blues, reds and greens in order to create a Christmas like feel.

Halloween Theme

Treatment ThreeBaya Lee Safhill

Halloween Theme

This is the third theme which I am going to look at. In order to look into this we will be look ideas and connotations that are associated with Halloween, as well as what foods are associated with Halloween, as well as examples of cards that I like, and what fonts will go well with this theme, as well as colours. I will also look at what banners there are available to make the cards feel ‘Halloweeny’ to the audience.

Halloween

The previous slide shows pictures of things associated with Halloween; sweets, trick or treaters, pumpkins, darkness, dressing up and ghosts.These create an idea of Halloween in our audiences mind because we associate these with things with Halloween.

Halloween FoodThe previous slide shows pictures of foods which are associated with Halloween. These include cakes, biscuits, sweet treats, pumpkin pie, stuffed peppers. These foods have been created to look gorey and disgusting, and most look like bones, body parts, eyes or animals. I need to make sure that the recipes on the cards are going to fit this theme in an interesting way in order to make sure that the audience understands that these cards are for Halloween foods.

Previously Produced Products

The previous slide shows examples of cards that have been produced already which feature the Halloween theme and recipes.The colours used are bright and feature the use of orange primarily, alongside black and grey. The recipes and photographs feature pumpkin cupcakes, Halloween cakes, and a variety of other sweet treats. All of these recipes could be served up at a Halloween party or be given to trick or treaters.The photographs are shot in a way which makes the audience feel that these are Halloween recipes; for example the photograph of the pumpkin cupcakes are show in a vegetable basket so we associate the connection with pumpkins, and the photograph of the Halloween cake has been shown with pumpkins and this again brings images of the summer into the audiences minds.

Fonts

Fonts are important in helping to create a theme. The previous slide shows a range of fits that I have picked if I was going to create a Halloween theme set of cards. I have picked these fonts because I feel that they create a Halloween theme. They are all creative and offer an element of fun and this will work well along side the colour schemes used of orange, black and greys to create a spooky Halloween theme.

Banners and Graphics

The previous slide shows examples of banners and graphics which I think are associated with Halloween.The colours used are very important in creating this association.They feature bright colours that are mainly blacks and oranges.

Valentines Theme

Treatment FourBaya Lee Safhill

Valentines Theme

This is the fourth and final theme which I am going to look at. In order to look into this I will be looking at ideas and connotations that are associated with Valentine Day and Love, as well as what foods are associated with this day of the year, as well as examples of cards that I like, and what fonts will go well with this theme, as well as colours. I will also look at what banners there are available to make the cards feel like they are for Valentines Day to the audience.

Valentines Day

The previous slide shows pictures of things associated with Valentines Day; sweets, trick or treaters, pumpkins, darkness, dressing up and ghosts.These create an idea of Halloween in our audiences mind because we associate these with things with Halloween.

Valentines Day Food

The previous slide shows pictures of foods which are associated with Valentines Day. These include cakes, biscuits, sweet treats, chocolate cake, and strawberries for example. These foods have been created to look like hearts because hearts represent love. I need to make sure that the recipes on the cards are going to fit this theme in an interesting way in order to make sure that the audience understands that these cards are for Valentines Day.

Previously Produced Products

The previous slide shows examples of cards that have been produced already for the Valentines Day theme.The colours used are bright and feature the use of red primarily, along side pinks. The recipes and photographs feature cupcakes, cakes, and a variety of other sweet treats as well as pizzas and indulgence foods. All of these recipes could be served up for someone’s partner for Valentines Day to show their love for each other.The photographs are shot in a way which makes the audience feel that these are Valentines Day recipes; for example the photograph of the Kirsch’s are shown as hearts which the audience will associate with this day of the year, and the photograph of the Love Bite sandwich has been shown on a red/pink table cloth which has roses on; the audience will associate roses with representing love.

Fonts

Fonts are important in helping to create a theme. The previous slide shows a range of fonts that I have picked if I was going to create a Valentines Day theme set of cards. I have picked these fonts because I feel that they create a Valentines Day theme. They are all creative and offer an element of fun and this will work well along side the colour schemes used of red and black to create a loving Valentines Day feel to the cards.

Banners and Graphics

The previous slide shows examples of banners and graphics which I think are associated with Valentines Day.The colours used are very important in creating this association. They feature bright colours that are mainly reds and blacks.

Evaluation of Chosen Idea

I am going to choose to create a set of recipe cards that feature the summer theme. I have chosen to create this theme because the audience preferred summer foods to winter foods in the first part of our research. I also feel that the summer theme is more interesting to create, and the recipes which will be used and developed from will be easy to do. I would like to create a set of recipe cards that are based around salads, as I feel these are versatile and anyone could create and enjoy these. Salads are also easy to adapt. I prefer the colour schemes of a summer theme as bright colours that are over saturated can be used; these include blues, yellows, pinks etc.

Difficulties I Could FaceWith This Theme

• Difficulties – ingredients, photography (not the right season), only appeal to people one season of the year – people’s favourite, reliving the summer through the cards.