1. Initial Ideas and Feedback
Ryan Goldsmith

2. Idea 1- New parents
• The cards could be aimed at new parents helping to show what vegetarian options
can be most beneficial to them and their baby. This is because most people don’t
have a good enough idea of what dishes there are available to them and this will
help encourage people to try new things.
• Colours would be basic white, blue, light pink etc. these colours will be consistent
with the types of colours you associate with babies.
• Die-cut finish.

3. Feedback 1
What do you like about the idea?
I like the idea of it being for new parents whom are a vegetarian or are think
about becoming a vegetarian and I like the idea of the card thinking about a
new born.
What areas of the idea could be developed?
I think there could be more detail about the colour scheme and there could
be a more about images.
What do you find interesting about the idea?
I find the idea interest because it is very different and very rare that there will
be recipe cards for new parents and their baby.

4. Idea 2- University students
• Show an array of different dishes that you can make for a limited budget. This
could vastly improve the diets of the majority of student who are living on a tight
budget and eating poor quality food because they feel that it is all they can afford.
• Use a wide range of colours, this is because a lot of university students might like
the opportunity to express themselves with the colours they choose and the
recipes they choose.
• Font types- Planet Benson by typodermic fonts, Urban Riot by Beraka fonts
• People aged 18+

5. Feedback 2
What do you like about the idea?
I like the idea of making vegetarian meals on a limited budget considering
that this has the target market for students. I also like the idea of it being for
students as it will encourage more young people in to the vegetarian society.
What areas of the idea could be developed?
I think more can be developed about the fonts and more specific on the
colour scheme.
What do you find interesting about the idea?
I find the whole idea interesting about limited budget meal for students

6. Idea 3- Christmas theme
• Aimed primarily at adults
• Use Christmas colours i.e. red, green, white, purple, gold etc. these colours have
been chosen because they are usually consistent with the Christmas period of the
year and will be appropriate.
• Show what Christmas classics can be made using vegetarian substitutes this is
because a lot of vegetarians feel as though they don’t have a good selection to
choose from when it comes to the Christmas dinner which can be a big thing in
some families.
• Embossed finish
• Fonts: king things Christmas, Christmas card by Harold fonts
• Border trim idea:

7. Feedback 3
What do you like about the idea?
I like the idea of a seasonal recipe card and I like the idea of it being the
Christmas as it has very rich colours (greens, reds, golds)
What areas of the idea could be developed?
the ideas that could be developed in this theme would be the border theme
as there is only one option when there could be more interesting ones
What do you find interesting about the idea?
I find the Christmas classics be interesting as there isn’t a lot of vegetarian
options around this time of year

8. Idea 4- Vegetarian/vegan desserts
• Aimed at all vegetarians and vegans with a sweet tooth. This is to give vegans in
particular more choice since most deserts are made with ingredients that are not
vegan friendly, i.e. cheese and milk.
• Colour scheme: browns, red, white, black. I feel that these are quite rich colours
which would work well with some of the mouth watering recipes.
• Varnish finish to add to the slick feel from the colour choice and the nature of the
deserts.
• Use select focus and depth of field to create nice images.

9. Feedback 4
What do you like about the idea?
I like the idea of making card specifically for desserts. And I like the idea of
the colour scheme.
What areas of the idea could be developed?
The area that could be developed is the colour scheme as they are dark
colours and there not really an explanation why those colours have been
selected.
What do you find interesting about the idea?
I find fonts interesting as they are a bit fancy.

10. Idea 5- Vegetarian main meals
• Varnish finish, I feel that this will be consistent with the high end feel that I would
want if these were to be printed for use at restaurants.
• Aimed at adults, restaurants etc. (good standard of food) this is to try and get
more vegetarian friendly dishes into restaurants and just make them more
mainstream so that when vegetarians do eat out they’re not limited to one or two
dishes.
• Colours: warm colours, wood, browns, subtle tones, red. These would work well
with the type of ambiance that you would associate with a nice welcoming eatery.

11. Feedback 5
What do you like about the idea?
I like the idea about the mains meals being aimed at restaurants as well as
adults.
What areas of the idea could be developed?
The areas that could be developed are the fonts as there isn’t really any
explanation for them
What do you find interesting about the idea?
I do find the fancy and curly font interesting as they are quite sophisticated
fonts.

12. Summary of Feedback
What do you agree with from your feedback?
I agree with the fact that I should expand on some aspects of my ideas such as the
colour scheme for idea 2. On feedback 4 I agree that I should expand upon why I have
chosen to use those colours in particular as it may not be very clear why I have chosen
them and what effect I was hoping to achieve by using them. I also agree that on
theme three there could be more choice for the border.
What do you disagree with from your feedback?
I don’t really agree with saying that I haven't said why I have chosen those font styles
for idea 5 as it should be apparent why those choices have been made as they go hand
in hand with the idea of appealing to restaurants and trying to attract a more
sophisticated market.

13. Idea Evaluation
Which idea that you came up with is your favourite and why?
I think that the idea of creating a series of cards for vegetarian desserts is my favourite
one as it allows a lot of choices and will allow us to target anyone with this i.e.
children, teens, adults etc.
Which idea, that your team came up with, is your favourite and why?
I think that the idea of creating a children's TV channel theme based set of cards was
the best as it is a great way to appeal to the young market and will help to get them
more interested in the vegetarian community. The concept of it getting children to
bond with their parents is one that is very positive