1. Evaluation
Sanem Esra Koyupinar
Producing Print Based Media
Visual Language:
Composition:
How have you chosen to set out your designs and why?
I decided to set out my recipe cards by including three images (each from different angles
to show different aspects of the food), two separate columns one for the ingredients
(which were bullet pointed) and one column for the method (which was put into steps to
make easier for the audience to follow) but whilst I was in the planning stages I wasn't to
sure how I wanted my layout so I created two different but basic designs that would be
appropriate and asked my peers for their opinions. This design was chosen for my final
design, as it looked more professional. Each card represented a country and to make this
clear to the audience I added iconic images of each particular country that would be
recognisable for the header of the recipe cards and placed the flag of the country in the
corner. By laying out my recipe cards like so it has given them a more professional touch;
by using these features it has made my final product look clear and allows the targeted
age group understand the recipes clearly.
Image Construction:
Discuss the contents of your final images and reflect upon decisions made.
I decided to use original pictures that I had taken with a DSLR. I wanted to use my
images because it allowed me to be more experimental with the images and capture the
images how I desire. For each recipe card decided to use at least three images captured
from different angles to be able to show the image in different aspects. Once I got the
images that I needed for my eight-recipe card I had to do slight editing on each such as
clone stamping and mistakes on the images, cropping the image and changing the levels
to enhance the brighter shades in the images. For each recipe i tried to include bright
colours that contrast with each other so that the food grabs the audiences attention and
looks appealing to them. Some of my images looked similar so i decided to crop the
images in different areas to each of them different and whilst i was placing plasing my
images i tried to make sure the images didn't clash with each other.
Representation
Discuss the semiotics and connotations created from the content you have included.
For my recipe cards I chose to use the theme of all around the world food, the reason that
I wanted to create cards within this theme was because while looking into recipe cards I
noticed that there were lots of cards, books and websites based on a particular cuisines
but none of them offered recipes from a variety of cosines. Another detail that I focused
on whilst creating my cards i wanted to offer unusual cuisines that are rarely presented.
The reason I thought that my cards would be appropriate for 17+ was because the recipes
were simple and cheap enough for teenagers to cook but also good enough quality for
adults to enjoy.
To go along with the theme of my recipe card I thought it would be a good idea to have a
different colour scheme for each country but still use the same layout, text and fount to

2. remain the professional look. To make the audience aware of the theme of the cards I
used an iconic image from that country and used the imagery as the headings for the
recipe cards, I choose to use illustrated images of the iconic places instead of using actual
images as I though it would look more appealing to all ages and gave the recipes a warm
touch. Whilst choosing my headers pictures I focused on the colouring of the images as I
wanted all the images to have bright eye catching colours but yet again look quite
authentic, the reason I wanted my images as so was to create something different and
unusual I made this decision because while I was doing research on recipe cards I
realised that all the cards had very similar looks which made them look unoriginal and
boring.
Audiences:
Create an audience profile of your chosen demographic
Age - The recipe card that i have created are targeted at the age group between 16/17-
adults, i thought that this would be the most appropriate age groups as the recipes are
simple enough for students to cook but still good enough quality to attractive the adults
attention.
Gender- The recipe card that I have created is suitable for both female and male genders
as none of the recipes are specially aimed at a particular gender.
Psychographic- The Psychographic of my cards is based on lifestyle, culture, cuisines and
interests.
NRS Social Grade- An NRS Social grade categorises the classes that people are in by
splitting them up into grades A- Upper middle class, B- Middle class, C1-Lower middle
class, C2-Skilled working class D-Working class and E- People at the lowest levels of
subsistence. These grades are based a persons occupation. The social grade that my
recipe cards are targeted at is B, C1, C2, D and E.
Geodemographic: Geodemorgraphics can estimate the common characteristics of people
and based on their profiles of people that live in small areas near particular addresses.
The geodemographic of my recipe cards would be families that are middle class and
working class families.
How have you constructed your work to appeal to this audience?
Use box below for text or page space to include an annotated copy of an example of your
work to help illustrate how you have done this. You can use a
To make my recipe cards more appealing to my aimed audience I tried to include details
that would catch the attention of the audience but also balanced out the features on my
recipe card so that they don't become eye biting. An example of this would be how all the
imagery and colours act like boarders around the recipe cards but I have left the
background blank so that the text is more clear to read whereas if I had used a coloured
background for where I placed my text it may have become over powering. Another
feature in my recipe cards that I believe made them more appealing to my audience was
the ratio of text to images and how the cards were set out; even though my cards were
heavily based on imagery the way I choose to lay the images out was still able to make
my cards look simple and profession

3. Historical and Cultural Context:
What did you use as your design influences and why were they chosen?
To gain ideas for my recipe cards I did some research online to look at already existing
recipe cards. During this process I realised that to be able to make a set recipe cards that
will appeal towards my audience but to do so I would have to combine different
techniques to create cards that would fit the expectations of the targeted age groups.
Before starting to look into recipe cards I already had an idea of what kind of
expectations an adult would have for recipe cards but my main concern was that I didn't
really know what an teenager would want from recipe cards and as there isn't many
recipe cards, books and websites that are aimed at teenagers I came to the decision that I
would look at ordinary recipe cards and as a teenager myself I would pick up on points
that I would change for that particular card to become more appealing to me. Some of the
features that I wanted to change in the existing recipe cards were to include more imagery
of the food; add and use more attention catching colours and to consist a house style so
that it looks more professional.
Do vegetarian products have a specific design aesthetic and how does your project
reflect/contrast this? Why?
Vegetarians do have a specific design aesthetic an example of a appropriate design for
vegetarians recipes would be considering to use natural shades such as different tones of
greens and other earthy tones as this would make it a more obvious who the recipe cards
may be aimed at, another way of making the recipe cards specific for vegetarians would
be by adding images of nature or maybe even including a logo of a vegetarian group.
Even though I didn't include the shades of green in my recipe cards I included images of
the food that they would be creating and to make it more obvious I stated what the main
ingredient of that recipe would be in the title to prevent and confusion. I also included the
logo of the vegetarian society as a way of confirmation that the recipes are suitable for
vegetarians and some suitable for vegans.
Finished Products:
Does your finished product reflect your initial plans? How? If there are any differences,
describe why changes were made.
I am very pleased with my finished product as I was able to complete all of the cards on
the deadline set and even though I had taken my own photographs and didn't have to skip
any part of production whilst making my cards. Looking back at my flat plans I haven't
changed any of my original ideas and actually got the chance to improve on some as I
had some extra production time, a minor problem that had occurred during production
would be the original font that I had chosen for my card wasn't to clear to read so I had to
change it once or twice until it clearer. Because I had extra time towards the end of
production I deiced to make the most of this time and did some slight editing to the
images that I had taken to make them clearer and get rid of small mistakes. The only
major change that I made to my cards that I didn't include in my flat plans is I near the
end of production I added the flag of the country that the card was featuring on the backs
of each card just so the back of the cards aren't plain

4. Does your finished product match what you were set in the brief? How?
I believe that my finished product does match the aim that was set in the brief, as all of
the recipes are suitable for vegetarians. Because I used stock images for my header
images I had to understand the risks of the copyright terms so I knew the consequences.
The only problem that I had with the brief was that I had miss read the section where it
had said the cards had to be back to back so I had only created 8 recipe cards and if I
were to do them back to back that would only leave me with 4 recipe cards and because I
noticed this mistake near the end of my production time I decided to add images of the
flags on the backs so that I still had 8 eight cards.
How did the use of peer feedback help you in your production?
I was pleased with the feedback that I got from my peers, as I believe that I received fair
feedback. The negative feedback that I got helped me adjust my work to make the quality
better. My peers were impressed with the layout of my recipe cards as believed they
looked original and professional which I was happy to hear as that was my intention. An
example of the feedback that I received is I had a comment about the font of the text not
being clear and that it was hard to read so after I changed my font to a different style that
was easier to read.
Discuss the strengths and weaknesses of your final product regarding its technical
and aesthetical qualities.
Greece recipe card.

5. Strengths of my work:
⁃ One strong point about my work is the use of my own images as this helped my cards
to look more original and I had the opportunity to take images and capture my
photographs in the angels that I wanted.
⁃ Another strong point I had in my work is the use of colour and the combination of
colour that I used and how the colour theme compliments the ingredients in the
food.
⁃ My third strong point about my work that I like would have to be how I set out the area
of texts and how I made the most of the use of space on each cards.
The weaknesses of my work:
⁃ A weak point in my work would have to be that some images seem slightly stretched
and some of the images are brighter then the others which have made them look
low quality.
⁃ Another weak point about my work would be the use of the clone stamp tool and how
it has been over used for the header even though it is not as noticeable on some.
⁃ My third weakness about my work would be the placement of the flags; because I
chose to place the flags in the corners of the cards it led for some of them to not
have the main logos show.
⁃
What skills/knowledge have you gained/developed in this project? How could these
be applied in future practice?
The skills that I have gained through out this project is mainly based on the preparation
and the actual creating of the cards, during the preparation I was introduced to creating
lots of flat plans and asking our peers on which they preferred which then helped us on
our chooses and what we may need to alter to make our work better. The reason I would
like to use this skill in the future is because it was a nice way of getting people to judge
your work and bring across positive and negative points.
Another skill that I learned during the production of the recipe cards is the clone stamp
tool, after starting to put the images into the recipe card templates I noticed that on
images there were small smudges that made ruined the quality of the images and after
asking one of m teachers I was advised to use the clone stamp which simply allows you
to copy a specific part of you image which you can them paste on top of your mistake to
cover it. Even though I may have overused this tool in my work it will defiantly be handy
for future references.
Production Processes:
Do you believe your work is creative and technically competent? Why?
(Reference specific examples (use images if this will help) of where you believe your work
is particularly visually or technically impressive)

6. Belgium Recipe card.
I do believe that my work is creative and technically competent. The creative side of my
work would have to be the overall card as all off the cards were original ideas and created
from scratch especially the photographs that are used in the cards. The most technical
feature on the cards would have to be the headers as the images that we chose where out
of proportion, we had the option of stretching the images but this created noise in the
images so the only option we had was to clone stamp the image to make it fit into the full
header without loosing the quality.
How effectively did you manage your time?
I think that I was able to use the time given wisely and got to include everything I had
initially planed on. Because I wanted to take my own images I wasn't to sure on how long
it would take me to prepare all of the dishes and capture all the images so I decided to
book a whole day off timetable to allow me to take my time to take my images.
If you could repeat the process what would you do differently?
If I had a opportunity to re-do this whole project the only thing I would alter would be to
keep on referring back to the brief that we got given to re-fresh my memory and help me
stay on task and remind me what is expected from my end product.

7. Working to a Brief in the Creative Media Industries
Constraints Experienced:
What constraints did you encounter and how did you consider/avoid them?
+Legal Constraints
A legal problem I may have in my work could be caused by the recipes, as some of the
recipes already exist recipes but just worded differently. Because I wanted the recipes to
be simple I altered the recipes into more simple terms to make them easier.
Another problem I may have would be caused by the header images as they are not my
own illustrations but were offered on a stock images website, due to my theme being all
around the world it would have been unrealistic of me to be able to capture my own
photographs.
+Regulatory Constraints
To keep my work professional I didn't include any kind of inappropriate or offensive
language. All of the recipes that were chosen were not harmful to that audience in any
way.
• Financial Constraints
During the planning stages of this project I made a did research on how much some
ingredients may cost me and created a small budget sheet on how much I will need to be
spending, I wanted to take my own photographs so this meant that I would need to pay
for all the ingredients I would be using. However for our actual coursework i had to
create a budget sheet where I was wanted to go in depth as if this were to be an actual
production.
Management:
How did you work as part of a group?
I believe that our group worked well together as we balanced out the work equally which
made it much easier for both of us, a particular aspect that i really admired in our group
work would have to be we respected each others opinion and throughout the working
progress we supported each other. What i mean from balancing each other is that me and
my partner have different areas of specialties such as I’m more creative on the practical
side of work whereas she is more successful with her writing, so by working together we
were able to help each other on our weaker points and created a strong powerful group.
How important is communication when working in a group?
Communication was a major part of our group work as during the production we
constantly asked each other our opinions and we would either combine or improve one
others suggestions which made our team work better. Because we respected each other’s
decisions we were able to say our honest opinions to each other without any of us getting
offended. Another positive point of about our communication skills is that even though
we had split the responsibilities of tasks if we had any doubts or we seemed to struggle
on a particular task we were able to help each other out or even swap tasks.
What have you learnt about working in a group and how will you apply this to

8. future practice?
I learned that in the future if I were to take part in another group task like this I would
want to be able to communicate with my team partner and be able to respect each other’s
decisions even if we weren't to get along. If there would be something that one partner
disagreed on I would like to be able to talk it out so that there is no tension between the
group and we can simply act professionally.
What have you learnt about working in to a brief and how will you apply this to
future practice?
I have learned that in future projects I should keep on referring back to my brief to help
me remember the target and the expectations we need to cover during the production of a
project.