1. Existing Recipe Card Analysis
Rebekah Asquith

2. The little writing that there is on the page, is all in lower case and in This photo is taken is very
The front of this card white against a green background colour. This is done so that the words high quality and all
shows a full page image of will stand out and can be seen and noticed. The fact that the words are aspects of the image are
an idealised version of a all written in lower case letters hints at a casual and informal style. This taken in equally sharp
raspberry frangipane tart. could be welcoming to the audience and indirectly tell them that focus. Taking the
There is no text except for making this dessert would be easy and fun. The writing is also a very photograph of the
what is incorporated into simple san serif so it is easy to read dessert in high quality will
the logo and the title of make people want to
the recipe. The fact that make and eat it more as it
this image is shown on the looks the best that it can.
front of the card would
make an audience
interested in the food as
they can see how good it The layout of the front of this recipe
looks and this would make card is quite balanced and is easy on
them want to cook it. the eyes – there is not much going on.
The green rectangles on both the top
and bottom of the card balance out
The colour scheme used here – the green the image well and also go well with
– is a fresh colour and is also the colour the bit of green used in the
that can make people more creative so is photograph on the garnish leaf.
relevant for cooking. It is also
incorporated into the green used in the
photograph as the garnish leaf. The white
I like the way that this recipe is
on this card also seems to play a
presented on the front of the card. I
significant part in the colour scheme and
think that it is simple but effective
the make-up of the card. There is white
in a way that it makes people who
used in the logo, the title of the recipe
see the image want to make the
and also in the photograph. The green is
food as it looks appetising.
bright and noticeable, yet does not take
any attention away from the subject of
the card – the photograph of the tart. This
is the perfect balance and way to use a
Aspects from this recipe card that I would use and like to employ into my own work
colour scheme. I will employ a technique
would be the way that the colour scheme has been chosen due to the detail of the
like this into making my own recipe cards.
garnish leaf in the image. I also like the way that the image is set out with a background
that applies to the recipe card.

3. The content of the back of this recipe card is
The layout of this side of the card is much different to the front. The main The writing style here is quite simple
pretty spaced out, however the card is content of this side is the text, where as the and easy to follow. In the method,
still busy and has a lot going on but it is main content of the front was the there are a lot of imperative words
not too overwhelming that it would photograph of the food. used which makes what you need to
disinterest someone in reading it. do to make the dessert much easier.
The method seems to be quite short
which would make people interested
in reading it as it is not too much text.
The colour scheme used – green
and white – is used to represent The font and text that has been
freshness and the kind of natural, chosen to be used here has been done
organic feel that you get from so carefully to make it easy to read.
eating vegetarian, The white The green white colour
represents purity, this could be background/text combination that is
suggested by the fact that you are used on the front has been repeated
making the food yourself you know here but reversed where the
that it is just the pure ingredients background is white. This makes it
that are going into it. This is a easy to read as there is a colour
bonus of making your own food. contrast. The information at the top of
the page such as how many the
dessert will serve, the preparation
I think that the overall time and the cooking time are all
appeal of this card is that it is included in a simple way that delivers
interesting to read and is the necessary info well. There is also a
appealing to someone who calligraphy-like font used up the right
would interested in these side of the card to state the name of
kinds of recipes. It has a the recipe again.
sense of professionalism also
which would be appealing to
people and they know that There is another image on this side of
they can trust it. the card that is a close up shot of a
part of the original image. This is again
I like this recipe card, I think that it is simple and well organised/laid an idealised image of what the food
out. It is easy to follow but there is not so little on the page that it is should look like and will make you
not interesting to read. I would like to reach the same balance with want to make it more. The image is
my recipe cards and a balanced text to image ratio. still in very high quality.

4. The content of the front of this recipe The colour scheme used here is red
card is a large photograph of the food and white. I think that the red has
just like the previous card and a small been used as the background and the
amount of writing used in the logo main colour for the cards because
and also the title of the recipe. there is a small section of the image
that is red; the ‘ginger and red pepper
There isn’t much to say about the relish’. This is the same on the
writing as there isn’t much of it, previous recipe card, there is a green
however, the little writing that is garnish leaf that has cause the main
included is written in lower case letters colour of that card to be green. I think
which gives a sense of informality and that this is a nice way to choose a
friendliness about the recipe and it’s main colour for the colour scheme
style. because then the all of the colours fit
together nicely. I would like to employ
this into my work when I make my
The way that the photograph has own recipe cards.
been taken, parts of the image are in
clear focus and some are not. The
The overall appeal of this side of
‘leek & chestnut purses’ are in clear
the recipe is that it looks
focus as they are the main subject of
interesting enough that someone
the photograph. We can tell this by
would want to learn to cook from
looking at the title and the way that
it. It also looks appetising to look
the purses are in a larger font that
at.
the relish that goes alongside it. One
of the ‘leek & chestnut purses’ is
broken open to show what it is inside I also like that the background of the
and to show you what it should look image (behind and under the plate)
like. This is again an idealised version has been included, it makes the image
of the food that the cook will be look nicer and more detailed. I also
aspiring to achieve. like that the text that has been used is
There are a number of things that I like about the way this recipe all in lower case, I think that this gives
card is presented. I like that the photography has been done using a an almost casual and chilled out, fun
shallow depth of field to put more emphasis on the ‘purses’ but the sense to the recipe card.
relish, which is also part of the dish is still included, just not as
defined.

5. This side of the card has the The words used here are impersonal
list of ingredients and also the and quite indirect where the audience
method of how to make the is concerned. I would like to make the
meal so there needs to be instructions on my recipe cards
more text that images here. personal and able to connect with the
The image used is a much audience; I feel that this would make
smaller one, just like the other them more interesting for the
card. There are the ingredients audience to read and cook from. The
and method listed and also titles of the different sections of the
extra info such as where to go text here are written all in lower
for more recipes like this one, case, this also makes the words seem
serving info and preparation informal and casual, relaxing.
and cooking times.
The layout of this page is very similar The text is written in a san serif font
to the last card. There is text that is which is designed to make words easy
organised into paragraphs that are to read and follow on the page and in
then spread evenly across the page. the middle of a paragraph.
There are no large white spaces that The detail of the calligraphy writing
look like they need to be filled with down the right side of the page is a
words or an image. The image that is detail that makes the card more
used takes up the space well that interesting. It would also make it a lot
would otherwise be blank and white. easier to see which recipe card it is if
there are a few in a row and you need
The colour scheme here is the to find just the one, you can pull out
same as the flip side of the card. In the side of it to see.
the image that is used on this side
there is quite a distinct use of red All of the text that has been used on
again, at the top of the filo pasty this card and the previous card is of
‘purses’ where they have been the same font, which is clear and easy
cooked; this matches the colour of to read.
the red that has been used at the I think that the overall appeal of this
top and bottom of the page. recipe card is again quite professional
looking and also interesting to look at
an appealing to use for it’s purpose.

6. The content of this side of this The way that there is only one large image that takes up most of the side is a good feature
recipe card is a large photograph of of this card because it shows what the focus is and shows a good close up before going
the finished food product. There is into more detail on the reverse side of the card.
also some text that uses a variety of
fonts. I think that there has been a The main photograph is focussed well on
different fond used here to that of the main subject of the image, the ‘festive
the other cards because this is filo pillow’, however more of a depth of
specifically for festive time period field is used on the other items on the
and so is different to the others and plate and the items behind the plate, so
is established in this way. that no attention will be taken away from
the subject.
There are small details on the
The layout here is a whole page image with
page which make it relative to the
very minimal text. There is a white banner
‘festive’ reference that is used in
at the bottom of the page which is used to
the recipe title. There are sparkles
introduce a slogan and a logo into this side
around the title and also a swirly
of the recipe card. The text that is at the
pattern which is also quite festive
top of the page, the recipe title, is not put
in the bottom left corner. These
into a banner it is just placed over the top
are small details that just add
of the image. Having the white banner
interest to the side and may cause
background for the text at the bottom
people to take more interest in
draws attention to those words, which
the card.
would be the intention here seeing as that
The colours used here, the purple is the logo of the Vegetarian Society that
and gold, are not generic colours produced the card.
that would be used when in
reference to festiveness and the I like the idea of hinting that this is not
festive season like Christmas. Gold is what is expected when ‘festive’ is
used quite commonly in reference mentioned; it points out that being a
to Christmas and other holidays, but vegetarian is different and should be
purple is not. The fact that a colour The overall appeal of this recipe card is that it is highlighted and paid attention to. I
that is not normally associated with interesting and intriguing. It is something new to make would like to do this in my own work
festivities would imply that this dish for the holidays rather than the normal turkey and because I would like the vegetarians
is something that would not vegetables that everybody makes around Christmas. that use my recipe cards to feel like
normally be made for the Christmas there has been a lot of effort put into
season, which it is. the food that can be made for them.

7. There is a small image of the image that was on the front
There is more text here than there are of the recipe card here, so that the user will not need to There are words and the small image
images. There is also a small image of flip it over constantly. in baubles which also represent the
the large image on the other side of festivity that is inferred from the title;
the recipe card. There is not much ‘Festive filo pillow’. There is also a
empty space here which makes the small image of a Holly plant which
card look fuller and it is not in danger adds to the festive theme of this
of looking boring. recipe card. The vital information, the
cooking and prep times, that is needed
The same colour scheme has been
for any recipe card is shown here in a
continued here, using the colours gold
bauble shape as well. There are also
and purple to represent the
baubles used as bullet points in the
festiveness.
method telling us how to make the
meal.
The layout here is quite evenly
spread and there is not much clear The background here is not just plain
space that is not being used. The white like the other cards that I have
top third has been taken up by analysed and looked at. I think that
images and shapes and the bottom this is another detail that makes this
two half of this side of the card is card more interesting and relevant to
text; this is a good and well- the ‘festive’ mention. The fact that
balanced text to image ratio. the card is festive makes it almost
different from the others; more
The text here is a small, clear special and looks a bit different to the
and easy to read font that suits other generic style that the others
the style well; although the style seem to take.
and design of the card is
interesting and in some areas
quite complex, the overall design I like that there is a colour scheme
and layout is quite simple and and also another theme that is
basic which matches the text. continued through both sides of this
recipe cards. I would like to employ
There is a slogan and also a web
this into my own work by ensuring
address where people can go to get
that there is a clear theme, whether it
more ideas for vegetarian meals. These
is just through the use of colours or
kinds of features make the company There is an alternative to create another option with through an added theme like the
look better and more thoughtful this meal which is a handy tip that I will employ in my festive theme used here.
towards the user. I will employ this into own work to make the vegetarians meals vegan as
my own work. well.

8. The colour green is used significantly here; it is part of the The image is simplistic and
meal on the recipe card and also an organic colour represents the subject of the image is
vegetables and therefore vegetarian cooking. the only thing that is actually
The fact that this side of the in clear focus, implying that
card takes up most of the page, this is significant to the
implies that there may be a lot publication.
of text on the other side. This is
a good way to balance the The white text on the green
recipe card out between images blocks of colour are attention
and text. grabbing, although the
lettering is all lower case.
The main image photograph is Lower case lettering usually
in good focus on the soup, the means that it is not as eye-
bowl and the spoon. There is catching as it could be but the
something in the background fact that the colours are so
that is very blurry and out of contrasting makes you look at
focus which is obviously not and notice the title.
important or significant to the
recipe card.
Most of this page is made up
Aspects of this card that I of a large image. This is to
would like to employ into my entice the user and grab their
own work would be: the large attention to want to use this
image covering most or all of recipe card over others and
the front of the card, the main make this meal. This image is
colours that are vital to the taken in very high quality
colour scheme being which brings out the good
introduced on the front of the The ‘Vegetarian Society’ logo is aspects of the image and
card, and also the contrast of placed at the bottom, on one of the makes the smaller parts more
colour to catch attention and green blocks of colour and also appealing to the user and
interest people in the card. coloured in white so that it stand viewer of the card.
out.

9. There are important details in the top block of colour
The green blocks of colour here have such as preparation time, and cooking times. They are
white text against them again. This put here so that the user will see them are they are There is an absence of any intriguing
brings out the lower case text that eye-catching. shapes or a theme on this card.
would otherwise just be overlooked as it There can be recipe cards that are
is lower case. This colour scheme is made specifically for festive
reversed with the main bodies of purposes and times such as
text, (the ingredients and the Christmas, however this one is just
method), with green lettering on a white plain. This can be considered
background. This again grabs your positive as the card is simple, basic
attention and is a stark contrast and straight to the point which is
between the two colours. what some people want when they
The font that is being used here is san are following a recipe. However, this
serif and is clear and easy for the user could be considered a bad thing on
of the card to read. However, the title a recipe card as people could
of the dish that is being made here is overlook it as it looks less
written in calligraphy writing up the interesting that some others that
right hand side of the side. This gives may have patterns, more
a slight bit more detail to the card pictures/images or other features.
that would other be quite plain,
simple and could even be considered
as boring. The main method text is separated
up into 4 step-by-step paragraphs
so that the text is easier and more
Aspects of this recipe card manageable tor read for the user.
that I would like to employ This is a good way to maintain
into my own work are: the attention from the user and is also
small and easy to read step- something that would attract a
by-step paragraphs for the reader more to this recipe card than
recipe method, the important any other; people like to have a
information such as manageable amount of text to read
preparation time and cooking plus images, they do not like to read
time in easy to see places that huge chunks of text, especially while
grab attention and the use of doing a practical task such as
a smaller image, or a small cooking.
part of the large image on this
side of the card.