1. Pre-Production Techniques
Task 3
By Craig Cassidy & Eddie Gill

2. Content
The actual content of the recipe card, is not actually that different from
any of the other recipe cards I have looked at, like it the overall content
of the recipe card is very basic. But I think that they have done this on
purpose because if they put too much information on the recipe card it
would just overcomplicate things and find it harder to get essential
information.
Writing Style
I think that the writing style is quite simple again, I think this will be like
this for two reasons, firstly so that its easily understandable therefore
more people can use it and secondly it ties in with the minimal
content, I think that this is a good thing because it wouldn’t look right if
they have included some really complicated content and then very
simple language or vice versa because they wouldn’t compliment each
other.
Fonts
They have used a very simple sans serif font, to keep the sleek and
high quality look throughout.
Quality/Technical Details
The quality of this image looks of probably the highest standard out of the three cards I have looked at, I think this because everything looks so
sleek and professional, such as you have the italic writing going vertically. You also have the header and the footer at the top of the page which
gives the card a nice border effect to it. In terms of grids this card seems to follow a grid format aswel you can definitely tell that there is two
collums.
Photography
The photography which has been used for this recipe card is of a very high standard, with the overall quality of the image looking very nice and
they have also used some lighting to make the image look even nicer.
Layout
The layout is very simple, and the right hand side the information is kind of presented how you would read a book (this will be so it’s easily
understandable). In my recipe card I would definitely consider using a similar layout as I like the simplicity and I think that it looks professional
aswel.
Colour Scheme
Apart from the colour in the images there is a very simple colour scheme which has been used, with a strong presence of white and green, the
white just furthers the professional look and also the green could be argued that it is used because we associate vegetarians with vegetable and
we obviously associate the colour green with vegetables, so the colour green has been used to attract its target audience more than likely.
Overall Appearance
The overall appearance of the card is very sleek , professional and simple. The image kind of sells it though as you can tell they will have spent
along time making the image just right and so it attracts the viewers eye immediately.

3. Content
Unlike the previous card I look at this card has lot more to it in terms of
content, like it has the same content as the other, but this one includes
the daily guidelines aswel, I like this feature because it adds abit of
extra content rather than having just the essential information, it makes
the card seem like they have put more effort into it. Another thing
which they have included content wise which the previous card didn’t
have are “tips” such as the “Chef’s tips” and “Freezer advice” I like the
fact that they have included these because again it’s all useful
information and it just makes the whole card seem like they have
actually tried to make it as useful and informative as possible and
make it look they care about their audience.
Writing style
The writing style on this card is very similar to the other card, in the
terms of that it is very simple, but not simple enough to make it look
unprofessional. Which I like because it means the writing style appeals
to the masses.
Fonts
Like the previous card this card use’s the same style font. They will have used these fonts because in my opinion it’s really easy to read, because
it’s just nice and simple. I think that on my recipe card I will end using the same style font, just simply for the reason it looks nice and it’s easy to
read.
Quality/Technical Details
Out of the three cards I have looked at this seems to be the one of the lowest overall quality. In terms of technical details it all seems to follow a
grid format it looks like a 2 x 7 grid. They also have a footer at the bottom of the ingredients page just to give it some weight.
Photography
The photograph is of a high quality again, they will make sure that the photo is of a high quality because the person is more than likely to choose
the recipe card because of the picture and if the picture is of a bad quality then it will put the person off.
Layout
The layout is very simple on this card every thing seems to be laded out in rectangle’s, which I suppose makes it look simple, I personally don’t
like the layout as it looks too simple for me and gives me the impression that they haven’t spent a long time on producing the actual layout.
Colour Scheme
The colour scheme throughout is basically blue, with the background being blue, the header, the ingredients and other titles all being blue. I
personally don’t like this as it there is too much blue and not much variation in colour.
Overall Appearance
In my opinion I don’t like the overall appearance if this recipe card because even though I think t has included lots of essential information, I feel
as if it just looks too cramped and also the blue colour scheme just doesn’t look right.

4. Content
In terms of content once again there isn’t really anything special or
what would make this recipe card stand out as it just includes the
essentials. It does include how many people it serves, which is a nice
feature which I would consider using on my recipe card.
Writing Styles
The writing style on this card seems abit more “technical” than the
other cards I have looked at. The writing style isn’t still something that I
would consider as complicated though. The writing style is very formal
aswel as there is no use of informal language on the card. On my card
I would probably adopt a similar style of writing as if the recipe reads
really badly then first of people might not be able to follow it that well
and also it might put them off using your recipe because if it reads
badly it will probably give them the impression that your recipe will be
bad aswel.
Font
The font like all the other cards I have looked at is a simple sans-serif
font.
Quality/Technical Details
The overall quality of this recipe card is very good, everything is clear and as I can see there is no faults in quality. In terms of technical details
the top third of the second page seems quite abstract in the way that it doesn’t appear to be in a grid format but the bottom two thirds doesn’t
follow the same pattern because it seems to be in some column format. Another technical detail is that on the card with the recipe on they have
put a banner across the bottom to make the image bottom heavy.
Photography
The photography is definitely of a high standard……
Layout
The layout of this recipe card is probably the simplest one I have looked at as it follows a really simple layout scheme, with all the necessary
information all laded out into one area so it’s easy to find and also so its close together.
Colour Scheme
The colour scheme for the recipe card is what I would consider a Christmas kind of colour scheme seeing as the card was made as a festive
recipe, they have used the colour purple a lot as a lot of the text is purple, they have used the colour purple because people associate it with
Christmas there is also a strong presence of purple in the photo. To further add to the look of the card they have used some white space as well
just to make the card look professional.
Overall Appearance
I think that overall this card looks very nice, I think this because I like the theme of the card as it is the only card I have looked at which carries a
strong theme throughout, for example I like the fact that they have included some things which look like baubles which information in.

5. Content
The content within this recipe card incorporates images and texts that are related around vegetarian meals. Within the content there is an ingredients list and
images of the final product. There isn’t a large amount of content within this recipe card but what is present, is very vibrant for example the image on the front
of the recipe card looks fresh and colourful.
The writing style
The writing style in this recipe card is very simple and straight forward. The style of writing for this particular text is quite informative as it is written to instruct a
reader. It doesn’t use full complex sentences and often just refers to the key elements of the recipe rather than going into great detail.
Use of font
In this particular recipe card there is only one font used which is a sans serif font. The font used on the front cover of the recipe card is sans serif and is a larger
sized font compared to the rest of the text throughout the recipe card. This is to catch the readers eye to entice them into reading the recipe card, however the
rest of the text for example the informative section is less eye catching and it uses a smaller sized font because its purpose is to instruct the reader rather than
enticing them in.
Quality/technical details of photography
The image featured in this recipe card is fairly complex. The images is of a very high quality, this Is to make sure that the image is clear and easily seen. The “big
bad boy salad” image on the front cover is captured from above and is slightly on a angle. The image was taken like this to try and capture as much detail,
colour and texture of the salad to give a more appealing aspect to the product. The cool, bright tones incorporated in the image gives emphasis on the fact that
the meal is fresh and a light meal. The image was taken quite close up and was manually focused to draw attention to the contents of the salad. The content of
the salad is clearly visible appealing to the vegetarians as they can clearly identify the vegetarian ingredients within the product.
Layout
The layout of this recipe card is fairly simple and bland. The recipe card is broken up into three sections; cover page, ingredients and a very brief description and
the steps to making it. The layout of the front cover is quite interesting and it catches your eye, it is also quite a modern layout. This is because the image
covers the whole page and it includes a quirky post it note for a title background. The layout of the ingredients page is very straight forward and easy to follow,
it is a quite modern layout. The layout used in this particular recipe card is defiantly based around being simple but effective, which I believe it does achieve.
The ingredients page is also broke up into three sections. The first section includes a brief description, amount it serves, preparation and cooking time and also
a image of the final product.
Colour scheme
The colour scheme in this recipe card is quite basic and there is very little use of dynamic colours apart from the main photograph. I believe this is in relation
to style of the recipe card which is simplicity. Within this certain recipe card there is a lot of use of reds and oranges within the main photograph, this helps
capture the readers attention. This is also visible on the ingredients page as the text is in red and orange, this is the colour scheme that they have chosen. The
bright, colourful colours like the reds and oranges may have been incorporated because it could be relevant to the target demographic which is people with
interesting pallets
Overall appeal
The overall appeal of this recipe card is of a modern, informative set of instructions set out in a clean, spacious format that gets straight to the purpose of the
recipe card with a brief description. It would appeal to young adults and a adult audience, either male or female. This Is because the content of the salad is not
commonly appreciated by the younger pallet but the colourful text and images including the simplicity and elegance of the recipe card makes it appeal to its
target audience.

6. Content
The content of this recipe card shows the Chicken and cashew korma with spicy rice. The meal is presented in a white bowl positioned on a wooden surface
this helps the colours of the food stand out. The content also includes the spicy rice in the background. The image has a shallow depth of field to ensure the
meal gets maximum exposure and is the main focal point. The content of the ingredients/method page incudes a step by step method to making the meal, a
brief description and the ingredients list. This page is very simple and was created to be efficient and straight forward.
The writing style
The writing style on this recipe card is very formal. The recipe card, accurately and clearly guides you through the steps to create the dish that is on the recipe
card.
Use of font
This particular recipe card uses a colourful but basic font type such as “century gothic”. The title on the front cover and the text on the ingredients page is a
sans serif font. This is to keep a modern, simplistic look to the recipe card. This type of font is used to ensure that the information being given out from the
recipe card is clear and easy to follow.
Quality/technical details of photography
The image within this recipe card is a very high quality image, this is so the food within the meal is easily seen. The photograph was taken positioning the
camera above the subject, being the food. This allows you to see the finished meal in all elements rather than just one section, which you would see from
taking another style of shot for example off centre. This photograph was taken with a wider aperture which gave the photo a shallow depth of field, this style
of photograph is used to accentuate the meal. The image has been taken slightly off centre which leaves more of the right side of the image visible, I would like
to avoid this style of photography as I think if it was centred it would be more suitable for the recipe card.
Layout
This layout of the recipe card is very simple but effective. The front of the card has a full page image with the title. The layout of the ingredients page is also
very simple but effective, it is very straight forward and easy to follow the instructions. The ingredients and method have been separated into columns beside
each other to help keep the layout clear. The layout of this recipe card is similar to most layouts when looking at recipe cards and is a style that I will try and
incorporate into my own work.
Colour scheme
The colour scheme within this recipe car is very simple and not very complex this is to help follow the style of being not complicated and straight forward. On
the front page the colour scheme is red, there is shades of red within the food and also within the title and page number. The colour scheme of red is also
visible on the second page as the sub headings are all in a red font.
Overall appeal
I feel that this recipe card would appeal to all genders, this recipe card uses interesting and different ways to make it more appealing for example the colour
scheme works really well with the season and when this type of food would be most appropriate to eat. It is also made appealing by the edgy colour,
photography and some of the graphics used on and around the images.

7. Content
The content within this recipe card is easy to follow and is quite simple but effective.
Font
The font used on this recipe card is sticking with the theme which is about simplicity but effectiveness. The font used is a sans serif font making it
clear and easy to read
The writing style
Again the writing style is quite formal and informative.
Quality/technical details of photography
Again this recipe card incorporates a large photograph of the food on the front page, this was taken with a shallow depth of field to ensure the meal
gets maximum exposure and is the main focal point. The light caught in this image was most likely high key, this will be to brighten up the
photograph making it look like a professional quality.
Layout
The layout of this recipe card is very simple and straight forward. The recipe card is easy to understand and follow, this relates to the theme of the
recipe card which I believe to be simple but effective. The recipe card spans over 2 pages, the layout of the first page incorporates a large picture of
the final product with the name of it. It also has a graphic image behind the text which relates to the colour scheme. The second page has the
ingredients and the method etc evenly spaced out and in columns so that the text is easy to follow and it gives the recipe card a professional look.
Colour scheme
The use of orange, red and green work well together to create a strong colour scheme that is visible throughout the recipe card. These colours are
used seen in the food within the photograph and the colour of the text on the second page.
Overall appeal
Again the overall appeal of this recipe card is of a modern, informative set of instructions set out in a clean, spacious format that gets straight to the
purpose of the recipe card with a brief description. It would appeal to both genders due to its modern layout and design. On the second page the
method and ingredients are clearly shown. The colour scheme attracts people to read the recipe card and the simple writing style makes the recipe
easily accessible to people of all ages. The combination of all the feature of this recipe card makes it visually enjoyable.