1. Idea Treatment:
Theme:
My first theme is going to be vegetarian main meals. I have chosen this because I feel that it
will be good to show people that there is more choice when it comes to vegetarian options.
The dishes will be a range of simple dishes that can be prepared by younger people to help
get them interested in the vegetarian lifestyle more this will also give them chance to cook
with their family and friends helping to bring them closer together or our other option for the
main meals will have some more complicated dishes on there for people that are serious
about what they cook and their vegetarianism. These cards may also be useful to professional
cooking as well such as cafés and restaurants as well as home use.
The colour scheme will vary if we decide to go for recipes for the younger generation we will
be using lots of primary colours to help catch their eye and attract them to the cards. If we
decide to go for the more complex and mature approach to recipes we will use colours such
as black, grey, white, red and wood tones and wood effects.
Again depending on which approach we decide to go with and what audience we target, if we
go for the younger market we will use simple and playful fonts in order to get the children’s
attention. If we go down the more complex approach we will be using a sans serif font which
has a certain element of class about it and gives a restaurant menu feel to it.
Audience:
The target audience will depend which route we decide to take with the main meals
approach. If we go for the children inspired recipe cards we will be targeting children aged 3-
13, this is due to the research that we did prior to this part where we found out that the
majority of people decided to become vegetarian age 11-20 so we have decided to try and get
the vegetarian message across to them to let them make up their mind up at an earlier age. If
we decide to target the more mature audience we will be aiming at 16+ this gives a wide age
range and therefore a large target market because the recipes on these cards could also be
used for restaurants as well as home use.
Production Methods:
We will be using images from image libraries and will also be using mixed media for the
children’s cards to help give a more playful and interactive feel to them. If we choose the
complex option we will also use image library photographs but will be using programmes such
as Photoshop to make the design. These cards will have a glossy finish to them rather than a
plain dull finish. This will help with the elegance of the overall finished product.
Idea Treatment:
Theme:
The second theme that we have considered doing is a Christmas theme. These cards will be
designed to give vegetarians more options when it comes to this particular holiday because
there currently isn’t a lot of awareness about the choices that are available for that time of
year. These will be trying to make substitutable choices for the Christmas classics that the
people who are not vegetarian can enjoy.
The colour scheme of the cards will be made up of traditional Christmas colours such as
green, red, white, gold and purple. The fonts we use will also be Christmas themed with very
Christmas orientated imagery on them. The main aim of this is to try and make vegetarians

2. feel like they are more involved when it comes to this time of year because coming from a
family containing vegetarians I have seen that there really are limited options and the feeling
of the Christmas meal can be lost.
The cards will be appropriate for people of all ages to try and bring everyone back together
for the Christmas period. The whole holiday theme allows us to have further success in the
future and it allows us to expand our market by doing Easter, summer etc. types of recipe
cards.
The cards could have serving suggestions on them and also advice on what other substitutes
could be used to make some other Christmas classics. The cards will also contain information
about how long the meal will take to prepare and could even have what drinks would
accompany the meal the best if we wish to go that far in depth to try and make the best
Christmas experience possible.
Audience:
The audience for these cards will be people of all ages as the main aim of these cards is to
bring everyone back together. This will give everyone a chance to become involved and feel
like they are a part of this traditional aspect of the year.
Production Methods:
We will be using Photoshop to put the whole thing together and make the designs for the
cards. The photographs that we use will be taken from image libraries and we will be using a
gloss finish for these cards.