1. Existing Product Research Henry Buckham & Jonah Adshead

2. Font: This recipe card uses a combination of different sans-serif fonts throughout in varying sizes depending on the style of text (paragraph or headline) The colour of the text tends to be the opposite of the background it is on (red on white, white on red) which helps to distinguish it clearly and coupled with the lack of serifs, it is an easily readable font for all ages and abilities. The use of this font also contributes to the overall modern and minimalist style for the recipe card, which uses lots of straight edges and bold colours. Layout: This recipe card is made up of several bold, straight shapes used as the headers and footers, with several smaller and lighter shapes that give the header and footer depth. The background are just a plain colour that lack any type of pattern or image, which helps the information on the card to be made clear and readable. While the simple shapes help to create quite a modern style the design itself is rather and simple and bland, and does not look as if much creativity has been put into it. Something Id like to incorporate from this is the use of clear background with easily readable text. Content: This recipe card offers the full recipe which is printed in clear and understandable English, with all measurements and amounts clear and organized at the top in an ingredients list. The card also gives several serving suggestions at the top and at the end of the recipe, detailing how many the recipe caters for and how it can be eaten, as well as how to present it. A problem with this card is that it uses several abbreviations for tablespoon and teaspoon amounts (tbsp and tsp) and someone who isnt that familiar to cooking may be confused by this. Images: This card only offers two images but they are both used rather effectively. The first image dominates the entire front cover and depicts the end result of the recipe on this card, laid out in a manner that shows entirely what is made and arranged in a tasty looking manner with carefully controlled light. The fact that this image was used on the front lets the viewer know immediately what this recipe will create and it will be easy to find when looking at a glance. Colours: This card lacks a massive range of colours but the two main colours chosen create a very visually striking and pleasing layout. The choice of a deep red gives the card quite a classy, Christmas-like vibe and coupled with the white and cream, this works especially well for putting across a very festive recipe. The only problem with this is that the two green logos used on here detract from the theme itself as they are using colours that break the style. 3. Font-This recipe card uses a sans serif font and this gives a simple and clean look to the card throughout. This clean font type makes the instructions clear and simple understand. The sans serif font varies in size with the headings being larger than the rest of the text. This draws the attention of the reader and informs them of hat the section will be about. Under the headings are sub-headings in italics explaining slightly more. One piece of text is a serif font repeating the title of the meal in a very fancy and stylistic font. This draws the eye of the reader them because of the complicated style and the interesting way it has been places, overlapping certain bits of text and image. Layout-The recipe card has been laid out very simply with information and images set out into two columns and two rows of writing in a grid format. This is slightly dull, but works well for this purpose as it means the text and images are very cleanly and neatly set out and the instructions can be followed easily. The two columns in the top row include the ingredients for both the stew and the dumplings and the lower row of text instructs the reader on the cooking method. This layout is logical as the ingredients need to be bought before cooking can take place so must come first on the recipe card. Images-There are two images on this recipe card, one on the front cover and one on the back with the instructions. The front cover image is of the finished stew served up with a fork on the bowl taken from above at a candid angle. I believe the inclusion of the fork in the image works well as it gives the reader the impression someone is about to eat this food and may entice them and have them believe they want to eat it as well. The image is very high key, with a lot of light illuminating the food, and the contents of the bowl are very crisp and in focus allowing the viewer to see them perfectly and again become enticed and want to cook it for themselves. The image that is incorporated into the instructions is a close up of the meal, again high key lit. Attention is drawn to the green garnish placed on the food, this piece of green will appeal to the vegetarians viewing the card. The image works well to break up the text and stop it looking like a page full of text, something that may be off- putting for a reader. Colour Scheme-This recipe card has a very simple colour scheme using different shades of green. The colour has connotations of freshness and nature. This makes sense with the card being for the vegetarian society. The simplicity of the colour scheme reflects the simplicity of the recipe and the lack of very bright colours or a huge range of colour could be due to the target demographic, probably adults, who will appreciate the clean, simple colour scheme of the card. Writing Style- the writing style of the recipe card is very formal and its clear that the purpose is to instruct. The writer has not used full sentences but instead short instructions and information often numbered or bullet-pointed. The language used is quite basic, with no hugely long or complicated words being used to ensure the text can be understood buy a lot of people. 4. Font-This recipe card uses a sans serif font throughout. This font is very simple and easy to read and makes the instructions simple for the reader to understand, it also has amore modern, clean feel to it and this could give the recipe card a current and up to date feel to it. The title at the top of the page is in a larger font size and draws the eye of the reader, informing them what the recipe card is instructing, this entices the reader and makes them want to learn more. The rest of the text is a smaller font size but the headings are differentiated by being the same colour as the main title as opposed to the standard black. Colour scheme- The colour scheme for this recipe card is very simple, using only different shades of red and a white background. The red is only used underneath the photograph on the front as a box to frame information on preparation time, cooking time and how many people it will serve and for some of the text in the title, sub-headings and numbers. Beetroot and rhubarb are both red, so the colour choice of red makes sense and links the recipe cards colour scheme back to the food itself. Image- The photograph used in this image was taken with a wide aperture and so has a shallow depth of field, this allows the main part of food to be in focus and the background of the image to be blurred. This draws the attention to the hero and the crisp focus of it allows the viewer to see the food properly and will entice them and make them want to cook it. The image takes up most of the front side of the recipe card and this large image draws the audience to the recipe card. Writing Style-The writing style of this recipe card is quite formal using full complex sentences instead of the short bullet pointed instructions on the previous card. The writer hasnt used hugely large words in the instructions to make sure they are accessible and easily understandable for the target audience. Layout- The layout of this recipe card is very clean and simple, with all aspects of its design made to allow it to be understood and the instructions followed easily. The second side of the card is laid out in two columns and rows, the first column includes the ingredient amounts and the numbering of the instructions. The second column holds the body of the text. The separation of the columns makes the text look neat and breaks it up slightly so it doesn't look like a large amount of information to take in.