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Evaluation

This project has been a rollercoaster to say the least. For all of us this has be strange tines for ing us to adapt our practice rapidly. To start this project off I explore forms of consumption which developed Into combining sugar coating and food consumption. As identified in my project, there is many aspects of corruption in the food industry and they use wording and semiotics to paint a sweetened story in the consumers mind.

Fire this unit I felt I was able to do both the fmp and istd, this was all manageable then when the outbreak started it was much harder to do printed editorial work and meant more time was being spent on the design to compensate. I felt I had worked too hard on the istd to give up close to the end so I managed to pull it out of the bag.

For the fmp I struggled to produce a large, in-depth body of work as I was hoping to achieve bevaiee of the lockdown this prevented me from doing collaborations and using printing and binding facilities. This hindered my creative outputs and i feel my energy was focusing on trying to visualise the editorial rather than other possible outcomes.

As a whole I feel i dis the best I could with what I was able to do. As I still haven't been able to go home yet I struggled to stay as focused as I would usually be.

If I was able to the final outcome would of been a hard back book with silk printed cover design, and developed a brand concept for this franchise of fed up that would look at the different styles of cooking and baking and the corruption within. This would have made this project more substantial.

I feel the last unit worked as best as it could of been with the circumstances, and I'm happy with what I submitted. I will continue to develop my website and projects to feature in my portfolio

Final outcomes

Promotion

To help promote the book I have added the sponsorship of Good housekeeping magazine, this will help reach a wider audience of the target market. The idea for the design was to be simple and just give a taste of what to expect. I added a suggestive quotation from the president of Peta, this also bring in animal activists and gives creditability to my work. I also added in the illustrations, this mixed with the book itself allows the organic and traditional side to the book. This advert would ideally be placed in the good housekeeping magazine and be passed around by word of mouth as the target audience of middle aged women, use recommendations and trust what their friends believe. This kind of sheep mentality would help in educating families of the corruption going on and providing the information to change it.

Cover development

I experimented with different images as the main focus on the front cover should be an image depicting what the book will contain. The title fed u needed to match the style of the inside large titles. I decided the best option was to go for using a top angle image of a cake I made. This gives a perfect circle boarder around the title which works perfectly. I also added the logo of good house keeping. This means the book is sponsored by the magazine as their target market will be the same as that of this book. This will also help with the funding of the book and the promotion. As the book would be a hard cover book with signatures the front cover would be in high quality material to give the artefact a high level of artistry. The spine would be smooth with added information to help notify the book when on a shelf. On the back would be the blurb and other key information such as the price, a quote or barcode.

Book binding

I made a mockup as best I could at home using what I had available of the type of book I would of created. I wanted to go for a hardcover book with signatures

Cookbook covers

These book covers are a collection of the style I wish to go with for my book cover. The design needs to link with the contents of the book and be able to stand alone on a shelf. To help place my book I will be branding it with good housekeeping, this will help link to my target audience of middle age women. The cover needs to feature one of the dishes on the inside to give the reader a taste of whats inside.

Cake illustrations

To be able to bring more of a link between the stories and the recipes I illustrated some of the recipes. They are done in the same colour and style to keep consistency. They are depicting the dish in an honest yet playful way. They aren’t over exaggerated and they are achievable. I decided to make many them be ‘floating’ as I felt adding plates and dishes to all of them would be unnecessary, it also allows for the imagination to place the food in their home and hows they'd do ir personally.

Peta

People for the Ethical Treatment of Animals (PETA) is the largest animal rights organisation in the world, with more than 6.5 million members and supporters.

PETA opposes speciesism, a human-supremacist worldview, and focuses its attention on the four areas in which the largest numbers of animals suffer the most intensely for the longest periods of time: in laboratories, in the food industry, in the clothing trade, and in the entertainment industry. We also work on a variety of other issues, including the cruel killing of rodents, birds, and other animals who are often considered “pests” as well as cruelty to domesticated animals. PETA works through public education, cruelty investigations, research, animal rescue, legislation, special events, celebrity involvement, and protest campaigns.

As one of the largest animal rights organisations in the world, this will be my main source of reference to gather my research. To be able to get a well rounded story I will also be basing my research of current news and documentaries.

Developed content structure

My next step was to narrow down my idea to focus on the ingredients, from meat, to animal bi products to labor issues. This goes in the order of common knowledge to more obscure in the consumers mines. However I Flt this was too much and not focused enough, this lead me to go back the my initial roots of baking. making the book be a baking focus will help refine my work.

Developing the content to lead with the ingredient, will mean there are set sections in the book; sugar, cocoa beans, dairy and eggs. These are the key ingredients in baking, however are so corrupt that many done always realise it.

Photoshoot outside

This shoot uses the positives of natural light, giving the images a warm glow. I also wanted to make it obvious that this shoot was done outside as this gives a good link to nature and being more earthy. The photos are of the tools and ingredients ( that I currently have in my student house) to help show the creative process of baking in an aesthetic way.

Photo editing

I experimented with editing the food images to help link more to the book. As the illustrations should be the more championed element I experimented with ways to duo tone the images, this would allow them to be more of a background element. After experimenting, as much as I like using the colour pallet I feel this doesn’t work for a cookbook as much as it’s a convention to have coloured images of food, this is because the reader would be able to see more easily the dish they are wanting to create. I ended up editing the images to have a modern twist on vintage photography, I achieved this by reducing the situation and increasing the temperature of the image.

Ingredients illustratioons

I also wanted to add illustrations of the raw ingredients, this helps increase the amount of transparency in the food to help the reader understand the true origin of where their food comes from. This is still done in the same style as the other illustrations and is light and delicate.

Cow illustrations

For the cow illustrations I wanted to show the story from a calf to milking. To make these illustrations more effective I felt it was necessary to highlight their anatomy such as their distinctive hip bones. This makes the illustrations more realistic. Without being too graphic I cropped the illustrations so the reader would only see a certain angle rather than the whole picture.

Fowl play spreads

These spreads use the illustrations of the chicken I produced, they add context to the spreads and break up from the amount of text. I put them as the creamy colour as this makes them a nice accent to the page and not overly dominating. As they are lighter in colour it means I will be able to make them larger which will both balance the pages more and be easier to see. This is the style I like for my spreads, so I will now apply this to the other sections.

Learning agreement-2

In everyday life we encounter many highs and lows, however, some news is particularly hard to comprehend. This can lead to the act of sugar coating. Sugar coating initially is intended for the use of pills to "make them easier to swallow" this allows the user to take vital medication. In the context of bad news it allows an individual to comprehend information in a better way. However, this can lead to other issues and can be detrimental in excessive use. This project will allow exploration into the connection between bitter and sweet. Through means such as political or personal, sugar coating is an important part of our lives and plays a large role in the social climate.

While producing previous work I personally enjoy celebrating my ethical standpoint in my work, this can come in many forms from social to environmental. The final major project is the perfect place to explore a topic that will allow a deeper methodology and understanding. Through examining psychology of human emotion I could develop a range of successful outcomes that allows better communication and understanding of emotions and the delivery of information. Through investigation of the widest interpretations will allow some very interesting experiments of literal sugar coating, this will help me narrow my path to the final outcome. This project is inspired by the use of sugarcoating and how this has immense power over the consumer. In the food industry, for example, the term ‘free range’ to the consumer would be fields and outside space, however the reality is far from it. This project is set to highlight the gross injustice that large corporations have on consumers, by educating the consumer it will allow a better understanding of the sugarcoated jargon on labels to make a more informed purchase. The relationship between sugar coating and baking is both metaphorical and literal. This will be executed in the form of an editorial piece, which examines the corruption in key food production of baking ingredients, and how the act of sugarcoating has changed them. This celebration of baking and sugar will lend a hand to producing a cookbook that can give advice and healthier alternatives. This can be achieved through recipes and investigative narrative. The main goal is to create a body of work that encourages people to look deeply into design around us.

Typography and hierarchy

Baskerville is classified as a transitional typeface. Compared to earlier designs popular in Britain, Baskerville increased the contrast between thick and thin strokes, making the serifs sharper and more tapered, and shifted the axis of rounded letters to a more vertical position. The curved strokes are more circular in shape, and the characters became more regular. These changes created a greater consistency in size and form, influenced by the calligraphy Baskerville had learned and taught as a young man. Baskerville's typefaces remain very popular in book design and there are many modern revivals, which often add features such as bold type which did not exist in Baskerville's time. I chose this font as it is classical yet easy to read. Also I chose this typeface as there are different weights which will help give hierarchy in the editorial. As this project is heavy on the content I didn't want to be too busy typographically, so sticking to a singular typeface will help simplify the layouts.

Womens insitute

The National Federation of Women’s Institutes (NFWI) was formed in the UK in 1915 to help encourage women to provide agricultural support to rural communities that were struggling as a result of the First World War. Members of the WI are encouraged to be active in their respective communities.From hosting regular sporting events and craft workshops to creating projects that teach members skills in cookery and floral arrangements, the WI community thrives in bucolic bliss. This would be one way for a group of inflection women to be able to make the difference in the baking world.

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