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The assignment was to create an entrepreneurial opportunity for myself and solve a problem I thought was prevalent in today's time. The big obstacle was creating a product, in my case a cookbook, that was unique in an already saturated market. The main approach most cookbooks take is being clean and neat, however most people cook the exact opposite. One goal was to encourage people who wanted to pick up cooking but were too nervous to because they were afraid to make mistakes. The book is inviting and provides a chance for the user to break the preconceived ideas they had about the stringency of cooking.
When delving into a project, I like to keep in mind the person I'm making this for. Therefore, when starting this book, I started with the cover page. How would the viewer feel about this book and why would they pick it up instead of the others? I imagined this next to the neatly made books that promoted perfect cooking. From there, I thought of a visual language that reflected the cover. The tape which is used to add and to fix as well as stained paper, messy photography, and hand written notes all came together to create a medley of visuals that reflected the idea best. The balance of mess and legibility came through multiple critiques and refinements.
When presenting this product to a client, they immediately responded to the message. It started a conversation on cooking and how people freeze at the idea of failing. This message is universal, but under the context of a cookbook, highlights some insecurities that arise from first time cooks. Even if they have been cooking for years, everyone remembers how they started and it's nothing to be ashamed of, failures make great stories later. Ultimately, this book was made to resonate with people and to help others understand that it's okay to made mistakes, that creating something great only happens by trying and failing. The visual language supports this message and if it can start one conversation, I hope it can start many more.