A Graphic Design MFA Thesis Project built around a target audience of 20– and 30-somethings who don’t know how to cook but want to learn. The main goal was to excite, educate, and engage the audience inside and outside of the kitchen.
As a visual problem solver I wanted to create and design solutions to address and, ideally, reverse the recent decline in home cooking among 20– and 30-somethings in America. Through my research I found that the three major reasons for the lack of cooking were: 1) fear of failure, 2) lack of knowledge and 3) limited time available. With my audience in mind I performed over a year of extensive research to identify how they wanted to learn, what they wanted to learn, and how best to address the three reasons these people aren’t cooking.
My research and audience informed my design process, constantly changing throughout the course of the project. Initially my audience wanted printed materials and books to learn to cook, while about a year into the project that changed to wanting to learn with interactive media. Thus my project deliverables had to expand and change to fit my audience’s needs. The designed solutions were created to encourage people to get into the kitchen (inspiration), educate them (once they’re in the kitchen cooking), and lastly to engage them (to keep them cooking and connect them to the larger home cooking community).