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Conceptual Design in Food Technology

"What does conceptual design really look like in food? It is not trailing recipes so what do teachers teach? Food sketching?? Sensory analysis? This was a question asked by a colleague and mentor of mine a few days ago.

The standards that require students to develop a conceptual design at Yr.11-13 are as follows. Also check the IOP’s for progression across the three levels.

Level 1

AS91046 1.3

Use design ideas to produce a conceptual design for an outcome to address a brief.

6 credits Internal

Level 2

AS91356 2.3

Develop a conceptual design for an outcome.

6 credits Internal

Level 3

AS91610 3.3

Develop a conceptual design considering fitness for purpose in the broadest sense.

6 credits Internal

Concept design is subset within product development. Initial ideas must be screened before trialling and testing so resources are not wasted. The first step is to really understand the definitions and differences between:

  1. Concept

  2. Conceptual development

  3. Design concept

  4. Conceptual design

Concept is:

  • An abstract idea

  • A plan or intention

  • An idea or invention to help sell a commodity

Concept development is a process driven by:

  • a set of customer needs and

  • target product specifications, which are then converted into

  • a set of conceptual designs and

  • potential technological solutions

A design concept:

  • is the idea behind a design.

  • It's how you plan on solving the design problem in front of you.

  • the underlying logic, thinking, and reasoning for how you'll design a product. Your concept will lead to your choices in ingredients and cooking methods etc.

Conceptual design:

is the very first phase of design, in which drawings or solid models[RS1] are the dominant tools and products.

I googled images for concept design in food and food concept designs but all I found was design sketches for restaurants, appliances, kitchen tools and gadgets.

Solid models in food technology would be-

Disassembling existing products

Analysing material/ingredients

Trialling and testing

Technical and Aesthetic- how the product will perform can be explored by trialling and testing

Constructional- Production plans, flow diagrams

So based on my readings CREATING NEW FOODS THE PRODUCT DEVELOPER'S GUIDE by Mary D. Earle and Richard L. Earle here is a guide I have tried to put together for what conceptual design in food technology must encompass or include.

http://www.nzifst.org.nz/creatingnewfoods/product_concepts2.htm

Product idea concept is developed from:

  1. Market and consumer research

  2. Technical aspects considered

  3. Product idea concept research leads to a more detailed description of the product ideas

  4. Idea screening

  5. Consumer focus group (30-60) Groups of 6-8 people

  6. Needs and opportunities/wants identified

  7. Benefits for customers/stakeholders such as basic product benefits, use benefits, psychological benefits)

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