To outline my initial ideas and potential concepts, I have organised them into a mind map to show how my ideas link together. I have tried to think of the purpose of the images as well as the design properties of the photographs. It is essential to remember the audience of the image and not just focus on the design side of the photograph. The purpose factor and design factor of the photograph, each have the potential to lessen the effectiveness of the other. Therefore I have decided that a compromise between the two is necessary to make the overall impact of the image more effective for the target audience; Huhtamaki.