Thoughts For Food

A Food Design Thinking creativity cards tool for idea generation

Whether you are a home cook wanting to prepare a meal for friends and family, a chef, the owner of a restaurant, a baker, a food truck owner, an eating designer, a food service designer, or a food system designer, you can use the Thoughts For Food cards to help you generating new, more complete, more meaningful ideas for dishes, products, and whole or as well as smaller aspects of services or systems.

Watch this video first!

Here are a few reasons why you should use Thoughts For Food


Thoughts For Food helps you generate new ideas on anything related to food or eating

By enrolling in this course you get:

- One deck of Thoughts For Food cards delivered to you*

- One video lesson explaining how to use Thoughts For Food

* Upon enrolling in this course please send an email with your delivery address at onlineschooloffooddesign at Shipping costs are included in the price.


The Thoughts For Food cards are the result of years of my research, and summarise the characteristics of the ideal eating experience. These cards show the twenty themes that make an eating experience ideal, emotional, memorable, and meaningful. The themes presented in Thoughts For Food, which will guide you to generate complete and meaningful ideas, are based on empirical research; they came from analysing the results of various focus groups using the Food Design method called TED, Themes for Eating Design. (Click here to read more about the research behind TED)

The Thoughts For Food cards are divided in five categories, which are the different aspect of the eating situation: food, companion (the person/people we eat with), others (those eating around us), environment (the eating space, where the eating happens), and general (including characteristics that influence the atmosphere, or that apply to any other aspect). These aspects all influence the eating experience. It is only by considering all these aspects in your design process that you can achieve a more complete eating experience, and Thoughts For Food helps you do that.

You can use the Thoughts For Food cards to design a dish, a meal, a dinner, an eating event, a food product, a food service or really anything related to food and eating. The video lesson you will find inside this course will propose two methods you can use to use these cards. The first can be used to generate ideas around a theme, and the second can be used to generate ideas on food or eating events that ‘tell a story’. But really, you can use the Thoughts For Food cards whatever way you want! Have fun with them, explore how you can use them and how they can be useful to you!

Frequently Asked Questions

When does the course start and finish?
The course starts now and never ends! It is a completely self-paced online course - you decide when you start and when you finish.
How long do I have access to the course?
After enrolling, you have unlimited access to this course for 365 days - across any and all devices you own.
What if I am unhappy with the course?
We would never want you to be unhappy! If you are unsatisfied with your purchase, contact us in the first 30 days and we will give you a full refund.
Do I get a certificate after the course?
Yes, definitely! Once you have completed the course, send us an email to request your OSFD Certificate and we are happy to send it to you :)

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Your Instructor

Dr. Francesca Zampollo
Dr. Francesca Zampollo

"I’m a future-optimist stargazer working for this Earth’s evolution through unity. I’m the Founder and Chair of Inspiration at the Online School of Food Design. And I love Pizza."

Dr. Francesca Zampollo is a Food Design Thinking researcher, consultant, teacher, and keen public speaker. She is the founding editor of the International Journal of Food Design, the first and only academic journal of Food Design, the founder of the International Food Design Society, and she organized the first, second, and third International Conferences on Food Design. Francesca earned a PhD in Design Theory applied to Food Design in 2014 and she taught Food Design and Design Theory at London Metropolitan University and Auckland University of Technology as a full-time senior lecturer and researcher. For the last eight years, Francesca worked on developing the Food Design Thinking methodology, as a food-specific branch of Design Thinking ( Francesca founded the Online School of Food Design© in 2016, and she now works as a consultant and as a teacher bringing the Food Design Thinking methodology to companies and individuals.