Designs on food
The menu is often your restaurant's first sales and marketing tool, making the strongest impression on the customer. A menu's format - that is, its page design, colour, copy and typeface - will determine its readability and effectiveness.
Bright colours and fancy graphics may give the message "this is a fun place to eat", but if the copy and typeface is difficult to read, or the layout too confusing, customers may become frustrated in their attempts to make a suitable choice.
Ideally, menus should help to reinforce the personality of a restaurant, while clearly communicating information about the items on offer.
Whether you design your own menus, or use a professional designer, it is helpful to understand basic design concepts for creating effective menus.
Consider layout, or how items are placed within the menu. At first glance, a customer's eye will focus on the menu's centre, before moving to the upper right-hand corner, then anti-clockwise around the menu. Following this rule, it is typically the first and last items listed in a column that are initially noticed by the customer, making them ideal locations for placing profitable items.
Customers may skip items by being led from the highest to the lowest prices. Mixing prices throughout the menu should prevent this. Indenting items in a column, and shading key items, can also help to draw the reader's attention, and ensure the entire menu is read.
Another rule of good layout is to make sure the menu is not too cluttered. While it may seem wasteful, the use of white space is necessary for giving balance to the design. As a rule, text and graphics should cover no more than 50% of the space on a given page, including margins.
Next, think about the wording. Descriptions of food should conjure up mental pictures for the customers. Depending on the restaurant, wordy or flowery explanations may put customers off. A guideline for writing effective and interesting copy is to keep it simple, using consistent grammar and food-oriented words.
Descriptive copy should include the method of preparation and essential ingredients. In addition to menu descriptions, you may wish to include the history of the restaurant, or a quality pledge to explain your high standards for ingredients.
The choice of typeface, or lettering, is important. Generally, those that are crisp, sharp, and plain are easier on the eye. Typefaces can be bold, plain or italics. Larger type gives an impression of importance, bold type stands out from normal text and italics can be used for special emphasis.
There are many typefaces available, and a printer or designer can provide guidance on appropriate styles.
When choosing the paper for the menu, it is important to consider several points. Will it be protected by a menu cover, or will it be handled? If handled frequently, a heavy laminated cover stock would help to protect it.
Alternatively, you can print the menus on plain or coloured paper, and insert them into a clear plastic cover. This is a good idea for those who print their own menus, or change menu items frequently. Most office supply companies offer "designer" paper, which makes an ideal background for computer-printed menus.
Choose with care
Typically, the first thing customers notice when handed a menu is the graphics. The illustrations and colours used on your menu should be chosen with care.
The colours of your lettering and paper stock will affect the menu's overall appearance. Choose shades that complement the decor and style of the restaurant.
Illustrations can be used on the menu. Although expensive, colour pictures are ideal for highlighting specific items, such as promoting visually exciting desserts or drinks. Drawings can offer a cost-effective alternative, and can be either serious or fun.
Another aspect of menu design that can increase specific food or drink appeal is brand names. Certain brand names can help you merchandise items on your menu, by appealing to the level of quality and loyalty the brand may hold. Suppliers should be able to advise you of the details for using a specific brand name or logo.
Robert Duprey is a consultant with 15 years' experience in the US hospitality industry.
