a food court facilitate their customer with a featured app where the customer can view the menu card
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Whether we like it or not, marketing and psychology have been fast friends for a long time.
So it’s quite likely that pretty much any design has at least some elements that were chosen specifically to get you to feel a certain way or take a certain action.
Call it what you will—subliminal messaging, the power of suggestion, manipulation—but businesses are constantly cooking up ways to influence your decision-making, restaurants included. In fact, the restaurant industry has its own special toolbox of psychological strategies called menu engineering.
Menu engineers study the visual and verbal psychology behind why people order certain items—and use that valuable information to design menus in a way that maximizes restaurant profits. Gregg Rapp has been engineering menus for 30 years and, as we explore the 10 menu design techniques below, we’ll draw on some of his expert insights and insider tips about the subject.
They know the value of a strong first impression
Rather than read menus from front to back, diners tend to scan them quickly (spending an average of just 109 seconds, according to a Gallup poll). This means that a menu has a small amount of time to make a big impact. Restaurants can make their menus easier to scan by using clear section headings, easy-to-find dish titles, and other visual techniques (more on that under point #3).
Menu engineers make a point of studying which parts of the menu are “prime real estate”—where people look first in that short 109 seconds, and (as a result) which menu items tend to be the most profitable. The general conclusion? When scanning vertically arranged menus, customers tend to spend the most time looking at the first and last items—for that reason, the dishes in those spots are usuallThey analyze your reading patterns
Most researchers seem to agree that when diners scan a menu, their eyes tend to gravitate first toward the upper right-hand corner of a menu, known in the industry as the “sweet spot.” As a result, many restaurants place the menu item they want to sell most (often an expensive dish) in that location. The menu below places high-priced seafood in the upper right-hand corner, highlighting it with a tasteful illustration rather than a photograph (See #5 for more on whether or not to use photographs).y the biggest sellers.Instead of using a graphic or illustration in the upper right-hand corner, this menu features large, bold typography to draw your eyes right toward that sweet spot. And guess what—that dish, the Steak and Kidney Pie, just happens to be one of the most eHowever, the sweet spot does change slightly based on the layout of a given menu (one, two, or three panels, etc.).xpensive on the menu.They emphasize certain menu items
Like how newspapers and magazines use “call-out” quotes to emphasize certain bits of information, menus highlight certain items that restaurants want you to order using what industry pros call “eye magnets.” An eye magnet is just what it sounds like—anything that attracts the eye.
It could be a photo of the dish, a graphic or illustration, a colored or shaded box, a border, or some other attention-getter.
The menu below features decorative frames and pointing hand graphics to bring attention to certain menu items. These embellishments also give the menu a nostalgic, old-fashioned diner vibe. Later, we’ll take a closer look at how nostalgia can be a powerful emotion in terms of getting people to order certain dishes.This menu uses multiple eye magnets, including shaded boxes and frames with both solid and dotted lines. Elements like ribbons and arrows help your eye travel down the page.