1. M E N U D E S I G N
CONSIDERATIONS:-
1. USE – consider the purpose special occasion menu or … souvenir menu …
2. LAYOUT
3. MATERIAL
4. COLOUR COMBINATIONS
5. PRINT MATERIAL
6. SIZE/POINT SIZE OF PRINT MATERIAL
7. USE OF GRAPHICS/ PHOTOGRAPHS
8. SEQUENCE OF INFORMATION
9. INSERTS
10. LOCATION OF PRINTED INFO. – discuss gaze motion theory
11. DECISION TO MENTION DESCRIPTION
12. COST OF PRODUCTION
13. FREQUENCY OF DESIGN CHANGE
14. ETHICAL CONSIDERATIONS REGARDING
EXPLANATION
TUTOR TO DISCUSS THE ABOVE POINTS YOU MAY USE EXAMPLE SLIDES
2. Gaze Motion Theory
The pattern of gaze movement describes the moving directions of eyes
when customers read the menus and how such movement affects the
ultimate choices.
3. It has been addressed in several studies that
people scan menus in a zigzag way, starting
with the center of the menu
and in the sequence of upper right
corner,
upper left corner,
Bottom left corner,
upper right corner,
bottom right corner,
then back to first eye focus
3
1
2
A single
page
menu
5. starting with the center of the menu
and in the sequence of upper right
corner,
upper left corner,
Bottom left corner,
upper right corner,
bottom right corner,
then back to first eye focus
3 2
1
4
5
6
7
1
2
3
4
5
6
7
A , 3 fold menu>>>>>>
A , centre fold menu
Sweet spots
7. starting with the center of the menu
and in the sequence of upper right corner,
upper left corner,
Bottom left corner,
upper right corner,
bottom right corner,
then back to first eye focus
15. These are written in one of
those shrewdly designed menu
cards of a place called Windy
City. What type of
psychological effect do u think
will be brought about?????
16. Food
For food, it’s best to describe the central element in the dish and then mention the sauces and
sides.
1. Mention the cooking method - Steamed, char-grilled, pan-fried, stir-fried, or slow-cooked.
2. Soft textures - smooth, silky, unctuous, coating, tender, and juicy.
3. Other textures - charred, crispy, firm, crunchy, and ‘al dente.’
4. What makes a dish unique - mention if this is a ‘house special,’ a ‘best seller’ or a ‘family
recipe’.
5. Seasonings and spices - mention herbs used like sage, or rosemary and spices like freshly
cracked peppercorn, dry rubs or marinades.
6. Mention the sides - Served with…, comes with…, served over… complemented by…
7. Mention the temperature - steaming hot, warm, chilled, frozen.
8. Don’t forget the flavors - sweet, salty, tart, pleasantly bitter.
9. Talk about the overall feel - smoky, spicy, fresh, oily, etc.
10. A final statement - End with a statement like ‘You’ll love it,’ ‘you’ll want to repeat,’ ‘hard
to forget,’ ‘you won’t want to share.’
Here’s an example
Slow-cooked for eight hours, this intensely flavored and juicy lamb shank, infused with fresh
rosemary and sage, is a house specialty. Served with smooth mashed potatoes and char-grilled,
crispy asparagus, topped with a tangy golden-brown glaze for a meal hard to forget.
17. Wine
When it comes to wine, it’s worth describing it all: sight, scents, textures and flavors. Here are a few descriptions you
can use:
1. The color - Wine has often more than one color. Mention the primary color and the secondary colors: Ruby red
with purple hues, golden with green tones, and pale straw with hints of silver.
2. The wine’s concentration - Mention the depth of color in red wine: Deep, rich, concentrated, opaque.
3. The intensity of aromas - some wines are very expressive, and you should mention that. Intense, expressive,
‘fills the room with…’.
4. The fruit aromas - For reds, see if you can find: blackberries, raspberries, currants, cranberries or blueberries.
For whites, use: apples, pears, limes, lemons, grapefruit, guava, lychee or mango.
5. The fruit’s condition - it’s not enough to say blackberries, apples or cherries: Try instead ripe blackberries, tart
cherries, or candied apples.
6. Non-fruit aromas - Try non-fruit aromas like undergrowth, mushrooms, leather, cured meat, or wildflowers.
7. Spices - Oak-aged wines often have spice aromas including cinnamon, vanilla, cloves, allspice, Chinese five-spice,
or baking spices.
8. Herbal aromas - Many wines can have herbal notes, and they’re well worth mentioning. Dried herbs, fresh-cut
grass, sage, bay leaves and tobacco.
9. The tannins - Red wines have gritty particles called tannins; you should describe them as round, angular, coating,
powdered, or silky.
10. The finish - mention the overall aftertaste: long, lengthy, or persistent.
Here’s an example
This Napa Cabernet is concentrated and shows a purple color with ruby hues. The nose presents shade-grown tobacco
leaves and dried herbs hovering around ripe blackberries and currants over a spice-infused palate of polished tannins
reminiscent of cinnamon and vanilla that extends over a persistent aftertaste.
18. The following factors have the biggest influence for
clients selecting a dish:
Identifying the food as local;
Giving proof that the recipe is made with organic
ingredients;
Items that promote a sense of place;
Explaining the ingredients in the local language;
Using sensory words;
Including sentimental references.
20. Think about what makes each dish unique.
Write down adjectives focusing on smell, taste,
texture, or the cooking method.
•Meat can be smoky, spicy, well-done, tender,
juicy, lean, or aged.
•Vegetables can range between fresh, earthy,
and zesty.
•Sauces are sweet, sour, bitter, tangy, rich, or
fruity.
21. Use location to suggest quality
like a certain hill in Bordeaux, France, or a
sunny vineyard in Tuscany. Following the same
logic, adding a geographic origin to a dish or an
ingredient makes it sound more expensive
and of a better quality.
