The art of
menu design
A well-crafted menu goes way beyond listing dishes and prices - it has the power to create positive brand affinity and the persuasive ability to maximise your sales. Done well, it will also enhance the dining experience, and through carefully crafted elements it will bring your brand’s unique story to life.
WE ShapE Memorable Brand Interactions
Combining art, science and psychology
Great menu design is more than just aesthetics; it’s about creating a seamless and engaging experience for your customers. With over 25 years of experience crafting menu solutions for clients in the F&B / Hospitality sector, we have gained valuable insights and understanding that enable us to create memorable brand interactions.
Getting this right takes skill and designing the perfect menu is an intricate balance of art, science and psychology. The success is not just measured by how it makes customers act, but also how it makes them feel.
The two key components for optimum design
Function - here we focus on the main aspects of finding the perfect strategic visual layout, including structure, hierarchy, and formatting, which all aid the seamless navigation of menus and help guide the eye to specific categories or dishes - subconsciously influencing your customers and their purchasing decisions.
Form - here we curate the overall aesthetic and tone of the menu, made up of carefully crafted elements like fonts, colour, materiality, illustration, photography and language, which all play on the emotional receptors that also influence decision making, but will ultimately enhance the menu experience and reinforce your brand’s narrative. These will build positive association with your customer, helping to endorse and elevate the overall brand experience.
Strategic layout and navigation
Effective menu design takes into consideration important factors like format, layout, and navigation. Through ensuring a logical flow we help guide customers through the menu effortlessly, enhancing their dining experience whilst seamlessly influencing their choices.
Behavioural and psychological insights
Leveraging our knowledge in behavioural and psychological tactics in menu design, we can influence customer choices and help you achieve your commercial objectives. Our understanding of how customers read menus and make decisions is crucial to creating an effective design.
On-brand and on-message
Ensuring our menu designs are both on-brand and on-message is vital. We always consider your brand personality and audience to help us use the appropriate tone of voice coupled with the most effect message hierarchy and level of information. These all contribute to a targeted design expression that will reflect your brand’s values and identity.
Crafting and production
We pay great attention to detail in the selection of materials, print methods, and finishes, all of which ensure that each menu reflects your brand’s qualities and values. Thoughtfully chosen elements enhance the tactile experience and will elevate or align to the overall perception of your brand you want to create.
Highlighting offers and upsells
We can shift the attention to key menu elements through considered visual hierarchy, assisted through clear section dividers and highlighted information. Through focussed design techniques we can ensure that offers or deals are made to stand out, promoting the upsell. By emphasising key items through strategic design we can encourage customers where we want them to explore and engage.
READY TO ORDER?
Meet OUR CORE DESIGN TEAM
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Matt Crowe
Visual Director
Andy Billé
Concept Director
Ryan Tallent-Moore
Senior Designer
Harveen Marwaha
Midweight Designer
Let’s bring your brand to life
If your next project aims to leave a lasting impression or requires a distinct style, it is likely in need of an Art Director to bring it to life. Fill out the form below to get started.