menu design.ppt
- 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
- 4. 3 1 2
- 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
- 8. Yang’s concept – observe the differences
- 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.
- 19. Trigger the senses with longer menu food descriptions
- 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.
- 23. Incorporate diets, customs and religion
- 24. Create a nostalgic back-story for your restaurant menu items list
- 25. Write funny menu descriptions of food