a page full of text,” he notes.
Except for the boxes you use
to highlight your profit powerhouses, Rapp suggests removing all other lines, including
margin lines. “Keep the menu
open, without a rule around the
outside and no patterns behind
the copy,” he says. “Black on
white is the easiest to read.”
6 Draw eyes to a food illustration. In the
past, many menus were filled
with photos of delicious food
designed to entice ordering.
However, according to Rapp,
new research suggests that
when we see a picture of food,
we taste it a little bit, at least
in our minds. “When the food
arrives after first seeing it in a
photo, it’s not as tasty,” he says.
“Our first bite [the one in our
mind] always tastes better than
our 10th bite. Plus, the photo
never matches the actual food.”
An illustration, however, is different. “An illustration has more
of a fantasy to it,” he says. “One
illustration can pull attention
toward an item and help raise
its sales by 30%.”
Rapp worked with That’s A Some Pizza in
Bainbridge Island, Washington, to redesign
its menu. On the left is the original menu
while the new one is on the right.
We are innovating how pizza is made.
That perfect bake.