A menu is more than a price list; it is a psychological map designed to guide the guest’s eye.
Every element—from the weight of the paper to the placement of the text — communicates value and quality.
By understanding how customers scan a page, you can subtly direct them toward the items that drive the most profit.
Key strategies include the “Golden Triangle,” the area in the center and top corners where eyes land first.
Additionally, removing currency signs (e.g., using “18” instead of “$18”) can reduce “price pain,” making guests more likely to focus on the description rather than the cost.
Descriptive adjectives, like “slow-roasted” or “hand-harvested,” further increase perceived value.
When design meets data, your menu becomes a silent salesperson. Master the psychology of the page, and you’ll master the profitability of your plate.
