A menu says so much about your restaurant, which is why the importance of proofreading can’t be underestimated. But the challenge doesn’t stop there — according to a study set to appear in the October issue of Psychological Science, even small changes in menu fonts “can significantly alter people’s perceptions of dishes’ complexity and value.”
Yep, you read that correctly. Fonts.
For the full story, check out Time magazine’s excellent article about this research, which includes the pros and cons of using fancy fonts and small prints on menus.
And if you’re curious about the subject line, here’s the quote in full:
My father carries a flashlight and has been known to set napkins on fire trying to read the words on his menu.” (Richard Foss, a California restaurant critic)
You really owe it to your local fire department to read this article, I think.
Pangaea Restaurant in Toronto has an elegant wooden box of reading glasses - one at every level of magnification - that they offer to patrons who have trouble reading their menu. It’s quite gorgeous and fun to choose the glasses!
That’s a great idea, Dana. Very — please pardon this heinous pun — customer-focused.