Typography and the $39 steak
Submitted by GlimmerGuy on 12/13/2009 – 4:57 pmOne Comment
One of the top emailed stories from New York magazine this week is “Menu Mind Games,” and it’s no wonder why people are sharing it with their friends. In his new book Priceless: The Myth of Fair Value (and How to Take Advantage of It), author William Poundstone reveals the graphic-design–driven marketing tricks behind menus. You find out how “puzzles,” “stars,” “anchors,” “plowhorses,” and “bracketing”—design techniques, all—are employed to guide us to the higher-priced items on the menu.In the New York article, I especially find menu consultant Greg Rapp’s advice to clients to “omit dollar signs, decimal points, and cents” insidiously intriguing. Along with leader dots, those type cues bring attention to the prices, a thing the restaurant would rather not do.
Using the Manhattan restaurant Balthazar’s carnivorously expensive menu as a guide, learn more here.
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The copycat New York Times weighs in with a similar story on menu design here. It’s just as interesting if not original…