Information Design & Menus - Using Type & Layout To Take Your Money
http://nymag.com/restaurants/features/62498/
Cool little excerpt in the New Yorker about how restaurateurs design menus to drive profits: "... it’s a big mistake to list prices in a straight column. “Customers will go down and choose from the cheapest items,” he says. At least the Balthazar menu doesn’t use leader dots to connect the dish to the price; that draws the diner’s gaze right to the numbers. Consultant Gregg Rapp tells clients to “omit dollar signs, decimal points, and cents … It’s not that customers can’t check prices, but most will follow whatever subtle cues are provided.” Read more: Author William Poundstone Dissects the Marketing Tricks Built Into Balthazar's Menu -- New York Magazine
