The menu is the strategic prop of the restaurant, so it is necessary to do everything.

Poster is a form of advertisement. Any advertisement must satisfy three purchases: purchase reason, purchase instruction and purchase guide.

In Western Red, all designs follow the three-realism.

The method of "Three Existentialism" is to go to the scene, see the existing things, record what happened at the scene and come back to improve. Only by observing, experiencing and experiencing on the spot can a basic cognition and judgment be formed.

Then, the observed results are transformed into concrete actions that can be described, landed and pushed forward, and implemented in our plan.

Next, I'll show you a way to make a "high-quality menu".

The design process of a menu includes: preparation for shooting, on-site follow-up, retouching design, closing time and finished products.

In the process of menu design, the quality and efficiency of the menu can be greatly improved by doing these key points well.

1. Make a draft to determine the layout size of the product in the menu.

first of all, we should communicate with our customers to determine how many dishes to put in this menu. when the number is determined, we should draw a grid, set a position and make a draft.

to draft is to fix the position of each dish in this menu.

Determine the size of dishes in the menu layout, whether it is vertical or horizontal, and ensure that when we shoot, we have a horizontal or vertical composition, which avoids repeated adjustments afterwards, and truly makes it right once, and there is no waste of action.

after this step is confirmed, the next step is to write the layout, and several key points of the layout are:

1. Determine the horizontal or vertical composition

2. Reserve space for text information, and the background should not be too complicated.

3. Find the delicious symbol of this dish.

4. Layout of background, lighting and props.

then send the layout to the photographer, so that the photographer can clearly understand the key points of this shooting.

2. Determine the shooting time schedule and arrange the best time for shooting dishes.

after determining the dishes, we should communicate with the chef to understand the cooking time, characteristics and cooking difficulty of each dish. Then, according to these, the process of our shooting is determined. The purpose of this is to avoid the interruption caused by the long cooking time of a certain dish.

For example, when these dishes are cooked, they present the best, and the waiting time is too long, which will affect the effect of their presentation because of oxidation, so we need to arrange the shooting process in advance according to the menu making situation.

3. Finding the delicious symbol of each dish

This step is more important. We should find the delicious symbol of each dish when shooting dishes, and then enlarge this symbol.

4. Grasp three key points to improve appetite.

When shooting, I will share four key points on how to improve my appetite.

1) Increase boiling bubbles and drink hot air to improve appetite. Drink hot air through a bubble that increases boiling to stimulate taste buds, and let people intuitively feel that this is a hot dish.

For example, when we shoot a soup dish, we have to show that it is a hot dish. So I want to add some boiling bubbles and white hot air in it, which will affect the presentation of the dishes. We can only shoot the bubbles, vegetables and hot air separately and finally synthesize them.

in order to make the soup bubble, we put a straw in the soup and blow it artificially to realize the feeling of boiling.

2) Increase the highlight area of dishes. The strong contrast also makes the dishes look more appetizing (you can brighten them by brushing oil on the surface of the dishes)

3) The action of scooping up the main ingredients with a spoon brings consumers closer to the dishes. Make the ingredients look more appetizing and have a sense of substitution in the eating scene.

5, on-site computer verification. After taking pictures, be sure to verify them on the spot. At the scene, it is necessary to put the pictures in the menu layout to confirm whether the shooting angle of the dishes is feasible and whether it will affect the typesetting of the text.

after the shooting is confirmed, the later retouching and typesetting will be smooth, greatly reducing the chance of counterattack.

6, the key to retouching is to highlight the appetite

The key to retouching is to highlight the appetite of dishes, try to enlarge the presentation of dishes, or enlarge the details of dishes, which should be determined according to the presentation form of dishes.

There are other techniques to highlight appetite:

1) Sharpen the pictures properly to make the dishes more stereoscopic.

2) Improve the reflective surface of dishes to enhance appetite.

3) For hot dishes, you can add some hot air, which highlights the attributes of hot dishes and makes them feel like they have just been cooked.

7. Typesetting should follow the customer's use

For the menu order that the old customers are used to, we should consider whether to change it. If you make a big change, it will affect the customer experience.

8. Go to the printing factory to track the closing effect and control the finished products.

finally, after the finalization, the printing was closed. According to the "Three Modernism", the designer must go to the printing factory to keep an eye on the closing time and control the final product.

First of all, check the color to avoid too much color difference. Generally, printing houses have special lights for color checking to avoid the influence of messy lights on the color.

If you are not clear about the choice of paper and binding methods, you can consult the printing factory. Generally, their technicians will give you many professional opinions and choices, and finally consider them comprehensively.

menu selection, in the past, we often used 211g coated paper to cover the bright film, because we wanted to highlight the appetite, and coated paper was the best colored paper among all the papers.

finally, cover the menu with bright film to make it brighter and more quality.

in the binding, we have extended the previous rivet hardcover, so that the life of the menu will be longer.

the last point, which is easily overlooked by everyone, is to pay attention to the fact that when cutting paper, the master of the printing factory should remember not to deviate too much to ensure the final perfect finished product.