I believe many people are hearing the concept of "the functional expression of menu" for the first time. Functionally, people use the "left brain thinking mode" to mold the menu into a silent senior sales consultant, guide the consumption route, and let the "decision-paralyzed people" place orders in an orderly manner according to the planned route, so as to achieve the purpose of influencing the sales of indicators and control the consumption behavior of consumers from the root.
2, artistic expression, casual design can not be called commercial artistry.
As a kind of propaganda species, menu is bound to be inseparable from artistic aesthetic expression.
In the Yan value era, diners drank milk tea in the form of "drinking" with their eyes, "drinking" with their mobile phones and finally drinking with their mouths. Then artistic expression meets the following three points to ensure service satisfaction: 1. The trust book design is attractive; 2. The classification design is convenient and clear; 3. Recommended symbols are easy to understand.
The artistic expression of the menu is not designed according to the designer's preference. In terms of artistic expression, in addition to the three points just mentioned, we must pay attention to the menu design to meet the functional expression first and then beautiful, in line with the overall style and tonality of the brand. Don't use the correct brand tonality typesetting to interact with consumers just because individuals or designers deviate from the brand positioning.