I believe it is the first time for many people to hear the idea of "the functional expression of menu". Functionally use people's "left brain thinking mode" to shape the menu into a silent senior sales consultant, guide the consumption route, and let the "decision-paralyzed" order the orders according to the planned route in an orderly manner, 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, random design can not be called commercial artistry.
As a propaganda species, menu must be inseparable from artistic aesthetic expression.
In the era of Yan value, diners drink milk tea in the form of "drinking" with their eyes, "drinking" with their mobile phones, and finally drinking with their mouths. Then the artistic expression meets the following three points to ensure the service satisfaction: 1. The letter of trust 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 fact that the menu design meets the functional expression before beauty, which conforms to the overall style and tonality of the brand. Don't interact with consumers with the correct typography of brand tonality because individuals or designers deviate from the brand positioning.