High-end restaurants are often very particular about details, and the menu should naturally match the grade of the restaurant. A menu is not a simple price list, it will also have an important impact on customers' choice. From the perspective of marketing psychology, here are some tips for designing menus:

1. Pay attention to the weight of the menu. When the guest takes the menu from the waiter, the first thing to pay attention to is the weight. Generally speaking, a heavier menu will give people a high-grade psychological hint. Just like on holidays, everyone will choose gifts with complex packaging in order to make them look high-end.

2. Use exquisite design fonts. Exquisite font design will change people's expectations and evaluations. A study in Switzerland found that wines with beautiful fonts are more popular than ordinary fonts. Therefore, when designing the menu style, we must choose a font with a strong sense of design, but we should also pay attention to the recognition of words. Excessive pursuit of fancy will put the cart before the horse.

3. Make a fuss about the name of the dish. Sometimes, indicating the source of dishes may bring better marketing effect. Charles Spencer, a professor of experimental psychology at Oxford University, said: "Adding names to dishes can increase the authenticity of products. Even though these names may be fabricated, people still think that personal brands are a guarantee of the quality of dishes. " For example, "Grandma's braised pork" is more attractive than "pumpkin biscuits", and "Zhou Mama's handmade dumplings" are also more warm than "handmade dumplings". "Grandpa Zhang Handmade Noodles" is also a kind of online celebrity food.

4. Use irritating language. The study found that the selection rate of "stir-fried small yellow croaker" and "sweet and sour apple" in the canteen menu was 23% higher than other dishes, because they sounded more exciting and appetizing.

In addition to indicating the origin and irritating language of the dishes, the more detailed the description information of the dishes, the more valuable the customers will feel and willing to pay more. For example, if you use a paragraph to describe the origin, meat quality and variety of steak, people will think that this steak is worth the money.

I didn't expect such a big problem with a menu. Did you get the above method?

Answer: Zhu Meng, a product designer obsessed with marketing. Welcome to pay attention to WeChat official account: marketing flights, and discuss marketing methods with dozens of marketing big coffees.