Do you ever notice that, at times, your pictures are far more attractive on a camera screen compared to the way you actually look? Creating an eye-catching menu can feel like that sometimes.
If we talk about food items in place of human beings, the fact becomes more true. Compare how appetizing a burger looks on paper to that on an animated, bright screen. The latter, obviously, beats it. Above all, there is a reason why brands consider owning a social media profile mandatory for their marketing growth. The vivid, high-quality graphics of a pepperoni pizza sliced with the cheese thread sticking out on digital screens instantly get your taste buds to salivate and your stomach growl.
Digital Menu Boards Optimization
As the famous saying goes, “people eat with their eyes” – and they do. The first step of eating begins with the visuals; the sharper the graphics, the more eaters will come your way. This is why optimizing your digital menu boards is critical to your marketing strategy, be it for advertising or giving out information.
The catch is not merely getting a digital menu board in your shop for better customer traffic – that bit is being done by almost every brand nowadays. If that were the case, there wouldn’t be so many digital menu boards underperforming. Read on to know the 10 essential tactics you can employ to create an eye-catching menu board for your fast-restaurants.
Tactics to Create an Eye-catching Menu Board
1. Use Animation
If we don’t use motion and videos in our digital menu boards by 2020, exactly do we stand? Static elements were the traits of paper posters and paper billboards. Today, we have the finest product of technology in digital screens to create powerful product awareness and brand identity.
Moving pictures are the quickest way to grab the eye, given that they are not overdone. You can allocate one screen for moving images or many screens with the littlest animated effects to catch your customers’ attention. Imagine showing a bowl of soup with moving steam or a big mac burger dripping some ketchup at intervals.
2. Hierarchy of Text
The most common mistake with digital menu boards is the consistency of the text size. You cannot put all the text you require on the same font and size on the menu board. Consistency is another vital element; however, not for text insertion.
Make sure you have a text hierarchy, meaning the category headings as the largest, followed by sub-categories, item names, descriptions, and prices in descending order. Some brand owners like to keep the prices in a bigger font-size, which makes sense because that is the nest-important thing a customer will look for. In other words, the hierarchy of text is to make the customer purchase experience automatically easier.
3. Consistency & Balance
For an eye-catching menu board, you must strictly maintain a balance and consistency of the overall elements. A balance of text and visuals is essential in the menu boards to keep the eyes moving across the entire length. Similarly, they should reflect consistency with your restaurant image.
For instance, a customer who enters the restaurant appealed by an outdoor advertisement would expect the same elements indoors. Hence, making coherence an essential component of the menu boards.
4. Leave a breathing room
This one is the most commonly discarded tip when working on an eye-catching menu board. Avoid using up all the white spaces in your menu board as it is a major turn off. Give your elements a breathing space – aligned apart, organized, and clearly defined. The spaces make your visuals and text more visible as opposed to overcrowding with everything stuffed.
5. Let the pictures do the talking
Make the best use of digital screens when they are available. In addition to animated advertising, think out-of-the-box with choosing images that would go on the screens such that they speak volumes without you using many words. An example of this would be stirring images of meals being made or high-definition graphics of your products with a creative edge to it.
6. Choose the right color palette
Colors are important tools to evoke feelings and convey messages. For example, yellow, red, orange, or a mixture of these denotes anything spicy, whereas greens are a message of freshness. You must insert the correct balance of color as per your restaurant or the products you’re advertising on the digital screens. Customize the text using separate colors for each section of the menu, outlined in black to remain visible and readable, perhaps on a white background. Colors are mood-influencers; therefore, you have to choose the correct ones to create an emotional connection with the buyers.
7. Catchy Taglines for Eye-Catching Menu Boards
Menu boards can be stationed at multiple places, so you never know a person passing by can walk back as a customer to your shop after reading a catchy tagline on it. Therefore, try to add humor, if you can, or create an emotional slash nostalgic connection with the onlookers. The tagline can be the one you use for your brand, or it can be anything customized for a menu board itself. You can also ask questions with a big question mark to divert the eye, such as, “why not join us for dinner later?” as Sodexo did.
8. Color contrasts
Using a contrasting color scheme is always good. You can search up the standard color contrasts for restaurants to employ in your menu boards, but it always good to get creative with colors. For instance, a contrast of yellow with purple or blue and orange is an excellent combination to go with.
9. Size & placement
You’re not paying for the digital screens to get a fancy advertiser that you can hoist up on the wall. For an eye-catching menu board, you need to make sure it does grab the reader’s attention. For that purpose, consider the “hot-spots” of your restaurant. Is it an outdoor space? Or the cash register counter? Or perhaps you can plant it on the wall above the ordering counter?
It might end up a little costly, but the more screens, the merrier. Ideally, they must be large enough to get noticed easily. Narrow digital menu boards are unattractive. Take on the customer’s hat, determine the hot-spots in your area, and make sure the menu boards are noticeable from every angle inside the shop.
10. Framed Portraits & Landscapes
Concluding the list with the bumper tactic, choose different orientations for your digital menu boards. Like Cafetiero, consider framing the digital displays of two different orientations to serve two purposes – the landscape menu boards can give away the complete menu and information. In contrast, the portrait menu boards can run promotional graphics.
With the convenience of updating prices, adding or delete items, or applying discounts, digital menu boards are ruling the foodservice industry. Follow these tips and tactics to design the perfect, eye-catching menu board for better traffic and consumption!