Attracting customers can be a challenge for a business owner on a busy retail shelving route. Your outdoor menu stand is one of your most powerful weapons. The purpose of these stands is simple – to tell people about what you have to offer.
But how you arrange and display them can make a big difference to how successful they are. In this article, we’ll take you through the different ways you can use your outdoor menu boards to make sure they attract customers.
Balancing aesthetics and readability
The key balance to strike is to create a menu that is attractive but at the same time readable. While aesthetics can attract customers, if your menu is difficult to understand, they may quickly get bored.
Consider how your brand is reflected in the design while assessing aesthetics. To achieve a unified look, use your logo and brand colors. Be sure, nonetheless, that these elements don’t detract from reading. Make sure the text and background have a strong contrast and use readable typefaces. For better visibility, try using black text on a white backdrop or white text on a dark background.
The power of color psychology
Colors evoke emotions and can subtly influence a person’s choices. Knowing the psychology of color will help you create a more appealing and impactful menu.
Fast food companies often use colors such as red and yellow because studies have shown that these colors increase hunger. In contrast, green can symbolize health and freshness, which is great for salad bars and vegan eateries.
But keep in mind that colors should complement your brand’s overall aesthetic. For example, the well-known ice cream company Baskin-Robbins reflects its happy and trustworthy brand image by combining pink (young and cheerful) and blue (reliable and trustworthy).
Harnessing typography
Typography is another critical factor. The right typeface can communicate much about your business while enhancing readability.
If you’re running a classic Italian restaurant, a traditional Serif font may be a good fit, evoking a sense of tradition and elegance. If you’re operating a modern, trendy juice bar, a sleek, minimalist Sans Serif font could better reflect your brand. For instance, the logo of “Juice Press,” a popular organic food and beverage retailer, uses a modern sans-serif typeface that communicates a contemporary and clean feel.
Here are some more examples that illustrate the power of typeface choices:
- Starbucks: The Starbucks logo uses a custom-designed typeface, but it closely resembles the style of a Serif typeface. The typography conveys a sense of authority and tradition yet remains stylish and contemporary.
- McDonald’s: McDonald’s uses a customized version of Helvetica, a popular Sans Serif typeface known for its simplicity and readability. It mirrors the brand’s image of being straightforward, accessible, and universally recognizable.
- Chipotle Mexican Grill: Chipotle uses a slightly rustic and bold Serif typeface, which reflects their commitment to traditional cooking methods and high-quality ingredients.
- Subway: The sans-serif typeface used in the Subway logo is modern, clean and casual. It’s easy to read and simple, in keeping with the brand’s uncomplicated and healthy offerings.
- Taco Bell: Taco Bell’s distinctive, bold sans-serif typeface perfectly reflects their vibrant, young and inventive brand. The simplicity of the font further enhances readability.
- Burger King: The Burger King logo uses a specially designed bubble serif font. The pleasant, approachable atmosphere of the rounded, playful typefaces perfectly suits their target audience – young people and families.
Each of these companies has used a carefully selected typography to improve readability, connect with their target audience and tell their brand story.
Mastering visual hierarchy
The arrangement and presentation of objects in a visual hierarchy creates a sense of importance. By doing so, you can draw the customer’s attention and attract attention to the best items on your menu.
The name of your organization, which should be the largest lettering on the stand, should be the main headline. Next, include high-margin or branded items. Use larger font sizes or bold colors to attract attention. Arrange and group the other items to make them easier to read. One such example is the Steak n Shake menu. Signature dishes such as the ‘Original Steakburger’ are visually striking and the headline is large.
The art of positioning
Once the menu design is perfect, the next difficult task is its placement. The aim is to place the stand where it is most likely to attract attention.
Too far a distance from the footpath can make the stand invisible, while too far a distance can make it difficult for people to walk. Position the stand so that passers-by and others looking from a distance can easily see it. Take into account the direction of sunlight to avoid glare, which can make it difficult to read the menu at peak times.
Leveraging local trends and culture
Using regional customs and trends can take your menu design to a whole new level. By connecting with the local market, businesses can make their offer more attractive and appealing to potential customers.
Local trends can include everything from health fads to popular local foods, tastes in specific cuisine regions to favorite ways to eat. Observing these trends can provide you with valuable information that will help you create a menu that will appeal to your target market.
For example, offering and emphasizing vegan, gluten-free or low-calorie alternatives can increase the appeal of your business if it is located in a region with a highly health-conscious population. If a particular cuisine or locally grown product is popular in your community, serving it will attract more consumers.
Cultural preferences
However, cultural tastes can add a special touch to the look of your menu. Your menu stands out if you incorporate cultural elements into the design, especially if your establishment is located in an area with a strong sense of identity.
Chinese-inspired design elements such as traditional Chinese symbols, colors (red and gold for good luck and prosperity) or even stylized images of popular Chinese dishes can add to the appeal of your menu. Especially in a place like San Francisco where there is a significant Chinatown district.
But it is very important to do so honestly and with understanding, as deception can cause a backlash. Instead of copying local customs and culture, the aim is to respect and enjoy them. Remember that the aim is to promote local customs and flavors not only in the menu on offer, but also in the design of your outdoor food stall.
A menu stand that reflects the spirit of the neighborhood and is in line with current trends can attract interest. Capture attention and entice customers to stop and use your goods.
Testing and refining your display stand
Testing multiple versions and making changes in response to feedback is one of the best ways to optimize the display stand’s capabilities. Find out which menu layout, style and color scheme attracts the most customers.
If possible, get feedback from customers to find out which aspects of the display stand they find most attractive or interesting. Your outdoor menu stand will be effective and will continue to generate interest and engagement from visitors through this ongoing process of testing and refinement.
Create an effective outdoor menu board
Overall, both consumer psychology and design elements need to be carefully considered in order to create an effective outdoor menu board. Each element is crucial to make your presentation stand out.
From the psychology of color, typography, visual hierarchy and thoughtful use of layout to finding the perfect balance between readability and aesthetics. Bear in mind, however, that the optimal strategy may vary depending on the target audience and local conditions, so constant testing, learning and refinement should be an essential part of your approach.
