Research on the Effects of Colors and Legibility of Menu on the Choice of Menu Items

메뉴북의 바탕색과 활자의 가독성이 메뉴 선택에 미치는 영향에 관한 연구

The food service industry is maturing day by day. Nowadays, people recognize the importance of menu. Menu is not just for the communication of information about menu items. It is also an important marketing tool. Past research was about the choice of menu items. However, the colors and legibility of menu are also important. The basic color and legibility of menu may affect the choice of menu items. Also, customers have different preferences when it comes to menu design. In the past, however, food service industry experts did not work closely with menu designers. The next section reviews the research on the chromatology of menu and lettering preferred by customers. In addition, a method to plan the design of menu is suggested.