Bad menus don’t get read

THE POWER OF DESIGN

I’m notorious for not reading restaurant menus properly. The design critic in me can’t seem to look past a badly designed page. The seeming lack of thought put into the list in front of me is definitely a first world problem, but there is more to it.

I want good design, I want beauty, I want balance. We all do. And this can even be said about food menus.

I’m confident to even say that balance is the answer to almost everything.[1]

So, what is balance exactly? Can you really know if a design is balanced? Does this translate into Film and Motion, 3D or even 4D for that matter? The answer is yes, it does - people have written theses on the topic. But for now, I’m going to blog on the topic of balance in general design.

Balance creates ease. It’s easy to read, to look at, to use – it’s intuitive. Balance is beautiful. However, balance is not always symmetrical, ordered, or plain. Balance is not simple. Balance can be complex, random and incredibly detailed. Balance is not necessarily styled; balance is designed.

Design for balance is a complex beast, and many people don’t realise its importance. It plays a huge part in our everyday lives, first world or third world. Regardless if you’ve even understood its importance to you specifically – it is important, and in the 2018 Design Economy Executive Summary[2] design has even been regarded as one of the top six most important industry sectors for the next decade.

This is because when something is designed, it’s more than what meets the eye.

When something isn’t designed[3], it can be difficult to use, to read, to look at. It simply takes us longer to digest visually, and probably isn’t beautiful.

So let’s go back to my restaurant menu. I’m at a restaurant, I look at the menu, I don’t want to have to ‘work’ to see what’s available - I’m waiting to relax - I want to easily read the menu, and then be done with it. It shouldn’t take me long. My whole restaurant experience has begun and I want it to be good. I want to have a beautiful experience. My menu will play a part in that role.

This is user experience in the simplest form.

As I look at the page, I notice how the type is laid out, the names of the dishes are all clear, the page isn’t cluttered, the descriptions make my mouth water, I’m so glad I chose this restaurant, I’m unwinding as I get to the last item. I’ve chosen, and I order my food. I’m already having a great time, and I’ve not even had my first mouthful.

This is experience design, this is the power of design, this is balance in design. This is what we do. This is making me hungry. 

Let’s hope the chef’s match my expectations.[4]

1 Well, most things but especially in design.

2 The Design Economy generated ￡85.2 billion (GVA) to the UK in 2016, almost three-quarters of the value of UK financial services and insurance Design Economy 2018 Exec Summary

3 Let’s leave out the discussion of design in nature, for now, i.e. ‘designed’ or ‘big bang’.

4 They did.