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Restaurant Menu Tricks (2020)

Great thought and effort go into creating restaurant menus – and there are some very powerful psychological tricks employed to make you choose.

Spence’s own research has also found that consumers often associate rounder typefaces with sweeter tastes, while angular fonts tend to convey a salty, sour or bitter experience. A study from the University of Cologne in Germany last year showed that by cleverly naming dishes with words that mimic the mouth movements when eating, restaurants could increase the palatability of the food. Certain colours like green are often used to imply the food is healthy and fresh, while orange is thought to stimulate the appetite, according to Aaron Allen, a global restaurant consultant, based in Orlando, Florida who is an expert on the psychology of menu design.

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