Most designers and business owners think that creating a digital menu board is minimal amount of work. The most common reason for belief is the number of displays.
However, those “few displays” are one of the most important factors in maintaining and growing the business. Although the quantity is important, it is the number of variables involved that can take time to address.
To help you create the ultimate digital menu boards, here are the 3 important to-do’s that will affect your displays’ composition:
1. Categorization
The first step in achieving the optimal design for your digital menu board is to create a list of all the items to be included. Since a key point for customers is an easy-to-read menu, a logical structure is necessary. To achieve this, categorize the list of items.
In most cases, having more menu items means more text and images. This may increase the reading difficulty and decrease spacing. Therefore, consider dedicating some space to certain product images rather than extensive details.
A possible solution would be to revisit your menu architecture. For example:
- If you have espressos, lattes, and different coffees – group them together.
- For similar items that are only differentiated by small details or meal combos – use the same big image with accompanying small images.
2. Importance
It is essential that the menu design complements the meal options and the number of displays. For instance, with three displays, it may be difficult for customers to read all of them when viewing them from the corner of the room. Regardless of the customer’s location, information visibility is important. So, place the most important menu items in a prominent position.
Here is a list of criteria to help define important items:
- Newness
- Popularity
- Profitability
Remember that promotions, discounts, and combos are one of the most evident items to feature on the menu. So, fulfill customers’ expectations by showing them on the digital menu boards and seize the opportunity to upsell and cross-sell.
3. Prototyping
It is recommended to not begin the final production of the content right away. People’s minds can change significantly once they see the prototypes. Therefore, be sure that the content and assets are prepared and verified through a comprehensive audit.
In many cases, 75% of all production costs are accumulated during the final period. Therefore, to save expenses, multiple prototypes should be reviewed. Incorporating all assets at the same time, will let you see how they fit and if there is something to be removed for the final version.
Here is what to watch out for in the digital menu board prototype:
- Typos – proofread the entire menu, including disclaimers and fine print.
- False pricing – this is especially important with non-editable digital menu boards. After researching current market pricing, it may be possible to include some changes.
- Items in wrong categories – discuss with the team the optimal solution for categorizing menu items in a logical way.
- Unintentional details – try eliminating the possibilities of reflections, fingertips, or clothing appearing while creating content for the final version.
- Missing disclosure and regulations – remember that details like macronutrients, calories, and allergens are required in some cases.
Final Thoughts
Designing a digital menu board that sells is a long and challenging process that has many different aspects of management, design, and production. So, creating categories, determining importance, and prototyping can strategically improve your digital menu board composition.
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