Li Xianhong Marketing Method 6 Catering Menu. 202 1- 1 1-24

The menu is the strategic prop of the restaurant, and everything should be done.

Poster is a form of advertisement, and any advertisement must satisfy three purchases: purchase reason, purchase instruction and purchase guide.

In the west, all designs follow the three realism.

The realistic method is to go to the scene, see what is in front of you, record the reality that happened at the scene, and come back to improve. Only field observation, experience and experience can form basic cognition and judgment.

Then the observed results will be transformed into specific actions that can be described, implemented and popularized, and implemented in our plan.

Next, I will introduce you to a method of making a "high-quality menu".

The design process of a menu includes: shooting preparation, on-site follow-up, retouching design, ending and finished product.

In the process of menu design, doing these key points well can greatly improve the quality and efficiency of the menu.

1. Make a draft to determine the layout size of the product in the menu.

First of all, we should communicate with customers to determine how many dishes to put in this menu. After the quantity is determined, we will draw a grid, set a position and make a draft.

Drawing is to fix the position of each dish in this menu.

Determine the size of the dish in the menu layout, whether it is vertical or horizontal, ensure that it is horizontal or vertical when we shoot, avoid repeated adjustments afterwards, and truly do it right once without wasting action.

After this step is determined, the next step is the compilation of the shooting layout and several key points of the layout:

1. Determines the horizontal or vertical composition.

2. Leave space for text information, and the background should not be too complicated.

3. Find the delicious symbol of this dish.

4. Layout of background, lighting and props.

Then send the layout to the photographer, so that the photographer can clearly understand the key points of this shooting.

2. Determine the shooting schedule and arrange the best time for food shooting.

After determining the dishes, communicate with the chef to understand the cooking time, characteristics and cooking difficulty of each dish. Then according to these, determine the process of our shooting. The purpose of this is to avoid the interruption caused by the long cooking time of a dish.

For example, these dishes are best presented when they are made, and the waiting time is too long, which will affect the effect of their presentation because of oxidation, so we need to arrange the shooting process in advance according to the menu making situation.

3. Find the delicious symbol of each dish.

This step is more important. When shooting dishes, you should find the delicious symbol of each dish, and then enlarge this symbol.

4. Grasp three key points to improve appetite.

When shooting, how to improve your appetite, share four points for you.

1) Increase boiling bubbles, drink hot air and increase appetite. By adding boiling bubbles to stimulate taste buds and drinking hot air, people can intuitively feel that this is a hot dish.

For example, when we shoot soup, we have to show that it is a hot dish. So I want to add some boiling bubbles and white hot air to it, which will affect the presentation of dishes. Only bubbles, vegetables and hot air can be photographed separately and finally synthesized.

In order to make the soup bubble, we put a straw in the soup and blow it artificially to realize the feeling of boiling.

2) Increase the prominent area of dishes. The strong contrast also makes the dishes look more appetizing (you can brush oil on the surface of the dishes to brighten them)

3) The action of scooping the main ingredients with a spoon has narrowed the distance between consumers and dishes. Make the ingredients look more appetizing and have a sense of substitution in the eating scene.

5. On-site computer verification. After taking pictures, be sure to verify them on the spot. At the scene, you need to put the pictures into the menu layout to confirm whether the shooting angle of the dishes is feasible and whether it will affect the typesetting of the text.

After confirming that there is no problem in shooting, it will be smooth in the process of retouching and typesetting in the later stage, greatly reducing the chance of counterattack.

6. The key to retouching is to highlight the appetite.

The key to retouching is to highlight the appetite of dishes, enlarge the presentation of dishes as much as possible, or enlarge the details of dishes, which should be determined according to the presentation form of dishes.

The skills to highlight appetite are:

1) Sharpen the pictures properly to make the dishes more stereoscopic.

2) Improve the reflective surface of dishes and increase appetite.

3) For hot dishes, you can add some hot air to highlight the attributes of hot dishes and have a feeling of just coming out of the pot.

7. Typesetting is used by customers.

We should consider not changing the menu order that old customers are used to. If it is changed greatly, it will affect the customer experience.

8. Go to the printing factory to track the closing effect and control the finished product.

After the finalization, the printing was closed. According to the "Three Modernism", designers must go to the printing factory to keep an eye on the closing time and control the final product.

The first is to proofread the color to avoid too much color difference. Printing houses generally have special lighting for color proofreading to avoid the influence of messy lighting on color.

If you are not clear about the choice of paper and binding method, you can consult the printing factory. Generally, their technicians will give you many professional opinions and choices, and finally consider them comprehensively.

Menu selection, many times before, we used 200g coated paper to cover the bright film, because we wanted to highlight our appetite, and coated paper was the best colored paper among all the papers.

Finally, cover it with sequins to make the menu look brighter and more quality.

In binding, we extended the previous rivet hard shell hardcover to make the menu more lasting.

The last point, which is easily overlooked by everyone, is to pay attention to the fact that the master of the printing factory should remember not to deviate too much when cutting paper to ensure the final perfect finished product.