Handwritten Menu Boards Can Persuade Consumers a Restaurant's Food is Healthier
A new study from Ohio State University recommends that health-focused restaurants use menu boards that look handwritten. The look can subtly sway consumers that the food at that restaurant is healthier. Think TLC.
Jeanette Settembre reports on Marketwatch:
“The handwritten menu had an advantage only with a healthy restaurant,” Stephanie Liu, lead author of the study, told MarketWatch. “It’s because expectations are higher [at healthy restaurants]. It signals more effort, and people felt that it was more endearing than the machine-written type. They feel the restaurant cares about them, and they become more engaged with them.”
The article goes on to caution to use clear handwriting and fonts. If a handwritten font is used, it even suggests what font types are best.