It has long ceased to be just a list of items and has turned into a full-fledged tool for communication with the guest. Through it, a venue conveys its style, mood, and approach to service.

 

For business, such a solution works not only for image. According to restaurateurs’ observations, a well-thought-out digital menus with an emphasis on visuals and presentation can increase the average check by 15–30%. Guests make decisions faster, choose additional items more often, and navigate the offer better.

 

 

Why menu design matters

 

People first “eat with their eyes.” High-quality photos, the right colors, and a clear structure help remove doubts even before interacting with staff. The menu becomes not just an information medium, but part of the overall experience of being in the venue.

 

In modern restaurants, design is increasingly built around the concept of Digital Signage, where the screen works as a live channel that changes with the time of day, season, or current promotions. This makes it possible to keep content up to date without overloading the space.

 

 

And is it really impossible without “digital”?

 

It is possible, but such solutions are used less and less often. Printed menus are difficult to update, wear out quickly, and do not provide flexibility. That is why digital formats are gradually replacing paper, especially in venues with high dynamics.

 

One of the key advantages is ease of navigation. Information boards and menus on screens make it possible to logically separate categories, highlight bestsellers, and avoid overwhelming the guest with small text.

 

 

Visual appeal

 

Bright images, animation, and video fragments attract attention much more effectively than a static list. Visuals help explain the idea of a dish, its presentation, and portion size faster, even without a detailed description.

 

At the same time, it is important to maintain balance: the screen should not look like an advertising banner. A clear hierarchy, enough “air,” and a limited number of accents make perception easy and comfortable.

 

Interactivity as part of the service

 

In modern venues, interactive displays in HoReCa are increasingly being used, allowing guests to independently view details of dishes, ingredients, allergens, or drink recommendations. This reduces the workload on staff and increases the customer’s sense of control.

 

Interactivity also opens up opportunities for personalization: different display scenarios for morning, lunch, or evening, as well as separate menus for business lunches or special events.

 

 

Speed and relevance

 

The digital format is valued for its responsiveness. Thanks to remote content management, a venue can change prices, hide unavailable items, or launch promotions literally within a few minutes. This is especially important for chain restaurants and cafés.

 

Updates are carried out centrally, without the risk that different halls or locations will display different information. As a result, the menu always reflects the actual offering.

 

 

Menu as a sales tool

 

A well-designed digital menus does not impose a choice, but delicately directs the guest’s attention. Emphasis on high-margin items, thoughtful placement of blocks, and visual cues help guests make decisions faster and more often add drinks or desserts to their order.

 

The screen in the dining area works as an active communication tool: it shapes the logic of choice, guides the focus of attention, and maintains a unified presentation style, replacing part of verbal recommendations and reducing the workload on staff.

 

 

How to make a digital menus “tasty and appealing”

 

When designing a menu, there are no small details. Designers and marketers know this. Every element—from the name of a dish to its photo—affects perception and the guest’s decision. That is why digital formats open up more opportunities for working with content than printed media. They allow flexible control over presentation, testing different approaches, and quick adaptation to changes in the business.

 

1. Take care of readability

 

There should not be an excessive number of details on the screen. An overloaded visual complicates perception and forces the guest to spend more time searching for the desired item. The menu should be easy to “read” at first glance, even while moving or from a distance.

 

This is especially important for venues with high traffic, where information boards serve as a quick point of reference rather than a guide with all possible details.

 

 

2. Follow information hierarchy

 

A person’s visual flow usually moves from left to right and from top to bottom. This rule should be used when building the menu structure: categories placed on the left, main items in the center, prices on the right.

 

Such logic helps to navigate the assortment faster and enhances the visualization of offers and promotions, when highlighted items immediately fall into the field of view.

 

 

3. Choose appropriate fonts

 

For a digital menus, it is better to use no more than two fonts. Excessive variety creates visual noise and makes reading more difficult. Dish names and prices should be large enough to be easily read from several meters away.

 

Description or ingredient text should be smaller, but without losing readability—the screen should not force the guest to strain their eyes.

 

 

4. Maintain a unified style

 

Visual consistency creates a sense of professionalism for the venue. Photos should be made in a single style: the same lighting, background, and color correction. This creates harmonious perception and does not distract from making a choice.

 

A unified style directly affects the creation of atmosphere in the business, since the menu becomes part of the overall image of the venue rather than a separate element.

 

 

5. Control color balance and contrast

 

The main text should be as contrastive as possible against the background. Dark text works better on a light background, and light text on a dark one. Accent elements can be highlighted with brand colors, but in moderation.

 

This approach helps maintain a clean design while emphasizing key items without aggressive visual pressure.

 

 

6. Use grid and modularity

 

All elements on the screen should be aligned to a grid. Clear columns and rows help the eye quickly scan information and not get lost in the content.

 

A modular structure is especially convenient when a venue updates prices and menus in real time, as changes do not disrupt the overall layout logic.

 

7. Add interactive elements

 

Even in a classic menu, QR codes in advertising can be appropriate, leading to detailed descriptions, seasonal offers, or pages with allergen information. This expands the amount of information without overloading the screen.

 

This approach makes it possible to combine a concise design with deeper content for those guests who want to learn more.

 

 

8. Analyze guest behavior

 

Digital menus make it possible to track which items more often fall into the focus of attention. Digital advertising analytics helps to understand which blocks perform better and which require adjustment.

 

Based on this data, you can change the placement of items, accents, or visual presentation, gradually increasing the effectiveness of the menu.

 

 

9. Adapt content to time and context

 

Morning, lunch, and evening scenarios can differ not only in assortment, but also in presentation. Changes in brightness, color accents, or photos help better match the mood of guests at different times of day.

 

This makes the menu “alive” and more relevant to the current situation.

 

 

10. Think of the menu as media

 

A digital menu is not a static list, but a communication channel. It can tell stories, introduce new items, gently nudge choices, and maintain the venue’s style throughout the day.

 

 

11. Use animation wisely

 

Animation in a digital menus should enhance perception, not distract from making a choice. Light background motion, smooth slide transitions, and delicate effects help make the screen feel “alive” without overwhelming the guest’s attention. Sharp flickering, aggressive effects, or constant moving elements quickly cause fatigue and reduce concentration.

 

This is especially relevant for solutions that operate via software for digital boards, where the same content may be played for hours. Restrained animation preserves viewing comfort even during prolonged interaction with the screen.

 

 

12. Emphasize the benefit

 

Best sellers, new items, or seasonal offers should be highlighted with separate blocks or a larger font size. At the same time, such accents should not occupy more than 20–30% of the screen area so as not to disrupt the overall balance of the menu.

 

In dynamic formats, it is convenient to place promotional offers on separate slides lasting 3–5 seconds. This fits well into the advantages of digital advertising, when a venue can manage the guest’s attention without overloading the main menu.

 

 

13. Preserve “air” and rhythm

 

Free space in design works no worse than graphics. It helps the eye rest, makes it easier to navigate information, and creates a sense of order. The more “air,” the higher the perceived quality and premium feel of the venue.

 

If the screen is overloaded with text and images, dishes visually lose their value. That is why a digital signage system should support a clear structure and presentation logic, rather than simply broadcasting the maximum amount of information.

 

 

14. Run the “five-second test”

 

After completing the menu layout, it is worth looking at it through the eyes of a guest. Turn on a timer and try to understand the assortment, key items, and prices within 5–7 seconds. If the information is not readable within that time, the design needs simplification.

 

This test is especially useful for screens managed through a CMS for digital signage, as it allows quick adjustments and testing of different presentation options.

 

 

15. Use centralized content management

 

When a menu operates in a single venue or across a network, it is important that all screens are updated uniformly and without delays. A centralized video management system makes it possible to change content, prices, and accents from a single interface, without involving on-site staff.

 

This reduces the number of errors, speeds up updates, and ensures a unified standard of communication with guests across all locations.

 

 

16. Ensure consistency of displays

 

Menus, promo blocks, and information screens should work as a single whole. When different or unsynchronized content is shown in different areas of the venue, guests experience a sense of chaos.

 

Clear synchronization of advertising content and well-thought-out advertising content management help maintain a unified display rhythm and presentation logic, regardless of the number of screens.

 

By following these tips, you will be able to independently create not only a visually appealing but also a functional digital menu that positively affects business revenue and customer engagement.


Advision is a content management system for remote control, media planning of video and audio content broadcasting, and a supply-side platform for monetising advertising time. We also implement a Wi-Fi tracking system to measure quantitative indicators of the advertising audience. We help Digital Signage owners and DOOH advertising operators earn money from advertising, automate work processes, and build a reliable media infrastructure using AdTech and MarTech software solutions.

 

Contact us if you want to increase your profits and implement the latest technologies to solve your problems!