Visual Attributes of a Menu Card to a Customer Preference and Attention

Abstract

A menu board is an essential part of a restaurant or fast food chain that shows the list of food and beverages that is offered. Through the use of a menu board, consumers can choose their preferred items. To boost sales, companies take into account the visual factors that contribute to the preference of the customers. The purpose of this study is to know the effect of visual factors of the menu board in relation to the customer preferences and attention. The variables considered were position, image size, presence of images and font size. Using an eye tracker, total contact time, number of fixation, and latency of first fixation were measured. Results obtained indicated that position of items and image size has no effect on the choice of the customers. Presence of images, however, was proven significant. For attention, presence of images and bigger images and text sizes were proven to be more noticeable. Positioning of items was proven to have no effect on the attention because of the unconscious movement of the eyes.