Design, Pricing and Profit

Here's a fascinating article in Wired magazine about the graphic design of restaurant menus.

And here's another menu analysed in terms of design and pricing.

These are essential reading not only for graphic designers but for anyone in the creative industries interested in marketing and pricing. So that's everyone then.

Amongst other things it includes interesting insights about the psychology of pricing. For example, a very expensive item makes other expensive ones look reasonable in comparison. This 'extremeness aversion' means that people avoid the most expensive - and the least expensive items.

This approach can be used in selling any range of good or services.

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