Creating a creative and effective menu board
In recent years, Digital Signage has helped streamline and simplify the ordering process within fast-food establishments. One of the key elements driving this change is the menu board. However, for this technology to be genuinely effective, certain essential elements must be considered. Otherwise, it may create confusion rather than helping customers make their choices.
It’s a situation we’ve all experienced. You’re standing at the fast-food counter, avoiding eye contact with the staff member. Not because of any personal discomfort—they haven’t done anything wrong. But you’re struggling to choose from a rapid succession of menu items flashing on the screen behind them. Frustrating, isn’t it?
The menus flash by at lightning speed. They show you a limited-time item for a split second—the reason you came in—only to display familiar options again. So, when the cashier finally asks, “What would you like?” you order your usual out of sheer anxiety.
If you own a fast-food outlet, we hope this scenario helps you empathize with customers who face an overwhelming array of options and fast-moving animations on your digital menus. We know you want your customers to leave with a positive impression of their experience, so we’ll show you how to design an effective menu board that allows customers to find exactly what they need (and whets their appetite too!).
But that’s not all.
We also want to help you ensure your customers make quick, confident decisions without feeling rushed. This approach can enhance the overall speed and ease of processes within your restaurant, from price updates to the purchasing experience.
Let’s now go through the essential elements of creating an effective digital menu board before examining each in detail.
1. Analysis and Planning
The first step in creating long-term, effective content is to develop a solid strategy. Make sure your entire team (including yourself) understands the goals you aim to achieve through Digital Signage. Look at both the short and long term so you can align your menu board strategy with other ongoing business strategies, such as social media. This alignment ensures a consistent brand experience across all customer touchpoints.
Remember that Digital Signage offers great flexibility for content updates. Instead of waiting months to change prices or adjust promotions, you can make real-time updates on digital menus as needed.
This adaptability is one of the primary advantages of digital solutions—so take advantage of it. Define clear goals, be open to changes, and monitor results on a weekly basis.
2. Animations
Moving elements and videos capture the attention of all age groups. For this reason, strategically using animations can help boost sales of specific products or draw attention to limited-time offers.
It’s essential, though, to be mindful of how and why you use animations. Too many moving elements on one screen can overwhelm customers, confuse them, and slow down their decision-making.
Always ask yourself: Why am I using this animation? Will it encourage the customer to buy my product?
Choosing the right type of animation is equally critical. For instance, you might choose to animate a single screen or use a synchronized effect across multiple screens while keeping the others static.
A well-chosen animation can make your products irresistible—like the steam rising from a hot bowl of soup on a cold winter’s day.
What happens if the animations are too fast? The menu turns into a game of hide-and-seek, which customers rarely appreciate when they’re hungry. The “now-you-see-it, now-you-don’t” tactic rarely leaves customers with a satisfying experience.
In short, balance content and animations with your team’s goals in mind. Find this balance by testing, analyzing, and monitoring regularly.
3. Colors
Start with this basic principle: Colors influence customer moods. They’re a powerful tool for building a connection between customers, products, and the brand.
The color palette you use in your menu board content should align with the atmosphere you want in your restaurant and the message your brand wants to convey.
Keep in mind that certain colors have inherent associations. For instance, orange, green, red, and yellow often suggest freshness, while neutral and pastel tones create a more sophisticated ambiance. Bright and bold colors are typically associated with a fast-food environment.
4. Text
We’re not just referring to what to write but how to write it. Text should be large enough to be clearly readable from a distance, while also proportionate to the amount of text displayed on screen.
Also, consider the contrast between text and background colors to enhance readability. For example, dark text on a light background is ideal for readability, while light text on a dark background invites customers to explore each screen element.
5. Consistency
A memorable Digital Signage experience is crucial, but creativity must also align with the rest of the brand’s image. Otherwise, the message the customer receives may not be the one you intended, and this misalignment could negatively impact sales.
Menu boards should reflect the style of your restaurant, both inside and out, so that the customer’s experience aligns with their expectations, even before they walk through the door. This consistency fosters a sense of well-being and trust that encourages them to return.
If expectations aren’t met, customers feel disappointed, which directly impacts sales. It’s vital to ensure your menu board content aligns with your business identity in style and color.
Use the same color palette that characterizes other aspects of your establishment, or ensure you use high-quality photos and videos. Pay attention to detail—light, angle, and framing are all essential in making the food look appetizing and premium quality.
A sustainable, cutting-edge Choice
As a company committed to becoming plastic-free, we emphasize that switching to Digital Signage for your menu boards instead of printed materials is a winning choice. Today’s customers are more environmentally conscious, and demonstrating empathy for these values builds customer trust.
Let’s be clear: a green choice should be more than just a marketing strategy to attract customers. If you choose this path, it’s essential to pursue it with consistency and a holistic approach.
Now that you have all the insights needed to create truly effective and creative menu boards, it’s time to put them into practice.