10 Tips for Developing a Winning Menu Design (ft. Jemina Adewole)

A great menu does more than list dishes—it tells a story, sets the mood, and makes ordering feel special. 

It’s often the first thing guests interact with, shaping their experience before the first bite. And when done right, a menu feels natural, inviting, and true to the heart of the restaurant. 

Drawing on her extensive experience in restaurant and hospitality design, we asked Graphic Designer, Jemina Adewole, to share her perspective on how to develop a menu that’s both beautiful and functional. 

 1. What makes a menu effective?

A truly effective menu mirrors the essence of the restaurant. It becomes a tangible expression of its character and ambiance. The essential elements are clarity, warmth, and a sense of intrigue. 

The selection of dish names, the cadence of their descriptions, and even the spatial arrangement between sections all contribute to a dining experience that feels both intentional and welcoming. 

A well-organised menu also simplifies the ordering process, subtly guiding guests through their choices. By contrast, a poorly structured menu risks overwhelming and disorientating guests, making the act of selection unnecessarily challenging.

2. How does design influence the way people engage with a menu?

Fonts, colour, composition, and the weight and finish of the paper all play a role in shaping a guest’s menu experience. The human eye naturally follows visual patterns, and a well-crafted menu design takes advantage of this. 

The most profitable or signature dishes should not be concealed within lengthy lists; they should naturally command attention through strategic placement, typography, or designated sections. 

Furthermore, the tactility is significant. A thick, textured menu evokes a sense of luxury, whereas a coated paper, though perhaps less opulent, offers valuable durability for a high-traffic, family-oriented setting. Ultimately it all connects to the restaurant's desired message, combined with practical considerations.

3. What’s the best way for a restaurant to create a menu that stands out?

The essence of a compelling menu lies in its authenticity. The most effective menus accentuate the unique qualities that define them. This detail may arise from the chef's culinary heritage, the architectural character of the dining space, or narrative elements incorporated into the dish descriptions. 

Subtle details, such as a handwritten signature accompanying a chef's special or creatively named dishes, contribute to a sense of personalised and memorable experience. 

When designing the menu for Assembly Mediterranean Grill in Harrods for instance, we incorporated a simple line map on the reverse side with a signed note from the chef. It was an opportunity to share the story of Chef Athanasios’ Eastern Mediterranean, Levantine and Arabic dishes that were inspired by his international travels.

4. If there was one golden rule for menu design, what would it be?

Function and beauty; successful menus prioritise clarity and are aesthetically aligned with a restaurant's visual identity. 

Structurally, the menu needs to facilitate a seamless and efficient ordering process for a guest.

A menu that is well-structured and easily comprehensive enhances the overall dining experience, whilst a long or disorganised menu can lead to frustration and indecision. 

In essence, a menu should be intuitive, guiding guests through their choices and allowing them to focus on the enjoyment of their meal.

5. How can menu design influence ordering decisions?

There are a few ways to guide ordering decisions such as strategic visual hierarchy, leveraging the "golden triangle" principle, and positioning signature items in prime locations. 

Visual cues, such as boxes, dividers and colour can also direct guests attention through hierarchy while pricing techniques like currency symbol removal and item placement can manipulate perceived affordability. 

These elements when applied thoughtfully can create a menu that subtly guides guests and maximises both their satisfaction and experience.

6. What’s the best way to structure a menu for smooth navigation?

I tend to follow an order that reflects the natural progression of a meal. Typically, this begins with appetisers or starters, followed by main courses, which can be further subdivided by protein or cuisine type. 

The sides and accompaniments are sectioned out and the desserts either conclude the menu or are separated. 

Signature dishes are placed and highlighted higher on the menu to draw attention to the dish, and beverages are preferably presented independently for clarity. This organisation enables guests to quickly understand the menu and locate their items.

7. When should a menu include images and how should they be used?

The choice of whether or not to use images often reflects restaurants target audience, perceived level of sophistication and the experience they intend their guests to receive. 

Images can work well across delivery platform menus or tourist spots where it can help guests overcome language barriers.

Otherwise generally there are more challenges to using them that won’t necessarily increase a guest’s experience. 

Focusing on creating a beautifully designed text menu with curated food offerings, and well written descriptors is always a great choice.

8. How do you balance aesthetics with readability?

It's a balance between achieving the ideal aesthetic appeal with practical functionality. Function usually comes first; starting with the number of dishes or amount of text the chef provides, choosing a paper size that fits comfortably on the table, and considering practical factors like whether multiple menus need to work together seamlessly.

Once the parameters have been determined, the menu can be created with aesthetics driving the design decisions, in alignment with the brand and restaurant's atmosphere.

9. What’s the difference between designing for print vs. digital menus?

Digital menus can generally be transferred directly from the print version. With the added wealth of opportunities to provide information that isn't practical or feasible in its print format. Such as nutritional information and calories, wine or beverage pairings, and multilingual support catering to diverse guests, this is a benefit we use often.

10. What are the latest trends in menu design?

Hand-drawn text is having a moment. Logos and menus written in hand lettering are being seen more and more, accompanied by child-like illustrations. 

It’s a fun and personal detail that adds a playful touch to the design. Instead of using a formal or script typeface, the text feels more freehand and relaxed—almost as if the chef has personally written the menu for the guest to enjoy.