Type Setting 1.1

Takeaway Menu 

Using the information I'd learnt about typesetting and grid systems, my interpretation of the brief is to redesigned a section of a takeaway menu to improve it using professional design decisions. 

I decided to redesign Perfect Pizza:

Looking at the menu, I began to look at what is wrong with it and how I could improve it. However, I realised that fast food menus have always used bold and simple typography and colour, they're instantly recognisable. I didn't want to redesign the menu for its purpose is to advertise cheap and quick food to a wide audience. However, I aimed to create a smarter, more established look that's attractive and presents clear information.

Due to the limited amount of time, I chose to redesign the pizza section:

I didn't think about how I'd display the different sizes and prices of the pizzas when I chose it. I wanted to completely redesign the format but I found it really hard to think of a clear, concise way of displaying all the information.

I began using InDesign because I knew I could find a grid system:

Began by using a simple 6X6 grid system which helped me map out where I thought elements could go. I then drew some boxes, planning out how all the information is going to fit in, look attractive and attract customers. I want the new menu to be smarter to allow more space to breath when browsing.

I used Arial because a wanted a serif typeface that was clear and legible in upper case because I thought it would be easier to read. However, when it's small it's less legible. I used the grids to map out the change in price brackets for the more appetising and expensive pizzas. There was a lot of empty space below the title on the menu so I decided to use there motto to fill the gap. It still looks very bland and simple so I added some colour:

Used red because it enhances human metabolism and increases respiration rate which will make the customers hungry. I feel this also gives the menu a very classic American diner look. The type is still very small, especially the pricing floating in lots of space, however, the red brings the food menu forward because it's a warm colour. 

I wanted the type to fill the space, especially towards the bottom. I thought the easiest way would be to rotate the text so that there's more room for it to be enlarged vertically. I like how it fills the space but I feel the eye is just bought straight to the pricing which would work if it was an offer or exceptionally cheap but here, it draws the viewers attention away from the food. I began to debate whether I needed the grid boxes because it allowed me to plan the layout accurately but now it's complete, I want to see what it would be like:

Without the grid boxes, I think the layout is still clear to read and I like how the blocks of text create the price categories. I decided the motto wasn't required as it was immature and didn't reflect on the current trend of my design so I split the title and aligned it to the left. This filled the space nicely and the two bold areas of text draw the eye diagonally from the title to the prices, however it should be the food that attracts the most attention. I feel changing the Type to standard case made the menu look friendlier because the type is less harsh. 

I feel that I could have made the price increase in size with the connotation of the size of pizza. This would have fit the semantics more successfully. I didn't centre the pricing so that they were all in the middle because they weren't the same size and it is harder to read. All of the pricing sits on the same point so that it's legible. I think the menu would be hard to read when it's printed on a smaller scale.