Menu Redesign Riggattis restaurant

The Original Menu

This original menu I feel does not grasp the character of Riggatti's. To me it is too simplistic and fancy. The fonts and logo are the strongest communicators of this. When looking at this menu I think of a nice sit down restaurant located in Ancestor Square enjoying pizza that is fancier than ordering from Pizza Hut or Hungry Howies. It contains Harmony and Balance with the concept of simplicity yet there is no contrast or images drawing in the eye to entice a customer to choose this pizza over the many other choices offered in town. Also this is the original menu and when speaking with Fred he has added in some new pizzas and still had yet to include them which is detrimental to him spreading his campaign with unique combinations that set him aside from other pizzerias in St. George.


The New Menu

When it comes to reaching out to a younger crowd I think adding in more color and pictures is essential to grabbing their attention. The fonts need to be a little funkier and less curvy giving it a fancy sit down restaurant feel to it. When I was collaborating with Fred one of the things he wanted to try to get across was to get the quality of pizza that is equivalent to a sit down restaurant yet the character is a laid back atmosphere. I chose a color photo on the front to draw in the eye with lots of contrast and focusing on the pizza as well as the central character to the restaurant which was the wood-fired oven. I think these pictures add to the psychological of the homemade pizza drawing you in to want to try it. You want the customers to look at the pictures and get hungry. Just like all of the fast food commercials that show the perfect juicy hamburger. The pictures help to encourage the aspect that it is a better quality than the chains in town but the funkier fonts and menu layout help to show that it has a more laid back character to it. When it comes to gestalt principles I think this menu follows the laws of similarity as well as continuity. You start with the color pic to draw you in to the pizza then open it up to view all the options of pizzas to order then at the end once you decide the hours and contact information are provided to order your pizza. The fonts are all equal when it comes to the title of the pizza vs. the description.