Menu Design

Scenario: You are a graphic designer working for a graphic design firm. A local full service restaurant needs a two color "menu" developed. The client is looking for a creative solution which communicates the mood, spirit and theme of the restaurant.

The client is also looking for a distinctive look for the name of the restaurant and suggested that it be used for the menu design. This wordmark should have an understated and sophisticated feeling. The copy will be supplied by the client. The client would like to see 3 roughs developed. Each rough should be a completely different creative approach. The client will then sign off on one of the roughs for final production.

You will work with your art director on research, idea exploration, and concept development. You will submit thumbnails to the art director, who will then choose 3 concepts to develop into 3 tight roughs. Once the roughs have been approved by the art director, the client will select one for the final comp. In order to make sure that the job is scheduled appropriately, prints correctly and all electronic files are configured correctly you will be in close contact with the production manager.

The final comprehensive designs will need to simulate the final printed pieces as closely as possible. The client has asked that all of the digital files be delivered at the completion of the project.

View project deadlines.

Student Examples   2007

Step 1: Meet with your projects instructor.

  1. Go to the menu project page and collect the project information:
  2. Print out a copy of the sign-off sheet
  3. Create a job schedule using the schedule form.
Step 2: Meet with your process instructor.
  1. Go to the menu process page and collect the process information.
  2. Schedule a meeting with the process instructor, who will be your art director for this project.
  3. Create styleboards for each creative approach by using either:
    1. Html styleboard template
    2. .AI styleboard template presented as a PDF
    3. .AI styleboard template presented as a printed page
    4. Styleboards must include:
      • Clear Objective and strategy statements
      • At least six relevant research images
      • At least 2 color swatches with descriptions of origin
      • At least four type examples — 2 display and two text examples
  4. Create thumbnails which:
        1. include a cover and a spread
        2. display three different alignment approaches
        3. display three different text column approaches (1 col., 2, col., 3 col., etc.)
        4. include images and/or graphic elements (rules, shapes, etc.)
Step 3: Meet with your technology instructor.
  1. Go to the menu technology page and collect the tech information.
  2. Schedule a meeting with the technology instructor, who will be your production manager for this project.
  3. Determine prerequisite skills necessary to complete the project.
  4. Complete project exercises:
Step 4: Complete project research.
  1. Carefully review client information and determine what things should be communicated in your design.
  2. Research client information to find visual representations of what should be communicated:
    1. Typography
    2. Colors
    3. Images or image details
    4. Line Quality
    5. Shape Quality
    6. Texture
    7. Value
  3. Create an objective statement which clearly and specifically states what your design will communicate.
  4. Create a strategy statement which lists and explains what design choices will meet your stated objective.
Step 5: Develop thumbnails
  1. Create three different concepts for the menu design.
  2. Sketch the menu design in thumbnail form.
  3. Verify that your work meets thumbnail criteria.
  4. Submit thumbnails to the art director for sign off / approval.
Step 6: Develop rough layouts.
  1. Develop roughs from thumbnails which were approved by the art director.
  2. Rough layouts will be to size of the final menu design and communicate more detail than the thumbnails.
  3. Verify that your work meets roughs criteria.
  4. Submit roughs to the art director for sign off / approval.
Step 7: Submit rough layouts to the client.
  1. After the art director approves your roughs, meet with the client and present your designs.
  2. The client will sign off and approve the design to be taken to final stage.
Step 8: Meet with a lab instuctor.
  1. Determine the skills and steps needed to produce your design (digital strategy).
  2. Discuss your digital strategy with the production manager.
  3. Ask the production manager about any issues you are unsure of.
  4. When it is clear that you understand how to produce your design correctly and efficiently, the production manager will sign off / approve your strategy.
Step 9: Produce the digital comp.
  1. Create all native files (raster and vector images) using Illustrator and Photoshop.
  2. Assemble text and images using QuarkXpress.
  3. Conform to standard prepress criteria for all file preparation and type formatting.
  4. Make backup copies of all files after each work session.
  5. Print a black and white laser proof and check for correctness and accuracy.
  6. Have "DIGITAL COMP CRITIQUE / PEER REVIEW" of your grayscale digital comp.
  7. Make appropriate revisions.
  8. Print color separations and check for correctness.
  9. Make appropriate revisions.
  10. Create a PDF version of the final design.
  11. Copy all final documents to the server folder(s) specified by the client and production manager.
  12. Make an appointment with your art director for sign off / approval.
Step 10: Verify correct file preparation with your technology instructor.
  1. Using the print preparation checklist have a "TECHNOLOGY PEER REVIEW" of your project files before meeting with your instructor.
  2. Make an appointment with your lab instructor to sign off on the following:
    • hand in studio (lab) time sheet
    • show back up filing system
    • discuss file organization and naming conventions
    • discuss learning strategies
  3. Verify:
    • Correct raster file sampling and preparation.
    • Correct vector file preparation.
    • Correct font choices and styles.
    • Correct color usage.
    • Complete service provider package
  4. Submit the completed checklist to your technology instructor for approval/ sign-off.
Step 11: Submit final comp to the client for sign off / approval.
  1. Project should be linked up to the roster page provided.
  2. Project should presented using the html template provided.
  3. Client should receive all digital documents and a composite pdf file on the server as specified by the client.
Step 12: Fill out self-assessments: