Hierarchy
Project Statement
In this project, we created different variations of a menu design, with a certain restaurant theme that we were assigned to. This project was intended for us to learn about hierarchy within typography by the use of scale, font weight, text placement, and other visual elements, in order to create the most successful composition for our menu.
Target/Intended Audience
The target audience for my menu, are the individuals who are dining at the restaurant.
Research
Prior to designing our actual menus, we conducted research on various restaurants with the food that we were given. I was given a seafood restaurant, so I did research on all types of seafood restaurants ranging from chain, family-friendly restaurants, to expensive, high-end seafood restaurants. We conducted font studies, color studies, as well as studies about the interior and exterior of each restaurants, and other visual elements that were unique to each one. This made it easier to select the certain vibe we were going to display for our own menu.
Design Process
We were given the title of our restaurant, as well as the content. We first began with Hierarchy A, where we created 5 menu layouts in Adobe InDesign only using one font, one type size and one type style (upper and lowercase). We then moved on to Hierarchy B, where we created 5 more layouts using one font, and any type size or style. Following, we moved to hierarchy C, where we created 10 more layouts, using one typeface and could include color, and rules/boxes. After completing the hierarchy exercises, we created 2 final menus for our restaurant, with no restrictions.
Final Solution
For our Menu Brand Expansion project, we came back to our one final menu that we submitted, and expanded on it adding icons, word marks, and patterns. I went for a mix between fancy, and family friendly, to produce a menu with a modern, yet inviting essence.
