The Psychological Environment

Question 1

Pavesic (2005) Menu Design Psychology - Eye tracking

Answer 1

a method using a computer to record the pattern of eye movement of a participant

• can be used to inform restaurants the typical way in which customers will look at a menu
• can be used to determine where to place certain items

Question 2

eye magnets

Answer 2

anything that interrupts eye-movement patterns and draws attention to a particular item

• may be a box around the item, bolder fonts, different colour backgrounds
• these all work by directing eye movement to the item restaurants want to encourage their consumers to buy

Question 3

framing

Answer 3

the use of borders or boxes to group certain items together and draw a customer’s eye to them

• can be achieved by using a border or a box, or by placing similar items in a confined space in the menu
  e.g. all the appetizers in one box, encouraging customers to read them all as a unit

Question 4

framing