5. Dollar-Sign Avoidance
Focus groups who’ve been asked to opine on menus display an acute discomfort with dollar signs and decimals. Keeping money as abstract as possible makes spending less threatening. Many high-tone foodie establishments that charge an arm and a leg for, say, a bowl of lentils and groats now omit such crass symbols from their menus — like Spoonriver, a place I like in Minneapolis. I almost don’t notice that I’ve paid $12.50 for a rather small chicken quesadilla. Once upon a time, menus used leader dots (….) to connect the entrée with the price. You won’t find them much anymore either.
The opinions expressed are solely those of the author and do not necessarily reflect the views of Comcast.