Customer-oriented strategies for restaurant menu design: A study on visual attention patterns

Purpose: In modern gastronomy, competition is increasingly dependent on how food-related information is visually structured and presented to consumers.As digital platforms and image-based communication continue to shape consumer expectations, visual elements have become increasingly important in how menus are noticed, understood, and evaluated.Accordingly, menu design has begun to focus more systematically on visual perception and attention patterns.This study investigates predicted visual attention patterns in restaurant menus using an artificial intelligence-based visual attention analysis tool (3M VAS).Method: A total of six menu designs were created within a 3 × 2 experimental structure.Two different layout types were used: a vertical single-page layout and a horizontal two-page layout.Within each layout type, three visual versions were designed: (1) textonly black-and-white menus, (2) menus with food images, and (3) menus with colored text without images.All other design elements were kept the same across versions.The menus were analyzed through heatmap, sequence, and region-based attention outputs to identify structural differences in visual attention distribution. Findings:The findings indicate that menu layout functions as the primary structural variable shaping predicted pre-attentive visual attention patterns during the initial moments of menu exposure.Vertical single-page menus created a more continuous and consistent attention flow, while horizontal two-page menus led to more fragmented and divided attention patterns.Adding images increased attention in specific areas, but images did not eliminate the overall effect of layout structure.Color mainly helped clarify hierarchy and organization rather than strongly directing attention on its own.Across all menu types, price information tended to remain a secondary visual element.Discussion: Overall, the findings suggest that layout structure may function as a primary organizational component in predicted early-stage visual attention patterns, while images and color may operate as supportive visual features within this predictive framework.By providing a predictive and descriptive framework for pre-attentive visual attention analysis, this study contributes to methodological discussions surrounding menu design evaluation and supports more systematic approaches to visual menu development.