How to design the graphics and text of the advertising menu?

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgOUuwk8UYXtzDFDsLkyj1HE3a7ii- tQ09t6CYkxQrP1Y5K9fw4N6p_NL0iwiOb7GT0EjAUYaHsKl6-L0QB0mUZVQ3Hm7mz7obB7yP6u0RXGk_XAGzVphnQbEZoC 25GR3clqr6qZSktvm6fe4ITqd9Uct-imJ05jSlRJCjchQ6xJpXGnovBDZwf9tIp4-hx/s1280/%E5%BB%A3%E5%91%8A% E8%8F%9C%E5%96%AE%E7%9A%84%E5%9C%96%E6%96%87%E8%A9%B2%E6%80%8E%E9%BA%BC%E8%A8%AD%E8%A8%88.jpg)

This morning, a Facebook friend Lin Jyun contacted me. After reading the article I wrote “ChatGPT Writing Lessons for Business People”, he said that he liked the content of this lecture very much. Later, we chatted online for a few words, and he also mentioned that he liked copywriting very much. Although he was just a novice who had just come into contact with copywriting, he still found this field very interesting.

Well, as a writing coach, I always feel happy when I hear this! Later, he asked me a question: “I would like to ask if any of my predecessors have written advertising menu-type promotional materials? I would like to know what kind of graphics and text layout will make customers comfortable to read and grasp the key points?”

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgcHsRvvOHuXCl-nE- ZsRENNVlD2h_9zB0IZQ85uLsZWEe5pXgCCcSzXwjXFMNtT5cNGEqvgRYTsE_wBhM_PNJoIeB84-6jopk kOhU4bLn1i82Tv8yKGvfd-oIS6Fsg0_6qnzJfQ0Gqd-CtQ7qqXOKmHc2zE6xOM_cmvHdg4nmbjhK6xe BRi5zWfpjibgUt/s2024/%E9%A6%99%E9%85%A5%E9%9B%9E%E8%85%BF%E4%BE%BF%E7%95%B6.jpg)

Because I was in a hurry to go out in the morning, I couldn’t give a complete answer, but I briefly looked at the advertising menu he sent and gave a brief reply.

When I first saw the advertising menu for this chicken drumstick bento, I felt that the menu’s title and the copywriting content read quite well, and there wasn’t much of a problem. Therefore, I suggest this netizen think about it: What kind of customer group does the convenience store want to attract? Are you an ordinary office worker? Or a college student? Or the silver-haired people? Or a white-collar worker with good financial means?

Different customer groups often have very different interests, preferences and even disposable income. If the main customer group of the convenience store is office workers or mothers-in-law, then you need to “think from their perspective” and start from their perspective!

After looking at it more carefully, I have more objections to the main picture of the bento. Because when you first look at the huge chicken drumstick on the menu, it feels like someone is making a “thumbs up” gesture… It may be easy for people to leave negative hints before they can think of delicious dishes.

Of course, some people may say that I am too sensitive, and I naturally understand that this feeling makes no sense. After all, the issue of perception is a matter of opinion!

However, when I searched for images on Google using “chicken drumstick bento” as the keyword, I found that most drumstick bento boxes did not have the “downvote” style. At this time, I couldn’t help but think about it for a while. Yes, maybe I am making a fuss out of a molehill, but you can also refer to this opinion.

[](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiKBnepq4UHvM1BzfXZRt0xl-rf79hlaX-MufYBBF9NzakF3jdQQSpPYQT24p8-hg-TnGW-2xmSp8uW8RSPSWUheIV6 5U3LwDcxc0O3RIqsT-PI2GVqMNYHCdpirGWJ20DbkRXgh1bMJTB7xCk2Mqd680vacm5PhOeoUolK -61yA-dv30OWe6_NsdZkpUON/s2928/CleanShot%202023-08-19%20at%2020.50.08@2x.png)

Next, there is no price indication on this advertising menu, which is something I think needs improvement. Because as far as the chicken drumstick bento dishes on the menu are concerned, if we put aside the nutritional content and taste, price is definitely one of the important factors that affects consumer willingness. Considering the current soaring price level, if this chicken drumstick lunch box sells for 80 yuan, I would think it is affordable and affordable; if it sells for 100 yuan, I think it is a reasonable price. But if it costs 120 yuan or more, I may not be able to accept it…

Let’s take a look at the copy of the advertising menu. It says: “A reinterpretation of the traditional chicken legs, using crispy techniques. The legs are fresh and tender, intertwined in your mouth, your taste buds explode, and the juicy and crispy texture is immersive.”

It actually doesn’t read very smoothly. Although I can understand the key points that the copywriter wants to express, there is actually room for improvement in the use of words and punctuation marks. In addition to not reading smoothly, the choice of words and sentences is also worthy of discussion.

For example, if the main customer base of this convenience store is ordinary office workers or peddlers, then don’t use the word “interpretation” that looks a bit literary and youthful! Why don’t you just tell me that the chicken legs are tender and juicy, and you can satisfy your appetite after eating them, or it can leave a fragrant taste in your mouth… Just imagine, although such requests may seem simple or even crude, as long as the price is reasonable, they should be more able to attract the attention of the public and impress this group of consumers!

There are naturally many details that need to be paid attention to in the graphic design of advertising menus. I hope today’s sharing can be of some help to this netizen and everyone else. If you are interested in copywriting, you are welcome to discuss it with me!

Finally, I would like to express my special thanks to Lin Jyun for sharing this case with everyone.

★ Photo Credit: Khanh Tu Nguyen Huy on Unsplash

• 

★ “1-Minute Stunning ChatGPT Popular Copywriting Bible”

★ To comprehensively improve your writing skills, welcome to sign up for “Vista Writing Companion Program”.

---