Restaurant Menus and Typeface Choices

Jess Sand: 

"Of course, typeface is a fundamental piece of a restaurant's visual identity. As the study shows, it communicates specific characteristics about a restaurant's personality and food. But you don't need to rely on elaborate fonts for the sake of using elaborate fonts. Professional designers understand how to specify and use typefaces with character (pardon the pun) to influence customer perception and behavior, without sacrificing legibility."