Word: prints
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DiCiccio and his top deputy, Patty Drieslein, feel that the alcohol industry has become so powerful that American culture has turned into a binge-drinking culture. "Most of our holidays have become drinking holidays," says Drieslein, 47, a brassy woman with leopard-print eyeglasses and a smoker's voice. "Halloween used to be about trick-or-treating, and now it's about Elvira with a beer." Kids notice, she says...
...Similarly, Song says, using an offbeat typeface to obscure a dish's description may signal hidden value to an unsuspecting diner on unfamiliar ground. That may explain the implicit logic employed by restaurants offering exorbitant entrees described with elaborately scripted fonts in microscopic print...
...Minuscule menu print has become so commonplace that some restaurants, such as Eleven Madison Park and the Union Square Cafe in New York City, offer reading glasses for guests who need them, in the same way other restaurants offer dinner jackets. They do so not because their menus are poorly designed, which they are not, but because some guests, particularly those with declining vision, have grown accustomed to using reading glasses in dim light for menus with fine print. In Baltimore, an eye-care firm launched a program called MenuMates providing upscale area restaurants four pairs of reading glasses...
...everyone agrees with that point of view. "Using fancy fonts and small print may suggest that you're sophisticated, fancy and highbrow, but also pretentious and unapproachable," says Aaron Allen, founder and CEO of the Quantified Marketing Group, a restaurant design and marketing company based in Orlando, Florida. Allen says he recently boosted a barbecue restaurant's sales 17% recently just by making its menu typography more readable, not less...
Apparently, because for its first 30 min., the new Pixar astonishment WALL?E has virtually no dialogue. Nor does it offer a Star Wars--like print crawl to inform viewers that this is Earth 800 years from now. The mechanical critter who is the film's hero can speak only in electronic grunts and sighs, or in one-word bursts, like a chattier R2-D2. The movie's other main creature, a robot named EVE, also can speak only a few words. Yet it's Pixar's big, bold belief that the mass audience will be astute enough to follow...