Menu design: science or art?
The authors consider the problem of modern menu design as part of the service reality. Menu, one of the most important factors of professional communication of service reality, along with the economic component has a significant aesthetic component. The article emphasizes that the problems of close relationship between the development of menu design on the basis of an effective combination of ergonomic and functional component with aesthetic characteristics. The analysis is based on the experience gained by philosophers and designers from around the world. It is shown that at present the possibility of using different materials and manufacturing technologies menu, expanded the possibilities of designers. It is proved that the aesthetic value of the work, including the menu, depends on the process of perception, determined by the artistic tastes penetrating certain eras and cultures. The article analyzes the artistic features of the men in the difference of cultural and historical eras. Some historical aspects related to the material on which the menus were presented are presented. The types of menus in relation to the design features of the menu are considered. The article highlights issues related to one of the types of modern menu design presented online menu on websites. The article proves that the aesthetic content of the menu is an important component of sales in the service reality, which is gradually transformed into emotional purchases. Competition of rather similar dishes of different manufacturers is not at the level of taste characteristics of the range, which are quickly exhausted, but at the level of selling ideas and their artistic embodiment in the design of the menu. Advertising communication of this type is aimed at selling the meaning and feelings associated with the product.