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Emma's review is spot on.
Here is the biggest issues I have with this layout:
- Clutter - reduce the amount of images and give text some breathing room.
- Images - Even though it states it is a catering business doesn't mean the food can be presented in a distasteful manner. The food should be on plates not in tin pans and presented artistically. The food should be used in a manner to promote the business not demote the business. Need better looking images.
- Image/Text Association - whatever images are used should be next to where it is listed in the menus.
- Fonts - too many
I do like the checkered table clothes. But it does say picnic more than a business luncheon.
catering_menu_Page_2.jpg
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1
Not sure about these grey splodges in the background
They don't seem to add anything to me and are a bit distracting.
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2
Appetizers block has moved off the grid
This needs to go to the right slightly as it isn't aligning on the right and also the left edge is directly aligning with the right edge of the copy above with no gutter between
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3
Grid has been ignored on this page
There is a strong grid structure on the left page but not on the right hand page
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4
watch how the dotted line is working with the picture
Maybe move the food across so these aren't intefering with each other
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5
alignment of line
On the right hand page your top lines align with the left of the copy but here it is overshooting on the left
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6
consistency of spacing between elements
I would really look at redesigning this spread so that each section is clearly defined and has a clear picture to show what it is you can offer for each thing
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7
Space here not balanced out by any other use of white space
If you get new pics you could have a lovely large pic to hold the spread and then the others could be used slightly smaller. Also maybe look at designing across the spread instead of on two single pages as you don't have a gutter to worry about as it's not perfect bound so you'll be able to read right across the spread and that will help with you having five items to deal with
catering_menu_Page_1.jpg
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1
Spacing on borders
the bottom margin at the bottom of the page is very tight compared to the side margins and particularly compared to the large top margin. The bottom and sides would look nice the same so just move the entire content up slightly so the margin is slightly smaller at the top but it should all balance better.
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2
Strap line wording
Real Fast, Real Fresh, Real Good or Really fast, Really fresh, Really Good would sound better to me - not having real and really mixed in the same sentence.
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3
Strap line spacing
It feels very tight to the logo above but very spaced out between each phrase. The spacing around this element needs to be worked out so it balances better visually
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4
Positioning of website and styling
This would work better in a spot or box out towards the bottom of the page. It seems out of place here. I would expect to see the Welcome message here. It feels to bitty and small right now.
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5
Would use same font with no itals as is in strap line here
To help the page feel more cohesive. This is the only instance of this font in italics here and feels out of place with the rest of the menu
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6
Why is this picture not bleeding off?
The cheese cake is bleeding off on the back page but this stops abruptly here - if there isn't any more to the pic, retouch and extend the pic so it can bleed off.
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7
Not sure about this logo
It looks lovely but I'm not sure what it means. What is a gourmet experience and what happens if I don't get one? Personally I'd prefer to see the full circle of the dotted line and the Gourmet Experience fully enclosed within it just because the page is so bitty and with so many floaty things it needs structure and visual cohesion and not more floaty fussy stuff
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8
This to swap with welcome message on back page?
This It's Easy when you order feels more like a back page item and the Welcome could then move to the front page
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9
This entire section would feel better running along the bottom
Maybe move this to the bottom of the page and I can see in here that it says you provide plates, napkins etc and help set up so definitely get that food shot on plates please.
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10
white space here?
What has happened to the end of this copy?
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11
Wording issue here
We deliver *our* food? I think We deliver *your* food. Readers and customers respond more positively to the world 'your'. This I know from the countless focus groups I have sat in on for various companies
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12
This font feels very out of place with the rest of the leaflet
As mentioned before, it would be nice to see the Welcome message on the first page but also this font is the only instance of this and feels like it has jumped into this leaflet by mistake. I think you need to make a choice and either use the serif which you have right now on the first page or ditch the serif entirely and use this font instead.
