Information Design & Menus – Using Type & Layout To Take Your Money

"… it’s a big mistake to list prices in a straight column. “Customers will go down and choose from the cheapest items,” he says. At least the Balthazar menu doesn’t use leader dots to connect the dish to the price; that draws the diner’s gaze right to the numbers. Consultant Gregg Rapp tells clients to “omit dollar signs, decimal points, and cents … It’s not that customers can’t check prices, but most will follow whatever subtle cues are provided.”

Read more: Author William Poundstone Dissects the Marketing Tricks Built Into Balthazar's Menu — New York Magazine