Check back in a few minutes

Server Maintenance

Your server is going through a few minutes of routine maintenance. Please don't touch your browser for a few minutes.

What do I do?

  • If you were posting a comment or making a post on your blog then do not press BACK on your browser. Wait 5 minutes and press the refresh icon on your browser. Your comment or post will be sent as normal.
  • If you are browsing a blog here just wait a few moments and hit refresh. The page you were expecting will appear.

The Menu Magician

Gregg Rapp knows just how to influence what you order

It is dinnertime at a candlelit Mediterranean eatery, and Gregg Rapp is busily devouring ... the menu. He nibbles first at the design, evaluating its overall clarity. He then savors the food descriptions--ravioli with shaved truffles, breaded tenderloin piccata--locating words that give a sense of a dish's flavors and textures. Next he looks to see whether prices are integrated into the text or standing alone by the right-hand margin. Rapp gives our menu a passing grade: the descriptions are laden with helpful adjectives, and the prices are unobtrusive. But a pattern on the paper makes a couple of the entrées difficult...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!