Rory Sutherland Rory Sutherland

The presentation of choice

Decision-making could be so much easier if information was presented differently

issue 18 July 2015

The appallingly bad photograph below was taken on my mobile phone about 15 years ago. It shows the menu layout from the Lisbon restaurant Chapito. I have never seen any other restaurant adopt such an ingenious format. You are given five set menus to choose from (white, yellow, orange, red and green) with a suggested wine for each.

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