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Picked warm gray over cool gray for my food truck menu and lost a week of sales
I run a small taco truck near the market in Fresno and last spring I redid my menu boards. I had two sample prints taped up in the truck window for a full week, one with warm gray text blocks (like a beige gray) and one with cool gray (the blueish kind). I went with the cool gray because it looked sharper under the LED lights I have. Big mistake. People kept saying the menu felt cold and hard to read, and my regulars told me it reminded them of a hospital sign. After about 10 days of slow lunch rushes I switched back to the warm gray and sales per hour went up maybe 15 percent. The weird part is I never changed the food photos or prices, just that gray. Now I get why people say gray is never really neutral, it always leans somewhere. Has anyone else had a color swap backfire on something as boring as text color?
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patricia_wright6d ago
That "reminded them of a hospital sign" line hits hard because it's so true, cool gray just reads as clinical no matter what you do. Sorry you burned a week finding that out, food trucks can't really eat that kind of loss the way a big chain can.
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