DID YOU KNOW AN ADJECTIVE COULD GET YOU TO OPEN YOUR WALLET OR A MENU DESIGN MIGHT DICTATE YOUR MENUFOR FOOD. YOUR FAVORITE RESTAURANT COULD BE PLAYING MIND GAMES ON YOU TO SPEND MORE. THERE IS A PSYCHOLOGY OF MENUS. A RECIPE THAT INFLUENCES DINERS TO THINK DISHES THAT WILL EARN THE RESTAURANT THE HIGHEST PROFIT. TONIGHT WE'RE LEARNING IT ALL BOILS DOWN TO A FEW CRITICAL DETAILS. WHEN CHRIS EATS OUT HE SAYS DECIDING WHAT IS FOR DINNER IS A MOOD OF GOING FOR THE GUT. Reporter: BUT THE DESIGN OF THE MENU CAN AFFECT WHAT WE'RE IN THE MOOD FOR. THIS IS A PSYCHOLOGY OF MENUS. WE ARE NOT MASTERS AND COMMANDER OF WHAT WE CHOOSE WHEN WE GO TO A RESTAURANT. Reporter: THE PROFESSOR REVIEWED HUNDREDS OF MENUS AND ANDIZED HOW THEY FILENE'SED DINEES. THE LAYOUT IS CRITICAL. IT DETERMINES WHAT WE LOOK AT FIRST AND DETERMINES WHAT WE CHOOSE BUT ALSO DETERMINES HOW MUCH WE LIKE FOOD. Reporter: IF YOU SEE SOMETHING SOONER RESEARCH SHOWS YOU ARE MORE LIKELY TO ORDER IT. THE MORE DESCRIPTIVE THE WORDING YOU MORE YOU WOULD BE WILLING TO SHELL OUT. WORDS LIKE "SUCCULENT" OR "CREAMY" HAVE AN IMPACT. THEY'RE WILLING TO PAY MORE FOR THE ITEM AND I DON'T KNOW -- Reporter: IT'S SOMETHING RESTAURANT OWNER KEEP IN MIND. MIKED A BRIAN ADJUSTS HIS MENU TO KEEP IT FLESH BUT FOLLOWS A TEMPLATE. WE PUT BOXES AROUND ITEMS THAT WE WANT TO HIGHLIGHT AND THAT ARE SIGNIFICANT ITEMS OR THINGS THAT HAVE A BETTER GROSS PROFIT. Reporter: PROFIT AND DRIVING SALES IS THE NAME OF THE NAME ACCORDING TO RESTAURANT CONSULTANT TUCKER BILL NAME. HE SPECIALIZES IN MENU OPTIMIZATION AND DESIGNS THEM TO CUSTOMERS WILL BE DRAWN TO THE MOST PROFITABLE OPTION. THE MENU IS THE SUREST EXPRESSION OF YOUR MARKETING PLAN. THE MENU IS THE NEXUS OF EVERYTHING. Reporter: PROFESSOR SAYS SOMETIMES DESIGN CAN WORK AGAINST OUR WAIST GUIDELINE SET UP WRONG AND PUSHES THROUGH THE HIGH-CALORIE ENTRIES AND THE SAD APPETIZERS, IT CAN CAUSE US TO EAT POORLY. Reporter: HOW DO YOU GET THE BEST VALUE AND HAVE A A HEALTHY MALE? HE SUGGESTS ASKING FOR RECOMMENDATIONS FOR LIGHTER SELECTIONS AND SAYS DESIGNERS SHOULD TAKE A CRITICAL LOOK AT THE MENU. AVOID THE ITEMS THAT ARE IN YOUR FACE AND READ BETWEEN THE LINES, LOOK AT THE ONES IN THE SMALLER FONT. MAYBE A LESS OBVIOUS. ANOTHER TIP, THE WAY PRICES ARE PRESENTED ON THE MENU, ON HIS MENU HE AVOIDS LINING THEM UP IN ONE COLUMN. CUSTOMERS TEND TO SHOP BY PRICE, IF THEY'RE NOT LINED