Typography in upscale dining environments is more than an aesthetic choice—it’s a psychological tool that communicates trust, exclusivity, and sophistication. This presentation explores how typographic decisions in menus, signage, and branding contribute to customers’ perception of luxury, emotional connection, and trustworthiness. By integrating principles from psychology and design, we reveal how typography shapes the subconscious cues that drive decision-making in high-end hospitality settings.
Passionate about design for as long as I can remember, I launched my own independent graphic design studio, Parson Research, after completing my communication studies in Switzerland. My design work has focused principally on branding and editorial design, working for Domino’s Pizza, MTV, Piaget or various local brands. But those studies were also the opportunity for me to discover type design, that has been my secondary driving force throughout my professional career. After initially releasing fonts through Linotype or T26, I finally launched my own foundry, Typogama, in 2014. I have released a series of typefaces that focus on exploring new visual directions and my fonts have been recognized through several awards like the TDC, Modern Cyrillic or Founder award.
