-small graphics draw your attention to a certain item
-$ make you focus on how much you're paying and leaving them out will give you the illusion you're not paying as much
-the most profitable (and in some cases most expensive) menu items are located in the upper right hand section of the menu because it is the most "looked at" spot
-your attention is drawn to menu items in boxes
-scientific studies were conducted that prove there is a pattern your eye follows when looking at a menu that depends on the panels, boxes, colors, and graphics
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