Why so blue, menu?

Have you ever been to Joe's Crab Shack? It is a casual, table-service restaurant featuring beachy food and drinks and an eclectic, kitschy, "found objects" decor. I like their food, and their decor, and I used to like their menu, too. It had a beachy look which matched everything else in the restaurant. There were fun graphics of driftwood, the ocean, sunsets, etc.

Then, a few months ago, Joe's Crab Shack changed their menu. The look... not the offerings. It is now blue. A sky blue, maybe a little lighter. And that is about it. No fun graphics. And they have just about removed any photos of the food. Uh, I don't know if they did any testing of this menu or if there was a real reason for it but, psst, blue is a proven appetite suppressant. I am not making that up, go ahead Google "blue color" and "appetite". People have done studies on it. There is even a blue light blub that you can get for your refrigerator if you are dieting. So I'm just astounded that a restaurant would remove all the fun from their menu, plus all the appetizing photos, and replace it all with plain blue. I can only imagine that Joe's Crab Shack is starting to see a decline in same store sales, and all the marketing folks are blaming it on the economy, or the war, or the price of gas, because of course it can't be the new menu we designed. That would be crazy!

Are you a skimmer... or a beginning to end menu reader?

My husband is a skimmer. He can pick up a menu, quickly scan the offerings, and then will stop as soon as he sees an entree that he thinks he will like. He will then put the menu down and wait the extra 10 minutes as I review, item by item, the entire menu from beginning to end. He can't understand what takes me so long and I can't understand why he doesn't want to review all that the restaurant has to offer. I want to make sure that I have chosen the very best item for me, without question. (Also, if there is an interesting dessert, I want to be sure and save room for it!) I also like the fun adjectives they use to describe a dish. The more upscale the restaurant, the more upscale the description. Suddenly, a simple Caesar Salad becomes, "Crisp whole leaf romaine hearts tossed with Grana Padana parmesan cheese and garlic croutons." (Yes, that is a REAL description from a upscale restaurant's menu.) So, are you a skimmer, or a reader like me?