Bialkova, Svetlana3; Grunert, Klaus G5; Trijp, Hans van4
1 Department of Management, Aarhus BSS, Aarhus University2 Department of Management - MAPP - Centre for Research on Value Creation in the Food Sector, Department of Management, Aarhus BSS, Aarhus University3 Corporate and Marketing Communication, University of Twente4 Marketing and Consumer Behaviour Group, Wageningen University5 Department of Management, Aarhus BSS, Aarhus University
The effect of information clutter on consumer attention for front-of-pack nutrition labels
Whether and how information density on front-of-pack design affects consumers’ attention for nutrition labels is explored. The main manipulation concerned the number and type of nutrition labels (directive-, semi-, and non-directive), chromaticity (monochrome vs. traffic light color-coded scheme); number and type of additional design elements; and the distance between the label and additional design elements. Attention was measured by performance in visual search task. Performance was slower with increasing number of additional design elements, and when the label appeared in a dense rather than non-dense area. These effects were modulated by label type and chromaticity. The results show that information density is a key factor for consumer attention to (nutrition) information. Implications for policy makers and food producers who want to optimize package design layout and thus help consumers easily to find nutrition information displayed front of the pack are discussed.
Food Policy, 2013, Vol 41, Issue August
Consumers; Attention; Nutrition labels; Information density; Package design optimization