Graphical labels on produck packages make consumers more
reachable
Research Shows Using Text, Color Makes Food Labels Easier
to Understand
As the spotlight on healthy eating and nutrition grows
ever-brighter, new research suggests that including colorful and graphic
nutrition information on product packages helps consumers better understand the
information.
According to a literature review conducted by RTI
International, using text and color to describe the nutrient levels, rather
than just numbers, is a more effective way to ensure consumers understand
nutritional information.
A team of researchers found that when labels incorporated
text and color to indicate "high," "medium" or
"low" levels of nutrients, they were easier for consumers to
interpret than those that used only numbers, such as grams per serving or
percent of Recommended Dietary Allowances.
The literature review, published in the January issue of
Nutrition Reviews, systematically analyzed 38 studies on consumer responses to
nutrition labels on the front of food packages and on grocery aisle shelves to
determine which aspects of labels had the strongest impact on consumer
attention, understanding and purchasing behavior.
In general, the studies suggest that labels on the front
of food packages and on grocery aisle shelves can help consumers make better
food choices. The results may help guide development of nutrition labels that
quickly capture the attention of consumers and prompt them to pick healthier
foods.
"As standards for nutrition front-of-package and
shelf-labeling systems are considered, it is important to know what is most
effective in conveying scientifically accurate and useful information to consumers,"
said James Hersey, Ph.D., a senior scientist at RTI International and lead
author of the study.
This review uncovered a number of knowledge gaps.
"Although some research suggests that summary systems may influence
consumers to purchase healthier products, more research is needed to assess
front-of-package and shelf nutrition labels effects on consumers' shopping and
eating behaviors," said Kelly Wohlgenant, policy analyst at RTI and the
study's co-author.
The authors recommend that for the largest public health
impact, nutrition label education and communication efforts should target
consumers at high risk of obesity-related illness rather than those who are
already focused on nutrition.
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