The Impact of Menu Label Design on Visual Attention, Food Choice and Recognition: An Eye Tracking Study

Abstract

Nutritional labelling on menus has been found to promote informed food choices and reduce information asymmetry between manufacturers and consumers. However, lack of attention to nutritional labels limits their effectiveness. This study manipulated the way in which nutritional information was provided on menus in aim of enhancing visual attention to the most health relevant information. A between-subject design was implemented with three experimental conditions (non-directive label; directive label; semi-directive label). A total of 84 participants chose meals off a starter, main and desert menu whilst their eye movements were tracked using Tobii eye tracking software. Results showed that the menu labels did not significantly differ in their attentional gaining properties however the use of colour and health logos led participants to choose meals containing significantly less calories compared to when nutritional information was presented in black text alone. These findings indicate that nutritional information should be provided in colour or as health logos as this has the largest impact on food choice. Practical ApplicationsA factor contributing to the rise in obesity prevalence is the obesogenic environment that we live in. The population has become increasingly reliant on convenience foods and dining out which has led to excess calorie consumption. Menu labelling has been identified as a possible intervention that could be employed by policy makers to guide informed food choices.However, there are calls for further actions and intervention to improve food choice as menu labelling has had mixed effects upon consumer choice and consumption. This study suggests that menu labelling is a viable option when the nutritional information is presented in a visually salient way. The use of colours and health logos attracts consumer's attention to the most health relevant information which could contribute to efforts in reducing obesity and other illnesses linked to unhealthy consumption.

Carbon labels on restaurant menus: do people pay attention to them?

“…Yang, 2012). Eye-tracking research on restaurant menu labelling was undertaken primarily in the context of nutritional information (Kim et al, 2018;Reale & Flint, 2016;Schwebler, Harrington, & Ottenbacher, 2018).…”

Effect of Additional Information on Consumer Acceptance: An Example with Pomegranate Juice and Green Tea Blends

“…Yoon et al studied liking, emotional response, and the appropriate intensity of attributes of beverages when consumers were provided with information about the beverages, including nutritional information [7]. Further, Reale and Flint studied how providing nutritional information affected the selection of products on a menu, and showed that the graphical qualities rather than the specific information were more important [8]. Consumer attitudes toward product-related information are important factors to consider because they will determine the acceptance of food products, and the final decision of product purchase.…”

The Effects of Ethnically Congruent Music on Eye Movements and Food Choice—A Cross-Cultural Comparison between Danish and Chinese Consumers

“…Put together, these results collectively suggest that ethnically congruent music can invariably impact consumer choice as well as visual attention in both Western and Eastern cultures, possibly by creating referential meaning through semantic connotations. On a broader level, our findings demonstrate that not only extensively studied extrinsic product factors such as packaging and label design [33,59], but also contextual, ambient stimuli unrelated to the product itself can influence consumers' visual attention.…”