The influence of visual elements in Chinese food labels on consumers’ visual perception: insights from an eye-tracking study

To investigate the impact of four visual elements, namely text, colour, image, and shape, on the visual perception of Chinese consumers when observing nutrition labels, as well as to enhance their attention towards nutritional information, this study examines the visual effects of nutrition labels incorporating these elements through eye movement experiments, questionnaire surveys, subjective evaluations, and other research methods. The aim is to determine the optimal design solution. The results revealed that participants displayed the highest level of attention towards the round x image group, followed by the colour group. Thus, exceptional image design and a suitable colour scheme can significantly enhance consumers' attention during browsing. This study offers valuable references and guidance for the redesign of food nutrition labels, while also presenting research insights for the application of visual perception in other domains.