Exploring the impact of color - coded labeling on consumer perception: the role of positive and negative information in food choice

Abstract Recently, the food market has seen growing interest in color-coded nutritional labeling (green, red, yellow) to represent nutrient levels. This shift aims to encourage healthier food choices. However, research shows people tend to give more weight to negative information than positive, even when both are equally intense. This project explored how positive and negative information affect consumers’ perception of food products using color-coded labels. We also compared the impact of verbal and color labeling on consumer choices. While previous studies have focused on how traffic-light labeling influences choices, this study examines the cognitive processes behind these effects. The findings support the effectiveness of color-coded labeling, aligning with the picture superiority effect and positive-negative asymmetry. This research provides valuable insights into consumer behavior and offers practical solutions for addressing issues like obesity, often linked to neglecting nutritional information.