This study adjusted for chromaticity and examined consumer responses to beef steak label information location adjustments. Eye tracking and scan path entropy were employed to quantify information flow to consumers across label modifications. Safe handling messages had the lowest entropy across the placement variants. Monochrome information had lower entropy than coloured label information, with the exception of when the monochrome information panel was coupled with colour label components. The study emphasises how strategically arranging monochrome and colour label elements in food label systems may provide a range of impacts on consumer attention. When reviewing label designs that are supposed to highlight specific information for a number of objectives, such as marketing, health messaging, and safety warnings, scan path entropy should be taken into account. In label systems where information competes for consumer attention, the use of monochrome or colour label components appears to influence observed entropy, and observed entropy can be influenced by the placement and combinations of various label elements that can be measured and adapted to achieve message attention goals.
Greg Clare,
Oklahoma State University, Design, Housing and Merchandising, Stillwater, OK-74078, USA.
Please see the link here: https://stm.bookpi.org/ECAFS-V5/article/view/6975
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