We are being consistently reminded that as a nation we are becoming fatter, and that we need to pay more attention to the nutritional value of the food that we eat.
Despite efforts to make nutrition labelling easier to understand – with many supermarkets adopting the traffic light wheel to summarise the content and nutritional value of their food – many of us are still not making the effort to read the packaging.
Well according to a recent US study, this could all change if nutrition labels were moved to the centre of food packaging.
The study involved tracking the eye movements of 203 participants whilst they looked at 64 different grocery products on a computer screen.
The results revealed that the average customer only read the top half of the food label when located in the corner, but were far more likely to read the labelling when it was presented in the centre.
When consumers did read the central packaging, they also spent an average of 30% longer reading it than they did when it was positioned in the corner of the product.
A spokesman from the Food and Drink Federation has said that they are aware consumers often don’t read labels, so any researcher which furthers our understanding and could potentially lead to consumers making healthier choices is welcome.
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