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

Recent trends in the food market have highlighted an increasing interest in color-coded nutritional labeling (green, red, yellow) as a means to represent nutrient levels, with the objective of promoting healthier food choices. However, existing research indicates that individuals tend to prioritize negative information over positive, even when both are presented with equal intensity. This study explores the differential effects of positive and negative information on consumer perceptions of food products utilizing color-coded labels. Furthermore, it contrasts the impact of verbal versus color labeling on consumer decision-making.

While prior studies predominantly focused on the influence of traffic-light labeling on consumer choices, this research delves into the underlying cognitive processes that drive these effects. Findings from the study substantiate the efficacy of color-coded labeling, corroborating theories such as the picture superiority effect and positive-negative asymmetry. The insights garnered from this research are instrumental in enhancing our understanding of consumer behavior and offer pragmatic solutions to combat issues such as obesity, which are frequently associated with the disregard for nutritional information. [NPID: nutrition labeling, consumer behavior, perception]

Year: 2026

Reference: Olszewska, J.M., Falkowski, A., Conway, S., Jablonska, M., & Mackiewicz, R. (2026) Exploring the impact of color - coded labeling on consumer perception: The role of positive and negative information in food choice. Current Psychology, 45. https://doi.org/10.1007/s12144-025-08847-z

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