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Eye tracking and nutrition label use: A review of the literature and recommendations for label enhancement


  • Graham, Dan J.
  • Orquin, Jacob L.
  • Visschers, Vivianne H.M.


Nutrition labels on food packages are among the most prominent and far-reaching policy measures related to diet and have the capacity to promote healthy eating. Unfortunately, certain nutrition label characteristics may impede consumer detection and comprehension of labels. Research using precise cameras monitoring consumer visual attention (i.e., eye tracking) has begun to identify ways in which label design could be modified to improve consumers’ ability to locate and effectively utilize nutrition information. The present paper reviews all published studies of nutrition label use that have utilized eye tracking methodology, identifies directions for further research in this growing field, and makes research-based recommendations for ways in which labels could be modified to improve consumers’ ability to use nutrition labels to select healthful foods.

Suggested Citation

  • Graham, Dan J. & Orquin, Jacob L. & Visschers, Vivianne H.M., 2012. "Eye tracking and nutrition label use: A review of the literature and recommendations for label enhancement," Food Policy, Elsevier, vol. 37(4), pages 378-382.
  • Handle: RePEc:eee:jfpoli:v:37:y:2012:i:4:p:378-382
    DOI: 10.1016/j.foodpol.2012.03.004

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    References listed on IDEAS

    1. Russo, J Edward & Leclerc, France, 1994. " An Eye-Fixation Analysis of Choice Processes for Consumer Nondurables," Journal of Consumer Research, Oxford University Press, vol. 21(2), pages 274-290, September.
    2. Pieters, R. & Rosbergen, E. & Hartog, M., 1996. "Visual attention to advertising : The impact of motivation and repetition," Other publications TiSEM 6031b9b8-47d9-4115-a74d-e, Tilburg University, School of Economics and Management.
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    Cited by:

    1. Stranieri, Stefanella & Banterle, Alessandro, 2015. "Consumer Interest in Meat Labelled Attributes: Who Cares?," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IFAMA), vol. 18(4).
    2. Xie, Yi & Grebitus, Carola & Davis, George C., 2015. "Can the new label make a difference? Comparing consumer attention towards the current versus proposed Nutrition Facts panel," 2015 AAEA & WAEA Joint Annual Meeting, July 26-28, San Francisco, California 205683, Agricultural and Applied Economics Association;Western Agricultural Economics Association.
    3. Visschers, Vivianne H.M. & Hartmann, Christina & Leins-Hess, Rebecca & Dohle, Simone & Siegrist, Michael, 2013. "A consumer segmentation of nutrition information use and its relation to food consumption behaviour," Food Policy, Elsevier, vol. 42(C), pages 71-80.
    4. Debra Riley & Peter Martins da Silva & Sabrina Behr, 2015. "The Impact of Packaging Design on Health Product Perceptions," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 81-89, July.
    5. Azzurra Annunziata & Angela Mariani, 2016. "The role of nutritional labeling in promoting healthier food choices: a review of the major issues in the EU," RIVISTA DI STUDI SULLA SOSTENIBILITA', FrancoAngeli Editore, vol. 2016(2), pages 107-119.
    6. Bialkova, Svetlana & Grunert, Klaus G. & van Trijp, Hans, 2013. "Standing out in the crowd: The effect of information clutter on consumer attention for front-of-pack nutrition labels," Food Policy, Elsevier, vol. 41(C), pages 65-74.
    7. Van Loo, Ellen J. & Caputo, Vincenzina & Nayga, Rodolfo M. & Seo, Han-Seok & Zhang, Baoyue & Verbeke, Wim, 2015. "Sustainability labels on coffee: Consumer preferences, willingness-to-pay and visual attention to attributes," Ecological Economics, Elsevier, vol. 118(C), pages 215-225.
    8. Liu, Xiaoou & Lopez, Rigoberto & Zhu, Chen, 2015. "Can Voluntary Nutrition Labeling Lead to a Healthier Food Market?," 2016 Allied Social Science Association (ASSA) Annual Meeting, January 3-5, 2016, San Francisco, California 212818, Agricultural and Applied Economics Association.
    9. repec:gam:jsusta:v:9:y:2017:i:6:p:1056-:d:101856 is not listed on IDEAS


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