Department of Management

The meaning of colours in nutrition labelling in the context of expert and consumer criteria of evaluating food product healthfulness

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  • Grażyna Wąsowicz, University of Warsaw, Poland
  • Małgorzata Styśko-Kunkowska, University of Warsaw, Poland
  • Klaus G Grunert
Qualitative and quantitative studies were conducted to explore the effect of front-of-pack nutrition labels on the perceived healthfulness of food products. Consumers were found to hold beliefs about colours and their fit to product categories that influence the assessment process. Consumers associate certain colours with product healthfulness. Yellow, blue, green and red were found to be evocative of health. Heather, pink and celadon suggested an artificial thus unhealthful product. The impact of labels on healthfulness assessment was observed only in the unhealthful category. The findings show the complexity of psychological processes in the perception of food healthfulness.
Original languageEnglish
JournalJournal of Health Psychology
Pages (from-to)907-920
Number of pages14
Publication statusPublished - 2015

    Research areas

  • beliefs, food, health promotion, qualitative methods, quantitative methods

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