Skip to Main Content
 

Global Search Box

 
 
 
 

Files

File List


Lull-MFA_Thesis.pdf (6.68 MB)

ETD Abstract Container

Abstract Header

Understanding standard graphic labeling as a means to inform and influence consumer purchasing choices with regard to artificial food additives

Lull, Erica L
http://orcid.org/0000-0001-7841-3241
http://rave.ohiolink.edu/etdc/view?acc_num=kent1524249276548509

Abstract Details

2018, MFA, Kent State University, College of Communication and Information / School of Visual Communication Design.
The purpose of this investigation is to examine how standardized graphic design labeling of artificial food additives informs and influences the consumer in their purchasing choices. By law, standard nutrition labeling such as the Ingredient List must appear on prepackaged food. Consumers utilize this labeling to make purchase decisions when shopping. However, there is confusion over current labeling and, by extension, over additive ingredients presence, purpose, and safety in our food. Consumers pay attention to the nutrients they want to avoid and are voicing growing concerns over the use of additives in our food. Highlighting the presence of all artificial additive ingredients in food labeling design would be utilized by consumers and influence them when shopping. Through qualitative and quantitative design research methods which included a literary review, ethnographic observation, an online survey, and a focus group, it was determined that consumers have an overwhelmingly negative opinion of artificial additives. Participants alleged that manufacturers were trying to deceive the consumer by trying to “hide” ingredients. However, as much as there was distrust of the manufacturer, primary data showed that consumers trusted the standardized format of the labeling because the law requires it. The presence of an authoritative body and the standardization of this information separated it from promotional or marketing efforts. From this evidence, the conclusion is that standardizing the labeling of artificial additives would be trustworthy and, therefore, believable to the consumer. Lack of clarity on food labels can widen the gap between understanding and confusion. All ingredients must be listed using their common and usual names in the Ingredient List. However, research showed that the common and usual name of an ingredient might not always be intuitive or descriptive enough for the consumer. Other regulations, such as listing the function of a chemical preservative within the Ingredient List, do not apply for other artificial additives used in food. These things, coupled with the visual format of the Ingredient List, do not help the consumer determine which additive ingredients are artificial. Research showed that consumers were in favor of graphic labeling to act as a “visual trigger” prompting them to look further to see what the artificial additive was. Participants compared the idea of a standard artificial additive symbol or logo to the USDA Organic logo. Participants thought it would be easier to see. The presence of graphic format labeling would serve as a signifier to the consumer that the food item did contain artificial additives and, therefore, could help to inform their decision-making.
Sanda Katila, MFA (Advisor)
Jessica Barness, MFA (Committee Member)
Jillian Coorey, MFA (Committee Member)
Ken Visocky O'Grady, MFA (Committee Member)
160 p.
Aesthetics; Communication; Design; Marketing
Artificial Additives; Standard Graphic Labeling, Prepackaged Food Graphic Design, Natural Additives

Recommended Citations

Citations

  • Lull, E. L. (2018). Understanding standard graphic labeling as a means to inform and influence consumer purchasing choices with regard to artificial food additives [Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1524249276548509

    APA Style (7th edition)

  • Lull, Erica. Understanding standard graphic labeling as a means to inform and influence consumer purchasing choices with regard to artificial food additives. 2018. Kent State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1524249276548509.

    MLA Style (8th edition)

  • Lull, Erica. "Understanding standard graphic labeling as a means to inform and influence consumer purchasing choices with regard to artificial food additives." Master's thesis, Kent State University, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=kent1524249276548509

    Chicago Manual of Style (17th edition)

kent1524249276548509
1,068
© 2018, all rights reserved.
This open access ETD is published by Kent State University and OhioLINK.