Impact of warning label shapes on perceived healthfulness and consumer attention

Countries' regulations mandate front-of-package (FOP) labeling to promote awareness of healthy eating habits. In the Colombian context, this study examined the impact of FOP nutrient warnings on potato chip perceptions, considering the warning's shape. Experiment 1 found that warning shape (circle or octagon vs. control) had a similar effect on perceived healthfulness. Furthermore, the FOP warning reduced the perceived healthfulness of healthy chips but did not affect perceptions of potato chip packages. Experiment 2 assessed how warning shape influenced participants' attention to the warning. No differences were found between round and octagonal labels; however, the control condition showed higher fixation counts and fixation durations compared to the circular or octagonal conditions. The absence of significant findings regarding healthfulness perceptions and attention to FOP warnings suggests further research is needed to identify which label characteristics should be refined or whether additional public policies are required to enhance a population's nutritional opportunities. This study contributes to the FOP warning literature as more countries, particularly in Latin America, adopt warning labels to raise awareness and reduce the consumption of nutrient-poor foods. Therefore, practical and conceptual reasons exist for developing a unique and consistent label to encourage individuals to pause and consider their choices before consuming such products.