Food Logos Research Articles

Consumer Preferences for Food Logos

Consumer preference for food logos is a major area of research in the field of marketing psychology. In this study, we further explore consumer preferences for food logos across four elements--color red vs. green, complementary vs. analogous, words vs. no words, and circular vs. angular edges. Participants were given a survey of 30 questions to evaluate eight sets of logos. The results of this study suggest that logos with red as their primary color are preferred over logos where green is predominant, while logos with brand names are preferred over logos without.

You eye what you eat: BMI, consumption patterns, and dieting status predict temporal attentional bias to food-associated images

People know that overconsumption of high-fat high-sugar (HFHS) foods have negative consequences for physical and cognitive wellbeing but continue to consume these foods in excess, leading to recent proposals to model obesity as an addiction disorder. The current experiment tested, in a large undergraduate sample (N = 306), the hypothesis that obesity and overconsumption is linked with an oversensitivity to rewards that drives attentional biases towards foods and food-associated cues. Using a modified emotion-induced blindness task with food-related distractors, we examined the extent to which attentional biases to images of HFHS foods were accounted for by BMI, HFHS food intake, self-reported hunger, time since last meal, diet status, food preferences, and attentional control. We also examined whether the same individual differences predicted attentional priority to cues that have a learned association with HFHS foods (i.e., images of food logos). Contrary to our predictions, higher BMI predicted less attentional priority for images of food and food logos. At the same time, increased consumption of HFHS foods predicted increased attentional priority for food images, whereas dieting predicted increased attentional priority for food logo images. Our results suggest that different people may preferentially attend to food versus food logo imagery based on their relationships with food. More broadly, our results support the theoretical perspective that attentional biases to food-associated stimuli can be affected by various competing, state-related factors.

The Role of Slow Food in Destination Image Development

Wellness lifestyle trends have entered our everyday thoughts, especially since the Covid 19 pandemic. This paper explores how the slow food concept has a vital role in making tourist trips more fun and healthier at the same time. It shows how to develop a slow food destination image. A qualitative approach using in-depth interviews was employed, and Chiang Mai, Thailand was selected as the study area. A total of 29 tourists were interviewed. Content analysis was used to analyze data. The findings revealed three components for developing a slow food destination image: (a) functional attributes, referring to five aspects: environment, authentic food, slow food community, local facilitators, and service quality; (b) psychological attributes, comprising slow food logo and signs, and value perception; and (c) unique attributes, seeking uniqueness and creating events/festivals related to the slow food concept, especially the concept of a good, clean, and fair event.

ATTRACTIVENESS' FACTOR IN FOOD BASED LOGO DESIGN

This research aims to understand the factors of 'attractiveness" food-based in logo design. Based on an in-depth literature review, the research includes one design dimension, 'attractiveness.' "Attractiveness" is investigated on its influences on emotive consumer response. To reach the understanding of 'attractiveness,' one of the methods used is the Viewer's Impression Words (V.I.W.), a modification of Kansei Words (K.W.) usually found in Kansei Engineering.This method combines formalistic and visual semiotic analysis theory to achieve the Viewer's Impression Words (V.I.W.). Emotion Engineering presents a combination of quantitative and qualitative methodologies and is used to achieve loose principles to help designers understand the factors of an 'attractive' logo. This method is suggested as a new technique to improve the process of Emotion Engineering through understanding the factors of attractiveness in logo design and thus offer loose principles to help in 'problem-solving usually found in graphic design. 50 logos was selected as a design stimuli. These logos were then classified according to their domain which is food companies. Results showed that attractiveness is an important part of a food-based logo design from the suggested method. From the V.I.W, selected words suggested by participants (consumer), it can be transformed into loose principles to help new designers to design based on consumers' preferences. The findings also suggest that it may help designers reach 'attractiveness' in their logo by getting the idea of what is preferred in food logo design.

Determinan Perilaku Beli Produk Bahan Makanan Berlogo Halal

This study aims to identify the impact of halal logo toward halal food, attitudes, subjective norms and attitudes on buying interest and buying behavior for groceries with halal logo.Empirical research was conducted in this study by consumer survey. The population are Muslim in Indonesia with non-probability sampling and the target of those who are selected and voluntarily. This study used 256 sampless. Data collected using questionnaires that were distributed directly to target respondents through direct face-to-face media and through google form. The data were analyzed using the Structural Equation Modeling (SEM) version of the AMOS statistical analysis tool. The results of the study concluded that there is a positive and significant impact between the halal food logo on attitudes towards halal food objects. Subjective attitudes and norms have a positive and significant influence on buying interest and buying behavior for halal food. The independent variables of the halal logo for halal food and subjective norms can both be used as factors (determinants) to predict the behavior of buying halal food.

Oral Sensory Sensitivity Influences Attentional Bias to Food Logo Images in Children: A Preliminary Investigation.

BackgroundChildren’s sensory processing patterns are linked with their eating habits; children with increased sensory sensitivity are often picky eaters. Research suggests that children’s eating habits are also partially influenced by attention to food and beverage advertising. However, the extent to which sensory processing influences children’s attention to food cues remains unknown. Therefore, we examined the attentional bias patterns to food vs. non-food logos among children 4–12 years with and without increased oral sensory sensitivity.DesignChildren were categorized into high (n = 8) vs. typical (n = 36) oral sensory sensitivity by the Sensory Profile-2. We used eye-tracking to examine orientation and attentional bias to food vs. non-food logos among children with high vs. typical oral sensory sensitivity. We used a mixed model regression to test the influence of oral sensory sensitivity to attentional biases to food vs. non-food logos among children.ResultsResults showed that children with high oral sensory sensitivity showed attentional biases toward non-food logos; specifically, children with high oral sensory sensitivity oriented more quickly to non-food logos as compared to food logos (p < 0.05), as well as spent more time looking at non-food logos as compared to food logos (p < 0.05). Findings were in the opposite direction for children with typical oral sensory sensitivity.ConclusionSensory sensitivity may be an individual characteristic that serves as a protective mechanism against susceptibility to food and beverage advertising in young children.

Effects on Consumers' Subjective Understanding and Liking of Front-of-Pack Nutrition Labels: A Study on Slovenian and Dutch Consumers.

In the context of the ongoing debate on front-of-pack labels (FOPL), extant research highlights a lack of clear indications on which label is most effective in increasing consumers’ knowledge of food nutritional quality, and in favoring informed food choices. In this study, we have compared the effects of two different labels, one nutrient-specific label (i.e., NutrInform Battery) and one summary label (i.e., Nutri-Score), in terms of consumers’ “subjective understanding” and “liking”. Our work advances prior research on FOPL performance by focusing on two different countries—which have different socio-political contexts and which, from previous studies, present limited evidence on the topic—Slovenia, currently utilizing the Protective Food logo, and the Netherlands, who has recently adopted the Nutri-Score. The study also confirms, in line with previous research, a higher effectiveness of the nutrient-specific label, NutrInform Battery, on all analyzed dimensions in tested countries, when compared to the summary label, Nutri-Score.

The Good Food Logo: The 3rst of its kind in Africa

The Good Food Logo: The 3rst of its kind in Africa

Reaction to a low-carbon footprint food logo and other sustainable diet promotions in a UK University’s Student Union ‘Living Lab’

Purpose: Public sector catering outlets have been proposed as ideal places to try new sustainable food choice interventions. We report on promotions conducted as part of a “Living Lab” at the University of Sheffield Students Union during 2019. Methodology: Activities include 1) a survey of dietary habits, attitudes and knowledge of staff and students (n=643). 2) A low environmental impact indicator logo was created and implemented in different ways across four food outlets in the Students Union (some outlets also provided information in dining areas). 3) Sales data (intervention period and the same period in the previous year) were analysed. 4) On the day of the global Climate Strikes (20th September 2019), a food outlet introduced additional one-day-only promotions on low impact menu options; sales impact was assessed. Findings: An average of 39.4% of respondents recalled the low environmental impact indicator logo. There was a significant increase in use of oat milk compared to 2018, but non significant changes to other low and medium impact food sales. In one outlet, high impact items had the greatest total value of sales in 2018, whereas in 2019 medium impact foods had the greatest value of sales, suggesting a positive trend towards less impactful food choices. The Climate Strike intervention saw a decrease in beef burger sales and an increase in chicken and meat-free burger sales. Originality/value: This paper covers interventions to promote sustainable food choices and their efficacy across a University with ideas for future avenues of research.

Young children’s perceptions of branded healthy fast food

PurposeThe purpose of this paper is to examine the role of branding on healthy fast food items.Design/methodology/approachA total of 20 children (age 4–6) performed one open sort and four closed card sorts about food preferences, perceived healthiness and perceived parental preferences using branded and non-branded food image cards. Descriptive statistics were calculated and major themes were identified from the verbatim transcripts.FindingsThe children chose whole fruit over branded and bagged apple slices, stating whole fruit would be tastier, healthier and more likely parent approved. When apples were sliced and bagged, perceived taste and healthiness perceptions were variable. Packaged foods were more challenging for the children to conceptualize. Presented with eight options, french fries were the favorite choice as the children did not believe fruit or vegetable side dishes should accompany a cheeseburger.Research limitations/implicationsOnly children’s perceptions and not actual eating behaviors were measured. It was a small sample (n=20) with limited sample diversity that would not be representative of all children.Practical implicationsPackaging and branding a healthy food item with a fast food logo did not increase the item’s appeal to the children. Branding healthy foods in this manner may not lead to increased consumption.Originality/valueThe impact of branding healthy items on very young children’s perceptions has rarely been examined. Most of the research on branded food items has focused on high calorie processed foods. Using a card sort exercise allowed children, too young to read and write, to articulate similarities, differences and motivations around food preferences.

Evoking premiumness: How color-product congruency influences premium evaluations

Green is commonly used in marketing to evoke utilitarian and environmental cues, whereas red is regularly found on food logos to induce arousal and excitement. This paper investigates how these colors may contribute to consumer evaluations of premiumness through congruence and incongruence between the marketing message and color on product packages. The literature suggests that, although congruence between product elements and the marketing message often is evaluated as more appropriate, a “moderate incongruence effect” may result in consumer preferences for a moderate incongruence between design elements. Two between-subject experiments suggest that the premise of congruity or incongruity applies to explaining how colors may evoke higher premium evaluations. Study 1 demonstrates that for a product of hedonic nature, consumers will evaluate the product as more premium when the color and product framing are congruent (e.g., red on a package framed as “tasting delicious” or green on a package sold as “healthy”). Study 2 demonstrates the opposite effect by suggesting that when a product is primarily utilitarian, it will be perceived as more premium when the framing of the product and the color are incongruent (e.g., green on the package marketed for its “delicious taste” or red on the package sold as “healthy”). The study adds a novel understanding of how the mechanism of congruence and incongruence between color and a hedonic versus utilitarian marketing message can lead to premium associations. It also has practical implications for marketing managers as to how one can enhance the premium evaluations through color and marketing message.

Using Formative Research to Increase Purchase Intention of Fortified Foods to Prevent Micronutrient Deficiencies in Vietnam

Objectives: Despite a period of rapid economic growth, poverty reduction and improved nutrient intakes, Iron deficient anaemia in pregnant women and malnutrition among children in Vietnam is a continuing problem with one of the most cost-effective interventions being iron fortification and supplementation. The objective of this study was to examine knowledge, attitudes and perceptions of mothers and fathers of young children, as well as program stakeholders in Vietnam, toward a logo developed for the national fortification program. Methods: A rapid assessment and response method was utilized involving semi-structured interviews with stakeholders and focus group discussions with program beneficiaries from four locations in Vietnam. Discussion agenda addressed key program issues including attitudes toward a food fortification logo. Grounded theory supported data analysis. Findings and discussion: Key findings explored general awareness, knowledge, attitudes and perceptions of fortified foods, including the fortified food logo, resource allocation, policies and partnerships. Benefits from the demand side was the importance by consumers identifying quality food products as opposed to counterfeit or substandard products, the need for a simple, easily recognizable logo, and product source credibility through government certification. However, barriers identified the relatively low awareness of the logo, and the potential confusion with other similar logo designs. Other barriers included the lack of endorsement by health authorities in promotional activities and the perceived lack of engagement in the fortification program by a number of private sector partners. Policy issues emphasised the need to support the promotion, distribution and endorsement of private sector fortified foods through a logo; and the need for greater fengagement by private sector partners on the evolution and promotion of the logo and food fortification program generally. Recommendations include the development of a social marketing strategy, the establishment of a Micronutrient Marketing Board and the potential to scale-up to a regional approach.

Oznakowanie produktów żywnościowych a zrównoważona konsumpcja

The manifestation of sustainable consumption on the food market is the consumer is choice of products originating from fair trade and/or organic farming. This paper presents the level of knowledge of Fairtrade signs and organic food logo of the EU. The author describes the importance of these signs by purchasing decisions and the relationship between these factors and the declared level ofknowledge about fair trade. In November 2013 research was conducted by the Department of Marketing Strategies at the Poznan University of Economics and Polish Scientifi c Association of Marketing (PNTM). We interviewed 444 people responsible for food shopping in their households. There were structured interviews in 3 Polish cities: Poznan, Szczecin and Lublin. The results confi rm low awareness of Polish consumers in respect of Fairtrade determinations and slightly higher in the case of organic products. Information regarding the origin of the product (fair trade or organic) is not important to consumers when choosing food products. With increasing knowledge on products originating from fair trade derives knowledge of both organic foods and Fairtrade signs, but not the impact of these markings on consumers’ purchasing decisions. Still, people who attach importance to this type of information are niche on the Polish market.

Consumers’ valuation of sustainability labels on meat

There are various sustainability certifications and claims for food products that focus on environmental or ethical benefits. These claims empower consumers to make informed purchasing decisions that take environmental and ethical considerations into account. This paper compares consumers’ preferences for four types of sustainability claims related to organic meat, free range, animal welfare and carbon footprint. Using a choice experiment on a chicken breast product, our results show that nine in every ten Belgian consumers favor free range claims, which are also valued the most highly, attracting premiums ranging from 43% to 93%. Our study also shows that a vast majority of consumers (87%) would welcome the introduction of an EU level animal welfare label. The carbon footprint labels and the organic labels are less appealing to consumers, who have lower willingness to pay for these labels. Belgian consumers prefer the national Belgian organic food logo, certified by a private organization, to the newly-introduced EU organic food logo.

The IBAI Instrument to Assess Brand Awareness Toward Food in Children: the Chile Adaptation

The prevalence of obesity and overweight in children and adolescents during the last decades has reached the epidemic level in both developed and in developing countries. Besides the genetic aspects, which represent one of the motivating factors in the progress of obesity, the shift in the energetic balance also plays a significant role in the development of obesity. TV viewing and the high-calorie snack foods consumption have come under more scrutiny as potential causes of increased obesity in children and adolescents. The aim of the present work was to develop an instrument that allows to estimate the Chilean children’s brand awareness. We developed the IBAI (International Brand Awareness Instrument), an age-appropriate instrument that uses twelve sheets with pictures of food logos to test children's recall and recognition. The IBAI was presented to a sample of 80 children aged from 3 to 10 years, enrolled in the city of Santiago de Chile. The instrument allowed distinguishing different kinds of children's brand awareness. Considering the total score reached by each child, the majority of the children for both genders showed a medium-low brand awareness (32.5%) followed by medium-high brand awareness (31.3%), high brand awareness (23.8%) and low brand awareness (12.5%). Although the study confirmed the moderate brand logo recognition in the children tested, it did not demonstrate a close relationship between this and the children's reported eating behaviors, food knowledge and preferences.

Brain Responses to Food Logos in Obese and Healthy Weight Children

To evaluate brain activation in response to common food and nonfood logos in healthy weight and obese children. Ten healthy weight children (mean body mass index in the 50th percentile) and 10 obese children (mean body mass index in the 97.9th percentile) completed self-report measures of self-control. They then underwent functional magnetic resonance imaging while viewing food and nonfood logos. Compared with the healthy weight children, obese children showed significantly less brain activation to food logos in the bilateral middle/inferior prefrontal cortex, an area involved in cognitive control. When shown food logos, obese children showed significantly less brain activation than the healthy weight children in regions associated with cognitive control. This provides initial neuroimaging evidence that obese children may be more vulnerable to the effects of food advertising.

A Study on Recognition of Fast Food Logos and Brand Personality - Focused on Domestic Chicken Store -

A Study on Recognition of Fast Food Logos and Brand Personality - Focused on Domestic Chicken Store -

Branding and a child’s brain: an fMRI study of neural responses to logos

Branding and advertising have a powerful effect on both familiarity and preference for products, yet no neuroimaging studies have examined neural response to logos in children. Food advertising is particularly pervasive and effective in manipulating choices in children. The purpose of this study was to examine how healthy children’s brains respond to common food and other logos. A pilot validation study was first conducted with 32 children to select the most culturally familiar logos, and to match food and non-food logos on valence and intensity. A new sample of 17 healthy weight children were then scanned using functional magnetic resonance imaging. Food logos compared to baseline were associated with increased activation in orbitofrontal cortex and inferior prefrontal cortex. Compared to non-food logos, food logos elicited increased activation in posterior cingulate cortex. Results confirmed that food logos activate some brain regions in children known to be associated with motivation. This marks the first study in children to examine brain responses to culturally familiar logos. Considering the pervasiveness of advertising, research should further investigate how children respond at the neural level to marketing.

Restricting unhealthy food sponsorship: Attitudes of the sporting community

ObjectivesSponsorship is recognised as a significant marketing tool and restricting unhealthy food sponsorship of children's sport has been recommended by leading health agencies as a contribution towards preventing childhood obesity. This study aimed to determine the junior sporting community's support for policy interventions to restrict unhealthy food sponsorship. MethodsSports clubs known to have food sponsors and representing the most popular sports for Australian children across a range of demographic areas were recruited. Interview-based questionnaires were conducted at clubs with parents (n=200) and officials (n=20), and with governing sporting associations (n=20). Questionnaires measured respondents’ attitudes towards sponsorship and support for sponsorship regulations. ResultsMany officials and parents perceived children to be ‘very’ influenced by elite sport sponsorship (65% of association officials, 53% of parents and 45% of club officials). Children were thought to be less influenced by sponsorship of their own sporting clubs (10%, 11% and 10%, respectively). However, 50% of officials and 70% of parents supported restrictions to children's sport sponsorship. Respondents were most supportive of restricting the use of unhealthy food logos on children's uniforms. ConclusionsRestricting unhealthy food sponsorship is supported by the sporting community and policy change is needed to reduce the perceived impact of this marketing. Alternative funding mechanisms have the potential to maintain sport funding whist reducing promotional opportunities for unhealthy food.

Brand Name Logo Recognition of Fast Food and Healthy Food among Children

The fast food industry has been increasingly criticized for creating brand loyalty in young consumers. Food marketers are well versed in reaching children and youth given the importance of brand loyalty on future food purchasing behavior. In addition, food marketers are increasingly targeting the Hispanic population given their growing spending power. The fast food industry is among the leaders in reaching youth and ethnic minorities through their marketing efforts. The primary objective of this study was to determine if young children recognized fast food restaurant logos at a higher rate than other food brands. Methods Children (n = 155; 53% male; 87% Hispanic) ages 4-8 years were recruited from elementary schools and asked to match 10 logo cards to products depicted on a game board. Parents completed a survey assessing demographic and psychosocial characteristics associated with a healthy lifestyle in the home. Results Older children and children who were overweight were significantly more likely to recognize fast food restaurant logos than other food logos. Moreover, parents' psychosocial and socio-demographic characteristics were associated with the type of food logo recognized by the children. Conclusions Children's high recognition of fast food restaurant logos may reflect greater exposure to fast food advertisements. Families' socio-demographic characteristics play a role in children's recognition of food logos.