Beyond the food label itself: How does color affect attention to information on food labels and preference for food attributes?

Other than the food attribute/quality information, the design of food labels involves many other essential factors, such as color that may affect consumer choice decision. How food label color affects the decision process, cognitive effort, and preference when consumers shop for food products remains unknown. This study examined the impact of label colors (red or blue) on consumers' cognitive effort and willingness-to-pay (WTP) for food label...