This chapter discusses different strategies to communicate food health benefits to consumers. Currently, health labels and nutrition information are the main tools used to inform consumers about the health benefits of food products. However, consumers often ignore health claims due to a lack of trust, knowledge, and/or awareness. Another strategy is to use multisensory packaging design that influence healthy food choice indirectly, through ‘nudge’-type interventions. The chapter summarizes current research into the effects of multisensory packaging cues (e.g., colour, shape, material, and sound) and informational cues (e.g., health and organic labels) on healthiness perception, taste evaluation, and product choice. The results suggest that congruent health communication, which integrates multisensory packaging design and informational cues, can decrease consumer scepticism towards health claims and by so doing encourages consumers to make healthier food choices.
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Source: Department of Communication Science – University of Twente – Netherlands