The first taste is through the eyes : people derive food expectations from visual properties of food on for example ingredients but also on volume, quality, taste and health (namely, cue utilization process, ). For an individual, visuals can be aesthetically pleasurable, provide information and help us make sense of what we see. From a marketing perspective, visual cues are used to draw attention, provide sensory pleasure and stimulation and communicate about a product or brand (image).
Visual cues are one of the most significant communication tools of modern society.
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Also spatial elements like the design of in-store/online displays and advertisements, product presentation and logo or label orientation and positioning both online and offline are visual cues. Visual cues entail graphical elements, like advertising colours or type font and structural elements like package size and shape and materiality. When we enter a physical (food) store or visit an online (food) store, we are exposed to a multitude of visual cues or external, physical characteristics of the product, packaging or environment that create the appearance of a product. In a retail context, both online and offline, much of the information visitors use to make these choices is predominantly visual in nature. Food choices are often made on the spot, at the (online or offline) point where the food is offered to them. People often choose which food product they want to buy within a few seconds. This review offers guidance for research to untangle the complexity of the effect of visual design cues in a food choice context.Įvery day, people are faced with a multitude of food choices ranging from choosing a particular food product (for example a healthy or sustainable option) to choosing how much food to buy. We end with recommendations which take into account the current food store context, the state-of-art in measuring psychological processes and behavioural outcomes and the specific food-, person- and context-related moderators. We differentiate between object processed and spatially processed visual design cues in food choice contexts and show how they affect behavioural outcomes through a range of psychological processes (attention, affective-, cognitive- and motivational reactions, food perceptions and attitudes). Next, we evaluate the extant research based on a structured, narrative literature review on visual design cues in the food domain. The review answers two key questions: (1) What are the effects of the most important visual design cues on behavioural outcomes and how can they be explained? (2) What are the research gaps in this area? We start from a comprehensive taxonomy of visual design cues delineating the most important visual design cues. This review aims to tackle the challenge of understanding how visual design cues can affect behavioural outcomes in a food context.
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