Representatividad del etiquetado ambiental en función de sus características de diseño

Abstract

In the study of perceptions generated by product labelling, their design features are a key element. An essential issue for environmental product labelling to fulfil its communicative function is that it should be representative of its meaning for potential consumers. The representativeness of three design features (colour, shape and associated text) of 9 labels of environmental meaning has been analysed. To do this, variations of the original labels were generated in each of these three design features, and 27 pairs of original label and design variation were defined. A sample of 73 participants chose, for each of these pairs, the more representative version. Visual behavior was registered using an eye tracker device. Results show that round labels are considered more representative, even when it did not correspond with the original shape of the label. In general, participants looked longer at the selected labels.