Energy content on the menu – what does the eye see, what does the eye-tracker see?
DOI:
https://doi.org/10.14267/TURBULL.2025v25n1.4Keywords:
eye-tracker, menu, energy labelling, visual attentionAbstract
It is a well-known fact that nutrition labelling on menus can help consumers make better food choices and support them in achieving a healthier lifestyle. The ways in which nutrition labelling can be used on menus can be very diverse, and so it remains to be seen which best supports consumer decision-making. Our research, supported by a modern measurement tool (a Tobii Pro Fusion eye-tracker) aimed to determine which of the three different restaurant menu energy-labelling alternatives we use best captures the visual attention and helps consumers make informed choices. The best alternative could contribute to the optimal design of restaurant menus. The only difference among the three menus was in the way in which the energy content was displayed. In the first alternative the energy content expressed in „kcal” of each meal was displayed in monochrome; in the second the numbers were accompanied by colours (red, yellow, green); in the third a coloured (red, yellow, green) battery symbol helped participants. Research was conducted in September 2023, analysis included data from 60 participants. The research was conducted in September 2023, and the analysis included data from 60 participants. The results suggest that symbols do not attract the attention of consumers, and so they are not recommended. Since the display of the energy content is the most appropriate and useful reference point for consumers.
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