March 15th, 2019
When analyzing the different positive labels present in Europe (Keyhole, Choices, Finnish Heart Logo, Slovenian Heart Logo, Healthy Life logo of Croatia), it appeared that they show a high level of similarity, as most of them use product group-specific criteria and give a positive signal to consumers. On the other side Nutri-score, the Multiple Traffic Light Scheme and the Israeli Warning Label are based on an overall criteria set and their communication message is either negative or a mix of positive and negative signals.
Often, when logo systems are compared, much attention is paid to the visual aspects of the logo itself. The methodology behind the logo deserves just as much, if not more, attention when choosing the optimal system for a specific application. The model describes the comparison based on 10 indicators, such as the purpose of the logo system, reference units and who is driving the logo program. It thereby provides a comprehensive tool to analyze the major characteristics to consider.
This study is published in the special edition of the journal Nutrients; “Front-of-Pack Nutrition Label and Public Health”.