Color and shape matter: how visual design features of front-of-package warning labels influence attractiveness perception, healthfulness perception and purchase intention.

Non-communicable diseases have become a global public health challenge, with excessive intake of sugar-sweetened beverages (SSBs) identified as a major dietary risk factor. To promote healthier consumption, front-of-package (FoP) nutrition labels has been widely implemented worldwide. Although China has not yet established a standardized FoP system, the Healthy China 2030 initiative demonstrates the government's willingness to implement FoP labeling strategies as part of its effort to improve nutrition literacy and encourage healthier food choices. However, limited research has explored how the visual design of FoP warning labels (WLs) affects consumer perception and behavioral intention. To address this gap, the present study employed a 2 × 2 between-subjects quasi-experiment among Chinese Generation Z consumers, manipulating color (black and red) and shape (octagon and shield) of WLs on SSBs. Three dependent variables were measured: perceived attractiveness, perceived healthfulness, and purchase intention. Results showed significant main and interaction effects across all outcomes: red-octagon WLs were most visually attractive, black-octagon WLs most effectively conveyed unhealthfulness, and black-shield WLs most strongly discouraged purchase intention. These findings demonstrate that color and shape jointly shape the perceptual and behavioral impact of FoP WLs. Theoretically, based on cue utilization theory and food label information processing models, this study conceptually explains how visual warning cues influence consumers' perceptions and purchase intentions, and provides practical insights for developing evidence-based FoP policies to reduce SSBs consumption in China.