The adoption of front-of-package (FoP) nutrition labels to promote healthier food choices is increasing worldwide, yet it remains unclear which types of nutrition labels are superior from a public policy perspective. This research compares two common forms of evaluative FoP nutrition labels that vary in the number of colors and corresponding letters they display (three colors, A—C [3C] vs. five colors, A—E [5C]). Four studies, including a field study with vending machines and a study in an experimental supermarket using eye-tracking, show that compared with the 3C label and no label (control) conditions, the 5C label enhances purchase intentions and choices of healthy alternatives. In particular, the 5C nutrition label is superior because it provides more information that helps consumers discriminate the products’ healthiness. This ability to discriminate healthiness modifies consumers’ perceived healthiness of products and influences both their purchase intentions and choice of healthy food options.

全球越来越多地采用包装正面 (FoP) 营养标签来促进更健康的食物选择，但从公共政策的角度来看，尚不清楚哪种类型的营养标签更胜一筹。本研究比较了两种常见的评估性 FoP 营养标签形式，它们在颜色数量和显示的相应字母上有所不同（三种颜色，A-C [3C] 对五种颜色，A-E [5C]）。四项研究，包括使用自动售货机进行的实地研究和使用眼动追踪在实验性超市中进行的研究，表明与 3C 标签和无标签（对照）条件相比，5C 标签增强了购买意愿和健康替代品的选择。尤其是5C营养标签更胜一筹，因为它提供了更多的信息，帮助消费者辨别产品的健康性。