U.S – A recent study conducted by Washington State University (WSU) has uncovered a novel way for restaurants to influence customer food choices.
The study, led by Assistant Professor Ruiying Cai from the WSU School of Hospitality Business Management, delves into the intriguing realm of typography and its effects on decision-making in dining establishments.
Published in the International Journal of Hospitality Management, the research suggests that by manipulating font size, restaurants can nudge customers towards selecting healthier options.
In the United States, restaurants with over 20 locations are required to display calorie content on their menus.
Building on this regulation, Cai’s research proposes a subtle yet impactful strategy: presenting calorie values incongruously by employing larger font sizes for lower-calorie items and smaller font sizes for higher-calorie offerings.
This technique, known as the “numerical Stroop effect,” leverages incongruity to emphasize lower numbers, subtly slowing the decision-making process and guiding customers towards healthier choices.
“When restaurants use a larger font size for the calorie content of healthy foods, even though the number itself has a smaller value, it will increase consumers’ preference to order the healthier item,” Cai explains.
To investigate this phenomenon, study participants were tasked with choosing between a less healthy option (like a smoked beef burger) and a healthier alternative (such as a grilled chicken sandwich). These participants were then divided into two groups.
The first group experienced a direct correlation between number values and font size, while the second group encountered incongruity, wherein font size decreased as number values increased, and vice versa.
Results demonstrated that participants exposed to incongruity, witnessing low-calorie counts displayed in larger fonts, were more inclined to opt for healthier menu items, reports New Food.
Interestingly, individuals with lesser health consciousness were significantly influenced, especially when making decisions under time constraints.
Published in the International Journal of Hospitality Management, the research suggests that by manipulating font size, restaurants can nudge customers towards selecting healthier options.
Cai notes that participants highly aware of health matters were less swayed, likely due to their inherent preference for healthier food. This aligns with the study’s intention to create subtle cues that steer choices without explicitly labeling items as “healthy.”
“Healthy food items could be profitable for restaurants, but whenever a ‘healthy’ label is attached, people may assume it does not taste good. We’re trying to provide restaurants with subtle cues, rather than saying it out loud,” Cai elaborates.
By recognizing the psychological impact of font manipulation, restaurants may hold the power to facilitate healthier choices without overtly altering their menu items’ perception.
As typography becomes an unspoken influencer in dining experiences, this innovative approach adds another layer to the complex interplay between psychology, design, and decision-making in the realm of culinary choices.
