| Salient |
✔ FSA logo increases visual attractiveness, making sign easier to spot. |
✔ FBO logo increases visual attractiveness, making sign easier to spot. |
✘ Lacks visual attractiveness, making sign harder to spot. |
| Clear |
✔ Message is clear.
✔ Large bold text and paragraph break make the message clear and easy to read.
✘ FSA logo commonly interpreted as a sign of compliance with regulations. If this is not the case, then including the logo perceived as misleading. |
✔ Some preferred use of bold and non-bold text, finding it easier to read.
✘ Text in the second paragraph smaller and not in bold, making it hard to read. |
✔ Some consumers preferred use of bold and non-bold text, finding it easier to read.
✔ Bullet points help space information out, aiding readability.
✘ Text in the second paragraph not in bold, making it hard to read |
| Empathetic |
✔ Message has encouraging tone. |
✔ Bolded message has encouraging tone.
✘ Second paragraph perceived as causing negative emotions (fear) among FHS consumers |
- |
| Simple |
✔ Message is concise, uses straightforward language and gets to the point. |
✘ More information to process than other executions. |
- |
| Motivating |
✔ FSA logo adds confidence that the FBO is compliant with food safety regulations.
✘ FSA logo also perceived by some as sign of FBO doing the “bare minimum” to comply with regulations. |
✔ Some perceived FBOs using their own brand as a signal they took responsibility for allergen safety.
✔ Second paragraph increases risk perceptions and therefore gives a reason to disclose. |
✘ Bullet points and plain design criticised for appearing unprofessional and lacking effort in communication. |