A Fluent Green Advertisement: The Effects of Visual Design on Consumers’ Eco-labels Evaluations

Through two studies we demonstrated that consumers are more likely to prefer eco-labels that present a visually complex design, able to evoke a clear meaning, using green colour, and that present textual information. Moreover, we demonstrate that these effects can be explained with the mediating role of perceptual and conceptual fluency. Additionally, we verify that these design factors similarly influence eco-label adoption, trust and product sustainability perceptions. Our results contribute to both literatures on sustainability communication and on brand logo evaluation, as they represent the first attempt of a systematic identification of the visual dimensions better perceived in the context of eco-labels. Moreover, since positive eco-label attitudes are likely to increase purchase intentions of eco-labeled products (e.g., D’Souza et al., 2007; Thøgersen, 2000), understanding the impact of eco-labels’ design dimensions on consumers can help marketers to increase sustainable consumption behaviors in future. Accordingly, eco-labels should be sufficiently high in visual complexity to be visually interesting, but low in conceptual complexity to create the same sustainability associations for any consumers. A simple pre-test about whether or not a designed eco-label creates single versus multiple meanings is suggested. The background colour should be better green to increase perceptual and conceptual fluency and to signal effectively responsible products. We suggest using explanatory text such as sponsor name or words aimed at creating meanings associated to sustainability on the eco-label logos for increasing consumers’ understanding and attitudes.