Proposal of "Information Design to Maximize Use of Information and Knowledge"

Abstract

We conducted a series of psychological experiments including eye-tracking, to evaluate labeling design for food and drugs, and to study consumer behavior. The results suggested that some information such as risk category signs for drugs should be emphasized more strongly to catch user’s attention. Interestingly, the experiments also revealed some problems on user’s side: they rely on brands too much without knowing the brand, and the more they rely on brands the less attention they pay to the information indicated in the labels. Based on our findings, we proposed “information design to maximize use of information and knowledge”, and discussed its possibility to change consumer behavior.