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This chapter examines the role of eco-label design in shaping consumers' perceptions of sustainability and their adoption of labels. It begins with a review of literature on sustainability perceptions, aesthetic dimensions in visual communication, and eco-label design. The chapter then presents an empirical study involving 15 real Type I eco-labels, analyzing how visual dimensions—such as visual complexity, conceptual complexity, background color, and text amount—affect consumers' sustainability perceptions and label adoption. The results reveal that consumers perceive visually complex yet conceptually simple eco-labels with green or blue backgrounds and explanatory text as more sustainable and are more likely to adopt them.

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The Effect of Eco-Label Logos Visual Design on Consumers’ Sustainability Perceptions: An Empirical Study

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  • 发表日期：

    2025年

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  • Carmela Donato

摘要

This chapter examines the role of eco-label design in shaping consumers' perceptions of sustainability and their adoption of labels. It begins with a review of literature on sustainability perceptions, aesthetic dimensions in visual communication, and eco-label design. The chapter then presents an empirical study involving 15 real Type I eco-labels, analyzing how visual dimensions—such as visual complexity, conceptual complexity, background color, and text amount—affect consumers' sustainability perceptions and label adoption. The results reveal that consumers perceive visually complex yet conceptually simple eco-labels with green or blue backgrounds and explanatory text as more sustainable and are more likely to adopt them.