Nutrition Facts Panel (NFP) is a critical channel that communicates food nutrition information to consumers. A fundamental question is how to assist consumers in effectively using the valuable information on NFP without them taking the risk of missing important information. This paper introduces the color-coded NFP and investigates its impacts on information search and consumer behavior, such as attention to information, food health perception, food choice, and preferences of the different NFP

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... ormats. Results show that the color-coded NFP attracts more attention than the black and white NFP for unfavorite nutrients (fat, sodium, and sugars). Color-coded NFP also leads to consumers' healthier choices for some products (e.g., chips). Besides, the color-coded NFP reduces the time for the consumers to make accurate evaluations of the products' healthiness, reducing the information processing cost. Finally, most respondents prefer color-coded NFP to NFP in other formats (e.g., black and white and gray scale).