CONTENTS

1.0 Introduction................................................................................................................................1

1.1 Background Of The Study.........................................................................................................1

1.2 Statement Of The Problem........................................................................................................1

1.3 Research Objectives...................................................................................................................1

1.4 Research Questions....................................................................................................................1

1.5 Operational Definitions.............................................................................................................1

1.6 Limitations.................................................................................................................................1

1.7 Significance Of The Study.........................................................................................................1

Title

Determining A Visual Semiotic Criteria As Education Tool On Food Labeling In Creating Health Awareness

1.0 INTRODUCTION

It is always better to prevent rather than cure, especially where the chronic disease are

concerned. The sad truth is there are no cure for chronic diseases such diabetes, high

blood pressure, heart disease, osteoporosis and cancer. These non-communicable diseases

closely related to the lifestyle and have major public health implications. It can be

prevented by changes in diet and lifestyle. According to UK Food Standard Agency

Chair, Hutton D (2010), “what we choose to eat is a personal matter, but we want to help

people make informed choices for themselves about the content of their food.” The risk

factors for these diseases are mostly related to diet. Therefore, to prevent this disease

from occurring, we have to watch what we eat.

1.1 BACKGROUND OF THE STUDY

Most people want to read labels, and in particular nutrition labels in the store or

supermarket, prior to the purchase of a product they haven’t tried before – either a new

product on the market, or a product they don’t usually buy that is on special. However,

many consumers reported feeling ‘rushed’ and ‘pressured’ to make a quick product

selection in the store and not get in the way of other shoppers, which limits their capacity

to study labels in detail. Avid label readers would put the purchase off till another visit

when they had more time, or were without their children.

There were a handful of people who said they studied the nutrition information panel in

more detail at home, during meal preparation (for example, reading the jar or packet

while stirring or waiting for something to boil) or while eating a meal (for example

reading a breakfast cereal box while eating breakfast). This means that although there

would be less opportunity for comparison between products, there is the added benefit of

being able to read some of the more detailed text which often contains additional

nutritional information and claims that are on the packages (an opportunity for increasing

consumer nutrition knowledge?)

There are many ways to provide more information on food labels. Most commonly,

information is provided in the nutrition information panel which is found on the side of

the food package. This panel provides information on calories/kilojoules, protein, fat,

carbohydrate and sometimes provides additional information on other nutrients such as

vitamins and minerals. Based on Asian Food Information Council’s Food Facts Asia

Issue 33 (2007), three types of nutrition label has been tested – multiple traffic lights

(MTL), Guideline Daily Amount (GDA) and energy content (EC) per serving. The MTL

label uses “traffic lights” – red, amber and green circles – to depict the relative amounts

of calories, fat, sugar and sodium. This is the type of label currently being promoted by

the Food Standards Agency, UK, as a good model as it is thought to be simple to

understand. More recently other types of labels have been investigated, especially labels

which can be placed on the front of the food package and which aim to summarize the

important information on the nutrition side panel.

1.2 STATEMENT OF RESEARCH PROBLEM

Problem statement identified in this research is the lackness of understanding the

information and nutrition information on food labels whereby it may cause an effect of

misleading dietary information. In Malaysia, there is no communicating nutrition

information on food labels implemented on food packaging. Supporting this issue, Dr

Tee E Siong, (2008) as a President of Nutrition Society of Malaysia and Chairperson,

Working Group on Nutrition, Health Claims and Advertisement urged that consumers

must be educated on the effective use of nutrition information on food packages in his

report. By creating effective visual approach as an education tool on food labeling design

or at the front-of package, it will enhance consumer’s buying attitude towards their health

concern.

1.3 RESEARCH OBJECTIVES The research objectives of this study are:

i. To investigate consumers’ understanding regarding how to read the nutrition information on food label.

ii. To educate consumer regarding health awareness in selecting processed food in market.

iii. To develop a suitable visual approach on packaging to inculcate a good practice of processed food product selection.

1.4 RESEARCH QUESTIONS The research questions of this study are:

i. What is the level of consumers’ understanding on how the read the nutrition information on food label?

ii. How to develop the best visual approach to attract the consumers in understanding

the importance of read the label as awareness towards healthy lifestyle?

1.5 OPERATIONAL DEFINITIONS

1.5.1 Food label

Referring to businessdictionary.com, (2015) food label is a panel found on

a package of food which contains a variety of information about the nutritional value of

the food item. There are many pieces of information which are standard on most

food labels, including serving size, number of calories, grams of fat, included nutrients,

and a list of ingredients. This information helps people who are trying to restrict

their intake of fat, sodium, sugar, or other ingredients, or those individuals who are trying

to get enough of the healthy nutrients such as calcium or Vitamin C. The

label provides each item with its approximate percent daily value, generally based on a

2,000 calorie diet. The purpose of this study food label refers to a label that use as tool to

indicate the details information of nutritional value regarding the food.

1.5.2 Nutrition Labeling

According to Dr. Tee, (2008) nutrition labeling is a declaration of the level of nutrient or

nutrients on the food label. It is to be a factual declaration of the nutritional quality of the

food product. The purpose or benefit of nutrition labeling to the consumer is aimed at

providing a means for conveying information of the nutrient content on the label of a

food product, thereby assisting the consumer in the wise choice of food. It is a means of

informing the consumer of the nutritional quality of a food product. Nutrition labeling

also provides support to nutrition education activities as it encourages the use of sound

nutrition principles in the selection of foods and preparation of meals. The purpose of this

study nutrition labeling refers to a label that use as a declaration of nutrients level on the

food label.

1.6 LIMITATIONS

Scope of this study will focus on the importance of understanding the nutrition label on

food label in a way concerning of health issue. The first limitation is the respondents of

this study. The respondents is only limited to consumer in Klang Valley area only.

Research will occupied with the consumer in 5 selected hypermarket/ supermarket in

Klang Valley.

1.7 SIGNIFICANCE OF THE STUDY

Generally consumers understand the link between food and health, and many have an

interest in doing something about it, including the use of nutrition information.

Consumers also like the idea of a simplified front of pack information.

The importance of this study is by creating an effective food labeling design at the front-

of-package will enhance consumer’s awareness on two aspects; understand the nutrition

information on food label and more concerning on health.

This approach will encourage consumer to make a reading regarding the nutrition

information. This approach is a shortcut for unconsciousness consumer or ‘quick

shopper’ to grab the food and go. This logo will be as recognition for that particular food

as a safe and health food.

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