More visual cues, more congruence? Design strategies for origin labeling on food packaging

Purpose This study investigated how typeface design and graphic type in origin labels of regional specialty foods affect consumers’ perception of congruence (between the visual cue and the product) and perceived visual informativeness (PVI). Design/methodology/approach Two online experiments (Study 1: N = 196; Study 2: N = 181) employed a between-subjects design to examine the interaction between typeface style and graphic type as well as the underlying mechanisms. Independent-samples t-test, ANOVA and mediation analysis were used to evaluate direct effects, interaction effects and mediation pathways. Findings Handwritten typeface, as a high-scope cue, significantly enhanced both congruence perception and PVI. Illustrations of regional landmarks also independently improved these outcomes but did not interact significantly with typeface design, likely due to inconsistencies in cue processing, semantic instability and informational redundancy. PVI fully mediated the relationship between typeface and congruence, indicating that a handwritten (vs machine-written) typeface strengthens goal consistency by increasing the relevance and quality of visual information. Originality/value This study integrates the theory of visual attention and cue-diagnosticity theory to explain origin label design in non-Western traditional food contexts. It highlights PVI as a critical mechanism for information integration and challenges the assumption of universal cue synergy. The findings demonstrate the dominant role of high-scope typefaces in shaping congruence perception.