Border Less with Less: How Dashed Lines Affect Persuasiveness of Low-Calorie Claims

Recent food marketing frequently features low-calorie claims on packaging, yet little is known about how the visual design element of these claims affects consumer responses. This research explores how the visual border style surrounding a calorie claim, specifically dashed lines compared to solid lines, affects consumer perceptions. Across three studies, the author finds that a low-calorie claim is more persuasive when enclosed by a dashed border rather than a solid one. This effect is driven by the conceptual association of dashed lines with low-magnitude concepts, which enhances the processing fluency of the low-calorie claim. By highlighting a subtle yet impactful visual element, these findings provide important theoretical and managerial implications for visual marketing in the food industry.