Abstract:

This study builds on fluency theory within an environmental psychology framework. Employing 3(Carbon Labeling components: color, shape, text)×2(Carbon Labeling visual complexity) subject repeated experiment, we shed lights to the effect between visual complexity of Carbon Labeling and consumers’ attractiveness. Our findings provide there is a significant differences in total fixation duration and number of fixations of consumers on the Carbon Labeling’s shapes, and the texts in terms of on the Carbon Labeling’s shapes, and the texts in terms of whether it’s simple or complex, shapes, texts, and the texts in terms of whether it’s simple or complex, shapes, texts, the simpler of the shapes and texts of Carbon Labeling, the labels are more attractive; the Carbon Labeling which are overall simple（colors, shapes, texts）are more attractive than complex ones for consumers. Furthermore, both studies confirm that processing-fluency mediate the visual complexity-attractiveness relationship. The visual complexity of Carbon Labeling brings low processing fluency to consumers, then reduce attractiveness. In addition, Our findings provide suggestions on the design of carbon labeling from consumer preference perspective, thus giving significant reference to label design of commodities in other types.

Key words: carbon libeling, visual complexity, processing fluency, eye movement