Consumer Use of Package Directions of Varying Formats for Familiar and Unfamiliar Food Products

Cooking or handling directions found on a food package are among the many pieces of information conveyed to the consumer through packaging. This study examined consumer use of preparation directions for food products and which of three formats of directions (paragraph, step-by-step, and graphical/text) consumers prefer. The study was conducted in two parts: (1) a quantitative survey of food preparers and (2) product preparation/focus groups. For the product preparation, both a familiar (macaroni) and an unfamiliar (stuffing mix) food product were prepared. Results from the survey indicated that most consumers said that they read directions. However, our focus groups showed that consumers read only directions for the unfamiliar product and then followed what they considered to be essential information. When given a choice, consumers prefer directions that are easy to read and quick to reread, such as a step-by-step or graphical/text format.