Healthy-Angular, unhealthy-circular: Effects of the fit between shapes and healthiness on consumer food preferences

Although many previous researchers have examined how visual cues (e.g., colors, typefaces, numbers) influence consumers’ judgments of food products, little is known about whether and how shapes affect food judgments and preferences. This research examined the healthy-angular, unhealthy-circular association in consumers’ memory and its implications for consumer behavior. Using six studies, we demonstrated that consumers tend to associate angular (vs. circular) shapes with healthy (vs. unhealthy) products and such association leads to a fit effect on consumers’ food preferences. Specifically, the awareness of healthy food (vs. unhealthy food) increases consumers’ preferences for the product option with an angular shape (vs. circular shape); Meanwhile, the awareness of angular shapes (vs. circular shapes) increases preferences for the healthier food option. We also identified the sense of feeling right as the mechanism underlying the fit effect. The findings suggest innovative visual marketing strategies for retailers, manufactures, and policymakers.