Unveiling implicit and explicit packaging design features on commercial baby foods in the UK: a content analysis

This study investigated how visual design elements on commercial baby food (CBF) packaging contribute to misleading promotional claims, specifically through implicit graphic design and selective presentation of information that may distort consumer perceptions of healthfulness. A content analysis of 35 products from the ‘UK Commercially Available Baby Food’ dataset assessed visual features alongside informational elements derived from the WHO Nutrient and Promotion Profile Model. Using a Claims Design Framework, discrepancies between visual cues, claims messaging, and actual nutritional content were identified. Findings revealed that CBF packaging emphasizes healthfulness, naturalness and visual appeal through strategic use of colour, imagery, and layout ratios while downplaying important nutritional information, such as total sugar content. By applying messaging strategies including incongruent visual cues, selective omission of ingredients, and exaggerated marketing language, CBF packaging reinforced the potential to mislead consumers. These implicit graphic features and explicit health claims contradict actual product composition and create misleading impressions of the product’s healthfulness. This study bridges the gap between analyses which only assess explicit messaging to include implicit associations. It provides actionable insights for designers, marketers, and policymakers to create ethical and responsible packaging which comply with WHO guidelines, ensuring transparency and supporting informed consumer choices.