The traffic light colors red and green in the context of healthy food decision-making

Traffic light-colored nutrition labeling may help consumers make healthy food choices (FSA 2009). The underlying assumption is that the colors green and red automatically activate the associated meanings ('go' for green, 'no-go' for red) when assigned to more or less healthful foods, thereby implying automatic approach-avoidance reactions. However, there is evidence that the meanings of colors change with contexts (Maier et al. 2009). Although traffic light colors have been learned in traffic (Bargh 1992), it is unknown whether this automaticity transfers to food contexts.