Food marketers are smart. They know that we want to think we are buying healthy food. They don't need to sell healthy food. We just need to think it is healthy. And here is how they do it: Food advertising that, though technically true, is deceptive to most consumers.
There are words, phrases, images, and colors that evoke the feeling of healthiness. Advertisement designers use these to convey an image of "healthy food." This is deceptive health food advertising. Here are examples of these techniques.
Techniques Used to Market Food as Healthy: Deceptive Health Food Advertising
Words and Phrases
You will see these words and phrases on the product's front label and in advertisements.
natural
simple
pure
plant-based
organic
non GMO
antioxidant
protein
gluten free
oats
honey
original
ancient grain
health/healthy
choice
Images
These images are found on the food package and on advertisements. Sometimes they are prominent images, and sometimes they are in the background or faded out.
plants
farms
insects
grains
outdoor scenes
mountains
globe
earth
people engaged in exercise or sports
simple graphics
Colors
The color of the package, images, and lettering are used to further convey healthiness. Here are some colors you will see.
green
brown
blue
earthy tones
single color on package
How to Use this Information: Be an Educated Consumer
What should this information mean to you? It does not mean you should or should not eat foods that are advertised with these techniques. It merely suggests that you use the information you have to make an educated choice. Take a closer look at the ingredients and nutrition facts, and you can prevent yourself from being mislead by deceptive health food advertising.
Here is an example to illustrate this. If a breakfast bar has sugar listed three separate times on the nutrition facts, it does not matter if it is "natural," "organic," and has pictures of grains. This breakfast bar is a cookie, not a health food. If you want to eat a cookie, and you like the way this breakfast bar cookie tastes, go for it. If you want a nutritious, low sugar breakfast food, you are probably better off with something else. By looking at the information you have, you won't be mislead by deceptive health food advertising.