Shepherd S K, Sims L S, Cronin F J, Shaw A, Davis C A
Department of Clinical Nutrition, Rush-Presbyterian-St. Luke's Medical Center, Chicago, Illinois 60612.
J Am Diet Assoc. 1989 Nov;89(11):1612-4.
The purpose of this research was to determine consumers' preferences for the content and design of nutrition print materials through the use of focus group interviews. Thirty-seven non-pregnant, non-nursing female consumers 20 to 50 years of age attended one of six focus group interviews. Existing nutrition print materials were used to stimulate discussion on content and graphic design features of the materials. Content features discussed included glossaries, quizzes, diet evaluation checklists, diet monitoring forms, and "factual" vs. "how to " information. Graphic design features discussed included color, format, size, organization, and general appearance. Participants were asked to discuss the personal impressions and practical considerations that formed the basis of their opinions regarding each feature and to elaborate on how the existing materials might be improved to meet their particular needs. Features that drew the most positive reactions were bright food colors, organizational cues, clear information and explanations, features that help personalize the issue being addressed, and "how to" information.
本研究的目的是通过焦点小组访谈来确定消费者对营养印刷材料的内容和设计的偏好。37名年龄在20至50岁之间的非怀孕、非哺乳期女性消费者参加了六个焦点小组访谈中的一个。现有的营养印刷材料被用于激发对材料内容和图形设计特征的讨论。讨论的内容特征包括词汇表、测验、饮食评估清单、饮食监测表格以及“事实性”与“如何做”信息。讨论的图形设计特征包括颜色、格式、尺寸、编排和整体外观。参与者被要求讨论形成他们对每个特征看法的个人印象和实际考虑因素，并详细说明如何改进现有材料以满足他们的特定需求。最能引起积极反应的特征是鲜艳的食物颜色、编排提示、清晰的信息和解释、有助于使所讨论问题个性化的特征以及“如何做”信息。
