title: Developing the consumer interface for the MyPyramid Food Guidance System.
abstract: OBJECTIVE
  To assess consumer response to potential graphics, slogans, and messages for the consumer interface of the MyPyramid Food Guidance System.
  
  
  METHODS
  Qualitative research conducted in two phases, composed of focus groups and Web-TV testing.
  
  
  METHODS
  Professional market research facilities in Baltimore, MD, and Chicago, IL, and Web-TV.
  
  
  METHODS
  Phase 1,77 adults in 10 groups; Phase 2,407 adults via Web-TV.
  
  
  METHODS
  Consumer response to potential graphic images, slogans, and messages for the Food Guidance System.
  
  
  METHODS
  A content analysis was used to summarize comments from focus groups and Web-TV tests into meaningful themes. Frequencies were calculated for responses.
  
  
  RESULTS
  Respondents preferred the familiarity of the pyramid shape and found graphics and slogans that were personal, active, and positive to be appealing.
  
  
  CONCLUSIONS
  The consumer interface for the MyPyramid Food Guidance System was shaped by consumer feedback that identified appealing and useful elements and avoided elements that were potentially confusing or less meaningful. Consumers preferred images and messages that were perceived as new, personal, and active, but they desired some continuity with the original Pyramid shape.
authors.affiliation: USDA Center for Nutrition Policy and Promotion, Alexandria, VA 22302, USA. Jackie.Haven@cnpp.usda.gov
authors.forename: Jackie
authors.initials: J
authors.lastname: Haven
authors.forename: Adam
authors.initials: A
authors.lastname: Burns
authors.forename: Patricia
authors.initials: P
authors.lastname: Britten
authors.forename: Carole
authors.initials: C
authors.lastname: Davis
mesh_terms: D000328:Adult; D001296:Audiovisual Aids; D005260:Female; D017144:Focus Groups; D006266:Health Education / Q000379:methods*; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion; D006801:Humans; D020407:Internet; D008297:Male; D018673:Nutrition Policy; D052756:Nutritional Sciences / Q000193:education*