However, they are split over whether the voluntary ‘traffic light’ scheme (pictured), backed by Sainsbury’s, Waitrose, Asda and Marks and Spencer, or guideline daily amount (GDA) alternative, favoured by Tesco, is the better designed.
The Food Standards Agency launched a major advertising campaign in January promoting the traffic lights scheme, but Britvic artwork manager Tim Lynch said: “I think the GDA, ‘tic tac’ style labelling scheme is much better.
“If you are not using red, green and amber colours in your pack the colour pallet of the traffic lights scheme is very limiting. You might have to drop design colours to make the printing cost effective.”
He also said the traffic lights scheme was “too simplistic”.
But Tamara Williams, creative director at Parker Williams Design, praised the traffic light scheme for its simplicity, and said it was “more colourful and more noticeable”.
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