Resource Type: Behavior Tendencies: Related Tools: Domains: ,

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Description and Key take-away(s)

The German consumer interest group Verbraucherzentrale Hamburg uses the Choice Architecture tool Concreteness to convey nutritional information in a much more efficient way than abstract nutritional labels do.

An example for Nutella below, with ingredients in German (but anyone gets the point…)


Really great example demonstrating how to use Concreteness to improve messaging and shape behaviors. You do need to be creative, but looking at your messaging and trying to make some elements more concrete really does pay back.

A shame this is only an ad campaign and not the real thing!

ICAR analysis (link)

ICAR FrameworkNote: Only the relevant dimensions of the ICAR Behavior Analysis Framework are commented below. To discover the complete framework click here (or click on the image to see an overview).

Choice Architecture

Contextual persuasion and copy

  • Concreteness: Nutritional info is displayed using pictures of actual ingredients and proportions instead of abstract information


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About the Author:

Julien Le Nestour
Applied behavioral scientist & international consultant — I am using the results and latest advances from the behavioral sciences—specifically behavioral economics—to help companies solve strategic issues. I am working with both start-ups and Fortune 500 groups, and across industries, though I have specific domain knowledge in banking, asset management, B2B and consumer IT, SAAS and e-commerce industries.

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