A possible behavioural approach to obesity: links between visual cues in serving food and food consumption

In 1997 the World Health Organization defined obesity as a global epidemic disease and its incidence is endlessly increasing. The simplest causes of obesity are the decrease of physical activity and the increase of energy intake from food. Studies show that in the last 20 years energy expenditure has not changed, so our attention is focused on food consumption. Many environmental influences can play a role in food choice and intake. Taste and odour are the most intuitive elements playing a key role in this process, but visual cues have been demonstrated to be strictly associated with food acceptance and consumption. In fact, in most cases the first sensory contact with food is through the eyes. Meal appearance influences the expectation about taste and palatability. The food itself can be prepared to “manipulate” consumers’ perception and assumption: colours, shape, size and number of food pieces are known to influence energy intake. Moreover, even the way of serving food is an instrument to vehicle the perception. Plate and bowl dimensions condition the judgment of the amount of food assumed: smaller dishes reduce energy intake due to an optical illusion called Delboeuf illusion. People consume more if drinking from taller glasses than from short wider ones; the same beverage drunk from a red glass is perceived sweeter than from a green glass. These are only few examples of the close links between visual cues in serving food and food consumption. We think that behavioural approach should be an easy and cheap intervention to prevent and treat obesity. The aim of this work is to design a table set and its layout and to represent it visually, according to the modern concept of the multisensory holistic approach to the meal, in order to reduce eaters energy intake though visual cues and flatware disposition.