A role graphic designers take seriously is that of the ‘communicator’. When I first saw the new food nutritional labels that the Grocery Manufacturers Association and the Food Marketing Institute recently developed it made me question what exactly the designer of these intended to communicate. Yes, thank you, the numbers are large and easy to read, but what do they mean to the average American? Does the average American understand how these numbers relate to one another and what is good and what is bad for them? An interesting comparison would be the labels from the United Kingdom’s Food Standards Agency that utilize the ‘traffic light’ metaphor to help educate the viewer on not only what is in the product but if it is good for them.