INTERACTION OF SIGNAL WORD AND COLOR ON WARNING LABELS - DIFFERENCES IN PERCEIVED HAZARD AND BEHAVIORAL COMPLIANCE

Previous research has examined the connoted hazard of various colour a nd signal welds separately. The purpose of the present research was to examine the interaction of signal words and colours. Two separate exp eriments examined the influence of colour on perceptions of hazard and on compliance to printed warnings. In experiment 1, a sample of 30 un dergraduates rated the perceived hazard of signal words printed in spe cific hazard colours. Results indicated that the level of hazard varie d as a function of the signal word and the colour in which it was pres ented. Of the colours used, red conveyed the highest level of perceive d hazard followed by orange, black, green and blue. More importantly, it was noted that a signal word such as DEADLY connoted less hazard wh en printed in green than in red ink. Experiment 2 examined the effect of colour on compliance with printed warnings. Sixty-five undergraduat es interacted with a pool-water test kit and a two-part adhesive. The warning on each product was factorial for colour (i.e. red, green and black). Behavioural compliance was assessed by indicating if subjects donned protective gloves as directed by the warning. The data indicate d that warnings printed in red resulted in a higher proportion of comp liant behaviour than green and black combined. Implications for warnin g design are discussed.