THE EFFECT OF ALTERNATIVE PRODUCT-LABEL DESIGN ON WARNING COMPLIANCE

Many potentially hazardous products are packaged in small containers. Because of the limited amount of space available on these containers f or warnings and other information, manufacturers often reduce the size and amount of printed material on the labels. This frequently impairs the message's legibility, noticeability and comprehensibility. Recent ly, several alternative label designs have been investigated using pre ference ratings, but whether the designs facilitate safer behaviour ha s not been determined. In the present experiment, two alternative desi gns (tag and wings) were compared with a conventional (control) design for their effect on behavioural compliance with a warning on a very s mall container of glue. Participants performed a parts-assembly task u sing the glue without being informed of the study's real purpose. Whet her participants wore protective gloves as directed by the warning was measured. Results showed that the tag design produced significantly g reater compliance than the other two designs. Measures of noticing, re ading and recall of the warning mirrored the compliance results. While participants generally preferred the control label, they most preferr ed the tag warning. Overall, the results suggest that alternative desi gns like the tag can enhance warning communication and compliance in c ases where surface area is limited.