The New Alcohol Warning Labels: How Noticeable are They?

Abstract

An experiment was conducted to assess the effect of various existing warning design factors on the noticeability of warnings on alcoholic beverage containers. One-hundred containers, 50 with warnings and 50 without, were used as stimuli and the time required to determine whether or not a warning was present was recorded. The results indicate that warnings on the front label were found more quickly than warnings appearing in any other location. Also, warnings printed horizontally were found more quickly than warning printed vertically. A regression analysis found that features of the signal word/phrase (“Government Warning”), as well as the amount of “noise” or clutter on the surrounding label, significantly influenced warning detection times. Thus, some of the design features currently used were shown to have an effect on noticeability of warning information. It is suggested that proper manipulation of these features could make the mandated warning more noticeable.