Layout, Organization, and the Effectiveness of Consumer Product Warnings

Abstract

Three experiments are presented examining the effects of warning layout (spatial structure) and organization (semantic structure) on the readability and memorability of warning information. In Experiment 1 these factors were tested in a 2 (levels of layout) x 3 (levels of organization) factorial design. The two levels of layout were the typical paragraph format and an experimental version having the appearance of an outline. Warning content was organized according to hazard, type of statement, or randomly. Warnings were ranked according to three criteria; eye appeal, ease of processing, and effectiveness. In general, warnings in outline layout and type of hazard organization were ranked as having greater eye appeal, easier to process, and more effective than alternative organization-layout conditions. In Experiments 2 and 3, only warning layout was manipulated and a cover story was used to elicit reading and compliance behaviors likely to occur in the home. Experiment 2 results indicate that, when asked to read the warnings, subjects spent less time reading warnings in paragraph layout than warnings in oultine layout. In Experiment 3, the decision to read the warning was at the discretion of the subjects. Results indicated that warnings in outline layout were read and complied with by a larger proportion of subjects than warnings in paragraph layout. Implications for warning design and future research are discussed.

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