Investigating the effectiveness of simplified labels for safe use communication: The case of household detergents

This study assessed the effectiveness of safety communication on back labels hazardous products (with regulatory and information as dictated by requirements), with household detergents a test case. The potential simplification to increase label was evaluated comparing currently used labelling approach two simplified alternatives. mainly differed in terms amount prominence pictograms. generalisability theoretical insights pictograms messages more real-life context tested (a) realistic containing several other elements besides (b) target users who are knowledgeable about product type. One thousand eight hundred (1,800) respondents participated an online experiment were randomly exposed one labels. positive cognitive behavioural effects commonly attributed pictorials could not be confirmed, but affective did emerge. Specifically, even though participants asked carefully read label, they spend enough time process all content except for most label. results show meaningful differences between three recall (which poor executions), hazard perceptions intentions when confronted accident. In contrast this lack differentiation intention effects, we find clear difference measure. A majority preferred As such, avoiding overload, conveying easier way means prominent use pictograms, appeared appreciated consumers products, while it negatively impact effectiveness.