Research: Packaging colours for health warning labels

Researchers at the University of California US analysed tobacco industry documents on how cigarette package colours and design influence the visual prominence of packages and consumers’ perceptions of the harmfulness of the products. The companies found that black is visually prominent, placing dark pack elements on a contrasting light background makes them stand out more, and black text on a white background is more prominent than white text on a black background. Yellow most quickly and effectively seizes and holds consumers’ attention and signals warning or danger, while white connotes health and safety. An article about the research is published in Nicotine & Tobacco Research.
Click here for an abstract of the article.

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