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An experiment in designing effective warning labels.

G J Gorn¹, A M Lavack, C R Pollack

¹University of British Columbia, Vancouver, Canada.

Health Marketing Quarterly

|December 9, 1995

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Creating multiple drinking and driving warning labels increases effectiveness. Labels designed by individuals similar to the target audience, such as same-sex peers, are more impactful.

Area of Science:

Social Psychology
Health Communication
Behavioral Science

Background:

Effective warning labels are crucial for public health campaigns.
Current government warning labels may lack targeted impact.
Designing impactful messages requires understanding audience perception.

Purpose of the Study:

To propose a model for designing effective drinking and driving warning labels.
To investigate the impact of label multiplicity and designer-target group similarity on effectiveness.
To compare student-designed labels with existing government labels.

Main Methods:

University undergraduates designed 49 warning labels.
A group of university students evaluated the labels' effectiveness.

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Effectiveness was assessed based on perceived impact and quality.

Main Results:

Several student-designed labels were found to be more effective than the government label.
Labels created by same-sex designers for same-sex target groups showed higher effectiveness.
Designer-target group similarity significantly influenced perceived warning label effectiveness.

Conclusions:

A multiplicity of warning labels increases the likelihood of high-quality, effective designs.
Enhancing similarity between label designers and target audiences improves message effectiveness.
Peer-to-peer design, particularly within same-sex groups, shows promise for impactful public health messaging.