Consumers pay attention to ingredients on the front of a label: an eye tracking study

Sunscreen is an important part of skin cancer prevention. The Food and Drug Administration (FDA) proposed numerous changes to sunscreen labeling including adding active ingredients to the front of a label. The purpose of the study was to identify and describe differences in attention between current label formatting and the proposed label formatting. Forty-seven participants were interviewed. Participants were presented with mock sunscreen labels that resembled current labeling or labeling based on the proposed FDA rule. While reading the labels, eye movements were recorded. Participants spent 12.3 s longer looking at the front of the proposed rule-compliant label than they did on the front of the current label. They spent the longest time reading the directions (13-14 seconds) compared with other areas. Placing active ingredients on the front of a label in relatively large font makes it more likely consumers will look at the information.