Measuring Visual Search Reaction Time and Accuracy for a Product Labelwarning as a Function of Icon, Color, Column, and Vertical Placement

Show full item record

Title: Measuring Visual Search Reaction Time and Accuracy for a Product Labelwarning as a Function of Icon, Color, Column, and Vertical Placement
Author: Swindell, Julie Ann
Advisors: Michael S. Wogalter, Chair
Donald Mershon, Co-Chair
David W. Martin, Co-Chair
Abstract: There is a large body of work written on how to design effective warnings. Within an information-processing perspective, before a warning can be heeded it must be noticed,read, understood, retained, retrieved at the appropriate time, and acted upon. If a warning is not noticed (thefirst step in the process), the linear sequence is broken and compliance behavior is much less likely to result.This study examined factors that might facilitate the noticeability of a warning in a simulated product label. The factors examined were icon, signal word color and placement. The experiment examined a 5 icon x 3 color x 2column x 3 placement design. Participants were to decide which of two warnings was present in a given labeland reaction time was measured. Afterwards, participants were asked to order the 16 label conditions fromthe most- to least-noticeable warnings. The results showed icon/signal word pairs presented in red or bluewere found significantly faster than those presented in black although red was not significantly greater thanblue. All icon conditions showed significantly faster reaction times than when the icon was absent, althoughthere were differences found between the icon conditions. Warnings in the left column were found significantly faster than those in the right column. Those warnings located at the top of the column were significantly fasterthan those located in the middle or at the bottom of a column, although no significant difference was foundbetween the latter two locations. The addition of color or icon overrode any effects of column or placement.The results of this study suggest that minor changes to a fairly extensive warning label such as the addition of anicon or color, could greatly improve warning noticeability.
Date: 1999-03-31
Degree: MS
Discipline: Psychology
URI: http://www.lib.ncsu.edu/resolver/1840.16/2277


Files in this item

Files Size Format View
etd.pdf 620.1Kb PDF View/Open

This item appears in the following Collection(s)

Show full item record