Interaction of signal word and colour on warning labels: differences in perceived hazard and behavioural compliance

Abstract

Previous research has examined the connoted hazard of various colour and signal words separately. The purpose of the present research was to examine the interaction of signal words and colours. Two separate experiments examined the influence of colour on perceptions of hazard and on compliance to printed warnings. In experiment 1, a sample of 30 undergraduates rated the perceived hazard of signal words printed in specific hazard colours. Results indicated that the level of hazard varied as a function of the signal word and the colour in which it was presented. Of the colours used, red conveyed the highest level of perceived hazard followed by orange, black, green and blue. More importantly, it was noted that a signal word such as DEADLY connoted less hazard when printed in green than in red ink. Experiment 2 examined the effect of colour on compliance with printed warnings. Sixty-five undergraduates interacted with a pool-water test kit and a two-part adhesive. The warning on each product was factorial for colour (i.e. red, green and black). Behavioural compliance was assessed by indicating if subjects donned protective gloves as directed by the warning. The data indicated that warnings printed in red resulted in a higher proportion of compliant behaviour than green and black combined. Implications for warning design are discussed.

Discrimination among sign and label warning signal words

“…Two recent studies by Kalsher et al (1995) and also included the term DEADLY and found that this word connoted a greater degree of hazard than DANGER, confirming earlier results obtained by Wogalter and Silver (1990). Other reports have noted similar results (Braun et al, 1994;Braun and Silver, 1995;Edworthy and Adams, 1996;Taveira et al, 1995).…”

Chinese perceptions of implied hazard for signal words and surround shapes

“…Many studies of signal words and their associated panels for warning design for western nations have been reported (Braun, Kennedy, & Silver, 1994;Braun & Silver, 1995;Bresnahan & Bryk, 1975;Chapanis, 1994;Kline, Braun, Peterson, & Silver, 1993;Leonard, Karnes, & Schneider, 1988;Tajima, Asao, Hill, & Leonard, 1991;Wogalter & Silver, 1990, 1995aYoung, 1998). It is clear from the results that signal words differ in their ability to convey hazard information.…”

Pokémon Go Warnings: Will they Work?

“…For example, Adams and Edworthy 19 demonstrated an interaction between signal word and color, font size, and border width with regard to perceived hazard. Likewise, Braun and Silver 15 reported a statistically significant interaction between signal word and color. Participants rated 21 words across 5 colors in terms of perceived hazard.…”

“…Indeed, in terms of perceived hazard, Braun and Silver 15 found that red and orange had a higher perceived hazard level than black, green, or blue. Although red was significantly higher than orange, there was no statistically significant difference among black, green, or blue with regard to perceived hazard level.…”