The Number of Pictograms About Side Effects on the Medication Package Influences Medication Risk Perception

Introduction and aim: Pictograms can make taking medication safer. However, little is known about how pictograms on a medication package influence the subjective assessment of a medication. Methods: In this online study, 276 participants were presented with a fictitious package that contained 0 to 5 pictograms of possible side effects. Participants had to assess the probability of side effects occurring as well as the benefits and harms of the medication, both before and after consulting the package insert. Results: The number of pictograms (leveling out at 2 pictograms) influenced the assessment of the probability of side effects occurring. In addition, the assessment of this measure served as an anchor for assessing all subsequent measures (e.g., benefit). Although participants adjusted their measures after package insert consultation - these adjustments were insufficient (as expected from a normative probability account). Discussion and conclusion: Pictograms influence medication assessment, and humans can process only a limited number of pictograms.