The Impact of Color on Warnings Research

Researchers have examined a variety of attributes that influence a warning's ability to communicate important product hazards. These attributes include font type, signal words, and the use of icons. One attribute that has been noticeably absent from the warnings literature is color. Therefore, the purpose of the present study was to determine the appropriateness of achromatic stimuli in product warning research. Thirty-three undergraduate students rated color and achromatic versions of twelve labels. These labels varied across four levels of product class and three levels of signal word. All labels were evaluated on six attributes: salience, readability, hazardousness, likelihood of injury, carefulness, and familiarity. A composite variable called “perceived hazard” was formed from the averaged ratings of hazardousness, carefulness, and likelihood of injury. Moreover, an additional variable “perceived readability” was composed of the mean ratings of readability and saliency. Results showed that color labels were perceived as more readable and hazardous than achromatic labels. Implications for warning research are discussed.