Readability of product ingredient labels can be improved by simple means: an experimental study

• Published in: Contact dermatitis Vol. 71; no. 4; pp. 233 - 241
• Main Authors: Yazar, Kerem, Seimyr, Gustaf Ö., Novak, Jiri A., White, Ian R., Lidén, Carola
• Format: Journal Article
• Language: English
• Published: Oxford, UK Blackwell Publishing Ltd 01.10.2014; Blackwell; Wiley Subscription Services, Inc
• Subjects: Adult; allergen avoidance; Allergic diseases; Biological and medical sciences; Comprehension; Consumer Acceptance; Consumer Behavior; Consumer Perception; consumer products; contact allergy; Cosmetics; Descriptive labeling; Digestive allergic diseases; Domestic and cosmetic products toxicology; Eye Movements; Female; food allergy; Humans; Immunopathology; Ingredient; ingredient labelling; Medical sciences; Medicin och hälsovetenskap; Nutrition Labeling; Product Labeling - methods; Readability; Schools; Skin allergic diseases. Stinging insect allergies; Time Factors; Toxicology; User Factors; Young Adult; Cosmetic; Immunopathology; Food allergy; Skin disease; Labelling; consumer products; Consumer good; Experimental study; cosmetics; contact allergy; allergen avoidance; readability; Contact dermatitis; ingredient labelling; Digestive diseases; Avoidance; Allergen; food allergy
• ISSN: 0105-1873; 1600-0536; 1600-0536
• DOI: 10.1111/cod.12274

Summary Background Ingredient labels on products used by consumers and workers every day, such as food, cosmetics, and detergents, can be difficult to read and understand. Objective To assess whether typographical design and ordering of ingredients can improve the readability of product ingredient labels. Methods The study subjects (n = 16) had to search for two target ingredients in 30 cosmetic product labels and three alternative formats of each. Outcome measures were completion time (reading speed), recognition rate, eye movements, task load and subjective rating when the reading of ingredient labels was assessed by video recording, an eye tracking device, and questionnaires. Results The completion time was significantly lower (p < 0.001) when subjects were reading all alternative formats than when they were reading the original. The recognition rate was generally high, and improved slightly with the alternative formats. The eye movement measures confirmed that the alternative formats were easier to read than the original product labels. Mental and physical demand and effort were significantly lower (p < 0.036) and experience rating was higher (p < 0.042) for the alternative formats. There were also differences between the alternative formats. Conclusions Simple adjustments in the design of product ingredient labels would significantly improve their readability, benefiting the many allergic individuals and others in their daily struggle to avoid harmful or unwanted exposure.