Type form Variables: Differences in Perceived Readability and Perceived Hazardousness

Abstract

This investigation assessed the type form variables that influence the readability of warnings and the subjective hazardousness of the product. The variables used were font type, point size contrast between the signal word and the main body of the warning (signal word-text size difference), and point size of the signal word. Fifty undergraduate students rated 36 insecticide labels that contained a warning which varied across all levels of the three variables. The composite variable “perceived readability” was formed from the averaged ratings from questions regarding readability and saliency. Another composite variable “perceived hazardousness” was formed by averaging the ratings of hazardousness of the product and carefulness in usage. Results for perceived readability and perceived hazardousness were analogous. Results showed that Century Schoolbook was perceived as more readable than Bookman or Helvetica. Moreover, greater perceived readability was obtained when there was no difference between the point sizes of the signal word and the body of the warning. Perceived readability and perceived hazardousness decreased as the signal word-text size difference increased. There was greater perceived readability and perceived hazardousness when the signal word was printed in 14-point type than in 12- or 10-point types. Implications for warning design are discussed.