Enhancing Label Readability for Over-the-Counter Pharmaceuticals by Elderly Consumers

Abstract

The most common information source for over-the-counter (OTC) pharmaceuticals is the container label. Most OTC labels contain so much text that the print must be substantially reduced in size to fit the available surface area. As a consequence, people with vision problems, such as the elderly, have difficulty reading the print. Some OTC drugs are being marketed in containers with easy-open caps to facilitate access (but at the same time, reduce child resistance). The increased surface area afforded by the cap design could be used to enhance the labeling. An experiment compared elders' (mean age of 75) evaluations to different label variants. Experimental bottles contained additional labeling attached to the cap that reiterated and extended some of the most important warnings and instructions. The additional labeling of the experimental bottles had print that was larger than the existing back label, and among them, differed in background color. These bottles were compared to two control conditions (one with the original store-bought label and one with the back and side labels removed). Participants ranked the containers on six dimensions (e.g., noticeability of the label, willingness to read the label, willingness to purchase the product). Results showed that the participants preferred the bottles with the additional cap labeling and most preferred the one with the distinctive fluorescent green color. Implications of these results are discussed.