Interaction of signal word and colour on warning labels: differences in perceived hazard and behavioural compliance

Abstract

Previous research has examined the connoted hazard of various colour and signal words separately. The purpose of the present research was to examine the interaction of signal words and colours. Two separate experiments examined the influence of colour on perceptions of hazard and on compliance to printed warnings. In experiment 1, a sample of 30 undergraduates rated the perceived hazard of signal words printed in specific hazard colours. Results indicated that the level of hazard varied as a function of the signal word and the colour in which it was presented. Of the colours used, red conveyed the highest level of perceived hazard followed by orange, black, green and blue. More importantly, it was noted that a signal word such as DEADLY connoted less hazard when printed in green than in red ink. Experiment 2 examined the effect of colour on compliance with printed warnings. Sixty-five undergraduates interacted with a pool-water test kit and a two-part adhesive. The warning on each product was factorial for colour (i.e. red, green and black). Behavioural compliance was assessed by indicating if subjects donned protective gloves as directed by the warning. The data indicated that warnings printed in red resulted in a higher proportion of compliant behaviour than green and black combined. Implications for warning design are discussed.