Elizabeth Hellier

Objective. To explore the effects on perceptions of labelling food for genetically modified content. Background: there is increasing public pressure for the compulsory labelling of genetically modified food content on all food products, and yet little is known about how the design and content of such food labels will influence product perceptions. The current research draws upon warning label research – a field in which the effect of label design manipulations on perceptions of, and responses to, potential or perceived risks is well documented. Method. Two experiments are reported that investigate how label design features influence the perception of genetically modified foods. The effects of label colour (red, blue and green), wording style (definitive vs. probabilistic and explicit vs. non-explicit) and information source (government agency, consumer group and manufacturer) on hazard perceptions and purchase intentions were measured. Results. Hazard perceptions and purchase intentions were both influenced by label design characteristics in predictable ways. Any reference to genetic modification, even if the label is stating that the product is free of genetically modified ingredients, increased hazard perception, and decreased purchase intentions, relative to a no-label condition. Conclusion. Label design effects generalise from warning label research to influence the perception of genetically modified foods in predictable ways. Application. The design of genetically modified food labels.

This study aimed to examine the utility of using color and shape to differentiate drug strength information on over-the-counter medicine packages. Medication errors are an important threat to patient safety, and confusions between drug strengths are a significant source of medication error. A visual search paradigm required laypeople to search for medicine packages of a particular strength from among distracter packages of different strengths, and measures of reaction time and error were recorded. Using color to differentiate drug strength information conferred an advantage on search times and accuracy. Shape differentiation did not improve search times and had only a weak effect on search accuracy. Using color to differentiate drug strength information improves drug strength identification performance. Color differentiation of drug strength information may be a useful way of reducing medication errors and improving patient safety.

Medication errors involving patients receiving the wrong medicines, the wrong dosages or failure to take medicines according to the prescribed schedule are a substantial threat to patient safety. In the medical domain, research evidence on the benefits of improved labelling are piecemeal and often single-product or single-manufacturer driven and often do not inform the more general process of label design. Government and other guidelines on this topic are often low level and non-specific, often failing to give evidence-based guidance. However, there is a wealth of evidence-based research findings in related areas such as food labelling, chemical labelling and more general warnings research, which can provide systematic evidence on the effects of design characteristics such as font size, colour, signal words and linguistic usage on crucial performance variables such as compliance, understandability and discriminability. This research is reviewed and its relevance to medicine labelling is presented.

Speech warnings and communication systems are increasingly used in noisy, high workload environments. An important decision in the development of such systems is the choice of a male or a female speaker. There is little objective evidence to support this decision, although there are many misconceptions and misunderstandings on this topic. This paper suggests that both acoustic and non-acoustic differences (such as social attributions towards speakers of different sexes) between male and female speakers is negligible, therefore the choice of speaker should depend on the overlap of noise and speech spectra. Female voices do however appear to have an advantage in that they can portray a greater range of urgencies because of their usually higher pitch and pitch range. An experiment is reported showing that knowledge about the sex of a speaker has no effect on judgements of perceived urgency, with acoustic variables accounting for such differences.

The relationship between the semantics of words and the acoustics of the way they are spoken is explored. Actors spoke warning signal words in urgent, nonurgent and monotone style, and participants rated the urgency of the words. Results showed effects for signal word and style of presentation. Acoustic analysis showed that the urgent words were spoken at higher frequency with a broader pitch range and were louder than the nonurgent or monotone words. These acoustic differences were used to synthesize artificial versions of signal words in urgent and nonurgent formats. The urgent words were rated as more urgent than the nonurgent words, a finding attributable to their differing acoustics. Within each speaking style the words were acoustically the same, yet effects for signal word were found, suggesting that semantics is also important in urgency perception. This research has implications for the design and implementation of speech warning systems, particularly those in which urgency mapping is required.