Figure 1.5.1: Health warning on bidi packaging

Image: Image of health warning on bidi packaging featuring image of lung cancer and text.

Smokers found it difficult to understand the health message in the format tested as the size and shape of the bidi packaging did not allow for exposure to all the elements of the health message in a manner that contributes to greater impact and understandability of the message.

The warning is likely to be more impactful if only one element is used. The warning message is likely to be the most effective element on its own as other components of this research suggest that images by themselves lack impact without an accompanying warning message. For maximum impact, it may be beneficial to use a vertical format for the warning message, as per that tested on cigar tubes rather than horizontal (around the pack) so the smokers can see the whole message without having to rotate the package.