Figure 7.3.1: Square packaging (Packs F and G)


A. Smoking cigars causes lung cancer
Image A: 'Lung cancer' health warning featuring lung cancer and text on front and red and black backgrounded text on back.

B. Smoking cigars causes lung cancer
Image B: 'Lung cancer' health warning featuring lung cancer and text on front and black backgrounded text on back.

The only difference in the square packaging was the use of either a repeat of the image on the back of the pack (pack G) or a repeat of the warning message on red background (pack F). Pack F, with the warning message on red background on the back, had greater impact on smokers.

When smokers looked at the back of pack G, it was seen to repeat the message on the front, with the focal point still being the image. Essentially, use of the image on the back is not adding to the impact of the message already created. The explanatory message is recessive due to font size and does not offer any immediate support to the image. In contrast, the back of pack F offers a difference through use of the warning message on a red background. While it may repeat the warning message, the different colour background means it is being delivered differently. Use of the warning message instead of the image also allowed the font of the explanatory message to be larger on the mock ups tested, resulting in a greater likelihood of smokers to read at least the first line of the explanatory message whether they intended to or not.

Use of the warning message on red background on the back is also consistent with warnings on cigarette packs. This increases the likelihood that smokers will not differentiate between the two products in regards to health consequences.

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