Consumers pay attention to ingredients on the front of a label: an eye tracking study.

ABSTRACT

Sunscreen is an important part of skin cancer prevention. The Food and Drug Administration (FDA) proposed numerous changes to sunscreen labeling including adding active ingredients to the front of a label. The purpose of the study was to identify and describe differences in attention between current label formatting and the proposed label formatting. Forty-seven participants were interviewed. Participants were presented with mock sunscreen labels that resembled current labeling or labeling based on the proposed FDA rule. While reading the labels, eye movements were recorded. Participants spent 12.3 s longer looking at the front of the proposed rule-compliant label than they did on the front of the current label. They spent the longest time reading the directions (13-14 seconds) compared with other areas. Placing active ingredients on the front of a label in relatively large font makes it more likely consumers will look at the information.

Sunscreen offers important protection against sunburn and skin cancer. In many instances, it is not as effective as it could be. Possible reasons include not applying it frequently enough or failing to understand instructions on the label. The FDA has proposed making changes to sunscreen labeling to increase its effectiveness. This includes adding active ingredients on the front of a label. Previous research has shown that adding active ingredients to the front of a label does not help consumers remember the ingredients. It is possible that consumers are not paying attention to/reading the ingredients when placed on the front label. Using eye tracking hardware, we tracked where 47 participants were looking as they read labels that either had active ingredients or did not have them. We found that the participants looked longer at the front label when the ingredients were on the front. This shows that consumers do pay attention to important information (e.g., active ingredients) on the front of a label. Given these results, and based on previous research that shows consumers have trouble remembering active ingredients, we recommend using the front label space for other types of important information, such as instructions for use.