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

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.