In an eye-tracking study, cannabis edible packages with cartoon characters, bubble fonts, or gummy bear shapes were rated more appealing by young adults and drew visual attention away from warning labels.
Cannabis product regulators, packaging policy makers, public health researchers
Youth-appealing packaging reduced visual attention to warning labels
What the researchers found
Among 72 young adults, cannabis edible packages with cartoon characters, bubble fonts, berry flavors, or gummy bear shapes received higher appeal ratings than plain packages. Eye-tracking showed youth-appealing attributes received longer fixation durations while warning labels received less attention. Packages with multiple youth-appealing features showed the largest reduction in warning label fixation time.
Why it matters
If youth-appealing packaging both increases product appeal and reduces attention to safety warnings, current packaging regulations may be insufficient to protect young consumers.
The numbers in context
72 young adult participants; 7 package images; cartoon characters, bubble font, berry flavor, gummy bear shape all increased appeal; youth-appealing attributes reduced warning label fixation time; multiple attributes produced largest warning label attention reduction
How the study worked
Eye-tracking experiment with 72 young adults viewing seven randomly ordered cannabis edible package images with varying youth-appealing attributes. Appeal ratings (0-10 scale) and fixation durations on predefined areas of interest were measured. Multivariate linear regressions assessed associations.
What this study cannot tell us
Laboratory setting with static images may not reflect real-world shopping behavior. Sample of 72 may not represent all young adults. Only seven package variations tested. Did not measure actual purchase intent or consumption.
How to read the evidence
Novel eye-tracking methodology providing objective attention data, but small lab-based sample with limited package variations.
When this study was published
Published 2023
The bigger picture
As cannabis edibles become more mainstream, the packaging battle between youth appeal and safety communication mirrors decades of tobacco marketing research, suggesting cannabis may need similarly strict packaging regulations.
Questions still open
- Would plain packaging regulations for cannabis edibles increase warning label attention? Do these packaging effects extend to adolescents under 18?
Common questions
Does cannabis packaging appeal to young people?
Do youth-appealing packages reduce attention to warnings?
Read the original research
Appeal rating and visual attention associated with youth-appealing cannabis packaging: An eye-tracking experiment.
Drug and alcohol dependence, 253, 110992
Citation
Cooper, Michael; Shi, Yuyan. (2023). Appeal rating and visual attention associated with youth-appealing cannabis packaging: An eye-tracking experiment.. Drug and alcohol dependence, 253, 110992. https://doi.org/10.1016/j.drugalcdep.2023.110992
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