Youth-appealing cannabis packaging drew more eye attention to fun features and less to warning labels
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.
Quick Facts
What This Study 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.
Key Numbers
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 They Did This
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.
Why This Research 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 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.
What This Study Doesn't 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.
Questions This Raises
- ?Would plain packaging regulations for cannabis edibles increase warning label attention?
- ?Do these packaging effects extend to adolescents under 18?
Trust & Context
- Key Stat:
- Youth-appealing packaging reduced visual attention to warning labels
- Evidence Grade:
- Novel eye-tracking methodology providing objective attention data, but small lab-based sample with limited package variations.
- Study Age:
- Published 2023
- Original Title:
- Appeal rating and visual attention associated with youth-appealing cannabis packaging: An eye-tracking experiment.
- Published In:
- Drug and alcohol dependence, 253, 110992 (2023)
- Authors:
- Cooper, Michael(5), Shi, Yuyan(18)
- Database ID:
- RTHC-04470
Evidence Hierarchy
Watches what happens naturally without intervening.
What do these levels mean? →Frequently Asked Questions
Does cannabis packaging appeal to young people?
Yes. This eye-tracking study found packages with cartoon characters, bubble fonts, berry flavors, or gummy bear shapes received significantly higher appeal ratings from young adults.
Do youth-appealing packages reduce attention to warnings?
Yes. Eye-tracking data showed that youth-appealing features drew longer visual fixation while reducing the time participants spent looking at warning labels.
Read More on RethinkTHC
Cite This Study
https://rethinkthc.com/research/RTHC-04470APA
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
MLA
Cooper, Michael, et al. "Appeal rating and visual attention associated with youth-appealing cannabis packaging: An eye-tracking experiment.." Drug and alcohol dependence, 2023. https://doi.org/10.1016/j.drugalcdep.2023.110992
RethinkTHC
RethinkTHC Research Database. "Appeal rating and visual attention associated with youth-app..." RTHC-04470. Retrieved from https://rethinkthc.com/research/cooper-2023-appeal-rating-and-visual
Access the Original Study
Study data sourced from PubMed, a service of the U.S. National Library of Medicine, National Institutes of Health.
This study breakdown was produced by the RethinkTHC research team. We analyze and report published research findings without making health recommendations. All interpretations are based solely on the published abstract and study data.