Abstract
Packages of over-the-counter (OTC) medicines offer various labeling information such as drug name, instructions before use, and risk-ranking information. In order to evaluate consumer attention and eye-catching effectiveness of such labeling information, an eye-movement experiment and questionnaire survey using cold remedies and vitamin supplements were conducted. For the eye-movement experiment, eye fixation duration and sequence were measured for each aspect of labeling information. After the eye-movement experiment, a self-evaluation of the consumer's attention and the eye-catching effect of each aspect of labeling information were conducted through a questionnaire survey. The results from the eye-movement experiment and questionnaire survey showed that the drug name ranked the highest for attention and eye-catching effect whereas risk-related information such as instructions before use and risk-ranking information were poorly attended. Moreover, the analysis of consumer judgment regarding the risk ranking of medicines using the normalized rank method clarified that the risk-ranking label has little influence on the consumers' risk judgment. The influence of package design on consumers' risk judgement was discussed.
