ABSTRACT
A randomized complete block design with repeat measures was used to examine label content (graphic vs. written) and placement effect on consumers' understanding (interpretation) of OTC product label information. Three experimental labels for cold/flu preparations were shown to 72 college students on a completely random basis, and interpretations were recorded on a 5-point bipolar scale. Scores obtained from graphic (picture or symbol from existing OTC products) vs. written information (text on existing OTC products) were compared using the SAS statistical package. The results of repeated measures MANOVA indicated that the subjects could not interpret graphic information but were able to understand the same information when it was presented in written form. Placement of information did not affect interpretation of the graphic or understanding of written information on OTC labels.