The format and the placement of prescription warning label vary. Patients' attentive behaviors for the warning labels are also varied. Some studies suggest that `interactive warning labels,' those placed in such a way that they require physical manipulation to accomplish a necessary task (e.g. opening), result in greater rates of attention and information recall.Research presented herein investigated the noticeability of prescription warning labels (PWLs) with varied placement. Specifically, we tested a vertical, horizontal or interactive placement of the warning using eye-tracking followed by a recall and recognition test. Each subject was handed three vials, each with a different warning placement, in sequence. There was evidence that the placement significantly impacted the probability that patients viewed warnings (P=0.0011) and the amount of time that they spent viewing the information (P<0.0001). Also, the result suggested that people were significantly more likely to view the interactive format than the vertical (p=0.0153). Participants that viewed the warnings spent significantly more time viewing the information presented in interactive format than for either those in the horizontal (P<0.0001) or vertical (P<0.0001). Subjects were also better at recalling informational content that was in an interactive format as compared to the horizontal (P= 0.0009) or vertical placements (P<0.0001).Although there was no evidence that the placement of the warning impacted how long participants took to view it (α=0.05), there was evidence that the placement significantly impacted the probability that patients viewed warnings (P=0.0011) and the amount of time that they spent viewing the information (P<0.0001). Pairwise comparisons of all placements suggested that people were significantly more likely to view the interactive format than the vertical (p=0.0153). Participants that viewed the warnings spent significantly more time viewing the information presented in interactive format than for either those in the horizontal (P<0.0001) or vertical (P<0.0001). Subjects were also better at recalling informational content that had been presented in an interactive format as compared to the horizontal (P= 0.0009) or vertical placements (P<0.0001).
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