By C. O'Connor, S. Lirtzmann(eds)

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In general, the label designer is probably best advised to select a rectangular shape for use with chemical products. Color Whether or not to use color in the label is a major decision which every label designer must face. A large proportion of labels are printed in black and white, mainly for reasons of cost and simplification of design. But, once the decision is made to use color in the label, a number of perceptual issues arise. , black and white, with considerable acuity, this is not true of color.

All caps printing should be avoided, with body copy in lower case. If color is used, brightness contrast-dark colored type on light color background is preferred. The requirement for printing the skull and crossbones and Poison-Danger in red and all caps on contrasting background is suggested. They also stress the need to test labels for reading level and reading ease. Children and Hazard Labels Schneider (1977)investigated factors which might facilitate the design of packages and labels to control accidental childhood poisoning.

Research in this area has tended to stress either readabizity (characteristics of printing or type which make it comfortable or easy to read-usually measured by rate of blinking) or legibility (characteristics that make it possible to read or increase quickness of recognition and perception). On balance legibility should be considered the primary criterion by labelers since one can have legibility without readability, but not readability without legibility. The following relationships are useful in evaluating the legibility of a proposed label design, assuming minimally adequate levels of viewing illumination: 1.

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