Effect of container shape on hazard perceptions

People may make assumptions about the hazard levels of products based on the physical characteristics of the container. One primary physical characteristic of a container is its shape (configuration). For example a container appearing similar to a carton of milk might be assumed to hold a less hazardous substance than would a paint can. The present study examined 17 container shapes, presented to participants as line drawings, on various dimensions including perceptions of hazard, likelihood of reading the label, ease of dispensing, and familiarity. The results showed that different container shapes evoke different levels of hazard perception. Container shapes connoting higher hazard were also those that people reported greater willingness to read the label and represented containers that were more difficult to dispense. Hazard perception and container familiarity significantly contributed to the prediction of likelihood of reading the label. Implications for further research and hazard control are discussed.