The effect of plain packages on the perception of cigarette health warnings.

A survey was conducted with 568 adolescent children (average age 13) to investigate the possible effects upon perceptions of health warnings when cigarettes are presented in plain packaging. A measure of unaided recall was used to reflect participants' attention to the assortment of cues presented on cigarette packs. The presentation of health warnings in the context of plain packs achieved a significantly greater recall rate as opposed to brand packs. When less brand image cues were presented, respondents were able to perceive and recall with more accuracy a greater proportion of 'non-image' information.