A recent study found that simple design elements such as the colors, words and images used on cigarette packaging can mislead smokers into thinking that certain tobacco products are less harmful to their health, the Agence France-Presse reported on Aug. 4.

About 600 smokers and non-smokers participated in the University of Waterloo’s study. Participants were shown pairs of cigarette packages with fake brand names and were asked for their impressions of the products. The packs were identical in design except for an added color or words such as “light” or “full flavor” — terms that have already been banned in several countries. Each package included Canada’s mandatory health warning label.

About 80 percent of participants believed the cigarettes in a light-blue package contained less tar, would taste better, and would be less dangerous than the ones in the packages that were dark blue. 

Seventy percent of the participants said a pack that had a white image on it contained less tar, would taste better, and would be less dangerous than a pack that had a grey image.

Researchers expressed concern that tobacco companies can convince smokers that some cigarettes are less dangerous despite greater government restrictions on marketing.

“There is growing evidence that the removal of brand imagery from packaging — so-called ’plain’ packaging — reduces the appeal of brands and increases the salience of health warnings,” according to the study, which was authored by David Hammond and Carla Parkinson.

The research appeared in the July 2009 issue of the Oxford Public Health Journal.