About the Authors

Rita Chen

Roles Conceptualization, Data curation, Formal analysis, Methodology, Visualization, Writing – original draft, Writing – review & editing

Affiliation School of Packaging, Michigan State University, East Lansing, MI, United States of America

Nora M. Bello

Roles Data curation, Formal analysis, Visualization, Writing – review & editing

Affiliation Department of Statistics, Kansas State University, Manhattan, KS, United States of America

Mark W. Becker

Roles Formal analysis, Writing – original draft, Writing – review & editing

Affiliation Cognitive Group, Department of Psychology, East Lansing, MI, United States of America

Laura Bix

Roles Conceptualization, Data curation, Formal analysis, Funding acquisition, Methodology, Project administration, Supervision, Visualization, Writing – original draft, Writing – review & editing

bixlaura@msu.edu

Affiliation School of Packaging, Michigan State University, East Lansing, MI, United States of America

Competing Interests

Great Lakes Marketing (GLM- https://glm.com) was paid a fee to recruit participants and provide a facility for testing the same. A portion of Dr. Laura Bix’s salary is funded thorough an NIFA USDA Hatch Act grant (MICL02263). In-kind donations were made in support of this study. Specifically, white pharmacy labels were provided by the MSU Clinical Center, visual distracters were provided by Virtual Images (a Division of Travel Tags, Inc., Redlands, CA (http://www.virtual-images.com)), and pharmaceutical vials were provided by Tri State Distribution, Inc. (Sparta, TN) (https://www.provial.com). None of these entities had a role in the study design, data collection analysis or interpretation, decision to publish, preparation or approval of the submitted manuscript. Their involvement does not alter our adherence to PLOS ONE policies on sharing data and materials.