I. Design Premise: The Risk Nature of E-Cigarettes and the Core Function of Warning Labels
E-cigarettes are often misunderstood as a “safer alternative to smoking,” but their aerosols still contain harmful substances such as nicotine, formaldehyde, and heavy metals. Nicotine’s addictive nature can also lead to youth smoking initiation. The WHO’s 2023 Global Tobacco Epidemic Report states that e-cigarette warning labels must serve three essential functions: risk disclosure, behavioral deterrence, and cognitive correction. Using visual cues, text, and symbols, these labels must dismantle the false perception of harmlessness, convey scientific risk, and psychologically nudge behavioral change—especially to warn young people that smoking is not appropriate for their age group.
Compared to traditional tobacco warnings, e-cigarette labels require specialized design due to:
Audience complexity: including adult smokers, potential users (especially youth), and non-smokers.
Product diversity: flavors like fruit or milk tea and device designs resembling stationery or accessories may downplay perceived risk.
Policy differences: Regulations vary across countries (e.g., the EU’s TPD requires ≥30% label coverage; the U.S. FDA stresses pictorial + text warnings), requiring a balance between compliance and universality.
II. Core Design Dimensions: From Information Delivery to Behavioral Intervention
(1) Visual Impact: Risk Visualization Based on Cognitive Psychology
a. Color System: Emotion-Driven Memory Reinforcement
Primary color selection: Red as a base warning color, triggering instinctual reactions of “danger” and “alertness.” Pairing with low-saturation gray backgrounds creates strong contrast, enhancing shelf visibility.
Graphic symbols:
Prohibition icons: “Red circle + slash” universally signals prohibition, placed over e-cigarette or pod images to convey negative messaging.
Consequence imagery: Use real medical visuals such as lung damage, stained teeth, or youth addiction. Avoid overly symbolic designs like skulls, which may lose credibility.
Case example: Canada mandates medical images (e.g., “lung fibrosis,” “fetal deformities”) on e-cigarette labels—shown to increase risk perception by 47% (Health Canada, 2022).
b. Dynamic Visual Innovations for Digital Packaging
Use thermo-sensitive labels: When heated (simulating use), images transition from “healthy lungs” to “damaged lungs,” reinforcing harm association through visual feedback.
Embed QR codes: Scanning links users to 3D animations showing how aerosols damage cells; AR integration enables users to “visually experience” the risk.
(2) Text Strategy: Precise Wording and Layered Information Architecture
a. Balanced Scientific Clarity and Emotional Triggering
Core warnings should include keywords like “nicotine addiction,” “harmful chemicals,” “irreversible damage.” Avoid vague phrases (e.g., replace “harmful if overused” with “even minimal use may cause nicotine addiction”).
Segmented language for specific groups:
Youth: “Nicotine in e-cigarettes harms brain development and impairs memory and learning.”
Adult smokers: “E-cigarettes are not a safe alternative and may cause cardiovascular disease.”
Pregnant women/families: “Secondhand aerosol can damage children’s lungs and increase risk of sudden infant death syndrome.”
b. Layered Information Design: AIDA Model (Attention – Interest – Desire – Action)
Headline layer: Bold typography highlights core risk (e.g., “Nicotine: A Highly Addictive Toxin”).
Explanation layer: Bullet-pointed short sentences clarify harmful mechanisms.
Action layer: Provide quitting support (e.g., “Call the national quitline at XXX for professional help”) to avoid being purely warning-oriented without solutions.
(3) Compliance and Cultural Adaptation: Global-Local Balance
a. Align with International Standards and Cultural Sensitivities
Follow WHO FCTC Article 11: Labels must cover at least 50% of the main display area (≥60% recommended), with separate image and text areas for clarity.
Adjust for cultural sensitivities:
In the Middle East, avoid body organ imagery; instead use metaphorical visuals (e.g., “wilted plant + prohibition symbol”).
In Southeast Asia, incorporate Buddhist cause-and-effect messaging (e.g., “Today’s craving, tomorrow’s pain”) for deeper cultural resonance.
b. Flavor Regulation and Packaging Coordination
For youth-attractive flavors (e.g., fruit, candy), include “Flavor ≠ Healthy” warnings (e.g., “Strawberry flavor is not real fruit—contains artificial additives”).
Ban decorative label designs such as cartoon characters that downplay harm (as required under the EU TPD’s “de-glamorization” rule).
(4) Technology Integration and Regulatory Collaboration
a. Anti-Counterfeiting and Traceability
Embed blockchain-enabled QR codes: Consumers can scan to check nicotine content, production batch, and compliance status, helping regulators combat substandard products.
Use fluorescent security inks: Under specific light sources, hidden messages like “Not for Minors” appear, enhancing regulatory enforcement.
