Abstract
Health risks, such as the probability of experiencing a side effect from a medication, are typically communicated numerically. However, presenting risks in strictly numeric formats is problematic considering that the public often experiences difficulty in comprehending strictly numeric probabilities. To help overcome this problem, Leonhardt and Keller (2018) tested the efficacy of using pictographs to visually present probabilistic information to health consumers. They found that the addition of pictographs alongside numeric probability information increased probability comprehension and lessened the perceived risk of a multiple risk health option. Here, we review relevant work on probability format and build on the general evaluability theory to posit why pictographs may result in lower risk perceptions of multiple risk options. We discuss current limitations in our understanding of how the public perceives multiple risk options, and we highlight opportunities for future research. For instance, we introduce Quick Response (QR) codes as a potential tool to help consumers view health risks in multiple formats on the Internet.