EPA Design for the Envi ronment (DfE) Redesign of Logo

General Adult Population Survey

October 2014

METHODOLOGY

This report presents the findings of an online survey conducted among 2009 adults (905 male, 1104 female), ages

18 years or older and living in the continental United States. All responses were collected October 6

- 8, 2014. The

margin of error is +/

- 2.19 percentage points.

KEY FINDINGS

Respondents Awareness of/Attitude toward DfE

• Overall awareness of DfE is low

– less than one

- third of respondents (31%) report familiarity with the

program.

 Of those familiar with the EPA’s labeling program, only two percent properly recalled the program

name, Design for the Environment (DfE).

 Even after hearing basic details about the labeling program, only one

- quarter (25%) of respondents

could recall hearing or seeing something abou t the program before.

• Respondents are split on their likelihood of using the DfE logo when making purchas ing decisions

– one

- third

(34%) said they would use it, one

- third (33%) said they were somewhat likely to use it and one

- third (33%)

said they would not use it.

Comparison of Logo Designs

Design 1 Design 2 Design 3

• Design 2 was chosen by nearly half of respondents as the most effective design option in conveying product

safety for families and the environment. Design 3 was chosen by approximately o ne

- third of respondents and

one

- fifth chose Design 1

.



### 19%

49% 32% 

## Respondent logo design preference

Design 1

Design 2

Design 3

Total respondents: 2009

1• Respondents consistently view the new logo designs as: (1) effective in showing a product is safer for people

and (2) a useful resource for shoppers.

 Across designs 1, 2

, and 3, 64

- 65% of respondents said they strongly/somewhat agree with these

statements.

• Given general information on DfE labeling program, 34% of respondents said they would be extremely or

very likely to use the logo to help select products to purchase. H owever, that proportion jumps dramatically

after actually viewing each individual logo design. Across all three designs, slightly more than 50% of

respondents indicated that they would use the logo to help decide which product to buy.



### • Respondents fe lt the tagline from Design 3

– “Meets U.S. EPA Safer Product Standards”

– was the most

credible. 

### 53% 54% 52%

0% 20% 40% 60% 80% 100% Design 3 Design 2 Design 1 

## Strongly/somewhat agree: would use this

logo to help decide which product to buy

15%

38% 47% 

## Most credible tagline

Design 1

Design 2

Design 3

Total respondents: 2009

2Demographic Differences

Adults with Children in the Home

• Adults with children in the home report highe r awareness of the DfE program and are more likely to use the

DfE logo to help make purchase decisions.

 33% of those with children in the home said they have seen the DfE logo on products in stores,

compared to 22% of those without children in the home.

 44% of adults with children in the home said they would use DfE for purchase decisions, compared

to 30% without children in home, suggesting a link between awareness and product purchase

behavior. 

### 33%

22%

0% 10% 20% 30% 40%

Adults with children Adults without children Respondents who have

seen DfE logo on products in stores



### 44%

30%

0% 10% 20% 30% 40% 50%

Adults with children Adults without children Respondents who said they would use DfE for

purchase decisions (extremely/very likely)

3Responses by Region

• Comparing US regions, r espondents in the West have the highest awareness of DfE; those in the South have

the lowest overall awareness.

 Westerners are most likely to have seen or heard something about DfE

– 31% vs. 25% of the total

population and 21% of those from the South.

 Those from the West are also most likely to say they have seen the DfE logo on store shelves

– 29%

vs. 25% of the total population and 22% of those from the South. 

### 26% 23% 21% 31%

0% 5% 10% 15% 20% 25% 30% 35%

Northeast Midwest South West 

## Exsisting DfE program a wareness by region

27% 24% 22% 29%

0% 5% 10% 15% 20% 25% 30% 35%

Northeast Midwest South West 

## Respondents who have seen DfE logo in stores by region

4• However, when looking specifically at DfE’s effect on purchase decision, Midwesterners are slightly less likely

than o ther regions to use the DfE logo to help make a purchase decision (29% vs. 34% of the total

population).

 Comparatively, 37% of those both in the West and Northeast would use the DfE for deciding which

products to purchase

– the highest of all regions.

• Variance in i ncome (those who make less than $50K vs. more than $50K) has a limited effect on responses.

• Regardless of demographic , D esign 2 is perceived as more effective in conveying product safety than D esigns

1 and 3. Tagline 3 also resonates best wi th all demographic segments.

5SURVEY

Design for the Environment (DfE)

1. Are you familiar with a labeling program implemented by the U.S. Environmental Protection Agency (EPA)

that enables consumers to select products that can help protect the environment and are safer for people,

families, and pets?

Total Children in

Home N o Children in

Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Yes 31% 41% 28% 30% 33%

No 69% 59% 72% 70% 67%

Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Yes 31% 30% 28% 31% 37%

No 69% 70% 72% 69% 63%

2. What is the name of the labeling program?

Total Children in

Home No Children in

Home Income

<$50K Income

$50K+

Base: Familiar With U.S.

Environmental Protection

Agency’s Labeling Program 630 220 410 246 385

Environmental Protection

Agency (EPA) 8% 11% 7% 9% 8%

Design for the Environment

Safer Product Labeling

Program 2% 2% 2% 2% 3%

Design for the Environment

(DfE) 2% 1% 3% 3% 2%

Food and Drug

Administration (FDA) 2% 2% 2% 2% 2%

Energy star 1% 2% 1% 1% 2%

US Department of

Agriculture (USDA) 1% 1% 1% 1% 2%

Eco label program 1% 1% 1% 1% 1%

Child Nutrition Labelling

Program (CN) 1% 1% 0% 0% 1%

Genetically Modified

Organism (GMO) 0% 0% 0% 1% 0%

6Total Children in

Home No Children in

Home Income

<$50K Income

$50K+

Other 15% 18% 13% 13% 16%

Nothing / Not sure 66% 61% 68% 68% 64%

Total Northeast Midwest South West

Base: Familiar With U.S.

Environmental Protection

Agency’s Labeling Program 630 111 120 230 170

Environmental Protection

Agency (EPA) 8% 10% 6% 10% 7%

Design for the Environment

Safer Product Labeling

Program 2% 2% 3% 3% 1%

Design for the Environment

(DfE) 2% 2% 4% 2% 2%

Food and Drug

Administration (FDA) 2% 5% 2% 1% 1%

Energy star 1% 2% 2% 1% 1%

US Department of

Agriculture (USDA) 1% 3% 0% 1% 1%

Eco label program 1% 2% 1% 1% 0%

Child Nutrition Labelling

Program (CN) 1% 0% 1% 0% 1%

Genetically Modified

Organism (GMO) 0% 1% 0% 0% 0%

Other 15% 16% 13% 14% 16%

Nothing / Not sure 66% 59% 66% 66% 69%

3. Now that you have heard more about the labeling program, do you recall hearing or seeing anything about

this labeling program?

Total Children in

Home No Children in

Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Yes 25% 33% 22% 24% 25%

No 75% 67% 78% 76% 75%

7Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Yes 25% 26% 23% 21% 31%

No 75% 74% 77% 79% 69%

4. Have you seen this visual logo on any products you have purchased or seen on store shelves?

Total Children in

Home No Children in

Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Yes 25% 33% 22% 25% 25%

No 75% 67% 78% 75% 75%

Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Yes 25% 27% 24% 22% 29%

No 75% 73% 76% 78% 71%

5. Based on what you now know about the labeling program, how likely are you to use the DfE logo to help you

select a product to purchase?

Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Extremely/ Very Likely) 34% 44% 30% 34% 34%

Extremely likely 12% 19% 9% 11% 13%

Very likely 22% 25% 21% 23% 21%

Somewhat likely 33% 30% 34% 33% 34%

Bottom 2 Box (Slightly / Not at all

Likely) 33% 26% 35% 33% 33%

Slightly likely 17% 15% 18% 17% 18%

Not at all likely 15% 11% 17% 16% 15%

Mean 3 3.3 2.9 3 3

8Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Extremely/ Very Likely) 34% 37% 29% 34% 37%

Extremely likely 12% 15% 10% 11% 13%

Very likely 22% 21% 19% 23% 23%

Somewhat likely 33% 34% 34% 34% 31%

Bottom 2 Box (Slightly / Not at all

Likely) 33% 29% 37% 33% 32%

Slightly likely 17% 14% 20% 18% 17%

Not at all likely 15% 16% 17% 14% 15%

Mean 3 3.1 2.9 3 3

9Logo Redesign

6. DESIGN 1: Please indicate how much you agree or disagree with each of the following statements.

DESIGN 1

6.1 I would notice this logo if I saw it

on a product or packaging Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 63% 66% 62% 62% 63%

Strongly Agree 25% 25% 25% 25% 24%

Somewhat Agree 38% 40% 37% 37% 39%

Neutral

- don't agree or disagree 25% 24% 26% 25% 26%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 12% 10% 12% 13% 11%

Somewhat Disagree 8% 7% 8% 8% 7%

Strongly Disagree 4% 4% 5% 4% 4%

Mean 3.7 3.8 3.7 3.7 3.7

DESIGN 1

6.1 I would notice this logo if I saw it

on a product or packaging Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 63% 66% 61% 63% 62%

Strongly Agree 25% 24% 23% 26% 25%

Somewhat Agree 38% 41% 38% 37% 37%

Neutral

- don't agree or disagree 25% 23% 26% 25% 28%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 12% 12% 14% 12% 10%

Somewhat Disagree 8% 7% 9% 8% 6%

10DESIGN 1

6.1 I would notice this logo if I saw it

on a product or packaging Total Northeast Midwest South West

Strongly Disagree 4% 5% 4% 5% 4%

Mean 3.7 3.7 3.7 3.7 3.7

DESIGN 1

6.2 The logo is attractive and

appealing Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 61% 65% 59% 60% 61%

Strongly Agree 24% 27% 22% 25% 23%

Somewhat Agree 37% 38% 37% 35% 38%

Neutral

- don't agree or disagree 27% 23% 28% 28% 27%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 12% 12% 13% 13% 12%

Somewhat Disagree 8% 9% 8% 8% 8%

Strongly Disagree 4% 3% 5% 5% 4%

Mean 3.7 3.8 3.6 3.7 3.7

DESIGN 1

6.2 The logo is attractive and

appealing Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 61% 63% 62% 60% 58%

Strongly Agree 24% 21% 22% 26% 23%

Somewhat Agree 37% 42% 39% 34% 35%

Neutral

- don't agree or disagree 27% 24% 26% 27% 30%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 12% 13% 13% 13% 11%

Somewhat Disagree 8% 8% 9% 9% 7%

Strongly Disagree 4% 5% 4% 4% 5%

Mean 3.7 3.7 3.7 3.7 3.7

11DESIGN 1

6.3 The visual design is effective in

showing that the product is safer for

people and families Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 62% 64% 61% 61% 62%

Strongly Agree 24% 25% 24% 26% 23%

Somewhat Agree 38% 39% 37% 35% 39%

Neutral

- don't agree or disagree 27% 24% 27% 27% 27%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 12% 12% 12% 12% 11%

Somewhat Disagree 8% 8% 7% 7% 8%

Strongly Disagree 4% 3% 4% 5% 3%

Mean 3.7 3.7 3.7 3.7 3.7

DESIGN 1

6.3 The visual design is effective in

showing that the product is safer for

people and families Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 62% 64% 62% 62% 59%

Strongly Agree 24% 24% 24% 25% 23%

Somewhat Agree 38% 40% 39% 37% 36%

Neutral

- don't agree or disagree 27% 26% 25% 27% 28%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 12% 10% 13% 11% 14%

Somewhat Disagree 8% 6% 8% 7% 8%

Strongly Disagree 4% 3% 5% 4% 5%

Mean 3.7 3.8 3.7 3.7 3.6

12DESIGN 1

6.4 The visual design is effective in

showing that the product helps

protect the environment Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 59% 64% 57% 59% 59%

Strongly Agree 24% 26% 22% 25% 22%

Somewhat Agree 36% 37% 35% 33% 37%

Neutral

- don't agree or disagree 26% 23% 28% 26% 26%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 15% 14% 15% 15% 15%

Somewhat Disagree 10% 10% 10% 9% 10%

Strongly Disagree 5% 4% 5% 6% 5%

Mean 3.6 3.7 3.6 3.6 3.6

DESIGN 1

6.4 The visual design is effective in

showing that the product helps

protect the environment Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 59% 61% 60% 59% 56%

Strongly Agree 24% 23% 23% 25% 22%

Somewhat Agree 36% 38% 37% 34% 35%

Neutral

- don't agree or disagree 26% 27% 22% 27% 28%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 15% 12% 17% 14% 15%

Somewhat Disagree 10% 7% 12% 10% 9%

Strongly Disagree 5% 5% 5% 4% 6%

Mean 3.6 3.7 3.6 3.7 3.6

13DESIGN 1

6.5 The name "Safer Choice" is

effective in showing that the product

is safer for people and families Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 65% 67% 64% 64% 65%

Strongly Agree 26% 29% 26% 26% 27%

Somewhat Agree 39% 38% 39% 38% 39%

Neutral

- don't agree or disagree 23% 21% 24% 23% 24%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 12% 12% 12% 13% 11%

Somewhat Disagree 7% 8% 7% 7% 8%

Strongly Disagree 4% 4% 4% 5% 3%

Mean 3.8 3.8 3.7 3.7 3.8

DESIGN 1

6.5 The name "Safer Choice" is

effective in showing that the product

is safer for people and families Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 65% 68% 69% 64% 60%

Strongly Agree 26% 29% 25% 28% 23%

Somewhat Agree 39% 39% 44% 37% 37%

Neutral

- don't agree or disagree 23% 22% 19% 23% 28%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 12% 10% 12% 12% 12%

Somewhat Disagree 7% 6% 8% 8% 8%

Strongly Disagree 4% 4% 4% 4% 5%

Mean 3.8 3.8 3.8 3.8 3.7

14DESIGN 1

6.6 The name "Safer Choice" is

effective in showing that the product

helps protect the environment Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 60% 64% 59% 61% 60%

Strongly Agree 24% 28% 23% 26% 23%

Somewhat Agree 36% 36% 36% 35% 36%

Neutral

- don't agree or disagree 26% 23% 27% 24% 28%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 14% 13% 14% 15% 13%

Somewhat Disagree 9% 9% 9% 9% 9%

Strongly Disagree 5% 4% 5% 6% 4%

Mean 3.7 3.7 3.6 3.7 3.7

DESIGN 1

6.6 The name "Safer Choice" is

effective in showing that the product

helps protect the environment Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 60% 60% 63% 60% 57%

Strongly Agree 24% 25% 25% 25% 21%

Somewhat Agree 36% 35% 39% 34% 36%

Neutral

- don't agree or disagree 26% 27% 22% 26% 30%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 14% 13% 15% 14% 13%

Somewhat Disagree 9% 8% 10% 10% 8%

Strongly Disagree 5% 5% 5% 5% 6%

Mean 3.7 3.7 3.7 3.7 3.6

15DESIGN 1

6.7 The tagline "Meets U.S. EPA

Criteria" is credible Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 60% 63% 59% 59% 61%

Strongly Agree 23% 25% 22% 25% 22%

Somewhat Agree 37% 37% 37% 35% 39%

Neutral

- don't agree or disagree 28% 25% 29% 28% 28%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 12% 12% 11% 13% 11%

Somewhat Disagree 7% 8% 7% 7% 6%

Strongly Disagree 5% 5% 5% 5% 4%

Mean 3.7 3.7 3.6 3.7 3.7

DESIGN 1

6.7 The tagline "Meets U.S. EPA

Criteria" is credible Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 60% 63% 60% 60% 58%

Strongly Agree 23% 23% 22% 23% 24%

Somewhat Agree 37% 40% 38% 37% 35%

Neutral

- don't agree or disagree 28% 26% 29% 27% 30%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 12% 11% 11% 13% 12%

Somewhat Disagree 7% 6% 5% 8% 7%

Strongly Disagree 5% 4% 5% 4% 5%

Mean 3.7 3.7 3.7 3.7 3.6

16DESIGN 1

6.8 This logo is a useful resource for

shoppers Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 65% 69 % 63 % 64 % 65 %

Strongly Agree 26% 28 % 25 % 27 % 25 %

Somewhat Agree 39% 41 % 38 % 37 % 40 %

Neutral

- don't agree or disagree 25% 23 % 26 % 26 % 25 %

Bottom 2 Box (Strongly/ Somewhat

Disagree) 10% 8 % 11% 10 % 10 %

Somewhat Disagree 6% 5 % 6 % 6 % 6%

Strongly Disagree 4% 3 % 4 % 5% 4%

Mean 3.8 3.9 3.7 3.8 3.8

DESIGN 1

6.8 This logo is a useful resource for

shoppers Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 65% 67% 64% 64% 65%

Strongly Agree 26% 26% 25% 28% 24%

Somewhat Agree 39% 41% 39% 35% 41%

Neutral

- don't agree or disagree 25% 24% 25% 25% 26%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 10% 10% 11% 11% 9%

Somewhat Disagree 6% 6% 6% 7% 5%

Strongly Disagree 4% 4% 5% 4% 5%

Mean 3.8 3.8 3.7 3.8 3.8

DESIGN 1

6.9 I would use this logo to help me

decide which product to buy Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 52% 56% 51% 51% 53%

Strongly Agree 21% 25% 19% 22% 20%

Somewhat Agree 32% 31% 32% 30% 33%

Neutral

- don't agree or disagree 31% 27% 32% 31% 31%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 17% 16% 17% 18% 16%

Somewhat Disagree 10% 10% 9% 9% 10%

Strongly Disagree 7% 6% 8% 8% 6%

Mean 3.5 3.6 3.5 3.5 3.5

17DESIGN 1

6.9 I would use this logo to help me

decide which product to buy Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 52% 56% 50% 52% 52%

Strongly Agree 21% 22% 18% 22% 20%

Somewhat Agree 32% 35% 32% 30% 32%

Neutral

- don't agree or disagree 31% 28% 31% 31% 33%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 17% 15% 18% 17% 15%

Somewhat Disagree 10% 8% 9% 11% 8%

Strongly Disagree 7% 7% 9% 6% 7%

Mean 3.5 3.6 3.4 3.5 3.5

187. DESIGN 2: Please indicate how much you agree or disagree with each of the following statements.

DESIGN 2

7.1 I would notice this logo if I saw it

on a product or packaging Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 63% 66% 62% 63% 63%

Strongly Agree 26% 28% 25% 27% 25%

Somewhat Agree 37% 38% 37% 35% 38%

Neutral

- don't agree or disagree 25% 24% 25% 24% 25%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 12% 11% 13% 14% 12%

Somewhat Disagree 8% 7% 8% 8% 7%

Strongly Disagree 5% 4% 5% 6% 4%

Mean 3.7 3.8 3.7 3.7 3.7

DESIGN 2

7.1 I would notice this logo if I saw it

on a product or packaging Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 63% 64% 62% 64% 61%

Strongly Agree 26% 27% 23% 29% 23%

Somewhat Agree 37% 38% 39% 35% 38%

Neutral

- don't agree or disagree 25% 24% 23% 24% 28%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 12% 12% 14% 13% 10%

Somewhat Disagree 8% 7% 10% 8% 5%

Strongly Disagree 5% 4% 5% 5% 5%

Mean 3.7 3.8 3.7 3.7 3.7

19DESIGN 2

7.2 The logo is attractive and

appealing Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 60% 64% 58% 57% 61%

Strongly Agree 22% 27% 20% 23% 21%

Somewhat Agree 37% 37% 38% 34% 40%

Neutral

- don't agree or disagree 28% 24% 30% 29% 28%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 12% 12% 12% 14% 11%

Somewhat Disagree 8% 9% 7% 8% 7%

Strongly Disagree 4% 3% 5% 6% 3%

Mean 3.7 3.8 3.6 3.6 3.7

DESIGN 2

7.2 The logo is attractive and

appealing Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 60% 62% 61% 60% 56%

Strongly Agree 22% 22% 21% 24% 20%

Somewhat Agree 37% 39% 40% 36% 36%

Neutral

- don't agree or disagree 28% 28% 26% 28% 32%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 12% 11% 13% 12% 12%

Somewhat Disagree 8% 7% 8% 8% 8%

Strongly Disagree 4% 4% 5% 4% 4%

Mean 3.7 3.7 3.6 3.7 3.6

DESIGN 2

7.3 The visual design is effective in

showing that the product is safer for

people and families Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 63% 65% 62 % 62% 64%

Strongly Agree 25% 27% 23% 26% 24%

Somewhat Agree 38% 38% 39% 36% 40%

Neutral

- don't agree or disagree 26% 24% 26% 26% 26%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 11% 11% 12% 12% 11%

Somewhat Disagree 7% 7% 7% 7% 7%

Strongly Disagree 4% 4% 4% 5% 4%

Mean 3.7 3.7 3.7 3.7 3.7

20DESIGN 2

7.3 The visual design is effective in

showing that the product is safer for

people and families Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 639 493

Top 2 Box (Strongly/ Somewhat Agree) 63% 65% 63% 63% 61%

Strongly Agree 25% 25% 23% 27% 22%

Somewhat Agree 38% 40% 41% 36% 39%

Neutral

- don't agree or disagree 26% 26% 25% 25% 26%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 11% 9% 11% 12% 12%

Somewhat Disagree 7% 6% 6% 8% 7%

Strongly Disagree 4% 3% 5% 4% 5%

Mean 3.7 3,8 3.7 3.7 3.7

DESIGN 2

7.4 The visual design is effective in

showing that the product helps

protect the environment Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 59% 61% 58% 58% 60%

Strongly Agree 23% 25% 22% 26% 21%

Somewhat Agree 36% 36% 36% 32% 38%

Neutral

- don't agree or disagree 27% 25% 27% 26% 27%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 14% 14% 14% 16% 13%

Somewhat Disagree 9% 9% 9% 9% 8%

Strongly Disagree 6% 5% 6% 7% 5%

Mean 3.6 3.7 3.6 3.6 3.6

DESIGN 2

7.4 The visual design is effective in

showing that the product helps

protect the environment Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 59% 61% 61% 58% 57%

Strongly Agree 23% 24% 25% 25% 18%

Somewhat Agree 36% 37% 37% 33% 39%

Neutral

- don't agree or disagree 27% 27% 23% 28% 28%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 14% 12% 16% 14% 15%

Somewhat Disagree 9% 8% 9% 9% 8%

Strongly Disagree 6% 4% 7% 5% 7%

Mean 3.6 3.7 3.6 3.6 3.5

21DESIGN 2

7.5 The name "Safer Choice" is

effective in showing that the product

is safer for people and families Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 65% 68% 64% 62% 67%

Strongly Agree 27% 30% 26% 29% 26%

Somewhat Agree 38% 39% 38% 34% 41%

Neutral

- don't agree or disagree 23% 21% 24% 25% 22%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 12% 10% 12% 13% 11%

Somewhat Disagree 7% 7% 7% 7% 7%

Strongly Disagree 4% 3% 5% 6% 3%

Mean 3.8 3.8 3.7 3.7 3.8

DESIGN 2

7.5 The name "Safer Choice" is

effective in showing that the product

is safer for people and families Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 65% 67% 67% 64% 63%

Strongly Agree 27% 28% 27% 29% 23%

Somewhat Agree 38% 39% 40% 35% 40%

Neutral

- don't agree or disagree 23% 24% 20% 23% 27%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 12% 9% 13% 12% 10%

Somewhat Disagree 7% 6% 8% 8% 5%

Strongly Disagree 4% 3% 5% 4% 5%

Mean 3.8 3.8 3.8 3.8 3.7

DESIGN 2

7.6 The name "Safer Choice" is

effective in showing that the product

helps protect the environment Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 61% 66% 59% 61% 61%

Strongly Agree 24% 29% 23% 25% 24%

Somewhat Agree 37% 37% 37% 36% 37%

Neutral

- don't agree or disagree 25% 20% 27% 23% 26%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 14% 14% 14% 16% 13%

Somewhat Disagree 9% 9% 9% 9% 9%

Strongly Disagree 5% 4% 5% 7% 4%

Mean 3.7 3.8 3.6 3.6 3.7

22DESIGN 2

7.6 The name "Safer Choice" is

effective in showing that the product

helps protect the environment Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 61% 61% 63% 62% 58%

Strongly Agree 24% 26 % 23% 27% 20%

Somewhat Agree 37% 35% 40% 35% 38%

Neutral

- don't agree or disagree 25% 27% 21% 24% 28%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 14% 12% 15% 14% 14%

Somewhat Disagree 9% 9% 10% 8% 9%

Strongly Disagree 5% 4% 5% 5% 6%

Mean 3.7 3.7 3.7 3.7 3.6

DESIGN 2

7.7 The tagline "Meets U.S. EPA

Criteria" is credible Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 61% 65% 60% 59% 63%

Strongly Agree 24% 28% 24% 27% 24%

Somewhat Agree 37% 37% 36% 33% 39%

Neutral

- don't agree or disagree 25% 23% 28% 28% 25%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 14% 12% 12% 12% 12%

Somewhat Disagree 9% 8% 6% 6% 7%

Strongly Disagree 5% 4% 5% 6% 4%

Mean 3.7 3.8 3.7 3.7 3.7

DESIGN 2

7. 7 The tagline "Meets U.S. EPA

Criteria" is credible Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 61% 64% 64% 63% 55%

Strongly Agree 25% 29% 23% 26% 23%

Somewhat Agree 36% 36% 41% 37% 32%

Neutral

- don't agree or disagree 27% 26% 25% 24% 33%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 12% 9% 11% 13% 13%

Somewhat Disagree 7% 6% 5% 8% 7%

Strongly Disagree 5% 4% 6% 5% 6%

Mean 3.7 3.8 3.7 3.7 3.6

23DESIGN 2

7.8 This logo is a useful resource for

shoppers Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 65% 68 % 64 % 65% 66%

Strongly Agree 26% 29 % 25 % 27% 25%

Somewhat Agree 39% 39 % 40 % 37% 41%

Neutral

- don't agree or disagree 24% 23% 25 % 25% 24%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 10% 9 % 11 % 11% 10%

Somewhat Disagree 6% 6 % 6% 5% 6%

Strongly Disagree 5% 3 % 5% 5% 4%

Mean 3.8 3.8 3.7 3.8 3.8

DESIGN 2

7.8 This logo is a useful resource for

shoppers Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 65% 67% 66% 65% 63%

Strongly Agree 26% 27% 25% 27% 23%

Somewhat Agree 39% 40% 41% 37% 40%

Neutral

- don't agree or disagree 24% 24% 23% 24% 26%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 10% 8% 11% 11% 11%

Somewhat Disagree 6% 5% 7% 6% 5%

Strongly Disagree 5% 4% 4% 4% 6%

Mean 3.8 3.8 3.8 3.8 3.7

DESIGN 2

7.9 I would use this logo to help me

decide which product to buy Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 54% 58% 52% 53% 54%

Strongly Agree 21% 25% 19% 22% 20%

Somewhat Agree 33% 33% 33% 31% 34%

Neutral

- don't agree or disagree 30% 26% 32% 31% 30%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 16% 16% 16% 17% 16%

Somewhat Disagree 10% 10% 9% 9% 10%

Strongly Disagree 7% 6% 7% 8% 6%

Mean 3.5 3.6 3.5 3.5 3.5

24DESIGN 2

7.9 I would use this logo to help me

decide which product to buy Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 54% 58% 53% 53% 51%

Strongly Agree 21% 23% 19% 22% 19%

Somewhat Agree 33% 35% 34% 31% 32%

Neutral

- don't agree or disagree 30% 27% 30% 30% 33%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 16% 15% 18% 17% 16%

Somewhat Disagree 10% 9% 10% 10% 9%

Strongly Disagree 7% 7% 8% 7% 6%

Mean 3.5 3.6 3.5 3.5 3.5

258. DESIGN 3: Please indicate how much you agree or disagree with each of the following statements.

DESIGN 3

8.1 I would notice this logo if I saw it

on a product or packaging Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 62% 64% 61% 62% 62%

Strongly Agree 24% 25% 24% 25% 24%

Somewhat Agree 38% 39% 37% 36% 39%

Neutral

- don't agree or disagree 25% 24% 25% 25% 25%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 13% 12% 14% 13% 13%

Somewhat Disagree 8% 8% 8% 7% 9%

Strongly Disagree 5% 4% 5% 6% 4%

Mean 3.7 3.7 3.7 3.7 3.7

DESIGN 3

8.1 I would notice this logo if I saw it

on a product or packaging Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 62% 64% 61% 61% 63%

Strongly Agree 24% 23% 23% 26% 24%

Somewhat Agree 38% 41% 37% 35% 39%

Neutral

- don't agree or disagree 25% 24% 25% 25% 25%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 13% 12% 14% 14% 11%

Somewhat Disagree 8% 7% 10% 8% 7%

Strongly Disagree 5% 5% 4% 6% 5%

Mean 3.7 3.7 3.7 3.7 3.7

26DESIGN 3

8.2 The logo is attractive and

appealing Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 59% 63% 58% 57% 61%

Strongly Agree 23% 23% 23% 23% 23%

Somewhat Agree 36% 38% 35% 34% 37%

Neutral

- don't agree or disagree 29% 26% 30% 29% 28%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 12% 12% 12% 13% 11%

Somewhat Disagree 7% 7% 7% 7% 7%

Strongly Disagree 5% 4% 5% 6% 4%

Mean 3.7 3.7 3.6 3.6 3.7

DESIGN 3

8.2 The logo is attractive and

appealing Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 59% 59% 61% 58% 58%

Strongly Agree 23% 23% 23% 25% 21%

Somewhat Agree 36% 36% 39% 33% 37%

Neutral

- don't agree or disagree 29% 29% 28% 28% 31%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 12% 12% 11% 14% 11%

Somewhat Disagree 7% 7% 7% 8% 6%

Strongly Disagree 5% 5% 4% 5% 5%

Mean 3.7 3.7 3.7 3.6 3.6

DESIGN 3

8.3 The visual design is effective in

showing that the product is safer for

people and families Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1570 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 64% 67% 63% 63% 64%

Strongly Agree 25% 27% 25% 27% 24%

Somewhat Agree 38% 40% 38% 36% 40%

Neutral

- don't agree or disagree 26% 23% 27% 25% 26%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 10% 10% 10% 12% 9%

Somewhat Disagree 6% 7% 6% 6% 6%

Strongly Disagree 4% 4% 5% 6% 3%

Mean 3.7 3.8 3.7 3.7 3.8

27DESIGN 3

8.3 The visual design is effective in

showing that the product is safer for

people and families Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 64% 64% 64% 63% 64%

Strongly Agree 25% 25% 26% 26% 23%

Somewhat Agree 38% 38% 39% 36% 42%

Neutral

- don't agree or disagree 26% 28% 25% 26% 25%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 10% 8% 11% 11% 11%

Somewhat Disagree 6% 4% 7% 7% 5%

Strongly Disagree 4% 4% 4% 4% 6%

Mean 3.7 3.8 3.7 3.7 3.7

DESIGN 3

8.4 The visual design is effective in

showing that the product helps

protect the environment Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 59% 64% 58% 59% 60%

Strongly Agree 23% 25% 23% 25% 22%

Somewhat Agree 36% 39% 35% 34% 37%

Neutral

- don't agree or disagree 27% 21% 29% 27% 27%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 14% 15% 13% 14% 13%

Somewhat Disagree 9% 10% 8% 9% 9%

Strongly Disagree 5% 4% 5% 6% 4%

Mean 3.6 3.7 3.6 3.6 3.7

DESIGN 3

8.4 The visual design is effective in

showing that the product helps

protect the environment Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 59% 61% 63% 58% 57%

Strongly Agree 23% 23% 23% 25% 21%

Somewhat Agree 36% 38% 40% 32% 36%

Neutral

- don't agree or disagree 27% 29% 22% 28% 29%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 14% 10% 14% 15% 13%

Somewhat Disagree 9% 7% 9% 10% 9%

Strongly Disagree 5% 4% 5% 5% 5%

Mean 3.6 3.7 3.7 3.6 3.6

28DESIGN 3

8.5 "Meets U.S. EPA Safer Product

Standards" is credible Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 61% 63% 61% 60% 62%

Strongly Agree 25% 27% 24% 26% 24%

Somewhat Agree 37% 36% 37% 34% 38%

Neutral

- don't agree or disagree 27% 25% 28% 27% 27%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 12% 12% 12% 13% 11%

Somewhat Disagree 7% 8% 7% 7% 7%

Strongly Disagree 5% 4% 5% 6% 4%

Mean 3.7 3.7 3.7 3.7 3.7

DESIGN 3

8.5 "Meets U.S. EPA Safer Product

Standards" is credible Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 61% 64% 61% 61% 59%

Strongly Agree 25% 27% 24% 24% 24%

Somewhat Agree 37% 37% 37% 37% 35%

Neutral

- don't agree or disagree 27% 26% 27% 26% 30%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 12% 10% 12% 13% 11%

Somewhat Disagree 7% 7% 6% 8% 5%

Strongly Disagree 5% 3% 5% 5% 6%

Mean 3.7 3.8 3.7 3.7 3.7

DESIGN 3

8.6 This logo is a useful resource for

shoppers Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 64% 67% 63% 63% 65%

Strongly Agree 24% 25% 24% 26% 23%

Somewhat Agree 39% 42% 39% 37% 41%

Neutral

- don't agree or disagree 26% 25% 27% 26% 26%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 10% 9% 11% 11% 9%

Somewhat Disagree 5% 5% 5% 5% 6%

Strongly Disagree 5% 4% 5% 6% 4%

Mean 3.7 3.8 3.7 3.7 3.8

29DESIGN 3

8.6 This logo is a useful resource for

shoppers Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 64% 65% 65% 63% 63%

Strongly Agree 24% 24% 24% 27% 21%

Somewhat Agree 39% 41% 41% 37% 41%

Neutral

- don't agree or disagree 26% 27% 25% 25% 28%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 10% 8% 10% 11% 9%

Somewhat Disagree 5% 5% 5% 6% 4%

Strongly Disagree 5% 4% 5% 5% 5%

Mean 3.7 3.8 3.7 3.7 3.7

DESIGN 3

8.7 I would use this logo to help me

decide which product to buy Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Top 2 Box (Strongly/ Somewhat Agree) 53% 59% 51% 53% 54%

Strongly Agree 20% 24% 18% 20% 20%

Somewhat Agree 34% 35% 33% 33% 34%

Neutral

- don't agree or disagree 31% 26% 32% 30% 31%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 16% 15% 16% 17% 15%

Somewhat Disagree 9% 10% 9% 9% 9%

Strongly Disagree 7% 6% 8% 8% 7%

Mean 3.5 3.6 3.5 3.5 3.5

DESIGN 3

8.7 I would use this logo to help me

decide which product to buy Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Top 2 Box (Strongly/ Somewhat Agree) 53% 57% 52% 51% 55%

Strongly Agree 20% 21% 19% 20% 19%

Somewhat Agree 34% 35% 33% 31% 36%

Neutral

- don't agree or disagree 31% 28% 30% 31% 32%

Bottom 2 Box (Strongly/ Somewhat

Disagree) 16% 15% 17% 17% 13%

Somewhat Disagree 9% 8% 10% 10% 7%

Strongly Disagree 7% 7% 7% 7% 6%

Mean 3.5 3.6 3.5 3.5 3.5

30Comparison of Logo Designs

9. Which of the following designs do you find most effective in conveying that the product is safer for families

and helps protect the environment?

Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

DESIGN 2 (Design with tagline "Meets

U.S. EPA Safer Ingredients Criteria") 49% 47% 50% 48% 50%

DESIGN 3 (Design with tagline "Meets

U.S. EPA Safer Product Standards") 32% 33% 32% 32% 32%

DESIGN 1 (Design with tagline "Meets

U.S. EPA Criteria") 19% 21% 18% 20% 18%

Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

DESIGN 2 (Design with tagline "Meets

U.S. EPA Safer Ingredients Criteria") 49% 49% 50% 47% 52%

DESIGN 3 (Design with tagline "Meets

U.S. EPA Safer Product Standards") 32% 33% 34% 33% 29%

DESIGN 1 (Design with tagline "Meets

U.S. EPA Criteria") 19% 18% 17% 20% 19%

10. Which of the following taglines do you find most credible?

Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

Tagline #3: Meets U.S. EPA Safer

Product Standards 47% 46% 47% 45% 48%

Tagline #2: Meets U.S. EPA Safer

Ingredients Criteria 38% 40% 37% 40% 36%

Tagline #1: Meets U.S. EPA Criteria 15% 14% 16% 15% 16%

Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

Tagline #3: Meets U.S. EPA Safer

Product Standards 47% 44% 52% 48% 44%

Tagline #2: Meets U.S. EPA Safer

Ingredients Criteria 38% 39% 36% 39% 37%

Tagline #1: Meets U.S. EPA Criteria 15% 17% 13% 14% 19%

3111. Which of the following visual designs do you find most effective in conveying that the product is safer for

families, pets, and the environment?

Total Children in

Home No Children

in Home Income

<$50K Income

$50K+

TOTAL ANSWERING 2009 539 1470 827 1182

DESIGN 2 (Design with tagline "Meets

U.S. EPA Safer Ingredients Criteria") 46% 44% 47% 46% 46%

DESIGN 3 (Design with tagline "Meets

U.S. EPA Safer Product Standards") 38% 38% 38% 38% 38%

DESIGN 1 (Design with tagline "Meets

U.S. EPA Criteria") 16% 19% 15% 16% 16%

Total Northeast Midwest South West

TOTAL ANSWERING 2009 367 431 751 460

DESIGN 2 (Design with tagline "Meets

U.S. EPA Safer Ingredients Criteria") 46% 46% 45% 47% 47%

DESIGN 3 (Design with tagline "Meets

U.S. EPA Safer Product Standards") 38% 38% 41% 38% 35%

DESIGN 1 (Design with tagline "Meets

U.S. EPA Criteria") 16% 16% 14% 15% 19%

32