How to effectively communicate risks to diverse consumers

The article outlines how to efficiently communicate risks described in numerical values to consumers. The issue is vital and its relevance is related to communication that applies numeric values is an essential part of informing consumers about hazards and advantages of food products; however, a lot of consumers have difficulty perceiving digital information about risks due to various reasons. Consequently, such people assess risks inadequately and can't make well justified decisions based on quantitative information. The authors explain that to remove numerical information and to replace it with verbal description is not advisable as it doesn't allow to solve an issue of efficient risk communication. They also give examples that illustrate how wrong communication tactics can lead to risks aggravation or underestimation. The authors apply certain propositions to prove efficiency of tested risk communication formats, such as standard categories, visual aids, conventional symbols, etc...