Abstract
We designed and evaluated icons (buttons or logos) and text taglines that effectively signal the presence of an opt-out choice related to the sale of personal information, required to be available to California consumers under the California Consumer Privacy Act. Additionally, our research also explored an icon and text tagline that signaled consumer privacy controls beyond a “do not sell” opt-out to accommodate additional controls related to the collection and processing of personal information.
We tested 12 icon designs and 16 taglines in a series of online studies aimed at determining which best communicated accurately and were least likely to lead to misconceptions.
We conducted a final evaluation with three icon designs and five taglines from our initial evaluations to determine which combinations of icon and tagline were best at conveying the presence of choices related to the sale of personal information, as well as privacy choices more generally.
In each stage of our evaluation we employed quantitative and qualitative analysis methods that are common in the field of human-computer interaction. We make the following recommendations based on our study results.
