Reviews of tobacco industry research as well as independent studies have found that: Packages with rounded, octagonal or 'beveled' edges are consistently seen as conveying stylishness, elegance and class Footnote vii Packages with novel openings and shapes are perceived as being more contemporary and modern Footnote viii Slim and thin cigarette packages increase the attractiveness of packages, particularly among young women, and the cigarettes they contain are more likely to be perceived as milder and less harmful Footnote ix , Footnote x , Footnote xi Slim diameter cigarettes can convey weaker or milder taste, and the false belief that they are less harmful Footnote xii , Footnote xiii , Footnote xiv Packages labelled "smooth" are falsely perceived as having a lower health risk than "regular" versions of the same brand Footnote xv , Footnote xvi Tobacco products with lighter colours on packages have been associated with less harm, and perceived strength
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