Best-worst estimates
| MNL results | |||||
| Branding level | Warning size (%) | B | SE | Wald | Significance |
| Holiday (full brand) | 30 | 0.217 | 0.034 | 40.67 | 0.000 |
| 50 | 0.030 | 0.032 | 0.86 | 0.355 | |
| 75 | −0.329 | 0.030 | 121.27 | 0.000 | |
| Blue (brand background colour and stylised logo) | 30 | 0.117 | 0.033 | 12.43 | 0.000 |
| 50 | −0.138 | 0.031 | 19.71 | 0.000 | |
| 75 | −0.421 | 0.029 | 206.48 | 0.000 | |
| Text (brand name in standardised font) | 30 | −0.119 | 0.031 | 14.38 | 0.000 |
| 50 | −0.221 | 0.031 | 52.07 | 0.000 | |
| 75 | −0.444 | 0.029 | 231.23 | 0.000 | |
| Cigarette (product category name in standardised font) | 30 | −0.119 | 0.031 | 14.50 | 0.000 |
| 50 | −0.284 | 0.030 | 88.62 | 0.000 | |
| 75 | −0.489 | 0.029 | 286.50 | 0.000 | |
| Plain package (product category name in standardised font, no warning) | 0.000 | ||||