Visualizing the Invisible: Visual-Based Design and Efficacy in Air Quality Messaging.
Zoey Rosen1, Channing Bice1, Stephanie Scott1
1Department of Journalism and Media Communication, Colorado State University, Fort Collins, CO 80523, USA.
International Journal of Environmental Research and Public Health
|October 23, 2021
Summary
Visual designs and message efficacy significantly impact understanding and protective actions regarding poor air quality. Effective health communication strategies are crucial, especially with increasing wildfire impacts.
Area of Science:
- Environmental Health
- Risk Communication
- Health Psychology
Background:
- Poor air quality, exacerbated by factors like wildfires, poses significant public health risks.
- Effective communication is vital for public understanding and protective behaviors.
- Visual designs may enhance message comprehension and impact compared to text-only formats.
Purpose of the Study:
- To investigate the effects of visual message design and message efficacy on health communication outcomes.
- To assess the influence of different message designs on students' comprehension, credibility perception, self-efficacy, and behavioral intentions related to air quality.
- To provide insights for developing more effective air quality health communication strategies.
Main Methods:
- A between-subjects experimental design with 95 university students.
- Two factors were manipulated: message efficacy (high vs. low) and message design (visual vs. text).
- Measured outcomes included visual comprehension, source credibility, self-efficacy, and protective behavioral intention.
Main Results:
- Message efficacy and design showed statistically significant effects on students' comprehension.
- Both message efficacy and design influenced protective behavioral intention.
- Hypotheses regarding the impact on source credibility and self-efficacy were partially supported.
Conclusions:
- Visual message design and efficacy are important factors in air quality health communication.
- Tailoring communication strategies to enhance comprehension and behavioral intent is recommended.
- Further research is needed to optimize salient health messages for air quality, particularly in wildfire-prone regions.
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