A picture is not always worth a thousand words: The visual quality of photographs affects the effectiveness of interpretive signage for science communication

Abstract

Photographs are widely used to visualise science. However, the influence of visual quality of photographs on the effectiveness of science communication is often disregarded and seldom tested. This study examines how the visual quality of photographs affects science communication on interpretive signage within Xixi National Wetland Park, China. Results show that a high-quality photograph on the signage significantly increased the following affective and cognitive aspects of communication: (1) a visitor’s intention to read the signage, (2) enjoyment of reading the interpretive information, (3) understanding and (4) recall of the information on the signage. This study offers empirical evidence for the benefits of using high-quality photographs to visualise science. To improve the effectiveness of science communication in interpretive products, we argue that the quality of the selected photographs should be considered seriously.

The Use of Simple Language in Informal Forest Education as a Key to the Correct Interpretation of Sustainable Forest Management—The Experience of Poland

“…Difficult, incomprehensible professional terms are replaced by colloquial synonyms, thereby improving communication [74]. Another solution can be the replacement of written words with pictograms, figures, or pictures, which allow communication in a faster and more effective way [75]. Visual representation of content can not only evoke emotions [63], it can also portray the status of creatures, objects, or scenes occurring in nature in a realistic way, in a more attractive, objective, and appealing manner as opposed to purely textual form [76].…”

Visualising natural attractions within national parks: Preferences of tourists for photographs with different visual characteristics

“…Photographs have already been considered as an important visual element in interpretive materials in natioan parks, as they are able to enhance visiting experience, communicate local natural stories and encourage future visitation [ 4 , 11 , 14 ]. Howver, the visual appeal of photographs is rarely considered by researchers in the above fields: the eixsting research in tourism focused more on what the photographs present and how this may attract visitors or potional visitors [ 11 , 13 , 14 , 27 ].…”

“…The photographs of birds comprised 60% of the Q set (eighteen out of thirty) with different species and a range of aesthetic values because birds are one of the major natural attractions within XNWP [ 41 , 42 ]. To avoid potential bias from personal interests when testing the attractiveness of the photographs [ 39 ], participants’ interests in birds were examined and grouped [ 4 ]. Participants were divided into three interest groups during the Q method interview by self-evaluation: (i) specialised bird enthusiasts—people with a specialised interest in birds (SB), (ii) people with a general interest in birds (GB) and (iii) those are not interested in birds (NB).…”

“…conservation, climate change, etc. ), which can influence the public’s understanding and support for conservation [ 1 , 4 ].…”

“…Their study showed that the subject and a few visual attributes, such as composition, lighting and sharpness are important [ 18 ]. Also, appealing images can evoke positive emotional responses that enhance attention and engagement [ 4 , 20 – 22 ]. Such positive emotional response is an important aspect of effective communication [ 4 , 23 ].…”