Putting Environmental Infographics Center Stage

Abstract

Infographics, which integrate visuals and text, can increase audience engagement with message content. Relying on two experiments, this study demonstrates the role of visuals for decisions to critically evaluate pro-environmental messages. Using the Elaboration Likelihood Model as a theoretical foundation, we demonstrate that individuals engage in greater levels of issue-relevant thinking when shown infographics compared to messages that rely just on text or just on illustration, with learning preferences and visual literacy as moderators. The findings demonstrate that visual content is an important factor for persuasive message processing, and infographic messages hold opportunities for the communication of environmental issues.

Is Seeing Intriguing? Practitioner Perceptions of Research Documents

“…Given that both iterations summarized the same study, the GI iteration's higher score lends support to Lazard and Atkinson's (2015) assertions that the "how" may be as influential as the "what" being presented. Additionally, the participants' indication that they were more likely to read the GI document after their relatively quick evaluations bolsters the notion that the hedonic qualities afforded by first impressions may influence their choice to read the information.…”

“…Smaller text is considered less important; thus, larger text is often read first. Additionally, Lazard and Atkinson (2015) found that integrative visuals (i.e., those relying on both images and text) were more engaging than messages relying singularly on text or illustrations alone. In their study, participants had more volume and vividness of thought as well as sensitivity to integrative visual message, leading them to conclude that in addition to being popular, infographics can also be very effective, guiding viewers through complex information.…”

“…Moreover, the resulting dichotomy between visual and written modes has largely downplayed the importance of visual messages, which have essentially been relegated to the role of a peripheral cue (Petty & Cacioppo, 1986). However, Lazard and Atkinson (2015) suggested that "visuals matter" in ELM (p. 21). Their study queried participants' level of elaboration after viewing information graphics on the topic of environmental stewardship.…”

“…Reading is a practice of incremental processing-one word at a time-that overlooks the more holistic viewing afforded by visual messages. Moreover, as these messages are often seen as singularly constructed units, first impressions can be critical (Lazard & Atkinson, 2015), perhaps even more so when individuals have little time and are faced with multiple stressors as is often the case for design practitioners (Hill, Hedge, & Matthews, 2014). In these time-pressured environments, the ease of obtaining information may be paramount; thus, organization of information is critical.…”

Should livestock images provide historical reference or modern reality? An examination of the Influence of Livestock Communication on Attitude.

“…Historically and traditionally, ELM research has used text-based messages as the persuasive communication component and any visual components have been seen as peripheral cues (Lazard & Atkinson, 2015). However, "mediated messages are perceived holistically; that is, all visual elements of a message-both imagery and text-are seen as one constructed unit on first impression or initial glance" (Lazard & Atkinson, 2015, p. 10).…”