Visualizing the Invisible: Visual-Based Design and Efficacy in Air Quality Messaging

This study examines the effect and efficacy of visual designs for messages about poor air quality. The study utilized a 2 (message efficacy: high vs. low) × 2 (message design: visual vs. text) between-subjects experimental design, of N = 95 students from a large Western university. This experiment assessed the effects of message design and efficacy of language on students’ visual comprehension, source credibility, self-efficacy, and protective behavioral intention. Hypotheses 1 and 2 were partially supported, finding that there were some statistically significant effects for efficacy and message design on students’ comprehension and protective behavioral intention. Future work should focus on strategies for more salient air quality health communication because wildfires will continue to impact the western United States.