The visual framing of graphics when used in preventative health digital news packages: exploring the use of a narrative structure as the message infrastructure

Abstract

Visual framing can improve health-message effectiveness. Narrative structure provides a template needed for determining how to frame visuals to maximise message effectiveness. Participants (N = 190) were assigned to a message condition determined by segments (establisher, initial, peak), graphic (static, animated) and cancer (lung, melanoma). ANOVAs revealed that melanoma was more believable than lung cancer with static graphics at the establisher and peak; narratives were more believable with animated graphics at the peak segment; melanoma elicited greater positive attitudes; graphics in the peak influenced greatest intentions. Animated graphics visually framed to emphasise information at the establisher and peak segments suggest maximum effectiveness.

Keywords:

• Health communication
• visual communication
• graphics
• narrative structure
• visual framing

Disclosure statement

No potential conflict of interest was reported by the authors.