What Does it Mean To Stand Out? How Visual Design and Presentation Affects Attention and Memory in a Warning Message.

Authors

Nichlas Waugh, University at Albany, State University of New YorkFollow
Jeannette Sutton, University at Albany - State University of New YorkFollow
Laura M. Fischer, Texas Tech UniversityFollow
Ginder Orton, Texas Tech UniversityFollow

Document Type

Article

Publication Date

2024

Abstract

In emergency communication, it is essential to call attention to key information that can be interpreted quickly and remembered easily. Individuals possess a limited number of cognitive resources to allocate to message processing in an emergency. Because of this, they are more likely to allocate attention to messages they are motivated to care about, or to message attributes that stand out. In this study, we focus on how warning messages are attended to when they are viewed in a busy media environment and ask the question: “What does it mean to stand out?” To address the research questions, we used a sequential explanatory design, mixed methods approach. We employed eye tracking, a memory exercise, and think-aloud interviews to investigate visual attention, memory, and perceptions in response to warnings communicated via Twitter and Wireless Emergency Alerts (WEA) for snow squall (SS) and dust storm (DS) hazards. Our findings revealed insights to assist message designers as they develop warning messages without burdening the message receiver with contents that require additional cognitive load. Colors help to draw attention to key elements and evoke a feeling of risk. Icons also draw attention and can serve as a signal that catches the eye, especially when actively viewed in a busy messaging environment. Additionally, techniques to make key text stand out through bold or the use of ALL CAPS may reduce effortful processing and eliminate the need for conscious fixations while resulting in easily remembered content.

Comments

This is the Author's Accepted Manuscript. The version of record can be found here:

Waugh, N., Sutton, J., Fischer, L., & Orton, G. (2025). What does it mean to stand out? how visual design and presentation affect attention and memory in a warning message. Weather, Climate, and Society, 17(1), 79–99. https://doi.org/10.1175/WCAS-D-23-0140.1

Recommended Citation

Waugh, Nichlas; Sutton, Jeannette; Fischer, Laura M.; and Orton, Ginder, "What Does it Mean To Stand Out? How Visual Design and Presentation Affects Attention and Memory in a Warning Message." (2024). Emergency Preparedness, Homeland Security, and Cybersecurity Faculty Scholarship. 15.
https://scholarsarchive.library.albany.edu/ehc_fac_scholar/15