OBJECTIVES

Which design features of nutrition infographics make them memorable and compelling?

METHODS

First, we conducted 3 focus groups with a total of 28 participants to understand preferred infographic characteristics of adults who were mostly in their early 20s. Second, using between subject design, a slide show of single-image infographics was displayed to an independent sample of college students and young career university employees (N = 50). We assigned participants randomly to either active or passive processing conditions. We conducted correlation and regression analyses to examine differences in recall and intention by infographic characteristics and processing conditions.

RESULTS

Regardless of whether a person was actively or passively viewing the infographics, the most robust predictor of recall was an action-oriented title (p = .003). Surprisingly, infographics in color (vs black-and-white), humorous, or simply worded were no more memorable or effective than if they simply had actionable titles.

CONCLUSIONS

Action-oriented titles make infographics memorable and compelling. Regardless of how involved a person is in processing an infographic, cartoon, or illustration, time spent on perfecting an action-oriented title will be time better spent than on making the infographic colorful, humorous, or detailed. Whereas content and detail of the infographic are important, effectiveness might be improved by the command given in its title or subtitle.