COVID-19 Visual Design Concept Study

Summary

Three different visual design concepts for COVID-19 social media and print communications were developed to promote three key messages: wearing a mask when physical distancing is difficult, using the ArriveCAN app when traveling, and taking advantage of available financial supports. Over 1,200 Canadian participants in the study were randomized and presented one of nine key message / visual design combinations before answering a series of questions. The concepts were tested for: likeability, readability, key message recall, evoked feelings, and behavioural intent (e.g. intentions to wear a mask, use the ArriveCAN app, or make use of available financial supports). Alternative color combinations evoking a stronger sense of urgency were also tested. Based on the results of this study, one visual concept outperformed the others in the majority of outcome measures and was subsequently used to develop the federal COVID-19 style guide.