Psychological Factors of Effective Visual Public Service Announcements

Abstract

People engaged in creating public service announcements (PSAs) often employ objectively ineffective appeals and design decisions to promote their cause. This is partly due to the limited evidence-basis available to the creators of PSAs, as well as there not being a comprehensive guide on how to effectively promote desirable behaviours through PSAs. This project is aimed at addressing this issue in depth, by investigating what visual elements (colour, shape, etc.) and appeals makes visual PSAs effective – helps to attract and maintain attention, forms intentions, and finally changes behaviour. A rigorous experimental approach to this topic will be employed, including both laboratory and field studies, utilising objective measures, such as reaction times, eye movement trends while observing various PSA elements, as well as assessments of actual behavioural change in real-life situations. The knowledge basis generated throughout the project will benefit governmental organizations, as well as businesses, and organizations in the third sector as well. The created knowledge basis and comprehensive guidelines of effective visual PSAs will enable the promotion of a broad spectrum of desirable behaviours (e.g. pro-environmental behaviour, adopting a healthy lifestyle, etc.).