Designing Science Communication

How do we apply design thinking to health & risk communication, especially when audiences are conflicted and disagree on ideological world views? 

Mad*Pow's SVP of Experience Strategy & Service Design, Jen Briselli, published a two part series titled Designing Science Communication that provides a design strategy for this very challenge… and it’s proving more relevant than ever these days.

Too often, we assume that people who don’t share our attitudes toward topics like climate change or vaccination are generally uninformed, or worse, misinformed… if only we could just explain the facts clearly and make a compellingly rational argument, everyone would accept what we already know to be true.

Unfortunately, that’s not how risk perception works. Research consistently shows that simply giving people more information does not persuade them — it may even polarize them further, depending on whether that information threatens or affirms their values and social identity.

This two part article explores how four archetypal world views influence perception and provide strategies for communicating with (and persuading, when necessary), those folks across the world view aisle… especially on topics related to health, science, and risk information.

Read both parts on Jen's medium account.

Contributed by
Jen Briselli
Job Title
Chief Design Strategy Officer