Leveraging Crowdsourcing for HIV Testing Posters: A Visual Content Analysis and Cognitive Responses Among Chinese Men who Have Sex with Men

Sexually Transmitted Diseases
M Kumi SmithJoseph D Tucker

Abstract

Extensive marketing and advertising research has informed a deep understanding of the link between visual design and consumer behaviors, providing a useful framework for assessing associations between HIV-related health posters and viewer responses. Crowdsourced posters included finalist submissions from a series of nationwide crowdsourcing contests. CDC images were sampled from an online poster database maintained by the National Center for AIDS. Once coded according to a set of 27 visual features, posters were shown to an online sample of Chinese men who have sex with men-a group currently experiencing the highest HIV incidence in China-to assess their viewer response. CDC posters were more likely to use positive facial expressions (65% [95% CI, 40.9-83.7] versus 12.5% [95% CI, 2.2-4%]) and an educational messaging style (85% [95% CI, 61.1-96%] versus 31.3% [95% CI, 12.1-58.5]). Crowdsourced posters exhibited better craftsmanship than CDC posters (more design simplicity, image diversity, color choice, design quality, and moderate use of text) used more visual metaphors (56.3% [95% CI, 30.6-79.2] versus 5% [95% CI, 0.2-26.9%]). Several differences in visual complexity were identified but these lacked statistical significance. ...Continue Reading

References

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