Testing Metaphor Efficacy
Different delivery of the same information can lead to different understandings and behavior. This study evaluated various communication strategies regarding the spread of invasive zebra mussels. The challenge was to test the difference in five inherently abstract metaphors; militarisitic, hitchhiking, xenophobic, scientific and nurturing. The solution was to illustrate each, changing the narrative and tone while keeping other variability constant.
Client: Department of Life Sciences Communications, UW-Extension Natural Resources Institute; University of Wisconsin Sea Grant Institute
2018 Water@UW Research Image Contest Winner
2018 UW-Madison Color Symposium, “Visual Metaphors”