Abstract
Currently, Colorectal Cancer (CRC) is the world's third most common cancer. By 2030 the incidence of CRC is expected to increase by an additional 2.2 million new cases and 1.1 million deaths yearly. This increase is partly due to the lack of dietary information for people at risk. This thesis aimed to design and assess the effectiveness of animated and static infographics to communicate dietary information for CRC prevention. This thesis has a creative component and an academic component. The creative component involved designing four static infographics through Adobe Illustrator Creative Cloud (ICC) and animating them through Apple Keynote (leading to a total of eight infographics). The academic component used multiple-choice survey questions to test the knowledge of participants after viewing either one the static or animated infographic. A score out of nine was given to each participant, and average scores were compared between groups. The surveys asked demographics (age and ethnicity) questions along with any previous experience of CRC to observe which groups could recall the information presented in the infographics better. Additionally, infographic content was also analysed by comparing risk-based information against protective information to see which is more beneficial.
A total of 1,011 participants completed the surveys. No differences were observed between animated and static infographics. However, infographics displaying negative risk information were better recalled by participants than protective information. The 18 – 29 age group showed the lowest average score compared to the older age groups and respondents of Indian origins showed a lower average score compared with the Europeans and North Americans. Interestingly, while participants who have knowledge of CRC scored a higher average score compared to individuals who have not, individuals who are not connected to anyone with CRC scored a higher average score compared to individuals who were associated with someone with CRC. In conclusion, infographic designers for CRC prevention should focus more on the infographic content than on the type of infographic used for communication. Infographics should continue to target older individuals who are 30 years and above as they are more at risk of CRC, additionally they responded more positively to the graphics. Infographics designers should look into combining with other primary sources of CRC information such as decision aids and clinicians to reinforce CRC knowledge among members of the public.