Evaluating the visual literacy of the Kuwaiti government’s Arabic infographics during the COVID-19 pandemic: an automated visual analysis and AI approach

Purpose With infographics emerging as key communication tools on social media platforms, this study explores the visual literacy of governments in creating effective infographics, especially during crises. Using the Kuwaiti government during the COVID-19 pandemic as a case study, the investigation evaluates the government’s visual competency and strategy in its infographics on X. Design/methodology/approach For competence, AI-based techniques were employed to analyze the proportion of text region size to total infographic size, word count per infographic and the most prominent colors used. Regarding strategy, the study utilized the crisis and emergency risk communication (CERC) model as a framework to examine how the Kuwaiti government integrated crisis communication response strategies into infographics. Findings When communicating complex messages, the government resorted to text-heavy infographics instead of creative visualizations, casting doubt on its visual competence. The inconsistent use of colors further undermined a recognizable visual identity. Regarding strategy, infographics on crisis updates were most frequent, supporting CERC’s emphasis on reducing uncertainty. Yet, prioritizing bolstering strategies above empathy and action steps goes against the advice of existing literature. Originality/value While crisis communication research is widely based on textual analysis, this study extends the literature by examining visuals, specifically infographics. Additionally, focusing on Arabic infographics from Kuwait, the study expands the crisis communication literature, which has mainly concentrated on Western countries and the English language. Given the lack of consensus on the best methods to measure visual literacy, this study’s AI approaches contribute to the literature. Peer review The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-03-2024-0172