Seeing like nature: designing health communication with biomimetic patterns exemplified in COVID-19 prevention

ABSTRACT: Visual communication plays a vital role in conveying public health messages, yet design quality and effectiveness vary. This online study with 16 designers examined whether applying evolutionary psychology theory enhances designers’ understanding, acceptance, visual cohesion of materials, and the effect of embedding biomimetic patterns. COVID-19 posters were used as context. Theory informed posters showed greater cohesion and were rated as more attention-grabbing. Results raise questions over tensions between theory- and creative demands and highlight designers’ impact on health communication.