Graphic Design in MedComms: Decoding Complex Information

Improving Patient Understanding and Retention

In the world of MedComms, where there is lots of information that needs to be remembered and understood, creating high-impact, memorable visuals is a priority. Research has shown that around 65% of the population are visual learners compared with 30% that are verbal learners and a final 5% are experiential learners.¹ Visuals serve as powerful memory aid by creating associations that are easier for the brain to recall.

How Can Graphic Design Streamline MedComms?

• Infographics: Graphic design breaks down intricate medical concepts into easily digestible visuals. Flowcharts, diagrams, and infographics are particularly effective in explaining processes and relationships within the human body or treatment plans. Visual representations of data trends help patients grasp complex concepts more quickly than textual descriptions.
• Focus on Key Information: Design elements such as colour coding, icons, and typography can highlight critical details, directing attention to the most important aspects of the information presented.
• Engagement Through Visuals: Visual content is often more engaging than text alone, capturing the audience’s attention and fostering a deeper connection with the material. Showing anatomical structures or medical procedures visually can greatly aid in understanding.
• Interactive Elements: Adding interactivity, such as clickable diagrams and animations, helps engage users by allowing them to explore information actively. This technique is useful for illustrating dynamic processes or complex sequences, making them easier to understand through direct interaction. Revealing information on click helps to streamline content and take readers on a journey.
• Consistent Design Elements: Maintaining consistency in colour schemes, fonts, and iconography creates a cohesive and intuitive user experience. This helps the audience focus on the content without distractions, which leads to better retention of key information.
• Use of White Space: Incorporating white space (also known as ‘negative space’) improves visual balance by preventing overcrowding on design layouts. It also directs attention to essential elements, allowing for clearer communication of core messages.
• Prioritising Information Hierarchy: Organising information with a clear hierarchy involves using headings and subheadings to guide the readers eye through the material. This helps the audience quickly identify and understand the most important information at a glance.
• High-Quality Imagery: Creating sharp, relevant images and diagrams helps visually communicate complex concepts and elevate medical materials. High-quality visual assets enhance understanding and engagement, supporting text content and making it more memorable.

Attitudes, barriers, and facilitators to adherent completion of the recombinant zoster vaccine regimen in Canada²

Impact on Patient Outcomes

To optimise the effectiveness of graphic design in MedComms, it’s crucial to understand the needs of the target audience. Research has shown that when patients have a clearer understanding, they adhere better to medical advice, make fewer errors, and experience higher satisfaction. By using design to enhance the delivery of health information, we ensure that critical details are communicated clearly, preventing them from being lost in translation and ultimately contributing to improved patient outcomes.

For example, when patients understand their treatment plans they are more likely to adhere to them. Visual aids, such as medication charts and daily care routines, reduce the risk of non-adherence and improve health outcomes. By presenting information through standardised symbols and clear diagrams, the likelihood of misinterpretation is minimised. This is particularly important in areas like medication dosing and surgical aftercare, where mistakes can have serious consequences.

Furthermore, visual aids can reduce anxiety by demystifying complex medical data. When patients understand their care plans better, they experience less stress and a greater sense of control. This empowerment builds engagement, making patients active participants in their own health management and improving their overall satisfaction with the care they receive.