Visual literacy in images used for medical education and health promotion.

Visual literacy and semiotic principles are widely used in the production of commercial promotional material but virtually ignored in health promotion campaigns. This paper reports a study in which three health promotion campaigns were evaluated against a nine-point framework based on semiotic principles. Using focus group methods the campaigns were further analysed for success in achieving their objectives of gaining and retaining attention, as well as delivering the intended message. On the evidence obtained, the correlation of the framework principles and effectiveness of the campaigns suggest that semiotic principles justify a higher profile in the design of health promotion material. The same may equally apply to other forms of visual presentation in the medical environment.