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When designing a message, regardless of the media used, if you want to increase the impact an information or element has on an agent, then try to increase its Concreteness.
In practice, that usually means, among other things:
- using pictures or representations
- using details to improve how people are able to represent elements
- try to use concrete and salient examples of elements rather than abstract generalizations (or use both)
Some relevant case studies (if any):
- Concrete nutrition labels convey much more than abstract ones
- Printing flat screen TVs on side of bike packages reduces delivery damage by up to 80%
- Text messages sent when blood donors’ blood is used