Key Points
- FSU Professor Patrick Merle worked on a study that found infographics can shape Lyme disease risk perception and behavior. Notably, the use of infographics increased perceived susceptibility to tick bites and Lyme disease and strengthened intentions to take preventive action.
- The study also found that how statistics are framed matters. Percentage-based figures made Lyme disease seem less severe than absolute numbers, showing that numerical presentation can influence public response.
- The findings suggest public health messages should be tailored to their audiences. Infographics worked best for people with limited Lyme disease knowledge, while more knowledgeable or mathematically skilled participants were less influenced.
Infographics can influence how people perceive the risks of Lyme disease and encourage them to take preventive measures, according to new research co-authored by a Florida State University professor.
Patrick Merle, director of FSU's School of Communication, co-authored the study, which found that infographics increased participants' perceptions of their susceptibility to tick bites and Lyme disease, as well as their intentions to take preventative action.
The findings, published in the Journal of Health Communication, also found that how numbers were presented mattered. Participants who saw percentages rather than absolute numbers perceived Lyme disease as less severe, suggesting that the way public health information is presented can influence how people respond to potential risks.
Numerical framing in infographics
Participants in the study were randomly assigned to view fictitious news articles and infographics about ticks and Lyme disease with experimental variations. Specifically, the participants were randomly assigned to see or not see the infographic. All participants saw the article. The infographic and article contained the same substantive information about ticks and Lyme disease.
The research specifically reviewed whether the presence or absence of infographics and the format of data communicated to the public affected how participants thought about Lyme disease risk.
Presenting the data as percentages (such as, "50% of counties") reduced perceived severity compared to absolute values (for example, "1,571 counties"). Participants who viewed an article and an infographic with percentage-based statistics did not feel as susceptible to risks associated with Lyme disease.
Adding infographics had the greatest positive effect on perceptions of disease severity and intentions to take preventive action among participants with limited prior knowledge of Lyme disease.
Among participants with greater knowledge, infographics slightly decreased perceived severity. Participants with stronger math skills were less influenced by how the information was presented.
"Visual aids, such as infographics, if they're incorporated into public health communication material, may make people feel that the risk is more relevant," Merle said. "It could then allow them to understand what protective behaviors they could adopt to fight against the disease."
Why it matters
Lyme disease is a bacterial infection spread to people primarily through the bite of blacklegged ticks. The disease is becoming more common in the United States, with the Centers for Disease Control and Prevention reporting that 2026 is shaping up to be one of the worst tick seasons in nearly a decade.
"This is an inevitable and scary reality," Merle said. "The study idea came from the fact that more and more people across the United States are battling with ticks. It was interesting for us to understand what could help the community to take those protective actions."
The findings could help public health professionals develop more effective messages about tick-borne diseases, particularly for people who have limited knowledge of the risks and preventive measures.
Future research and collaborators
Health messaging is not one-size-fits-all, Merle said. Public health initiatives should tailor visuals and numerical information to audiences' background knowledge and math skills. The findings may also differ for other diseases.
"With a different disease, do we in fact get the same outcome? We don't know that because we only tested it in one context," Merle said. "Further research should incorporate additional public health risks to see if we find a similar outcome."
Researchers also hope to examine whether the size of an absolute number influences people's perceptions of risk.
Co-authors included Florida Atlantic University marketing and communication scientist Olivia Nadel and FSU School of Communication doctoral student Sazzad Mahmud Shuvo.
Learn more about FSU research on the FSU College of Communication and Information website.
