Eye-catching?! Using eye tracking to examine the effect of health literacy on the attention-recall relationship

The aim of this paper is to investigate how health literacy influences attention to text and illustrations in online health information, and whether such attention is related to recall of information. Sixty-one participants were exposed to either text-only or text-illustrated information. Using eye tracking, we recorded attention patterns on a health webpage after which recall of information was assessed. Results showed that health literacy influenced the attention-recall relationship. For people with limited health literacy, attention to the illustrations was positively related to recall, and attention to the text improved recall of information in the adequate health literate group. Our findings indicate that illustrations play a key role in improving information processing among people with limited health literacy, whereas text is important for people with adequate health literacy. Effective health communication therefore includes both effective text and illustrations that attract attention and improve understanding of the health message.