Landscape visualisation and climate change: the potential for influencing perceptions and behaviour

The urgent need to mitigate and adapt to climate change is becoming more widely understood in scientific and policy circles, but public awareness lags behind. The potential of visual communication to accelerate social learning and motivate implementation of the substantial policy, technological, and life-style changes needed, has begun to be recognised. In particular, realistic landscape visualisations may offer special advantages in rapidly advancing peoples' awareness of climate change and possibly affecting behaviour and policy, by bringing certain possible consequences of climate change home to people in a compelling manner. However, few such applications are yet in use, the theoretical basis for the effectiveness of visualisations in this role has not been clearly established, and there are ethical concerns elicited by adopting a persuasive approach which deliberately engages the emotions with visual imagery. These questions and policy implications are discussed in the context of a theoretical framework on the effects of landscape visualisation on a spectrum of responses to climate change information, drawing in part on evidence from other applications of landscape visualisation. The author concludes that the persuasive use of visualisations, together with other approaches, may be effective, is justified, and could be vital in helping communicate climate change effectively, given ethical standards based on disclosure, drama, and defensibility. (c) 2005 Elsevier Ltd. All rights reserved.