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Science popularization is an important approach to improving public scientific literacy, and science posters have become a significant means of science popularization. However, current research on science posters mainly focuses on design-level discussions and lacks systematic studies on the relationship between visual presentation and communication effects. Based on visual framing theory, this research explores how the denotative and stylistic levels of visual framing in science posters influence the effects of science popularization. The results show that at the denotative level, technology-knowledge posters are more conducive to alleviating cognitive load and enhancing the communication effectiveness of science popularization, whereas image entropy, as a measure of image content complexity, does not exert a positive effect on communication outcomes and may even increase cognitive burden. At the stylistic level, surreal and warm-toned poster designs can promote science popularization by building trust and empathy, while cartoon designs, due to oversimplification of knowledge and the loss of scientific professional objectivity, fail to improve communication effectiveness. Accordingly, this research proposes the following strategies and recommendations: (1) Poster design should consider audiences’ cognitive and emotional responses, select appropriate forms according to the complexity of scientific knowledge, and reduce image content complexity; (2) In designing science posters, surreal styles should be adopted when appropriate, and the proportion of warm tones should be moderately increased to enhance communication effectiveness.
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| 科 Family | 属数 Number of genus | 种数 Number of species | 占总种数比例 Percentage of total species (%) | 属 Genus | 种数 Number of species | 占总种数比例 Percentage of total species (%) |
|---|---|---|---|---|---|---|
| 鹅膏菌科Amanitaceae | 2 | 11 | 5.26 | 鹅膏菌属 Amanita | 10 | 4.78 |
| 小菇科 Mycenaceae | 2 | 12 | 5.74 | 丝盖伞属 Inocybe | 5 | 2.39 |
| 多孔菌科 Polyporaceae | 8 | 14 | 6.70 | 蜡蘑属 Laccaria | 5 | 2.39 |
| 红菇科 Russulaceae | 3 | 23 | 11.00 | 小皮伞属 Marasmius | 6 | 2.87 |
| 小菇属 Mycena | 11 | 5.26 | ||||
| 光柄菇属 Pluteus | 5 | 2.39 | ||||
| 红菇属 Russula | 17 | 8.13 | ||||
| 栓菌属 Trametes | 5 | 2.39 |
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