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Abstract. This study examined whether people who had received design training responded differently to non-verbal risk communication materials. More specifically, it examined whether the level of expertise affected the emotions. The study measured emotional responses to visual stimuli in 324 Taiwanese participants (users, novice designers, intermediate designers and expert designers), using a Chinese translation of the abbreviated PAD Emotion Scales. Significant main effects of varying levels of expertise were found on all three dimensions of the PAD. Design expertise was inversely related to pleasure; the more design experience, the more unpleasant they rated the stimuli. Design expertise was positively related to arousal; the more design experience, the more arousing they perceived the stimuli. Design expertise was negatively related to dominance; the more design experience, the more 'submissive' they rated the stimuli.

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This study investigated participants' judgements of effectiveness and good-design with regard to visual messages of risks, as well as the relationships between their judgements and emotional responses. It examined whether fearappeals influence emotional responses and judgements. The findings suggested that emotions appeared to be strong predictors of judgements of effectiveness and good-design. In general, for both the designers and users, the more emotionally salient (high arousal, high dominance and either high pleasure or high displeasure) stimuli were perceived, the more effective and the better the design they were judged. In addition, strong fear appeals were perceived as more effective and better designed.