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CHAPTER  

13 

CLIMATE CHANGE AND ENVIRONMENTAL SUSTAINABILITY: A 

VISUAL COMMUNICATION DESIGN APPROACH 

 

Godwin O. Uka and Elizabeth O. Ogbu Uka 

Department of Fine and Applied Arts, University of Nigeria, Nsukka  

Department of Psychology, University of Nigeria, Nsukka 

 
 

Abstract 

 

This paper answered calls from scholars to attend to a research gap concerning the visual 

representation of climate change. Scholarly research has proven that climate change is a critical 

issue in most parts of the world. This serious problem has not adequately been addressed. This 

paper, therefore, focused on one research question; how can visual communication images help 

in addressing the issue of climate change adaptation in Nigeria? Global warming in its totality 

does not only affect the environment but also individuals and species in one way or the other. It 

is quite clear that not everybody or persons in society are literate enough to understand or know 

about the extent of trouble or damage the issue of global warming exerts on the ecosystem. 

Imagery plays a role in increasing the sense of importance of the issue of climate change 

(saliency), or in promoting feelings of being able to do something about climate change 

(efficacy) – but few, if any, images seem to do both. Communications strategies should assess 

the purpose of their messages, especially regarding salience and efficacy. These image employed 

by the artist is intended to make people feel that climate change is important) and second, for 

efficacy (‘this image can do something about climate change’). Adopting visual analysis as a 

methodology of enquiry, this paper examined visuals in educating people on the adverse effect of 

climate change on the environment.  Findings from this study led to the conclusion that, through 

analysis of the changes in visual designs which very often is impelled by social, cultural, 

religious or political forces, the entirety of nations regarding the environmental issue can be 

adequately addressed. 

 

Introduction 

Climate change is a continual rise in the average temperature of the earth's climate 

system, which is usually caused by individuals as a result of adding excessive amounts of 

greenhouse gasses to the atmosphere which is quite harmful to mankind. The effect of adding an 

excessive amount of greenhouse gasses can be seen, when the ice melts in some parts of the 

world especially the north poles, sea level change the ecosystem in a very great magnitude and a 



 Climate Change and Environmental Sustainability: A Visual Communication Design Approach 

 

164 

 

lot of other human activities. One such negative effect on the ecosystem is the negative 

interaction between species becoming more common across the globe leading to a decrease in 

the amount of fresh water. Climate Change and public engagement, The 2007 United Nations’ 

Intergovernmental Panel on Climate Change (IPCC) report stated that climate warming is 

‘unequivocal’ (Solomon et al., 2007). There are two road responses to the issue of climate 

change; mitigation (reducing  

Greenhouse gas emissions) and adaptation (anticipating and adjusting to the inevitable impacts  

on society). Both adapting to and mitigating climate change will become increasingly important, 

and have major impacts on the way people live their lives. 

The media act as powerful agents shaping, translating and interpreting information (Bell, 

1994), and people rely upon media representations to help interpret and make sense of the many 

complexities surrounding climate science, governance and decision-making (Moser and Dilling, 

2007). Through scholarly research, it has been proven that climate change is a critical issue in 

most parts of the world, this serious problem has not adequately been addressed, which may be 

due to a lack of ideas to diffuse the matter, insufficient funds/lack of revenue, lack of 

commitment by the authorities that is people in power. There could be more reasons or factors 

which may or may not be associated with the fact that most individuals are hardly enlightened 

about the global warming issue. Global warming in its totality does not only affect the 

environment but also individuals and species in one way or the other. It is quite clear that not 

everybody or persons in society are literate enough to understand or know about the extent of 

trouble or damage the issue of global warming exerts on the ecosystem. 

Countries in sub-regions have the lowest per capita global warming missions in the 

world. The consequences of this might result in Africa taking the largest share of the problem 

associated with the climatic change. It is quite evident that part of the impact has already started 

unfolding in so many forms such as art quakes, air/ sea/water pollution, oil spillage, droughts, 

population displacement, famine and a lot of others. The issue of climatic change has caused or 

inflated high level of malnutrition and poverty, especially in Africa. Due to a low level of 

awareness, global warming tends to be very slow but gradually affecting millions of people and 

other species in the environment. 

In this context therefore, it is quite possible to create awareness and educate the people 

through visual communication and psychological approach, to address the issue, so that 

humanity and other living and nonliving things could be saved. By this approach, society, in 

general, could influence change to the ways and means in which people interact with the earth 

and the ecosystem giving proper and adequate orientation. Psychologically speaking, individuals 

who are specially trained on such problems have related issues who understand the problem of 

climatic change could be employed to help foster solutions to the treating global problem. The 

solution to this problem or ways of tackling it is to be well exposed and better understanding of 

the factors that contribute to the situation faced by humanity. 

The information regarding global warming is not an easy one, if not properly handled can 

render society powerless, to effect possible changes to this life treating phenomenon. Human 

resources and creative ingenuity have to be employed in the process.  The use of visuals in 

educating and enforcing change can be a psychological factor in learning and understanding the 

environment. Visual communication helps in creating awareness among the people concerning 



Contemporary issues in the Visual Arts in Nigeria 

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global warming or climatic change adaptation. It could be a very powerful medium for creating 

awareness and learning new things because anything that controls the eyes can invariably control 

the mental processes positively. Visual communication design concepts can be used to educate 

people about climate change and adaptation, in this way the individual understands and becomes 

cautious about his environment or ecosystem. 

People are more prone to wild impulsive behaviour during the full moon than at other 

times (Rotten & Kelly, 1985). When the eco-system is disrupted by the people, the 

conduciveness of the weather is no longer there; they become irritable, likewise, individuals 

become more irritable and aggressive when the weather is hot and steaming than when it is cool 

and comfortable (Anderson, Bushman & Groom, 1997; Rotten & Cohn, 2000). Exposure to a 

pleasant smell in the air makes people more helpful to others, (Baron, 1997). That is to explain 

further that the physical environment does influence our feelings, thoughts, and behaviors, 

invariably ecological variables, affect persons either positively or negatively, which is the 

essence of preserving the environment. Therefore people are supposed to be educated through 

visual cognition on the way to make the environment to be adaptable. 

It is no longer an argument but a confirmed fact that climate change is real. Therefore a 

strong awareness needs to be created in a new, interesting and attractive way to catch the minds 

and attention of individuals in society. This campaign and awareness can effectively be carried 

out with visuals in the form of posters; flyers; flex bannerss and other forms of communication 

that will help broaden the perception of the general public on global warming. Therefore the 

urgent need to employ appropriate strategy in dealing with the issue of climatic change is very 

necessary. 

Scientists, psychologists and artists including national orientation agencies and other 

organizations have in one way or another other engaged artists in creating visuals for climate 

change adaptation. This effort has helped in bringing changes to climate change in a particular 

way and makes the issues meaningful in everyday discourse. Stamm et al (2000) see climate 

change as a mass communication problem that has yet to be solved. Visual representation in a 

wider view is to clarify data, illustrate concepts, and engage a public informed through an ever-

increasing arsenal of computer graphics and new media tools. They are documented advantages 

and problems associated with using images as a tool for visual communication in general and in 

the specific context of climate change. 

Visual communication design representation can convey strong messages, and make 

them easy to remember. Images can condense complex information and communicate its content 

which is perhaps new and hard to understand. Visual presentation (images) can provide the basis 

for narrative, personal thought processes and conversation which also contributes to people's 

memory and issue awareness. Visualization as a graphics concept offers a lot of opportunities to 

communicate ideas in an instant using many different media in a variety of contexts such as 

awareness-raising campaigns, participatory planning exercises, education and so on. In a specific 

way, visual communication strategy has been used to bring environmental issues into the public 

eye via emotional visual appeals, highlighting the valuable role of such information in 

representing environmental issues like climate change adaption. 

 



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Myer (2013) asserts that a person's response to an image is not simply a rational one, but has an 

emotional, or affective component, and must consider the ethical and practical issues inherently 

tied to the use of visual presentation of climate change science. It is better to be conscious of the 

fact that some visions or visual presentations might instil feelings of fear or unease about the 

future. Strategically, this is one way in which people's attention could be attracted and motivated 

to act, because in this case of climatic change, it is difficult to appeal to people's positive desires. 

In other words, the use of negative imagery needs to be managed properly because 

anxiety responses to sustained emotional visual appeal can simply end up triggering defensive 

psychological or cultural responses. The effectiveness of visual presentation as a stimulus for 

behavioral change depends on how people interpret them, and responds. Concept visualization 

and creation for the future will be subject to alternative interpretations, because people's 

perceptions, attitudes and behavioural disposition influence the kind of reactions they will have 

to different images representing climate change, the messages they take away and also whether 

they act based on information contained in the visual presentation. 

This paper develops and evaluates a systematic and effective approach to communicating 

climatic change to the public. As far as climatic change is a global issue with wide-ranging 

impact, the message on it must communicate more effectively with many different groups, 

including partners, opinion former and stakeholders. The paper centres on the potential for 

concept visualization as a graphic idea in the design and production of visual messages of 

climatic change adaption.  Concept and idea visualization for climate change by artists have 

considerable potential as a medium for communicating messages that can influence people's 

behavioural intentions.  

 

The Role of Imagery in shaping perceptions of climate change 

Bauder (2010), examining the impact of imagery on public perception of 2009 Mexico oil 

spill, shows how imagery is key to shaping perceptions of real-world issues:  ‘Following the 

news, many believe that Gulf oil spill was an important but abstract story – until [imagery] 

became widely available showing plumes of oil gushing into the water at a furious pace, hour 

after hour and day after day’. In communicating complex concepts and abstract issues to the 

public, the use of imagery is an effective solution to global environmental change. In creating 

awareness of global warming some challenges may occur because of the nature of the intended 

message which can be abstract or complex, for example reaching out or communicating 

information via media of communication are often consumed with deep attention into it and in 

most cases discarded with getting to the intended pubic. It has been observed that global 

warming is very challenging in terms of communicating its effect on humans; however, the truth 

about it lies in the fact that its principal culprit which is carbon dioxide and other heat-trapping 

greenhouse gasses tend to be colorless gasses. This lack of direct experience makes it difficult 

and it's only a problem that requires effective use of signal, symbols or illustrations that explains 

any phenomenon by experts that have knowledge of global warming that is appropriate in this 

situation. Visual communicator on climate change adaptation believes that a sufficient amount of 

fear through visuals could serve as an effective motivator that can increase positive response to 

the issue of global warming.  

 



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This paper among other things is strongly suggesting the use of visual communication 

that could affirm rather than threaten the sense of self and basic world-view by the public. Fear-

evoking images and risk information could be used but limited and always combined with 

messages and information that provides specific, pragmatic help in realizing doable solutions. 

Visuals for this campaign should provide social support and affirmation through visual gain by 

framing climatic change and solutions in ways that can link them to more salient issues such as 

improvement in the economy, kids well fair and development, and general health and safety of 

people. The use of visual in communicating information or messages has long been recognized 

in different fields of human activity which ranges from commercial, media, political campaign 

and a lot more. The cognitive advantage of visual information overwritten or verbal has been 

documented widely. For example, when mentally visualizing conditions that cannot be seen 

directly in the real world, like famines in remote countries, global warming, or the design of a 

proposed building. It's very important to note that, the intent of this visual illustration is not just 

to inform or engage emotion but also to influence the behaviour of the people through adverts 

and announcements of global warming or climate change adaption. This paper considers the 

visual works of artists for effective use of proper visualization on climatic change by using 

posters that could create awareness about global warming to all humans. 

 

The Power of Images   

Harper 2002:24 writing on the symbolic power of images ‘Talking about Pictures: a Case 

of Photo Elicitation’ opined that, “images produce a different kind of information, evokes 

feelings, and memories that are due to the photograph's or object’s particular form of 

representation”. It is therefore clear, that, meanings are extended to all forms of visual 

presentations because of the evoking powers of images.  

An image in any design work is seen as a representation of the form of a person or thing 

in art, such as graphics, textiles, a painting or a photograph. Clement Emeka Akpang (2015) 

stated that images “as a form of visual representation of something, images constitute broader 

categories as drawings, prints, stamps and so on”. He further states that images possess varying 

visual powers, representational and even abstractly contemplative as forms of communication 

and visual connections.  What this alludes to is the fact that, the visual representation of images 

possesses powers capable of influencing not just people’s emotions, but their thought processes 

and actions. The various theme and subject matter on climate change is largely responsible for 

this effect as well as the composition of the images, which can draw viewers and force them into 

contemplation or connection with an event, occurrence and so on. This ability to create 

connections or draw viewers into contemplative meanings making through themes and subject 

matter, encapsulate one of the greatest powers of images.  This will be followed by a discourse 

and visual analysis of the poster as the crux of this paper, exploring the visual effects on climate 

change adaptation. 

 

 

 

 

 



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Presentation of Visuals 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Plate 1: 

Title: Mother Earth Needs Our Protection 

Medium: Flex Banner 

Size: 2 by 3 

Artist: Ugwu Chijioke 

 

Plate 1 titled “Mother Earth Needs Our Protection” is a poster that shows the world map, with 

two hands clutching it; it is an illustration depicting a pregnant woman. The hands were cropped 

out and merged with the world map to create an effect. In the work, the artist tries to compare the 

vulnerability of the earth to the fragility of the unborn child who needs absolute protection and 

care from the mother. This is from the hazards arising from man's activities like the inauguration 

of numerous industries, a gigantic amount of chemicals that emanate from these industries 

causing environmental pollution, and thus contributing to the temperature rise that causes global 

warming. 

 

 

 

 

 

 



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Plate 2: 

Title: Earth in our Hands 

Medium: Flex Banner 

Size: 2x3  

Artist: Ugwu Chijioke 

 

The earth's Ozone layer protects all life from the sun's harmful radiation but human activities 

have damaged this protection. The artist in this work represented the depletion of the Ozone 

layer, showing a broken world with images from real life trying to bring it back to normal. 

Visual representation of climatic change that occurs over a long time which carries uncertain 

consequences in future may be problematic in representation. The role of imagery in shaping 

perceptions of climate change Bauder (2010), examining the impact of imagery on public 

perception of the 2009 Gulf of Mexico oil spill, shows how imagery is key to shaping 

perceptions of real-world issues: ‘For many following the news, the Gulf oil spill was an 

important but abstract story – until [imagery] became widely available showing plumes of oil 

gushing into the water at a furious pace, hour after hour and day after day’. When 

communicating complex concepts and abstract issues to members of the public citizenry, 

imagery has been an effective Global Environmental Change 23 (2013)  

 

In the global warming context, social learning is beginning to be accelerated through the use of 

visual communication of their motivating the substantial policy, technological and lifestyle 

changes.  Visual on climate change highlights the impact of climate change as illustrated in plate: 

2 titled "Earth in our Hands". 



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Plate 3: 

Title: Global Warming 

Medium: Flex Banner 

Size: 

Artist: Ugwu Chijioke 

 

The artist, in plate 3, illustrates how the earth gets warmer and warmer due to pollution and 

carbon dioxide. This poster raises awareness to the general public to practice the reduction, reuse 

and recycling of these things that cause global warming. One of the greatest challenges that 

confront humans today is climate change. This is a result of human activities on Earth. Society is 

dominated and driven by ideas and products from science and Technology, which has increased 

global temperature and its greenhouse effect. In the above work the artist created a physical 

burning effect of the globe, to strike home the issue of climatic change. Here a picture of the 

earth is seen surrounded by tongues of fire, which depict the impending doom as a result of the 

change. The dominant colors in the work are red and black. Red signifies the danger of 

controlled human actions and black signifies the intended doom. Global warming is an 

international problem or disaster. Its effect and control have dominated virtually all facets of 

modern life. 

 

 



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Plate 4: 

Title: Let's Save the World Together 

Medium: Digital art 

Size: 2x3 feet 

Artist: Ugwu Chijioke 

 

“Let’s save the world together" in plate 4, here is an artistic representation of gaseous 

emissions from increasing industrial and so-called technological advancement. It is a 

monochromatic abstract design. The different tones of blue showing this climate change gave it 

an artistic expression. The cloud formation was seen over high-rise industrial buildings. Their 

colour variations are due to differences in temperature as it affects humans. 

In the above poster, the artist gives his perspective through his work. Here the artist uses 

flames from industrial waste to tell the general public what could lead to global warming and the 

danger of welcoming it. This poster has been designed particularly to help promote awareness of 

global warming or climate change to help save the world. 

 

 

 



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Plate 5: 

Title: It's Still a Beautiful World 

Medium: Poster 

Artist: Ugwu Chijioke 

 

Plate 5:  titled "It's still a beautiful world", is the artist's representation of the hope for the 

future if man should reverse the harmful or adverse effects of climate due to man's activity on 

earth. The little girl represents that hope, and she pulls back the curtain to reveal a new world 

free from environmental degradation as against the already polluted one. In this poster, there is a 

proper distribution of elements of design to control the viewers' attention and eye movement and 

that is intended to make a difference in how the viewer processes the information. This includes 

graphical images and text together. The representation of colours in this poster is another key 

element. Different colours were employed due to cognitive processing; culture and personal 

experience here added meaning to the new changes in the environment. It is important to know 

the meaning behind the poster to bring information across to the viewers appropriately. 

 

Conclusion 

Visual communication indeed has played a critical role in many environmental issues. 

Climate change adaptation is one of the most pivotal environmental challenges of our time that 

requires the use of imagery in educating people on this global issue. The psychological approach 

to learning and creating awareness cannot be overlooked. Moreover, the use of visuals in 

communication makes information less boring. The visuals will bring to the knowledge of 

everybody about the burning issue of climate change adaptation. Evidence abound of the 

effectiveness of visualization as a planning tool and its ability to enhance cognition. 

 

 

 

 

 



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