Michigan Ross professor of marketing Aradhna Krishna discusses symbols as a sometimes superior way to communicate a message, specifically in the era of the COVID-19 pandemic. Krishna explains that symbols with bright colors are very effective as they trigger a natural response by an individual when they notice the sign. Featured in BBC, Krishna highlights the difference between voluntary and non-voluntary signs, noting that a combination of both is helpful, as well as what will make people want to social distance through symbols.
