Users visit websites and use apps to get things done, so emphasize the content of interest to communicate with your audience. Avoid design pollution that decorates the UI with non-communicative elements.
The authors of the article "wanted to know more about what really helps scientists talk to the public". Science is essential to solving many of society’s biggest problems, but it doesn’t always find a receptive audience. Today, when curbing COVID-19 ... it’s more urgent than ever for scientists to be able to communicate effectively with the public.
We live in a supercharged attention economy - the internet is a buffet. Keep in mind when we create and how we consume content! What kind of information do we give to our audiences? Junk, or healthy stuff?
Traditional, mass marketing branding still good for low information type customers. If they’re high information customers, you need to give them the facts and be useful because that’s what they want.