Getting a scientific message across means taking human nature into account

A common intuition is that the main goal of science communication is to present facts; once people encounter those facts, they will think and behave accordingly....in reality, just knowing facts doesn’t necessarily guarantee that one’s opinions and behaviors will be consistent with them... Convincing people that scientific evidence has merit and should guide behavior may be the greatest science communication challenge, particularly in our “post-truth” era... many lessons from psychology can be applied to science communication endeavors...-.
cognitive dissonance – the uneasiness that results from entertaining two conflicting ideas... we subconsciously avoid cognitive dissonance is through confirmation bias – a tendency to seek information that confirms what we already believe and discard information that doesn’t...
How can science communicators share their messages in a way that leads people to change their beliefs and actions about important science issues, given our natural cognitive biases?... focus on framing... By anticipating what an audience believes and what’s important to them, communicators can choose more effective frames for their messages... Metaphors can also act as linguistic frames... The words we use to package our ideas can drastically influence how people think about those ideas.