Nature, by definition, is lazy. Images are quicker for the human mind to assimilate than reading comprehension, so anything with a picture, sticks faster and more easily than something you have to read. This is why its suggested you learn a new language using pictures rather than using the word.. Showing someone a picture of shoes and saying the word Zapatos rather than having them read "The Spanish word for Shoes, is Zapatos."
So if you extrapolate that into the average joe.. you show them a scary picture and say SEE 'THEY' ARE TRYING TO KILL YOU.. while making the few words that are there seem like they come from a figure of authority.. IE Doctors, Scientists, Whistleblowers etc... it sticks in the human Psyche. Picture association, tied in with a few short words that sum the picture up. The short hand for all that, is TLDR.