risk = hazard + outrage
The idea that there is little to no correlation between how dangerous something actually is (= hazard), and how much people are upset by it (= outrage) is both baffling and profound. It is baffling, because intuitively one would expect that people would be more upset by risks that pose a greater threat to our well-being. It is profound because it explains, for instance, why people are more frightened of being bitten by a shark than being injured in a motor vehicle accident, even though the latter is more likely to cause greater harm.
It is also important how the balance between hazard and outrage can be shifted depending on whether the desired outcome is greater precaution, or less panic.
Most people do not seem to think very rationally about risk, and it is important to factor this in when one communicates.