HARD TO SAY
PICTURE SUPERIORITY EFFECT
The tendency to remember pictures better than words, especially over long periods of time.
As “a picture is worth a thousand words” tells us, humans find images more powerful than text. In fact, we process visuals 60,000 times faster and retain up to 6 times more.
Why? Because reading is inefficient. Our brains see words as tiny pictures, which must be pieced together to make sense of the information (the irony of writing this is not lost on me).
So the next time someone claims to be a “visual learner” you can retort - “actually, we all are!”
SO WHAT
Replace text with images to increase the impact of your message. Even better, pair images and text to maximize memory and recall.
NOW WHAT
Use photos of objects with backgrounds, people, and interiors as they are most memorable.
The picture superiority effect applies to any visual display; also use maps, charts, graphs, and infographics over text.
Image relevance is critical. Use RawPixel or Unsplash for a wide selection of free options.
MARKETING IMPLICATION
While visuals make your messages more resonant, not all messages are relevant to your audience. Test via consumer research to identify the combination of imagery and value proposition that attracts the most attention.
Art is not what you see, but what you make others see.
- Edgar Degas