We remember images far better than words
We’re visual creatures, optimized to process imagery much faster than words. We have a better recall of things learned with a visual aid than just with text.
Paivio & Csapo (1973). Picture superiority in free recall: Imagery or dual coding? Cognitive Psychology, 5(2), 176-206.
The study
Business case
The study
The studies
142 people were split into 3 groups and were shown either 72 nouns, abstract words or pictures on a projector for a split-second each, with 5-second pauses in between. They were then asked to recall as many items as possible.
Results showed that those in the picture group recalled far more than either word groups.
Paivio & Csapo (1973). Picture superiority in free recall: Imagery or dual coding? Cognitive Psychology, 5(2), 176-206.
Jerome's Expert View
Key Takeaways
Boost your message.
Visual ads are remembered better in the long term than verbal ads, especially when we are under greater cognitive load (Childers and Houston, 1984).
What emotional message can you convey more powerfully with a striking, visual metaphor over mere words?
Boost learning by adding in visual references, and not relying solely on text-based language.
This can help broaden understanding across cultures and age ranges.
Where are you trying to change behavior?
What image do you want to stick in peoples’ heads to simplify understanding?
Make product choices distinct.
Images are internalized twice, both visually and verbally (see Dual Code Theory), so they stick in the brain better than just words.
This holds as long as the images aren't abstract or similar to one another (Reder et al, 2006).
So if you sell a large product range that looks similar, consider modifying their design or how they're presented to heighten relative differences and create a more distinct range of choices.
Boundary conditions
Future questions
We remember images far better than words
We’re visual creatures, optimized to process imagery much faster than words. We have a better recall of things learned with a visual aid than just with text.
Paivio & Csapo (1973). Picture superiority in free recall: Imagery or dual coding? Cognitive Psychology, 5(2), 176-206.
The study
Business case
The study
142 people were split into 3 groups and were shown either 72 nouns, abstract words or pictures on a projector for a split-second each, with 5-second pauses in between. They were then asked to recall as many items as possible.
Results showed that those in the picture group recalled far more than either word groups.
Jerome's Expert View
Key Takeaways
Boost your message.
Visual ads are remembered better in the long term than verbal ads, especially when we are under greater cognitive load (Childers and Houston, 1984).
What emotional message can you convey more powerfully with a striking, visual metaphor over mere words?
Boost learning by adding in visual references, and not relying solely on text-based language.
This can help broaden understanding across cultures and age ranges.
Where are you trying to change behavior?
What image do you want to stick in peoples’ heads to simplify understanding?
Make product choices distinct.
Images are internalized twice, both visually and verbally (see Dual Code Theory), so they stick in the brain better than just words.
This holds as long as the images aren't abstract or similar to one another (Reder et al, 2006).
So if you sell a large product range that looks similar, consider modifying their design or how they're presented to heighten relative differences and create a more distinct range of choices.
Boundary conditions
Future questions
Paivio & Csapo (1973). Picture superiority in free recall: Imagery or dual coding? Cognitive Psychology, 5(2), 176-206.
We remember images far better than words
We’re visual creatures, optimized to process imagery much faster than words. We have a better recall of things learned with a visual aid than just with text.
The study
142 people were split into 3 groups and were shown either 72 nouns, abstract words or pictures on a projector for a split-second each, with 5-second pauses in between. They were then asked to recall as many items as possible.
Results showed that those in the picture group recalled far more than either word groups.
Paivio & Csapo (1973). Picture superiority in free recall: Imagery or dual coding? Cognitive Psychology, 5(2), 176-206.
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We copy the behaviors of others, especially in unfamiliar situations
Prospect Theory
A loss hurts more than an equal gain feels good
Reciprocity
We’re hardwired to return kindness received
Framing
We make very different decisions based on how a fact is presented
Loss Aversion
We feel more negative when losing something than positive when we gain it
Self-Expression
We constantly seek out ways to communicate our identity to others
Default Effect
We tend to accept the option pre-chosen for us
Priming
Our decisions are shaped by memories recalled from things just seen or heard
Anchoring
What we see first affects our judgement of everything thereafter