Picture Superiority Effect
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
Setup
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
Results showed that those in the picture group recalled far more than either word groups.
In detail
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. 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.
Picture Superiority Effect
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
Setup
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
Results showed that those in the picture group recalled far more than either word groups.
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. 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.
Picture Superiority Effect
We remember images far better than words
The study
Setup
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
Results showed that those in the picture group recalled far more than either word groups.
In detail
Pairings
Use distinct imagery to reduce info overload
Though words provide a great means to communicate, very quickly we can become cognitively-saturated and eventually overwhelmed or distracted.
Images, when well-presented, have the power to neatly sum up the meaning of an entire paragraph or chapter. We're hard-wired to look out for these visual cues, and better recall them over words.
Where can you provide visual imagery to help break up, summarise or support text-based information?
Bolster simplified messaging with imagery
Though simplified words can be powerful for recall, repetition and therefore virality, they can be further bolstered with a striking image or visual metaphor that brings the concept home.
A great example here is artist Shepard Fairy's HOPE poster for Barack Obama's 2008 presidential Campaign, which acquired instant recognition and a powerful wave of variations, memes and imitations. The word "Hope" alone would never travel so far.
Where can you support powerful, simplified messaging for a new campaign of behavioural change, a new product or policy with a striking image that reinforces the meaning behind your words?
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Picture Superiority Effect
