The Powerful Data Behind Visuals

Written By Michele Schaafsma

Did you know 65% of the population are visual learners?

Including visual aids can help make your message easier to digest and remember, whether in a PowerPoint, PDF, email, video, learning module, or any other communication. Visual aids can be used to 1. transmit information faster 2. improve the ability to recall the information long-term 3. increase comprehension of the message and 4. engage audiences.

Enhance your next communication with these WelltivityWise tips:

1. Transmitting Information Faster

Utilizing visual aids alongside your message, will make sure it is perceived faster:

  • Visuals are processed by the brain 60,000X faster than text.

  • Our eyes comprehend 36,000 visual messages per hour.

  • 90% of information transmitted to the brain is visual.

2.) Improving Long-term Memory

 Using visual aids help make sure the message is stored in long-term memory vs. short-term. When presented with new information, the brain is only able to recall 10-20% short-term. However, 65% of the visual information shown would be remembered long-term. Some studies even indicate that including a visual aid may be as effective as 83% when recalling information long-term.

Dr. Lynell Burmark, CEO of educatebetter.org and winner of Stanford University’s prestigious Walter Gores Award for Excellence in Teaching says,

“Words are processed by our short-term memory where […]. Images, on the other hand, go directly into long-term memory”

 3. Increasing Comprehension

Another option for increasing the brain’s bandwidth by 400% in learning comprehension is by including visual aids. Robert E. Horn, known for the development of information mapping and his teachings at Stanford says,

"When words and visual elements are closely entwined, we create something new and we augment our communal intelligence ... visual language has the potential for increasing ‘human bandwidth'—the capacity to take in, comprehend, and more efficiently synthesize large amounts of new information."

 Additionally, studies have shown visual aids increase performance in:

  • Reading comprehension

  •  Student achievement

  • Organizing and communicating ideas

  • Finding patterns and relationships

 

4. Engaging audiences

There are several ways to engage your audience with visuals. This is partially due to your medial temporal lobe being in the same place where emotions are processed in the brain. Since these two areas are linked, they form shared memories. It’s no wonder that posts on social media can perform 650% higher when they include an image. When it comes to social content, including images can also make your content more relatable. According to Phycology Today, “Research reveals that the emotional response to an ad has a greater influence on a consumer’s intent to buy a product than does the ad’s content.” Additionally,

  • Neuro-imagery shows consumers will make purchases based on an emotional response when evaluating brands

  • Perceived brand likeability will predict a brands success according to Advertising Research Foundation

  • Studies show that the likeability of a brand creates consumer loyalty stronger than other influences

Michele Schaafsma