{"id":2112,"date":"2021-03-31T21:01:00","date_gmt":"2021-03-31T19:01:00","guid":{"rendered":"https:\/\/neu.kontextlab.com\/?p=2112"},"modified":"2022-07-08T21:06:40","modified_gmt":"2022-07-08T19:06:40","slug":"taking-you-places-the-power-behind-using-visuals","status":"publish","type":"post","link":"https:\/\/www.kontextlab.com\/en\/taking-you-places-the-power-behind-using-visuals\/","title":{"rendered":"Taking you places: the power behind using visuals"},"content":{"rendered":"\n

\u201cA picture is worth a thousand words,\u201d as the saying goes. The power of visuals is beyond words. Why tell people something, when you can show them? In this blog post, we explain just why visuals have such great power.<\/strong><\/p>\n\n\n\n

Picture superiority effect<\/strong><\/h4>\n\n\n\n

One definite pro for including visuals in your work is the so-called picture superiority effect<\/a>. This theory assumes that pictures are more likely to be remembered than words. The effect is based on the dual-coding theory proposed by Allan Paivio<\/a>, professor of psychology at the University of Western Ontario. Paivio came up with the concept in 1971. In dual-coding theory<\/a>, it\u2019s proposed that visual and verbal information are proposed in different ways by the mind. Processing words is supposed to be more challenging for the brain regarding both the coding and retrieval of information. Pictures, on the other hand, are coded more easily because of their symbology, says Paivio.<\/p>\n\n\n\n

\"\"
Next to a professor, Paivio was also a professional bodybuilder. Will you remember him better now that you\u2019ve seen him?\u00a0 Source<\/a><\/figcaption><\/figure>\n\n\n\n

Memory recall<\/strong><\/h4>\n\n\n\n

So pictures help improve our memory recall skills, argues the picture superiority effect. Is that true? Research<\/a> has found that seeing a picture prior to processing texts improves comprehension levels. That\u2019s particularly the case when a person has low prior knowledge beforehand. When we see pictures, it\u2019s easier to remember information linked to it. This demonstrates the importance of pictures in the learning process.<\/p>\n\n\n\n

Memory recall of pictures is also better over time. A study<\/a> found that after three days, its participants could only recall 10 to 20 percent of information that was written or spoken. Visual information, on the other hand, could be recalled up to almost 65 percent. A big difference!<\/p>\n\n\n\n

Seeing is believing<\/strong><\/h4>\n\n\n\n

That they improve memory recall, is not the only reason we love pictures so much. Images have strong convincing power, like the proverb \u2018seeing is believing\u2019 supports. Take advertising, for instance: using large pictures in ads will improve attention levels<\/a> in advertising, regardless of its contents. And when we\u2019ve caught your attention, no doubt the ad will do its work better than when we have not.<\/p>\n\n\n\n

In order to persuade, framing<\/a> your image right is important. And no\u2026 we don\u2019t mean with a wooden picture frame. Framing theory argues that the way in which you present your message influences the audience. According to research<\/a>, pictures framed in a certain way are actually stronger in convincing opinions and behavioral intentions than pieces of text are. If a certain text and image are shown to the audience together, the picture in particular serves to change behavioral intentions. Why pictures in particular? The researchers believe that this might be the case because of the \u2018emotional consequences\u2019 that pictures have.<\/p>\n\n\n\n

Emotional appeal<\/strong><\/h4>\n\n\n\n

Yes, emotional consequences! Simply put, how visuals can make us feel. If anything, pictures speak to our emotions: another reason why we are fans. Whether happy, sad or angry, within seconds they can pull up any feeling depending on the contents.<\/p>\n\n\n\n

How do we know that that\u2019s the case? Let\u2019s take a look at the International Affective Picture System or IAPS<\/a>. This research method was developed in the 90\u2019s of the last century by American psychologist Peter Lang. This database of around 700 pictures is often used in research in order to investigate emotions. IAPS has been tried and tested by many others since its start over twenty years ago. The pictures turn out to be an excellent trigger<\/a> for emotions.<\/p>\n\n\n\n

\"\"
Example of IAPS pictures. Source<\/a><\/figcaption><\/figure>\n\n\n\n

Hard things made simple<\/strong><\/h4>\n\n\n\n

Using visuals in your work will help you present complex ideas in a simpler form.<\/p>\n\n\n\n

This is also called visual literacy<\/a>: the ability to interpret and make meaning from images. We can \u2018read\u2019 pictures in order to get some sort of meaning from it. It\u2019s part of visual rhetoric<\/a> – communicating effectively through visual elements. Visual rhetoric studies how humans use images to communicate.<\/p>\n\n\n\n

High-speed processing<\/strong><\/h4>\n\n\n\n

How does it work? Humans are incredibly good at processing images at high speed. At insanely high speed, actually: the brain can identify images that we see for as little as thirteen milliseconds! For some comparison\u2026 it takes around 150 milliseconds for a human eye to blink once. 13 milliseconds, however, isn\u2019t ideal: our performance is much better if we see images at, for instance, 80 milliseconds. On a daily basis, that\u2019s luckily not an issue. We can look at the images we\u2019re working with for much longer than that, usually. According to Mary Potter<\/a>, professor of brain and cognitive sciences at MIT:<\/p>\n\n\n\n

\u201cThe fact that you can do that at these high speeds indicates to us that what vision does is find concepts. That\u2019s what the brain is doing all day long \u2014 trying to understand what we\u2019re looking at.\u201d<\/p>\n\n\n\n

The study supports the idea that feedforward processing – a one direction flow to the brain – is enough to identify concepts without further processing. Reminds you of something? Paivio\u2019s dual-coding theory, if you ask us! Yes, you probably remember his picture.<\/p>\n\n\n\n

Use images as much as possible to help your audience to remember what you want to tell them. Of course the images, the pictures, the visuals have to match with the content. But: even if they don\u2019t match 100% but just have an emotional touch, the reader’s brain power will have an easier job of remembering what you wanted to tell them.<\/p>\n\n\n\n

A thousand words\u2026 or more?<\/strong><\/h4>\n\n\n\n

So there you have it, we love visuals because they are worth more than a thousand words. We can process them super (duper) quickly<\/p>\n\n\n\n

But what if you combine them with other types of media, for instance in an infographic? Our kontextmaps do just that: adding the visual and informational together to form one informative piece of content. And even more, actually. Mappings have a sort of explanatory power that\u2019s hard to beat.<\/p>\n\n\n\n

Header photo: Unsplash (Martin Zangerl)<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cA picture is worth a thousand words,\u201d as the saying goes. The power of visuals is beyond words. Why tell people something, when you can show them? 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