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Why our brains love visual content

Visual content is one of the most powerful communication mediums available to brands today. It’s simple: our brains process visuals more efficiently than text alone, which makes visual content more interesting, engaging and effective.

Why our brains love visual content

  1. 1. WHY OUR BRAINS LOVE VISUAL CONTENT
  2. 2. Visual content is one of the most powerful communication mediums available to brands today. It’s simple: our brains process visuals more efficiently than text alone, which makes visual content more interesting, engaging and effective.
  3. 3. WHY IT WORKS Visual content is effective because it’s the type of communication our brains crave. Time it takes for our brains to process visual cues: ¼ second Average consumer attention span: 8 seconds
  4. 4. HOW IT WORKS Crafted with intent, understanding and a solid framework, visual content succeeds in three core areas of value: appeal, comprehension and retention.
  5. 5. APPEAL Visually engaging content is more attractive. Well-designed information piques interest before information is actually processed. According to a University of Saskatchewan study, participants who viewed a visually embellished chart found it more attractive and more memorable than a plain chart. Black-and-white images 2/3 second Color images 2+ seconds VIEWER ATTENTION SPAN
  6. 6. COMPREHENSION Our brains are pre-wired to automatically interpret relationships between objects, allowing for almost instant comprehension with minimal effort. Notice how quickly your eye finds variationsin these attributes. The brain also interprets visuals faster than it can process the language associated with them. Which sign is easier to process?
  7. 7. RETENTION Our visual system is able to make rapid connections to already-stored information in our memories, helping cement concepts in our brains. A design with an aesthetic and emotional appeal also prompts a qualitative connection, deepening the encoding of information and making retention more likely. Design devices facilitate this connection and retention: VISUAL METAPHOR SYMBOLS AND ICONOGRAPHY DECORATIVE FRAMING
  8. 8. HUMANS ARE BIOLOGICALLY WIRED TO PROCESS THE WORLD VISUALLY, WHICH IS WHY MAKING CONTENT MORE VISUAL INCREASES ITS IMPACT AND EFFICACY. Learn more about solving your visual communication challenges at www.visage.co

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