Words are dying. With everyone spending so much more time absorbing information via smart phones, tablets, or computers, digital marketing focuses more than ever on images. Capturing initial attention and providing essential, emotionally relevant information quickly are two good reasons for this shift. As Mike Hill at Moonshine has pointed out,
Visual and audio technologies liberate us to absorb more information, faster and better, than reading words.
The reason for this is hardwired into us – reading and writing are not skills we’re born with, unlike seeing and hearing.
That visual imagery results in more effective communication and retention of information appears to be confirmed by neuroscience. In explaining the “pictorial superiority effect, or PSE,” John Medina in Brain Rules (video available!) urges us to scrap our text-based PowerPoint slides in favor of image-based presentations. Continue reading “Marketing Without Words? Not Quite!”