Humans are visual beings. 90% of information transmitted to our brains is visual. Our brains process visuals significantly faster than they do text. Humans have innate abilities for visual perception, to make sense of complexity with relatively little cognitive load. Yet, many business still rely on text-based communication and explanations. Communicating and explaining with visuals can radically improve comprehension and retention and help people get to that “Aha!” moment faster.

Retention of information increases dramatically when visuals are used, due to the Picture Superiority Effect. The picture superiority effect, or pictorial superiority effect is the term that resulted from experiments that have shown that in human memory recall, pictures outperform text dramatically. As the video above shows, when information is presented orally, after 3 days, people will only remember 10% of it. But if pictures are added, memory recall improves to 65%.*

* Nelson, D.L., Reed, U.S., & Walling, J.R. (1976). Pictorial superiority effect. Journal of Experimental Psychology: Human Learning & Memory, 2, 523-528.