The Power of Visuals: Understanding Why 90% of Information Transmitted to the Brain is Visual

The Power of Visuals: Understanding Why 90% of Information Transmitted to the Brain is Visual

From the dawn of humanity, visuals have been an integral part of human communication. Be it the cave paintings of Lascaux or the modern-day emojis, humans have relied on visuals to convey their ideas, emotions and feelings. In fact, studies have shown that our brain processes visual information much faster than text. It’s no surprise that marketers, educators, and communicators around the world have been leveraging the power of visuals to grab attention and boost engagement.

The human brain is wired to process images faster than text. In fact, 90% of information transmitted to the brain is visual. This means that visual content is not only powerful but also crucial for effective communication. Let’s take a closer look at why visuals are so powerful.

The Science Behind Visuals

The science behind why our brain processes visuals faster than text lies in the way our brains process information. The human brain is wired to process visual information much faster than text as images are processed by the brain in parallel, while text is processed sequentially. To put it simply, when we see an image, our brain processes it as a whole, while when we read text, our brain breaks it down into smaller components, making it a slower process.

Furthermore, visuals are processed by different parts of the brain, which can help store information more effectively in our long-term memory. The visual cortex, for example, is responsible for processing visual information, while the amygdala processes emotions. When visuals are used to convey emotions, they have a profound effect on the viewer, making them more memorable and engaging.

The Power of Visual Storytelling

Visuals have a powerful effect when used in storytelling. A well-crafted visual can convey more than words ever could, and can evoke emotions in the viewer. This is why visual storytelling has become so popular, especially in marketing. By using visuals to tell a brand’s story, marketers can tap into the emotional side of their audience, and make a lasting impact.

For example, take a look at Nike’s “Dream Crazy” campaign featuring Colin Kaepernick. This ad features a powerful visual of Kaepernick staring directly at the viewer while narrating the ad. The ad’s visuals and music evoke emotions while the message of the ad is conveyed through the story.

The Role of Visuals in the Digital Age

In today’s digital age, visuals have taken on an even more critical role in communication. With social media, blogs and websites dominating our lives, visuals have become the go-to tool for grabbing attention and boosting engagement. Instagram and Pinterest are particularly good examples of social media platforms that rely heavily on visuals to engage users. Visuals can make or break a brand’s social media presence, and that’s why marketers are doubling down on using high-quality visuals in their campaigns.

In Conclusion

Visuals are an integral part of how we communicate, learn and remember. The power of visuals has been scientifically proven, and it’s no surprise that visuals are being leveraged by communicators, educators, and marketers to engage and inform their audiences. From visual storytelling to social media campaigns, visuals have become the go-to tool for grabbing attention and boosting engagement. Going forward, visuals will continue to play a dominant role in communication, and mastering the art of visual communication will be necessary for anyone looking to stand out in a crowded digital space.