The Power of Visuals – a cognitive science view

Let’s start this science section of this article with four big statements:

1.??????More than 50% of the cortex, the surface of the brain, is devoted to processing visual information.

2.??????The human brain can process images 60,000 times faster than text.

3.??????90% of information transmitted to the brain is visual.

4.??????the brain can identify images seen for as little as 13 milliseconds.

Now you are wondering if I am going to say they are all myths…given my track record in these articles.

However, you’d be partially right, just as these are partially correct ??

As I said at the beginning of this series, the brain is largely unexplored at the level where conclusions can be made into hard facts. In the above cases, they are reasonably scientific conclusions from what we know.?Here is what I would add to the above four statements:

1.??????The human brain has >20 cortical areas that receive strong visually driven activity and process that information to support all aspects of our visual perceptions. This is actually a lot more than 50%.

2.??????This really depends on the visual, speed of reading and the existing knowledge of the image. Some suggest a figure as low as 6-600 times faster…regardless the brain is optimised for visuals.

3.??????Since we only “see” transmitted information as electrical activity moving along neural pathways and volumes, in an MRI scan, this is an interesting leap. Again, given the lighting up of the brain when presented with images, I am not saying no to the concept but 90% sounds high.

4.??????Actually, this one is a hard fact – MIT released many peer-reviewed papers and others recreated the result so YES, we can recognise images in milliseconds.

OK – so what? ?

You are a software leader who wants to gain the limited and expensive (more on that in the next article) attention of your ideal target market. Do you create an advert where you describe in text your product in great detail or publish your website with lots of SEO keywords and library images?

Well, if you do either, you are missing out on the power of visuals.

Well-chosen images are eye-catching, attention-grabbing and memorable. They change minds and open conversations.

Some examples

You may remember the poster below.

In fact, it was so good it came back with this cheeky version…

It even made it across the pond…

The right image or photo can “talk” to your ideal prospects instantly and powerfully. Our Brains are wired visually so why not use those wires to communicate and leave a lasting impression?

What is the “right” image?

Now, if my co-founder were here now we would just be embarking on a 6-month course on this single question. As a dedicated semi-pro photographer, Mark Edwards knows everything there is to about a great image.

As a cognitive designer, my advice on the right image is:

·????????It should add to the meaning of any words that are being shown at the same time.

·????????It needs to be original in concept and not cliché

·????????It also needs to be in keeping with your company’s personality and style

·????????It should not be connected with or used by your competition.

Outside of those, be creative and have fun, but settle on a set of images or graphics that you repeatedly show prospects and clients when key messages are delivered. These are your visual icons.

Visual Icons v’s company image library

Above is an example of a visual icon, those who follow outsmart will recognise it. We use our cat to roaring lion to complement our key message about gaining attention. As we repeatedly do so, it becomes an Outsmart visual icon. A visual icon is not a logo, but they are instantly recognisable and trigger positive memories.

All other company images can share the same style but are used without a key message that repeats.

You can even develop a personal visual icon ??. Here is my one for Neil’s Competitive Space?.

If you like this visual icon, please let me know as my co-founder doesn’t like it. I told you he knows his stuff on images, but we all see visuals differently.

As always… if interested, follow OutSmart, ask to connect, and direct message me or Mark Edwards.

Next article in the series:?Owning your Visual Icons – why randomly selected images don’t work

Many thanks for reading this.

Neil

OutSmart, not outspend

Oh and please follow OutSmart if you like this series or just our style.