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.

1. WHY
OUR BRAINS
LOVE
VISUAL CONTENT

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. 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. 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. 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. 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. 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. 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