90% of information sent to the brain is visual

pay much more attention to the visual aspects of your marketing

This is the first in a series of ten thoughts on the visual aspects of marketing. Research shows that many human beings are more frightened of blindness than death. As irrational as this might be, it reflects the great importance people attribute to the sense of sight.

Do not underestimate the importance of the visual aspects of communication.

Research reported by Elizabeth Ching in CrowdRiff found that:

90 percent of information sent to the brain is visual

This same research also found that:

  • 65% of people are ‘visual learners’
  • 10% of relevant ‘heard information’ is retained for three days or more
  • 65% of relevant ‘visual information’ is retained for three days or more

The fact that this data has been replicated in a number of studies confirms the importance of visual information.

For the majority of sighted people, vision is their dominant sense. Research has found, for example, that taste is more determined by how a food looks than how it is flavoured. Studies have repeatedly found that food tastes different when the taster is blind-folded, than it does when the taster is looking at it. One study found that a chocolate coloured lemon flavoured cake tastes like lemon when blindfolded, and chocolate when tasted without a blindfold.

Sight is a staggeringly important sense for sighted people.

The greatest possible attention needs to be given to the visual aspects of a marketing campaign, including how the product is presented, how it is packaged, and how it is promoted. This principle is very well understood by Apple, and less well understood by the likes of Telstra; well understood by Ikea, and less well understood by the likes of Fantastic Furniture; well understood by Zara, and less well understood by the likes of Cotton On.

I would argue that this is one area in which international marketers perform better than local marketers.

In 2018, pay much more attention to the visual aspects of your marketing

Sources of core statistics – CrowdRiff, Inc, HubSpot and Impact

READ MORE – www.djohncarlsonesq.com 

D. John Carlson – Adviser and Speaker – 0402 273 350 or johnc@lincintegrated.com .

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