What is the Picture Superiority Effect?

Picture Superiority Effect relates to the fact that we learn and retain information more easily when it comes in the form of images rather than words. Visual stimuli have a much greater emotional impact and create longer-lasting impressions than text.

One explanation for the superior recall of visual media, proposed by the psychologist Allan Paivio and Kalman Csapo following experiments in free recall, is the theory of “dual coding”. This theory suggests that, when our brain wants to retrieve information, it finds it easier to locate images because they have been assigned verbal associations as well as visual and semantic meanings.

Examples

This effect demonstrates the importance of developing a consistent brand and maintaining high-quality visuals throughout your website. Not only will this improve the perception of your service, but it will enhance the memorability and impact of your content. 

However, the variability of recall within different types of images illustrates the importance of maintaining semantic context. For example, colour images are more memorable than black-and-white images, but only when the images are coloured “naturally” (in a way that makes sense.) Additionally, certain kinds of images (pictures of people, concrete objects, relevant illustrations) are recalled more easily than others.

Picture Superiority Effect

Images are central to the impact and memorability of website content. Integrating a range of media within a coherent and persuasive site will give your value proposition greater impact and improve your conversion rate.