Everyone knows that a picture is worth a thousand words, and it is also remembered much better. This, in fact, is not something new, since Cicero himself, a Roman philosopher, noticed how important images were in memory.

The image superiority effect gives a name to this fact, and we will explain it in more detail below.

Image superiority effect: what is it?

The effect of image superiority is a phenomenon that refers to how images are more easily remembered than words or any data expressed only orally or in writing .

The idea behind this phenomenon is that human memory is extremely sensitive to symbols or figures, which are more like what they are trying to represent than words. What is learned through images remains in the memory much longer compared to what is learned orally or in writing.

According to John Medina, only 10% of what we read in a text will be remembered after about 3 days . On the other hand, if this information is presented in the form of an image or even with a text but exemplified by a photograph, the percentage of recall rises to 65%.

It can be said that the superiority of the image does not come by itself. For the image and the information it contains to be remembered, the concept it seeks to represent must be concrete.

Theories that explain it

The theoretical foundation behind the image superiority effect is Allan Paivio’s theory of dual coding. According to Paivio, images have certain advantages over pictures because the pictorial is more easily codified in memory and can be retrieved in the form of symbolic representation. In the case of words, on the other hand, this is not so simple, since it is more difficult to store them on their own and subsequently retrieve them.

Within the theory of dual coding, memory exists both verbally and through images. That is, we can think and remember by saying sentences to ourselves or using images from those memories. Concrete concepts are remembered through images and can also be stored in the form of words and phrases. In contrast, abstract concepts are stored in the form of words .

Another explanation that has been tried to explain why it is easier to remember pictures than words is the degree of familiarity of the object represented in picture form compared to that represented in word form.

That is, every day we see objects of all kinds, so our mind is more used to seeing objects for what they are than for how they are represented in written form . It is more natural for our brain to see an apple and remember it as such than not to remember the word ‘apple’ or a detailed description of this fruit.

An image can be a pictogram or an ideogram, that is, iconic representations of an object or idea, which are, in essence, a schematic but reliable form of what they are trying to represent. Going back to the previous example, seeing a photograph of an apple is easier to remember than having seen the word ‘apple’, basically because it represents in a very real way what an apple is.

The relationship between the pictograms and the image superiority effect can be seen on airport security signs . To make sure that travellers do not commit violations and that they remember the rules, it is normal to put up signs on the walls or doors of the site containing images related to what is forbidden to do.

For example, the image of a cigarette with the ‘no smoking’ symbol, accompanied by the phrase ‘no smoking’ underneath is something that is much easier to remember and is clearer than if you put the phrase on its own. Another, more abstract, case is that of the ‘no hazardous material’ rule in the form of a bomb or harmful device. In this way, an idea is represented in a more concrete way that is usually difficult to represent on paper.

Applications of this useful effect

As has been seen from the definition of this effect, remembering images better than text without pictorial accompaniment can have its advantages in many aspects, which have already been tested since time immemorial .

As we mentioned at the beginning of the article, Cicero was aware that images were something much easier to remember than text or words without being visually exemplified. In other words, this Roman author was already aware of the educational benefits that could be derived from taking this particular effect into account.

Next we will see three areas of application of the image superiority effect.

1. Education and language learning

In most educational texts, especially those oriented towards compulsory education, the books include images, more or less related to what is being explained in the classroom . This makes it possible, as we mentioned at the beginning of the article, to increase recall of the contents of the page.

Moreover, the use of images allows ideas that, although not abstract, are somewhat complex, such as photosynthesis, the Krebs cycle or the French revolution, to be more easily assimilated.

But there is no doubt that this effect takes on great importance in language learning, especially when it comes to learning new vocabulary .

Many language courses make the mistake of trying to get students to memorize word lists in the language they are learning by having them translated into their native language.

This, in addition to being very heavy, means that in the long run very few of these words are remembered. These words are learned out of context, which makes it even more difficult to remember them. This is why many other language courses, which do take into account the superiority effect of the image, choose not to put the translation of the word next to the new word, but an image of what it means.

In this way the student will visually associate the new word with its meaning , allowing a greater degree of recall as well as avoiding confusion between words.

2. Marketing and advertising

In the field of advertising and marketing, images are the most important element when advertising products and services, since is what the consumer will remember best .

This is especially useful when the message to be given is in the form of other images. For example, when selling a shampoo that is said to rejuvenate hair, ideally, while saying the properties of the cosmetic, images of healthy hair, ingredients it contains, users of the product with a satisfied look should be shown…

The visual component of the ad, whether it is a television commercial or one that can be found in a magazine, on the subway or wherever, is always more memorable than the text or spoken message that accompanies it.

A well-known case of television commercial that takes advantage of this effect is that of a famous cream of hazelnuts and chocolate that, while singing the ingredients it carries, shows those same ingredients to the viewer.

In this way, not only will you remember the little song associated with the product, but you will also remember the ingredients it contains and take them into account when you go to the supermarket and decide to buy that product.

Bibliographic references:

  • Nelson, D.L.; Reed, U.S.; Walling, J.R. (1976). “Pictorial superiority effect.” Journal of Experimental Psychology: Human Learning & Memory. 2 (5): 523-528. doi:10.1037/0278-7393.2.5.523.
  • Medina, J. (2008). Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School. United States. Editorial: Scribe.