Preparing For a Powerful Delivery
Use More Pictures and Less
The pictorial superiority effect,
or PSE, is a phenomenon caused by the fact that text and
pictures are handled differently by the human brain.
Text is seen as a collection of
tiny pictures, and the meaning of each letter has to be
assessed and put into context with the adjoining letters
in order to make a word, which requires neural
functioning and some time. Pictures, on the other hand,
require far less neural processing and have the added
advantage of more easily engaging the emotions.
A series of tests referred to by
John Medina in his book, Brain Rules, show that
people could remember more than 2,500 pictures with at
least 90 percent accuracy after several days
post-exposure, even though they were exposed to the
pictures for only about ten seconds. A year later, the
accuracy rates had only dropped to around 63 percent.
According to Medina, if a
presentation is delivered orally, your audience will
remember about 10 percent of the information after
seventy-two hours. If you add a picture, the retention
level increases to 65 percent.
Pictures donít just dress up your
presentation; they directly, and significantly, affect
the measure of learning and information retention
enjoyed by your audience.
So, whatís the lesson? Use more
pictures and less text in your presentations.