The power of communication with images

Edinburgh Bus Tour

Why do we love images so much?
We are very visual creatures. A large percentage of the human brain dedicates itself to visual processing. Our love of images lies with our cognition and ability to pay attention. Images are able to grab our attention easily, we are immediately drawn to them. Think about this blog, for example: did you look at the words first, or the image?

We process images at an alarming speed. When we see a picture, we analyse it within a very short snippet of time, knowing the meaning and scenario within it immediately. The human brain is able to recognise a familiar object within 100 milliseconds. People tend to recognise familiar faces within 380 milliseconds, which is pretty speedy.

Bright colors capture our attention because our brains are wired to react to them. Our vision senses are by far our most active of the senses. This may be thanks to our evolution. Quick processing of visual information would have saved our ancestors from the attack of a predator or during a hunt for food. A gatherer would need to be able to identify certain shades of red berries during their forage. These primitive behaviors come into play even now in our everyday lives. This is often a fact that advertisers use to their advantage.

Images on social media
One thing I’ve realised is how vital images are in my role. A post on social media accompanied by an image is 10 times more likely to receive engagement. Visuals are one way of grabbing your audience’s attention and gaining interaction, especially on Facebook. With this in mind, you can use these images to drive users to research.

And what if you have limited characters to write with? Twitter only allows users 140 characters of text, which can sometimes make it difficult to convey a complex message. With an image, you can help explain these tough concepts without taking up too much space. Here’s an example:

tweeter
Images also have the potential to get an emotional response from your audience. This is necessary when if you want the work you’re promoting to have an impact on users.

Tumblr
We are seeing plenty of researchers and institutions taking advantage of images, especially through the microblogging service, Tumblr. Publishers, institutes, researchers, and schools are using Tumblr to promote scientific findings, with the help of vibrant and appealing images. Tumblr is also a great way to bring awareness to the research itself.

Images help educate
In a world where we are bombarded by stimuli, we often seek the easiest and most fluent way of acquiring and learning information. Reading can be a slow and time-consuming activity. It takes a lot longer to read a long sentence than to analyse a visual scene.

At school we are expected to scour our textbooks and memorise sentences word-for-word. This isn’t always the best tactic. Many of us are visual learners, who memorise content more effectively if it happens to be image-based. This is what makes infographics so popular: they crunch down data and findings and present them in an easy to digest manner. The images, diagrams, and figures in infographics make the learning process more fluid. Funnily enough, here’s an infographic explaining why we all love infographics.

 

About the author