eAdvisor - Feature Article

The Eye Learns Faster Than the Brain

True or false

"A picture is worth a thousand words!" Answer: Only the right picture is worth a thousand words. It is now well documented that both long and short-term memory is enhanced by the correct use of visual cues. In a landmark study by G. B. Randolph (Communication Research Report, 1998), analysis confirmed that memory retention dramatically improves with proper use of visual cues or "keys."

What does this mean for your eNewsletter?

You will want to give careful thought to visual cues, avoiding the temptation to drop "eye candy" into your text in a willy-nilly fashion.

Visual cues should connect on these three levels:

• Emotional bonding – Identify with a solution to a problem.
• Aesthetic satisfaction – Please the reader's eye with simple artwork.
• Visual association – Make your audience relate the image to the article.

Visual Cues Reach Readers and Scanners

Finally, in today's crowded marketing environment a good visual cue not only relates to the message but many times, it IS the message. The fact is, not everyone will read your entire article. But those who scan can still grasp your main message "at a glance" via headline, subheads, bullet points, breakout quotes and visual cues.

Visual cues to consider include graphs, logos, relevant photos, maps, cartoons and computer screen shots. Make sure your images contribute to the story you are telling.

For more information, contact a qualified eNewsletter marketing consultant at (800) 720-5398 or email us at info@provensystems.com.

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