Evaluating
Picture Superiority Effect
Providing visual cues enables quicker processing which can lead to improved comprehension and retention of information.
For Example
Social media platforms such as Instagram and Pinterest thrive because visual content is remembered and engaged with more strongly than text-based posts. Likewise, restaurant menus using vivid pictures of dishes often increase customer selections compared to menus relying only on written descriptions.
Similar Biases
Similar biases: Visual Appeal Bias, Dual Coding Theory, Von Restorff Effect. Opposing biases: Verbal Overshadowing, Complexity Aversion, Text Primacy Effect
We tend to remember tasks and goals that are not completed.
The Picture Superiority Effect is the cognitive bias whereby people have an easier time remembering and recalling visual information compared to text or auditory information alone. Studies consistently demonstrate that pictures significantly improve memory retention and recall accuracy. In Customer Experience (CX), this effect explains why visual marketing, product images, videos, and clear visual instructions significantly outperform text-heavy information. Customers form emotional connections more effectively through imagery, enabling brands to build stronger emotional engagement, enhance recall, and influence purchasing behaviors more effectively. Brands leveraging this effect ensure visuals are central to their CX design, communicating critical information, benefits, and emotional cues visually rather than through text alone.
The Impact of Visual Stimuli on Memory Recall in Young Participants
In a particular study, researchers divided participants aged 7-20 years into two groups. The first group received visual stimuli for study, while the second group studied using word stimuli. Both groups were subsequently tested using word-based stimuli. The results indicated that participants who studied with visual stimuli outperformed those who studied with word stimuli. This finding underscores the effectiveness of visual aids in enhancing memory and recall, particularly when compared to purely verbal learning methods.
Shepard's Visual Memory Study
Participants viewed 612 pictures briefly, later shown pairs of images (one previously seen, one new). Remarkably, participants identified previously seen images with around 98% accuracy even days later, far outperforming recall rates typically seen with verbal information. Meaning for CX: Visuals have a profoundly lasting effect on memory. Brands using distinctive visual branding significantly improve long-term customer recognition and loyalty.
Paivio's Dual Coding Theory
In a foundational experiment, participants studied two sets of words: concrete (easily visualizable, e.g., “apple,” “table”) and abstract (hard to visualize, e.g., “justice,” “freedom”). Participants remembered significantly more concrete words due to their associated visual imagery. Meaning for CX: Visual content creates stronger and more reliable memory connections than abstract or text-only information. Brands should ensure key messages are visually represented to enhance customer recall.
Visually Clarify the Need
Customers quickly understand their needs through visual demonstrations. For instance, visually depicting common customer challenges in short videos or clear graphics immediately highlights their need for the brand’s solution, creating effortless awareness and motivation.
Establish Instant Recognition
Memorable visual branding ensures immediate recognition. Distinct logos, colors, or visual styles help customers effortlessly identify brands in busy marketplaces, quickly establishing familiarity and trust, leading to deeper future engagement.
Visually Showcase Benefits
Visual comparisons clearly highlighting product advantages accelerate decisions. Brands effectively using side-by-side visuals to show clear superiority or benefits (before-and-after visuals, performance charts) significantly enhance customer preference during consideration.
Facilitate Effortless Understanding
Visual content simplifies product exploration. For example, short visual guides, infographics, or product demonstration videos drastically reduce complexity, enhancing exploration and customer confidence.
Enhance Trust through Visual Proof
Clear visual testimonials (photos, video reviews) powerfully communicate authenticity and reliability. Visually demonstrating successful customer outcomes solidifies trust and reassures customers during research.
Visualize Confidence in Choice
Brands using clear, reassuring visual indicators (ratings, badges, real customer photos) effectively reduce decision anxiety at the selection stage, confidently guiding customers towards completing their purchases.
Streamline with Visual Clarity
Clear visual design during checkout (icons, progress bars, intuitive buttons) significantly reduces cognitive load, anxiety, and hesitation, promoting frictionless transactions and higher completion rates.
Reinforce Satisfaction Visually
Post-purchase communication featuring visuals (delivery progress visuals, instructional videos, personalized visual thank-you messages) significantly enhances satisfaction, reducing customer remorse and building deeper emotional engagement and loyalty.
Customer Experience Challenges
Typical challenges in CX where the bias can be used
- Control: Overuse or confusing visuals can overwhelm and irritate customers, undermining autonomy. CX must use visuals clearly and sparingly, focusing on ease and empowerment.
- Motivation: Visual repetition must be consistent yet varied; otherwise, visual fatigue sets in. CX should refresh visuals regularly to sustain engagement and impact.
- Risk: Misleading visuals can increase skepticism. Brands must ensure visuals genuinely and clearly represent reality to maintain trust.
- Selection: Visual clutter reduces decision clarity. CX must strategically simplify visual presentation, ensuring clarity and ease of selection.
- Information: Visual overload or complexity confuses customers. CX must prioritize visual simplicity, clearly and concisely communicating necessary information.
Customer Experience Pillars
Renascence CX pillars where it can be applied most efficiently
- Integrity: Authentic, truthful visuals reinforce brand integrity, building lasting trust.
- Expectations: Clearly visualized realistic expectations help customers form accurate perceptions, enhancing satisfaction.
- Resolution: Visually demonstrated solutions simplify resolution processes, quickly alleviating frustrations.
- Effort: Simple, intuitive visuals dramatically reduce cognitive effort, enhancing customer ease and satisfaction.
- Emotions: Emotionally resonant visuals create strong emotional connections, increasing engagement and loyalty.
Customer Experience Interfaces
Interfaces & touchpoints where it can be applied most efficiently
- Digital: Websites and apps should emphasize visual navigation and use clear, compelling images to communicate product features, benefits, and brand identity, enhancing recall and ease of use.
- Voice: While primarily auditory, voice interfaces benefit from supplemental visual aids (screens, icons) to reinforce instructions, increasing recall and reducing cognitive effort.
- Promo: Promotions utilizing vivid, attractive imagery significantly outperform text-only ads in recall and emotional engagement.
- Product: Packaging and product displays featuring striking visuals consistently create stronger emotional appeal, product recall, and higher perceived value.
- Shelf: Clear, visually engaging signage helps customers quickly identify products, increasing selection likelihood and positive perceptions of quality.
Renascence Tip
The Picture Superiority Effect clearly indicates the necessity for visual-first approaches in CX design. Brands aiming for stronger recall, deeper emotional connections, and higher customer satisfaction must consistently use engaging, memorable visual content across all customer touchpoints. Prioritize imagery that clearly represents the product's value, emotional benefits, and key brand differentiators. However, avoid visual overload—visuals must be clear, purposeful, and cohesive, aligning strongly with your brand message and emotional positioning.
