The memory of images decays less rapidly than the memory of words. The implication is that pictures are often more effective than words. The more effective option is “dual coding” or the use of visual and verbal cues together. The most effective option is when the visual and verbal cues are designed to say the same thing, or when they are completely redundant.
Other aids to memory include:
·Communicating the most important points first and last in the overall communication
·Repeating a key point again and again in a communication
·Presenting the key point in a catchy song, phrase, or slogan that the customer will repeat over and over again in his or her memory
·Presenting the communication in the atmosphere, environment, or mood in which you intend the customer to recall the communication
Sound remains in our short-term memory over 5 times longer than images do. That is why sound is an even better aid to memory. (Source: Williams, Roy H., Secret Formulas of the Wizards of Ads,)
Scent, however, is one of the best aids to memory. Cinnabon has figured this out, as you would know if you’ve shopped malls in which their stores are located.
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One comment
ED ROACH
June 3, 2007 at 8:21 pm
Derrick,
This is an area I’ve always wondered about. Why is it that scensory cues are not equal. Sight, sound, smell and touch should be equal, but why aren’t they? Smell from what I understand has a huge impact on memory. I’ve often heard people say that a particular smell reminds them of their childhood. If I had to guess at what is the stronger one for myself it would be visual. I’ll remember your face not your name. Mention a company and a logo comes to mind or even a colour.
Does anyone know of any good books on the subject?
Ed
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