Images play a powerful role in our decisions to buy many products. Have you ever caught yourself choosing between two magazines on the shelf of your local press shop just on the basis of which has prettier pictures on the cover page? Or paying just a bit more for a package of tea, if it's pretty, or a bottle of shampoo, if it's more attractive than the one standing just beside it? I guess the honest answer would be a firm "yes" for most of us.
The human brain just seems to need visual stimulation for better decision making. On top of that, most of the population on planet Earth can be described as "visual thinkers", the subject I addressed in one of my previous posts, Is your web site sticky enough?
Marketing specialists have been using this knowledge for decades, trying to make their advertising content relevant and engaging. And that’s exactly what it often comes down to -- making images relevant to what the product or brand needs to express. This seems to be especially important for anyone who’s managing and developing brands in social media, having to select catchy images that support any written content, catching the attention of your Facebook fan, so that she spends just a couple of seconds more on your page. Familiar situation, right?
But a study recently carried out by the School of Psychology at Victoria University of Wellington in New Zealand reveals even more astonishing facts about how the human brain perceives images. The study “Nonprobative photographs (or words) inflate truthiness” suggests that “text is more credible when accompanied by photos, even when the photos don’t support the point of the text!” (( Source: Persuade with Pictures, http://www.neurosciencemarketing.com/blog/articles/persuade-with-pictures.htm ))
In four experiments, academics examined the impact of nonprobative information on truthiness, which refers to subjective feeling of truth.
“In Experiments 1A and 1B, people saw familiar and unfamiliar celebrity names and, for each, quickly responded "true" or "false" to the (between-subjects) claim "This famous person is alive" or "This famous person is dead." Within subjects, some of the names appeared with a photo of the celebrity engaged in his or her profession, whereas other names appeared alone. For unfamiliar celebrity names, photos increased the likelihood that the subjects would judge the claim to be true. Moreover, the same photos inflated the subjective truth of both the "alive" and "dead" claims, suggesting that photos did not produce an "alive bias" but rather a "truth bias." Experiment 2 showed that photos and verbal information similarly inflated truthiness, suggesting that the effect is not peculiar to photographs per se. Experiment 3 demonstrated that nonprobative photos can also enhance the truthiness of general knowledge claims (e.g., Giraffes are the only mammals that cannot jump). These effects add to a growing literature on how nonprobative information can inflate subjective feelings of truth.” (( Source: Abstract of the new study, http://www.ncbi.nlm.nih.gov/pubmed/22869334 ))
The main point here is this: as a manager who wants to build powerful branded content, you now have more freedom to work with images, which, as the study above shows, are worth even much more than a thousand words.
Source: The Neuromarketing blog by Roger Dooley