Working Visually: The Science Behind Success

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Learning through visuals is something most of us have done our entire lives. From an early age, concepts and language are communicated through products like illustrated children’s books and flashcards. This continues as we grow and consume visuals in multiple forms, from illustrated textbooks to more recent gamified online learning.

Throughline worked with Cisco to generate a “deck of cards” depicting the various ways in which a person learns, along with different characteristics about their current employment situation, motivation attributes and other personal characteristics. Cisco then assigns the cards to individual learners, whom they steer through Cisco’s ideal learning pathway.

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However, as we transition out of active learning environments and into the stereotypical workplace, visual communication often takes a backseat to black and white text. It may be more convenient, but is text the most effective way to communicate with others? Science says no. In this edition of Working Visually, we highlight key scientific findings that drive our mission to push creative bounds in all information environments.

It may be more convenient, but is text the most effective way to communicate with others? Science says no.

Visuals lead to better recall and recognition. The key to powerful communications is ensuring ideas stick with your audience after they leave. In multiple studies, the use of pictures and illustrations—alone and in combination with text—improves audience content recall. Even the emotional tone of visuals has an effect, with positive and negative visuals enhancing memory over those with a neutral tone.

Illustrated strategy maps are a powerful way to communicate complex ideas across an organization. By developing relatable, identifiable visuals aligned to each portion of a strategy, audiences are easily able to absorb and remember the information they need.

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The right kind of visual matters. An increasing number of scientific studies in recent decades tested the impact of visuals when communicating complex information, such as statistical data. While charts and graphs are not new, recent studies show that relevant visual enhancements “significantly helped in the recall of title and thematic elements,” while unrelated embellishments were “significantly detrimental to memorability.” In other words, the types of visuals used are crucial to increasing the impact and resonance of data communications. Simply adding brand colors and stock imagery is not enough and may even detract from the overall message.

The illustrated graph on the left shows a simple, relevant embellishment that immediately communicates the data topic, compared to the more typical “plain” chart on the right.

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Visuals make a message more persuasive. Creating a memorable message and grabbing audience attention are key to impactful communications, but what about driving that audience to action? Studies show that visual aids increase the persuasiveness of a message by over 40%, resulting in greater commitment of time and money to the ideas proposed. This impact was seen even when small changes were made, such as using color instead of only black and white on a page. Animated videos, like the below, drive action by combining simple messages with relatable emotions that engage audiences in a memorable way.

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From strategic concepts to data sheets, visuals play a crucial role in audience understanding, retention and action. At Throughline, we seek to push creative visual boundaries in everything we do. While the aesthetic results are enjoyable and immediate, it’s the proven power of impact that delivers value for our clients.

Need help visualizing something particularly complex? Reach out! We love a challenge.

‘Til next time,

The Throughline Team

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