The brain processes images 60,000x faster than text
Humans process visual data better than anything else. To cope with the fact that 90% of information transmitted to the brain is visual, we can process imagery 60,000 times faster than text.
Only 20% of people will read text on a page.
Most of those people only read 20-28% of the words.
People only remember 20% of what they read.
It's official. Text combined with visuals makes people more willing to trust
Dead celebrities
Researchers at the Victoria University of Wellington in New Zealand found that statements about a celebrity being alive or dead were judged to be accurate more often when they were accompanied with a photo of the celebrity.
Brain scans
Even specialized information like neuroscience can be made more credible with imagery. A study found that neuroscientists will trust research studies more often when they're accompanied by fMRI brain scan photos, despite the scans having no relation to the conclusion of the paper.
Lost in nature
A study on natural vs urban imagery and its effect on lowering stress found that natural imagery affects both the brain and body by reducing tension. It has been claimed that this can help dissuade financial concerns when people are faced with spending a lot of money.
The art of persuasion
A study conducted on an audience at the Wharton School of Business found that 50% were persuaded by a purely verbal presentation, whereas 67% were persuaded by the verbal presentation that had accompanying visuals.
Getting your visuals right can make or break your proposal. Here are some of the unique advantages of each:
Images
Imagery should be a non-negotiable part of your proposal. Images can boost retention by 60% and the numerous studies on how they boost persuasion should be all the encouragement you need. Choose images that either contextualize your text or trigger an emotional response.
Videos
While more difficult to create, including a video can dramatically increase your chances of making a sale. People are 85% more likely to buy a product after viewing a product video. Four times as many consumers would rather watch a video about a product than read about it.
Infographics
An infographic is a perfect combination of text and imagery. It only takes us 150ms for a symbol to be processed and 100ms to attach meaning to it. Researchers found that colored infographics increase the willingness to read by 80%.
Colors influence consumer behavior and decision making. Wishpond received a 14.5% increase in conversions after they changed their CTA button color to yellow. Make sure you do your research on the cognitive effects of your color choices. Here's a brief overview: (source)
Yellow
Youthful and optimistic. Been proven to grab the attention of window shoppers.
Purple
Creates a calming effect. Often seen in beauty or anti-aging products.
Green
The easiest color for the eyes to process. It's both associated with wealth and relaxation.
Black
Powerful, bold, and sleek. Used predominantly to sell luxury products.
Pink
Fun and romantic. Usually used to market products for women and girls.
Blue
Creates feelings of trust and security. Commonly used by both banks and businesses.
Orange
Fairly aggressive. Most effective for call to actions (e.g. subscribe, buy, or sell)
Red
Causes an increase in heart rate. Creates a sense of urgency. Often used in sales.
