
xxii intro
how to use this book
Here’s what WE did:
We used pictures, because your brain is tuned for visuals, not text. As far as your brain’s
concerned, a picture really is worth a thousand words. And when text and pictures work
together, we embedded the text in the pictures because your brain works more effectively
when the text is within the thing the text refers to, as opposed to in a caption or buried in the
text somewhere.
We used redundancy, saying the same thing in different ways and with different media types,
and multiple senses, to increase the chance that the content gets coded into more than one area
of your brain.
We used concepts and pictures in unexpected ways because your brain is tuned for novelty,
and we used pictures and ideas with at least some emotional content, because your brain
is tuned to pay attention to the biochemistry of emotions. That which causes you to feel
something is more likely to be remembered, even if that feeling is nothing more than a little
humor, surprise, or interest.
We used a personalized, conversational style, because your brain is tuned to pay more
attention when it believes you’re in a conversation than if it thinks you’re passively listening
to a presentation. Your brain does this even when you’re reading.
We included loads of activities, because your brain is tuned to learn and remember more
when you do things than when y