Marketing For Dummies, 6th Edition

Chapter 8

Creative That Engages the Mind

IN THIS CHAPTER

Evaluating your approach

Developing a compelling creative campaign

Building a sustainable brand identity

Crafting an actionable creative brief

Getting creative with branding

The human brain processes images 60,000 times faster than it processes text, according to research conducted by 3M. We have far greater recall for images we see than for text we read. This phenomenon is called the Picture Superiority Effect. The studies behind this theory show three days after we are given information through images, we are likely to remember 65 percent of the content. If the information is presented to us as text or audio, we’ll recall just 10 percent of the content on day three. This concept also applies to social media. Posts with images generated more than the twice the engagement than those without, according to a study by BuzzSumo.

Consciously and unconsciously, images spark emotional reactions and inform our behavior. Scientific ...