The science behind why we remember images better than text
- Nina Schilling
- Jan 6
- 2 min read
Updated: Apr 11
Have you ever struggled to recall a paragraph you just read but could vividly picture an image you saw days ago? You’re not alone. Humans are inherently wired to remember images better than text—a phenomenon known as the picture superiority effect. But what’s the science behind it? Let’s unpack why visuals leave a lasting impression on our minds and how this understanding can enhance learning experiences.
Our brains loves visuals
Our brains are visual processors. Researchers estimate that up to 90% of the information transmitted to the brain is visual. This is because the human brain can process images in as little as 13 milliseconds, much faster than text, which requires decoding symbols and assigning meaning.
When we see an image, it bypasses many of the cognitive steps needed for processing text, making it easier for us to absorb and recall later.
Words and pictures work together
According to the Dual Coding Theory by Allan Paivio, information is stored in two ways:
Verbal code: Written or spoken language.
Non-verbal code: Visual imagery.
When we combine text with relevant visuals, the brain processes the information in both codes simultaneously. This creates stronger memory traces, making it easier to retrieve the information later.
Emotional impact
Images often evoke emotions more effectively than text. The image below tells a powerful story in an instant—no caption needed.
Emotionally charged images activate the amygdala, the brain’s emotional processing centre, which helps encode memories more deeply.
This is why a single impactful image can linger in your mind long after a page of text fades from memory.
Visual memory vs. verbal memory
Visual memory is incredibly robust. Studies show that people can recall images with 65% accuracy even after three days, compared to just 10% accuracy for text. This is because visuals often trigger associative pathways in the brain, linking them to other concepts, emotions, or experiences.
For example, an infographic about global Internet penetration might help learners retain key statistics because the imagery anchors the numbers in context.
Patterns and colours are powerful
The brain thrives on patterns and contrasts. Visual elements like colour coding, charts, and diagrams create structure and hierarchy, helping learners prioritise and organise information. This visual scaffolding makes it easier to store and retrieve the information compared to plain text.
Tip: When designing visuals for learning, use consistent patterns and colours to guide the learner’s focus without overwhelming them.
Implications for learning design
The science of image retention isn’t just fascinating—it’s practical, and can be harnessed in learning design by:
Pairing visuals with text: Complement key points with diagrams, icons, or infographics to reinforce understanding.
Focusing on simplicity: Overly complex visuals can backfire. Keep designs clean and focused on one main idea.
Using storytelling: A narrative-driven visual, like a timeline or storyboard, helps learners connect emotionally and cognitively.
Testing for clarity: Ensure your visuals support the message, not distract from it.
We’re visual creatures by nature, and understanding the science behind why we remember images better than text can inform how we approach learning design. By leveraging the power of visuals, we can create experiences that aren’t just engaging but genuinely memorable.