Stories v. Words

Stories v. Words

The brain processes images 60 times faster than words, so if you want your message to be remembered, make sure you show instead of tell.

Recent findings by Nielsen show that consumers favor a more personal connection in how they gather information. Numerous studies over the years prove that our brains are far more engaged by stories than cold, hard facts.

It is far easier for us to remember stories than facts because our brains make little distinction between an experience we are reading about and one that is actually happening. The same areas of our brains light up whether reading about something or actually doing it. The more parts of our brain that are engaged, the better chance that we will remember what is happening at that time.

Simple storytelling at its best: the powerful holiday 2014 Apple commercial “The Song.” The entire 90-second spot is told entirely as a visual, creating a powerful bond between family, love, and the power of Apple products. No words needed.

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