We saw you (1) have a split second to (2) stir a positive emotion.

How are you going to crack this puzzle? Perhaps our ancestors held the key when they painted stick figures on the walls of their stone cribs. They reasoned that:

A picture says more than a thousand words.

We know this to be intuitively true.

Because we all prefer pictures to reading.

But pictures – beyond their convenience – pack a powerful punch. They have more impact than words have. Shakespeare himself would admit that – for all the beauty of words:

Pictures make a lasting impression.

Your mind can instantly conjure up that Baywatch poster of your youth. The paper has long withered since, but the memory hasn’t.

A picture did what a 1,000-word description of a woman in a bathing suit could never do:

Pictures help us remember.

Can you recall the story your colleague told you at lunch? Or the plot of the last novel you read?

Exactly.

But don’t feel bad: Your brain is just not wired for it. Studies show that people remember just 10% of what they hear, 20% of what they read, but 80% of what they see and do.

Furthermore:

Pictures save time.

No matter your reading level, it’s always faster to look at something than to read about it. Some even claim that visuals are processed 60.000x faster than text.

Often:

Pictures convey complex ideas with a single image.

Paintings portray a life story. Movie posters sketch the setting or even the plot. A few icons convey important psychological mechanisms.

Given the time frame that you have to arouse interest, you must become adept at using pictures. Because in the service of your brand:

Pictures help communicate value.

We defined value as the extent to which people perceive your project as useful. And for this perception, she often relies heavily on the pictures.

Your brand images have to look good.

They need to evoke the right emotion.

But above all, they must portray something valuable..