We’re constantly being bombarded with images. Yet we’re able to process thousands of images because our brains are always trying to figure out what we’re seeing. Recently, neuroscientists at MIT discovered that the human brain can process images the eye sees for as little as 13 milliseconds. That’s even faster than I scroll on Facebook!
But when it comes to remembering, not all images are equal. Some stick in our minds as if they were set with super glue and some just slip out like random thoughts.
Images can Increase Memorability and Sharing — Image memorability is an interesting subject. Well, it is to me since I’m a behaviorist and I find these types of topics fascinating. At this point, you may be thinking that an article about images might bore you to death. But, keep reading … there are some things you should know about images to help you create memorable and sharable social media and content marketing posts.
Emotions Engage — Emotion is the driving force of sharing.
A recent Harvard study evaluated what causes marketing campaigns, and their images, to go viral. Data indicates the most shared emotions are: admiration, interest, amazement and astonishment.
When selecting images, use those that evoke emotions. The more intense the emotion, the more likely we are to remember it.
The best way for your business to engage people and motivate their behavior is by building emotional connections with them.
Make it Relevant! — The images you use must align with your brand. Don’t turn away from your brand guidelines for memorable images that aren’t relevant to your brand or your audience. Aim to use impactful imagery that stimulates emotions and are contextual to your brand.
Color is Important — The way color is used in an image contributes to the emotions you feel. A recent study from Georgia Tech examined over 1 million Pinterest images and looked at the color trends between the highest and lowest shared images. The results? Red, purple and pink promote sharing . . . these three colors drive visceral emotions in both men and women.
You’re probably wondering which colors were shared at the lowest spectrum … drum roll, please. The least shared images used green, black, blue and yellow.
Your Content Needs Images! — Using images is a natural way to get people’s attention. It’s the perfect motivating force to encourage sharing. Just make sure the images you select are emotional, contextual to your brand and relevant to your audience.