Our iconic memory temporarily stores all incoming visual information and makes it available for further processing. It allows us to mentally "linger" on an image or visual scene even after the original stimulus has disappeared.

For example, look at an object in the room you are currently in, close your eyes and imagine this object. The image you "see" in your mind is your iconic memory of this visual stimulus.

Origin

George Sperling proved as early as 1960 in a study that people can store a large amount of visual information for a short time, but can only consciously recall a fraction of it. However, many visual stimuli are processed subconsciously or preconsciously, so that they can trigger certain reactions without penetrating into consciousness.

  • Sperling, G. (1960). The information available in brief visual presentations. Journal of Experimental Psychology, 64(5), 482–488.
  • Neisser, U. (1967). Cognitive Psychology. Englewood Cliffs, NJ: Prentice-Hall.

Iconic memory has a high capacity but an extremely short retention time (200–500 ms). It probably plays an important role in our selective attention by subconsciously deciding which information is relevant or irrelevant to us – and thus filters out unimportant elements (see, for example, the gorilla that was not noticed in the experiment by Simons & Chabris).

Unlike language, images are processed subliminally and can directly address the limbic system in the brain, which is responsible for emotions (see also our page: Picture Superiority Effect). Advertising makes targeted use of this effect to trigger emotions, anchor brands and influence purchasing decisions – often without the viewers being aware of it.

Impact on the User Experience

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Further information