The Picture Superiority Effect describes the cognitive phenomenon that humans remember pictures better than texts or spoken words. Visual information is processed faster, stored deeper and remembered more easily than linguistic content.

This is partly because images are more perceptually distinct than words, which increases their retrievability in memory, and because they can be directly linked to meanings or emotions without having to be decoded and semantically interpreted first, as read language must.

Origin

  • Paivio, A. (1971). Imagery and Verbal Processes. Holt, Rinehart & Winston.
  • Nelson, D. L., Reed, U. S., & Walling, J. R. (1976). Picture Superiority Effect. Journal of Experimental Psychology: Human Learning and Memory, 2(5), 523–528.

Applications in UX and UI design

The Picture Superiority Effect is one of the most important principles in UX and UI design because it shows the importance of visual communication. Designers should therefore use design principles to implement pictorial information appropriately and purposefully.

Strategies for using the Picture Superiority Effect in design:

  • Use icons and pictograms: Symbols and icons make it easier to recognize functions and improve navigation.
  • Infographics help to understand complex relationships: Complex information can be grasped more quickly through diagrams, charts and infographics.
  • Use visual hierarchies: eye-catching visual elements can emphasize important information and improve user guidance.
  • Photos, videos and illustrations: image information increases interest and is particularly memorable.

However, you should not overdo the use of images: too many images or poorly chosen visual elements can lead to cognitive overload. This particularly affects people with cognitive disabilities. A balanced combination of image and text elements ensures an optimal User Experience. In particular, inclusive solutions also require text descriptions to enable blind people to access the information provided.

Impact on the User Experience

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Further information