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How to Turn Data and Analytics into a Compelling Story

We’ve all heard the phrase “a picture is worth 1,000 words.” It turns out that this is more than just an old saying. Research dating back to the 19th century has proven that our brains can grasp, process and retain pictures with much greater meaning than numbers or words alone.

05CyndiGThis is called the “picture superiority effect,” and understanding this basic human dynamic is critical to integrated marketers. It means that it is faster for people to understand many data points when they are displayed in charts and graphs rather than poring over piles of spreadsheets or reading pages and pages of reports.

Why its Important

"Research dating back to the 19th century has proven that our brains can grasp, process and retain pictures with much greater meaning than numbers or words alone. This is called the “picture superiority effect,” and understanding this basic human dynamic is critical to integrated marketers."

Cyndi Greenglass

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