The picture superiority effect is the phenomenon describing the fact that people are more likely to remember images than words. The greater impact on human memory might explain why companies are increasingly turning to graphics to convey a marketing message. Here Casey Sleigh, account executive at technical PR agency Stone Junction, explores why infographics are so useful and impactful in PR.

Infographics give engineering businesses the opportunity to demonstrate their knowledge and expertise in a format that doesn’t alienate or overwhelm the reader. In an infographic, complicated, technical information is broken down into concise, bitesize chunks and presented in an artistic way. This means the reader can consume it faster than traditional text, which can be a great benefit to people with busy schedules.

Images and other visual content are extremely social media friendly because they’re so easy to share. If you share your infographics with the trade media, as well as on Facebook, Twitter and LinkedIn, it can also help boost your SEO efforts. If a reputable magazine publishes your infographic online and includes a link to your website, you’re on the money.

Infographics and other visual content forms, such as one-page guides, add another tactic to your PR armoury. A traditional text format can usually only be consumed in a handful of environments. By publishing an infographic, you are expanding the number of mediums you can reach.

So, next time you’re considering the best way to publish your new research, keep the picture superiority effect in mind. You could also read our top five tips on creating the perfect infographic, written by Stone Junction’s graphic designer, Carla Stanton.

If you’d like further advice on graphic design in PR and how to best get your message across call us on 01785 225416 or e-mail casey@stonejunction.co.uk.