Dual Coding Theory is basically a “cognitive memory model.” To put that into words you can understand: It is how our mind processes everything we see. It helps explain the importance of visuals. Even though this is a psychology topic, it is very important in business to realize how people react to visual information.
According to the theory, there are three systems that work together. The first processes the language, the second processes the visuals, and the third puts them together. For our blog this week, we were asked to discuss dual coding theory and talk about some examples in the media.
Until we learned this in class, it never occurred to me how much CNN and other news stations use dual coding theory. When you watch a news report, not only is the reporter talking about the story, but a blurb and ticker appear at the bottom of the screen telling you about the story. Your brain processes the verbal information and the visual information at the same time. Another example of dual coding theory is when a PowerPoint presentation is being made. The brain must process the speaker and the slides at the same time.
Why does dual coding theory work? We discussed in class how the yellow Anderson Sunshine House Logo and a picture of clouds work well together in presenting the information for the proposal. Not only does your mind read the text, but it associates those visuals with that text. This is why a resume with color or an unusual design gets an interview and why the template resume gets overlooked. The employer remembers the resume being associated with the nice visual images.
Isn’t it amazing what your brain does and that you never even know it’s doing anything!
According to the theory, there are three systems that work together. The first processes the language, the second processes the visuals, and the third puts them together. For our blog this week, we were asked to discuss dual coding theory and talk about some examples in the media.
Until we learned this in class, it never occurred to me how much CNN and other news stations use dual coding theory. When you watch a news report, not only is the reporter talking about the story, but a blurb and ticker appear at the bottom of the screen telling you about the story. Your brain processes the verbal information and the visual information at the same time. Another example of dual coding theory is when a PowerPoint presentation is being made. The brain must process the speaker and the slides at the same time.
Why does dual coding theory work? We discussed in class how the yellow Anderson Sunshine House Logo and a picture of clouds work well together in presenting the information for the proposal. Not only does your mind read the text, but it associates those visuals with that text. This is why a resume with color or an unusual design gets an interview and why the template resume gets overlooked. The employer remembers the resume being associated with the nice visual images.
Isn’t it amazing what your brain does and that you never even know it’s doing anything!
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