“Pictorial superiority is truly Olympian,” writes molecular biologist John Medina in his bestselling book, Brain Rules. Simply put, if information is presented verbally, people remember about 10% of the information. Include a picture and retention soars to 65%. If you can add motion, the information is almost certain to grab a person’s attention.
Neuroscience helps to explain why a Weather Channel animation depicting the worst-case scenario from Hurricane Florence’s storm surge went viral this week, attracting more than 13 million views. The video also provides a valuable lesson in presenting information that is intended to grab attention, like a situation where lives are at stake.
If you haven’t seen the animation, this article in Wired shows the video and explains the cutting-edge technology used to create it—immersive mixed reality.
The animation begins with meteorologist Erika Navarro describing what storm surge would look like. At first, she’s standing in front of a typical color-coded map. Next, “we can show you what it would look like if you find yourself in this scenario” she says. The graphic changes and we see Navarro standing on a realistic-looking street corner nears homes and cars. As the water rises to 3 feet, it nearly covers a parked car. As the flood waters continue to rise, the car begins to float, and a wall of water appears to surround Navarro. Viewers can see debris in the murky, rushing water. Navarro concludes: “This is an extremely dangerous and life-threatening situation. If you’re told to go, you need to go.”
The video of the animation caught people’s attention. USA Today said the graphics “are blowing our minds.” Even TMZ took a break from celebrity scandals to interview TWC owner, Byron Allen, about the video. “It’s easier to show them than to tell them how dangerous the water is,” Allen said.
Allen’s right because our brains evolved to pay attention to visuals. A new MIT study finds that cave drawings played an important role in the evolution of language. According to the researchers, our ancient ancestors first made sounds, followed by pictures, which, combined with sounds, became spoken language.
In studies of multimedia learning in a classroom setting, we know that students retain information when it’s presented as words and pictures. We also know that animation and graphics are remarkably effective when they are paired with narration. In other words, showing and telling.
[tweet_quote display=”The Weather Channel’s new graphics could save lives when paired with official warnings.”]The Weather Channel’s new graphics could save lives when paired with official warnings.[/tweet_quote] In almost every weather disaster, a press conference is called with emergency agencies and local officials. They stand in front of microphones, issue a verbal warning, and point people to a website where they can see if they’re in a possible flood zone or disaster zone.
Imagine a press conference that combines verbal warnings along with TWC-style animations. Bryon Allen said his channel will share its technology and intellectual capital with local authorities to warn people about impending weather events. The combination of text, words and animations will bring the message home in ways that standard verbal warnings are unable to do.
The storm surge animation will transform the way weather is presented. It’s also a reminder for any educator or leader who needs to deliver critical information. People pay attention to words, pictures and motion. Combine all three and your audience is much more likely to be glued to the information—and act on it.