From ancient cave paintings to modern infographics, humans have been drawn (pun intended) to visual storytelling for millennia. So what is it about this style of communication that resonates so deeply with us?
The answer is in the way our brains are wired. Evolution has shaped us to process, remember, and connect with information through stories, images, and recognisable patterns. Here’s a closer look at the science behind why visual storytelling is so powerful and how it taps into our neural hardwiring.
Why Our Brains Love Narrative
The Role of Stories in Human Evolution
Stories have been a cornerstone of human communication for tens of thousands of years. Before written language, oral storytelling was the primary way to pass down knowledge, warn of dangers, and share cultural values. This made storytelling more than a form of entertainment, it was an essential survival tool.
- Memory Boost: Stories organise information in a way that makes it easier for our brains to remember. A study published in Nature Communications found that narrative structure increases the likelihood of information retention by up to 22 times compared to disorganised data.
- Emotional Connection: Stories engage our emotions, releasing neurochemicals like dopamine and oxytocin, which enhance focus, empathy, and memory. These chemicals make us care about the characters and their outcomes, helping us form a deeper connection to the message.
Mirror Neurons and Resonance with Protagonists
When we hear or see a story, our brains don’t just process the information; they simulate the experience. This is thanks to mirror neurons—a special class of neurons that fire both when we perform an action and when we observe someone else performing it. Pfeiffer, K. (2011). Passionate Encounters: Emotion in Early English Biblical Drama.
Research in neuroscience has shown that mirror neurons allow us to “feel” what the protagonist of a story is experiencing. For example, when a character is triumphant, its like we feel it too and our brain releases dopamine, giving us a sense of reward. When they face a challenge, our brain mirrors their tension, fostering empathy.
This mechanism explains why we resonate deeply with well-drawn protagonists. According to a study in Social Cognitive and Affective Neuroscience, stories that evoke strong emotional engagement activate brain regions associated with empathy, such as the anterior insula and anterior cingulate cortex. By mirroring the emotions and actions of characters, we internalise the story as if it were our own experience.
Why Our Brains Love Visuals
The Dominance of Visual Processing
The human brain is incredibly visual. About 50% of the brain’s cortex is dedicated to visual processing, and nearly 70% of our sensory receptors are in our eyes. This dominance is why visuals are processed 60,000 times faster than text, according to research by 3M Corporation.
The Dual Coding Theory
The dual coding theory, developed by psychologist Allan Paivio, suggests that our brains process and store information better when it’s presented in both verbal and visual formats. Words engage our verbal memory, while images activate our visual memory. Together, they create a powerful one-two punch for comprehension and recall.
The Picture Superiority Effect
Visuals are more memorable than text alone. This phenomenon, known as the picture superiority effect, occurs because our brains are hardwired to store and retrieve images more efficiently than words. A study in the Journal of Experimental Psychology found that people can recall over 2,500 images with 90% accuracy after several days, far outperforming text recall. Visual Learning: Diagrams & Charts for Better Comprehension. https://thorplands.education/dictionary/visual-learning-diagrams-charts-comprehension
Why Our Brains Love Patterns
Pattern Recognition as a Survival Mechanism
Our ancestors’ ability to recognize patterns—like spotting animal tracks or predicting seasonal changes—was critical for survival. This evolutionary advantage has become deeply ingrained in our neural wiring.
- Making Sense of the World: The brain is constantly scanning for patterns to make sense of information. Pattern recognition helps us predict outcomes, identify relationships, and create meaning from chaos.
- Efficiency in Processing: Patterns reduce cognitive load. Once we recognise a familiar structure, like a story arc or visual format, our brains process information faster and with less effort.
The Power of Pareidolia
Pareidolia is our tendency to see meaningful patterns where none exist, such as seeing faces in clouds or animals in rock formations. This quirk demonstrates how eager our brains are to assign meaning and form to the information we encounter. Cire, R. (2021). Evaluating the Historical Accuracy of Blackwork Embroidery with Fractal Analysis. https://core.ac.uk/download/524154744.pdf
The Magic of Combining Narrative, Visuals, and Patterns
When you combine storytelling, visuals, and patterns, you create a trifecta of engagement and understanding. This right here is my sweet spot. Visual storytelling works because it leverages all three of these neural preferences:
- Narrative Structure: Stories provide context and meaning, helping us make sense of complex ideas and connect our emotions to them.
- Visual Representation: Images enhance our comprehension and memory, making the information more engaging and easier to recall.
- Pattern Recognition: Visual and narrative patterns help the audience follow the flow of information and connect the dots.
This combination is why a journey map, for example, is more effective than a bullet-point list of steps. The map tells a story (narrative), includes imagery (visuals), and follows a recognizable structure (patterns), making it easier to understand and remember. Plus we all already instinctively know that the purpose of a map is to help us to get from one place to another.
Understanding the brain’s natural inclinations can help leaders and communicators craft more effective messages:
- Tell Stories: Frame your message as a story to engage emotions and activate mirror neurons, helping your audience relate to and internalise the message. Don’t just say that something is important, show the audience through the eyes of a character. Tap into the emotional power of stories to foster connection and inspire action.
- Use Visuals Thoughtfully: Enhance your storytelling with relevant images, or diagrams. Visuals should complement the narrative, not distract from it.
- Leverage Patterns: Organise information into recognisable structures, like timelines, hierarchies, or cause-and-effect diagrams, to make it more digestible.
The Takeaway: Yes, We’re Wired for Visual Stories
Our love for visual storytelling isn’t a coincidence—it’s the result of thousands of years of evolution. Our brains are wired to seek meaning through stories, process visuals with unparalleled efficiency, and find patterns that make sense out of complexity.
By leveraging narrative, visuals, and patterns, you can build a connection with your audience that’s as powerful as it is unforgettable. Aligning your communication methods with how the human brain works, means you can create messages that resonate, engage, and inspire action.
Because at the heart of every great story, there’s a protagonist. And thanks to mirror neurons, your audience isn’t just listening—they’re living it with you.
