Visual Hammer — Laura Ries

According to Laura Ries, the left brain is associated with verbal messages and the right with visual messages. A totally verbal message ignores the right brain. These things have an emotional contect too — your marriage anniversary, your accident etc. A total verbal message is flat and unemotional, which in turn affects its recall value. Most marketing messages are abstract ideas. Many slogans cannot be visualised. There is a lot of evidence, according to Laura Ries, that visuals play a far more important role in marketing than that  played by the words. Though advertising is filled with visuals, very few visuals hammer.

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