Picture Superiority Effect relates to the fact that the human brain learns and retains information much better when it comes in the form of images rather than words and therefore visual sources can have a much greater and more lasting impact than text.

When our brain then wants to retrieve information, it finds it easier to locate the images because they have been “dual coded”. This is why we find it both easier to memorise and then later remember information that is presented in a visual manner.

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