More than half of the human brain is devoted to visual processing because we walk on two feet instead of four. Standing upright can be wobbly, but it confers tremendous survival advantages. We can see opportunities and threats at much greater distances.

So our brains prioritize visual information. Everyone knows that a picture is worth a thousand words. But did you ever consider how the language you use can take advantage of that preference for visual processing?

The English language is basically a mashup of Anglo-Saxon and Latin, mostly due to the Norman conquest of the British Isles in 1066. The invaders were rich, wore armor, lived in castles, and spoke Latin. The locals were their serfs, and spoke Anglo-Saxon. That’s why English has almost twice as many words as the Romance languages.

Latin words tend to be abstract, but Anglo-Saxon words are visual.

Latin: domicile. Anglo-Saxon: house.

Latin: beef. Anglo-Saxon: cow.

Latin: pork. Anglo-Saxon: pig.

Notice how you can picture the Anglo-Saxon words in your mind, but struggle to form a mental picture of a “domicile.”

Here’s how to put that knowledge to work:

The more you activate people’s visual circuitry, the more they’ll engage with your messages. Keep it clear, simple, and visual, and your messages will cut through the clutter.

To get expert help refining your messaging, email Rustle & Spark today.

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