Dual-coding theory in UX Design
Improving brand awareness through psychology backed designs
It’s not by accident that many platforms incorporate delightful icons along with elements like their values, principles, goals, or instructions. The pairing of visuals with descriptions is taking advantage of the dual-coding process in the brain. This theory states that if we can label, or code, an element using both verbal and non-verbal processing systems we will have an easier time recalling that memory in the future.
In the above example by using a picture of a dog and the word dog your brain will have an easier time recalling what a dog is next time. Designers can use this to help users quickly learn important pieces of information about a product which will make a brand and company more memorable in the long run.
Let's take a look at two memorable companies Adidas and Ben & Jerry’s. Both are passionate about sustainability and make it a point to call it out on their website.
If you were to look at both of these sites, chances are that you will have an easier time remembering Adidas’s efforts towards sustainability. They do a great job of laying out a clear hierarchy of important information while also pairing it with meaningful visuals. In order to really hack the brain using the dual-coding theory in your designs you need to make sure your visuals adhere to the following rules:
- Visuals should be relevant — the images should be closely tied in meaning to the words it’s representing
- Visuals should be simple — the visual should be detailed enough to convey meaning without being too intricate that it requires more mental effort to decipher
- Visuals should be familiar to the audience — the images should be easily recognizable to your users
What does this mean for your brand?
Knowing that the brain is hardwired to recall information quicker when coded through these two different learning systems can improve the user experience on your site and with your product. Make important pieces of information more memorable by looking for ways to pair it with visuals.
