The magnitude of the advantage of Visual Cognitive Dissonance is such that there can be little doubt as to the advantages of the approach they advocate.
Liverpool, UK (PRWEB) July 30, 2012
The University of Central Lancashire’s School of Psychology, in association with m62 visualcommunications, has conducted research on the effect of Visual Cognitive Dissonance slides on content recall.
The study, conducted by Dr Andy Morley and Dr Chris Atherton of UCLan’s School of Psychology, compared recall of two presentations with identical narrative and delivery that used either Visual Cognitive Dissonance (VCD) or the next best alternative (NBA) slides, under controlled, experimental conditions.
Slides using Visual Cognitive Dissonance, a technique developed by m62, are visual-heavy slides that don’t make immediate sense to the audience, and must therefore be explained by the presenter. The VCD slides developed graphical content an element at a time, whilst the NBA slides displayed the final, fully constructed graphics upon the slide.
The conclusion of the research has been that presentations using Visual Cognitive Dissonance promote considerably better recall than the next best alternative. In particular, the results revealed that:
- Recall of presentations using VCD slides was in each individual measure as good as, or better than, recall of NBA slides.
- Delayed recall levels one week after viewing the VCD presentation were the same as, or better than, immediate recall following the NBA presentation.
- Rapid memory decay was lower with the VCD presentation than the NBA presentation.
- Overall, recall of the VCD presentation content was more accurate than of the NBA presentation.
Dr Andy Morley, Principal Lecturer at the School of Psychology, UCLan, commented:
“The understanding and use of psychological principles to underpin the construction of a presentation has long been practiced by experts at m62 visual communications. The magnitude, however, of the advantage of Visual Cognitive Dissonance is such that there can be little doubt as to the advantages of the approach they advocate.”
The full report is available here: http://www.uclan.ac.uk/schools/psychology/kt_reports.php
About the University of Central Lancashire
The University of Central Lancashire (UCLan) has developed an enviable reputation as an institution that innovates, evolving its course portfolio to over 500 undergraduate programmes and 180 postgraduate courses. The University has an established research reputation within the areas of Business, Health, Humanities and Science (including Psychology). In the recent Research Assessment Exercise, all 17 subject areas submitted were rated as containing research of international excellence while 11 areas were assessed to be undertaking research which is world-leading. In 2012 UCLan was awarded four stars in the QS Stars Development Road Map, indicating a University that is highly international with excellence in both research and teaching. UCLan has approximately 35,000 students and indirectly contributes close to £300 million into the regional economy every year. Over the past five years UCLan has invested more than £100 million on new buildings and facilities to support teaching, learning and leisure activities.
About m62 visualcommunications
m62 is the global leader in effective presentations. Having produced over 10,000 presentations for clients around the world, m62 has developed Intellectual Property that has secured billions of dollars’ worth of contract wins for clients, including Hewlett-Packard, Panasonic, and even Microsoft. With services ranging from PowerPoint design to presentation skills training, m62 has helped clients close bids, secure investment, train employees, or simply blow the audience away. To learn more, visit m62.net.