Even pointless icons increase conversion

🤔 The topic of using icons and emojis in written content is often controversial. Some see them as childish, while others consider them a great tool for improving clarity. Interestingly, even icons that don’t perfectly match the content can positively impact how messages are perceived and remembered. Cognitive psychology and eye-tracking studies suggest that smart use of icons can improve the speed and ease of processing and absorbing information. 🚀

🖼️ One of the key mechanisms behind this effect is the picture superiority effect. Research shows that people remember visual content more easily than pure text. For example, studies by Shepard (1967) and Standing (1973) showed that participants were able to recall hundreds of images with high accuracy – in some conditions, exceeding 80%. 🧠 Images are processed faster and activate more brain regions, which supports better encoding and recall.

👀 Modern eye-tracking studies show that users find and understand information faster when it’s visually supported. In an experiment by Huth and colleagues (2024), participants rated texts with icons as easier to comprehend. Graphics reduced processing time and lowered the number of interpretation errors. This effect held true even when the visuals weren’t perfectly matched. ⏳📖

🖥️ An analysis by Hanaka and team (2021) found that during multitasking — performing multiple tasks at once — readers absorbed content supported by simple icons more efficiently than the same content in plain-text form. The intuitiveness and contextual relevance of the icons were key. Even with limited attention, readers could quickly spot and grasp the key information highlighted visually. 🧩

🩺 Interesting use of icons is also found in medical documents. For instance, in an IDSA study on clinical COVID-19 guidelines, the use of visual indicators for recommendation strength (such as “speedometer” icons 🚦) improved understanding and recall of the guidelines. Physicians rated such documents as more accessible, although measurable differences in effectiveness were not always statistically significant.

⚠️ It’s important to remember that icons only make sense when used sparingly and consistently. Too many icons in random places can create visual clutter and distract from the main message. Clarity and visual balance are essential.

📌 In practice, icons and emojis can be especially helpful for people with limited language proficiency or when working in divided-attention conditions. They help highlight key parts of a text and create a more user-friendly reading experience.

🔍 In summary: it’s worth experimenting with icons, even if they’re not a perfect match for the content. Well-chosen visuals can improve attention, memory retention, and the overall perception of a message — both in marketing and educational contexts.

Sources:

Wikipedia – Picture superiority effect (2024)
IDSA COVID-19 Clinical Guideline Visualizations – Impact Study (2021)
Huth et al. – Visual Text Enhancement Study: Eye-tracking experiment (2024)
Paivio, A. (1991). Dual coding theory: Retrospect and current status.