In The Science of Speaking, I cite research showing that human stories are significantly more impactful than statistics. Here’s yet another study that sheds light on this bias, and suggests that it may be hard-wired in us.
In a 2007 study at UCSB, researchers asked participants to detect subtle changes in pictures, like those games in children’s magazines that ask you to spot the differences. When the changes to the pictures involved inanimate objects, 70% of the changes were noticed, in an average of 5 seconds. When the changes involved humans, however, 96% were noticed, and they were noticed even faster, in an average of only 3 seconds. Changes to other animals were in the middle, with a recognition rate of 83%. Interestingly, changes to animals were more recognizable than changes to vehicles, which suggests that these differences are evolutionarily hard-wired: despite that fact that vehicles are much more dangerous to us today, our visual attention is still more attuned to animals, which would’ve been dangerous to our ancestors.
When humans are involved, we pay greater attention. Therefore, the more human you can make your presentation, the better. Rather than simply citing statistics, tell human stories that make them come alive. And instead of simply showing the audience pictures of your product, considering showing them pictures of people using it, as humans will be more likely to draw their attention.