According to the picture superiority effect, concepts are much more likely to be remembered experientially if they are presented as pictures rather than as word

Word

In language, a word is the smallest free form that may be uttered in isolation with semantic or pragmatic content . This contrasts with a morpheme, which is the smallest unit of meaning but will not necessarily stand on its own...

s.

According to dual-coding theory

Dual-coding theory

Dual-coding theory, a theory of cognition, was first advanced by Allan Paivio of the University of Western Ontario. The theory postulates that both visual and verbal information are processed differently and along distinct channels with the human mind creating separate representations for...

 by Allan Paivio

Allan Paivio

Allan Urho Paivio is an emeritus professor of psychology at the University of Western Ontario. He earned his Ph.D. from McGill University in 1959 and taught at the University of Western Ontario from 1963 until his retirement.-Early life:...

 (1971, 1986), memory exists either (or both) verbally or "imaginally". Concrete

Concrete

Concrete is a composite construction material, composed of cement and other cementitious materials such as fly ash and slag cement, aggregate , water and chemical admixtures.The word concrete comes from the Latin word...

 concepts presented as pictures are encoded into both systems; however, abstract

Abstraction

Abstraction is a process by which higher concepts are derived from the usage and classification of literal concepts, first principles, or other methods....

 concepts are recorded only verbally.

In psychology

Psychology

Psychology is the study of the mind and behavior. Its immediate goal is to understand individuals and groups by both establishing general principles and researching specific cases. For many, the ultimate goal of psychology is to benefit society...

 the effect has implications for salience

Salience

Salience or saliency may refer to:* Salience , the state or quality of an item that stands out relative to neighboring items* Salience , relative importance or prominence of a piece of a sign...

 in attribution theory as well as the availability heuristic

Availability heuristic

The availability heuristic is a phenomenon in which people predict the frequency of an event, or a proportion within a population, based on how easily an example can be brought to mind....

. It is also relevant to advertising

Advertising

Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...

.