Video is quick to capture attention because we are hardwired to process visual cues better than written text. From birth to early adulthood, we use our senses to explore the world and make sense of our surroundings. By hearing, moving, seeing, smelling, tasting, and touching, our powers of observation grow. Children and even adults learn and process information more effectively by engaging their senses. Because of this, parents are advised to take little babies on frequent outings in diverse environments, and bassinets, cribs, and strollers are fitted with toys in bright and contrasting colors. We are sensory learners from birth.
Visual and hearing perceptions have a key role in most societies because there are more opportunities for them than, for instance, olfactory or tactile experiences. Sight and hearing also give us the biggest amount of information about our environment and enable us to sense things from a distance. For hundreds of thousands of years, visual and audio clues were crucial for survival. And even today, if all of our other senses stop working, it is our eyesight and hearing that will protect us best.
And while unpleasant stimuli either makes us get into a fight mode or elicit withdrawal behavior, pleasant stimuli are associated with approach behavior. Pleasant audiovisual stimuli evoke memories and positive emotions. A song may remind you of someone special, a first date, a first kiss. A picture of an old house may evoke memories of your childhood, playing games together on a rainy day and enjoying a tasty dinner.
Video combines both audio and visual stimuli which are our most emotion-sensitive senses. Filmmakers and marketers evoke specific reactions through their choice of sound and images. Videos that trigger desire, personal interest, humor, excitement, or exhilaration are memorable as they evoke emotions that people can relate to.
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