How People Learn

for Retail News Magazine 6/2022

There Are Many Ways to Engage an Audience—But the Key Is Making It Memorable.

“Success occurs when opportunity meets preparation.”— Zig Ziglar

STORIES ACTIVATE THE BRAIN

The brain doesn’t distinguish between what we see and what we imagine. When we hear a story, our brain simulates the experience, activating multiple centers:

• Cortisol (focus),

• Oxytocin (connection),

• Dopamine (reward, memory).

This makes stories emotional, relatable, and more memorable.

Although stories have been used for millennia, we’ve only recently begun connecting them to products and services based on scientific insights.

ACTIVE VS. PASSIVE LEARNING – “Learning by Doing”

If we only present information, the audience remains passive.

It may be easier for us as presenters—but it’s not effective.

To improve retention, we must involve the audience. Research shows:

• Discussion boosts retention from 5% (passive listening) to 45%.

• Workshops using active engagement (“learning by doing”) achieve up to 75% retention.

So when designing a presentation or marketing message, consider its impact on retention—and adjust the structure accordingly.

EBBINGHAUS AND THE FORGETTING CURVE

Psychologist Hermann Ebbinghaus discovered that after just 7 days, people remember only 10% of what they’ve heard—unless it’s reinforced.

To prevent forgetting, deliver content in phases, using repetition and reminders to anchor the information over time.

MULTISENSORY EXPERIENCE

Most presentations are visual, with audio support.

But adding multisensory elements increases memorability, especially when paired with pleasure or novelty.

Examples:

• Background music helps optimize emotional experience.

• Scented environments can enhance memory and mood.

• Printed handouts improve retention—especially when beautifully designed.

Fun fact: the brain processes print more effectively than digital screens.

AGES Model: A Framework for Better Memory

To boost memory in presentations or advertising, use the AGES model:

1. Attention – Gaining and holding attention is the gateway to memory.

2. Generation – Audiences need time to process and personalize the message.

3. Emotion – Emotions link information to memory through feelings and associations.

4. Spaced Learning – Space out your content and repeat key points over time.

By integrating these principles into the conceptual phase of your presentation or campaign, you’ll increase its effectiveness and results.

LEARNING PYRAMID

Based on scientific research, the “Learning Pyramid” shows how different activities influence information retention rates. Though not pictured here, common pyramid tiers include reading, listening, visual aids, discussion, practice, and teaching others.

This article continues the cognitive psychology series by explaining how memory works and how to design content that is truly retained.