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People respond better to contrast than to facts and figures from "summary" of O Código da Persuasão by Christophe Morin,Patrick Renvoise
Contrast is a powerful tool in persuasion. It has the ability to capture attention and create interest where simple facts and figures might fall flat. When presented with contrasting options, our brains are stimulated, and we are more likely to engage with the information being presented to us. This is because contrast triggers a cognitive response that forces us to think about the differences between the options, making the information more memorable and impactful. When faced with a choice between two contrasting options, our brains instinctively try to make sense of the differences and determine which option is more favorable. This process of comparison leads to a deeper level of engagement with the information, as we are actively processing and evaluating the options in front of us. In contrast, when presented with a list of facts and figures, our brains are less likely to engage with the information on a meaningful level. This is because numbers and statistics do not trigger the same cognitive response as contrast, making them less memorable and persuasive. By leveraging the power of contrast in persuasion, we can make our messages more compelling and influential. When presenting information to others, it is important to frame it in a way that highlights the differences between options, making it easier for our audience to understand and evaluate the choices before them. This can be done through the use of visual aids, storytelling, or simply presenting options side by side to emphasize the contrast between them.- Contrast is a key element in persuasive communication. By leveraging the power of contrast, we can make our messages more engaging, memorable, and influential. Rather than relying solely on facts and figures, we should strive to present information in a way that highlights the differences between options, stimulating cognitive processing and making our messages more persuasive.
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