Dual Coding Theory

Dual Coding Theory deals arose in attempts to describe how the mind processes information. Paivio's Dual Coding Theory mainly deals with how visual information is processed and stored in memory and gives equal weight to verbal and non-verbal processing.

According to the theory, the human cognition consists of two subsystems that process knowledge simultaneously, one processing the nonverbal objects (i.e. imagery) and one dialing with language (verbal). The two systems have different functions; the verbal subsystem processes and stores linguistic information whereas the visual subsystem processes and stores images and pictorial information. While the two subsystems can be activated independently, the interrelations and connections of the two systems allow the dual coding of information.

We use dual coding theory in everything we do. For example, when I was in the process of purchasing a new phone, I was thinking about how much I have liked the color pink since I was little so I chose the pink phone. Dual coding theory also has spilled over into advertising. Advertisers incorporate the fact that people like pretty, bright colors; they use this because they know consumers make personal associations with colors and are more likely to buy something they have positive memories of rather than a bland, generic color.