By Dr. Ken Broda-Bahm
We all remember “show and tell,” and at least back then we understood intuitively that if we tried to just tell, without showing, we couldn’t expect much attention from the class. The same applies in litigation, and in a way you might not expect. This post is the first in a five-part series, reporting for the first time on the results of our own large scale (1,375 mock jurors) original research study focusing on the effectiveness of visual persuasion in a litigation context. These results have not been published anywhere, until now. The conclusions I’ll be sharing in the next five posts do not focus on the obvious point that it is helpful to use graphics when talking to juries (we all pretty much knew that already). Instead, my focus is on the best ways to use graphics, contrasting five different approaches, as well as on the specific effects that these approaches have on comprehension and the credibility assigned to different arguments.
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