From a neuroscience perspective, the visuals you choose for e-books and other content should ease your buyers’ cognitive workload and help them make sense of the information they read.

Unfortunately, the e-books created by many B2B companies tend to look too similar. Marketers tend to rely on stock photos and predictable imagery, making it difficult for buyers to distinguish one company’s content from its competitors.

These visuals might seem like safe, “businesslike” choices. But are they effective?

Dr. Carmen Simon, Chief Science Officer at Emblaze (formerly B2B DecisionLabs), set out to understand whether this belief is correct by studying 48 people’s brains as they reacted to the use of two different kinds of imagery in a business e-book.

Get the research brief to see the results!


Customer acquisition


Return to idea lab Submit a video or article Ask your peers for advice