Episode #24: The 55% Of How We Communicate Is Visual Myth

Professor Albert Mehrabian’s 1967 study of communication concluded that 55% of the presenter’s message was received visually, 38% from voice tone and only 7% through the words. As we all know a little bit of knowledge is dangerous and these numbers have been widely misinterpreted. As a result a number of gurus and pseudo experts have built businesses around emphasising the importance of how we look when we present. So, according to this misplaced logic, how we look accounts for over half of the impression of how we come across, so pay careful attention to dress etc.

Professor Mehrabian nearly 50 years ago, flagged an issue that has reached epidemic proportions today – audience distraction. In his day, he was worried about factors that might compete with the key point we were trying to get across. His research showed that this 55/38/7 split only applied under one very critical condition.

When what we are saying is not congruent with how we are saying it, the audience leaves us. They go off message and get distracted by our dress and appearance in 55% of the cases. Others are no longer listening to what we are saying, but to how we are saying it. So 38% are focused on how we sound, our voice qualities, our accent, our pronunciation, etc. When we are incongruent between what we are saying and the delivery, only 7% of the words are registering with our audience.

When we say “incongruent” what do we mean by this? In some societies, family members being interviewed by television reporters after losing loved ones in a tragedy, are smiling while talking to camera. This is a painful moment, yet they are smiling. In these cultures this is accepted as a polite way to not burden others with their personal, heartfelt grief. This for the rest of us is incongruent. What we would expect is a face contorted with sad feelings, tears rolling down cheeks and a voice barely audible and breaking up under the strain. In the same way, a happy event greeted with a long, sad face would not be congruent.

Mehrabian’s work tells us that when we don’t match what we say with how we say it, we lose our audience. It wouldn’t matter how well dressed we were, we wouldn’t be able to maintain attention to what we are saying. No matter how stentorian or lilting, pleasant and professional our speaking voice, the key message is still being lost.

Wooden faces, devoid of expression are precisely the target for Mehrabian’s research results. These are often the experts in their fields who rely on their reputation and authority to carry the day. They are heavyweights and their faces are ever serious, never smiling. The problem is they are only able to manage one facial expression throughout their presentation, regardless of the content.

Not every sentence in a presentation is of such heavy weight seriousness. Consequently, the audience leaves their message and to add to that dilemma, it is so easy to escape the presenter today, thanks to powerful hand held devices allowing us to instant on-line access to the world.

We need to have highs and lows in our presentations. Serious and light moments, complex and simple components of the message. Each of these requires a face and voice of its own, that is in synch with the content. Of course we should be dressed appropriately for the occasion, but we need to make our face and voice do the work, not the suit, blouse, tie or shoes.

If the topic is serious, be serious but be prepared to ease off the pressure from the constant seriousness. It is exhausting for an audience, they need a break or we will lose them. If we are flippant and light all the time, we will not be providing enough variety for our audience at the other end of the scale. Telling jokes and repeating witticisms constantly for 40 minutes is not a substitute for a well designed presentation, unless you are a professional comedian and that is your trade.

If we focus on being congruent when we speak, then we will be more successful in getting our message across to our audience. That 7% number will flip to become close to 100% and that is what we want.

Engaged employees are self-motivated. The self-motivated are inspired. Inspired staff grow your business but are you inspiring them? We teach leaders and organisations how to inspire their people. Want to know how we do that? Contact me at greg.story@dalecarnegie.com

In the course of his career Dr. Greg Story has moved from the academic world, to consulting, investments, trade representation, international diplomacy, retail banking and people development. Growing up in Brisbane, Australia he never imagined he would have a Ph.D. in Japanese decision-making and become a 30 year veteran of Japan.

A committed lifelong learner, through his published articles in the American, British and European Chamber journals, his videos and podcast “THE Leadership Japan Series”, he is a thought leader in the four critical areas for business people: leadership, communication, sales and presentations. Dr. Story is a popular keynote speaker, executive coach and trainer.

Since 1971, he has been a disciple of traditional Shitoryu Karate and is currently a 6th Dan. Bunbu Ryodo (文武両道-both pen & sword) is his mantra and he applies martial art philosophies and strategies to business.