Explainers work because they are shaped like human cognition, not because they are pretty.
The context
Explainers work because they are shaped like human cognition, not because they are pretty. This guide skips the theory and keeps what has worked across hundreds of shipped campaigns.
What the data says
- Dual coding: words plus pictures double memory pathways
- Processing fluency: smooth motion reads as truthful
- Narrative transportation: stories lower counter-arguing
- Peak-end rule: viewers judge by the best moment and the exit
- Curiosity gaps: open loops hold attention better than answers
One metric to remember
71% — of viewers finish a well-structured 75-second explainer after passing second nine.
Where to go from here
Design for the brain’s habits, and the brain will repay you with attention.
If this sparked ideas, grab a slot with our strategy team — the first sketch is on us.
