How Our Brains Are Hardwired for Visual Content and Why Figma Wins as a Design Platform

How Our Brains Are Hardwired for Visual Content and Why Figma Wins as a Design Platform

Visual content has a unique power to communicate information quickly and effectively. In fact, studies have shown that visuals can convey information 60,000 times faster than text. Our brains are naturally inclined to process visual information because it feels more natural and intuitive to us. For example, research has shown that combining text-based instructions with graphics can significantly improve students' performance on tests. When words are accompanied by graphics, the number of correct answers improves by a median amount of 89%.

Color also plays a significant role in memory recognition. Scientists have observed that study participants have better memory recall when presented with color images compared to black-and-white images. This suggests that color graphics may enhance memory retention compared to text, which is typically presented in black and white.

The way we consume content has also evolved, particularly with the rise of Generation Z. This generation, which is now the most populous in the world, has a shorter attention span and tends to skim through text rather than read it thoroughly. They spend just 4.4 seconds on every 100 words of text. However, our brains are uniquely wired to process a large amount of visual data. Our eyes can register an astounding 36,000 visual messages per hour. This is far more information than the average reader can consume through text.

These insights into the power of visual content and our brain's natural inclination towards it are relevant to the success of design platforms like Figma. Figma understands that design is not limited to designers alone. Their core insight is that the design process involves multiple stakeholders, and their platform caters to everyone involved in the process. By building a product that is browser-first and focusing on vector-based digital products, Figma has created a platform that is accessible and valuable to a wide range of users.

Figma's success lies in its ability to create a cross-side network effect. By bringing designers and non-designers together on their platform, they have created a collaborative environment that drives growth and compounding scale. Figma's browser-first approach, enabled by new technologies like WebGL, Operational Transforms, and CRDTs, allows for seamless collaboration and eliminates conflicts when editing designs.

The importance of collaboration in design cannot be overstated. Figma recognized early on that design is not just about pixels but about people. By involving non-designers in the design process, Figma has tapped into a new source of growth and success. They have built a platform that caters to the needs of both designers and non-designers, creating a network effect that benefits all users.

To further enhance their platform, Figma has introduced plugins and communities. Plugins allow designers to augment their workflows and share their creations with others. This extensibility makes Figma more versatile and encourages the creation of new designs. Figma's plugin ecosystem is a key driver of their growth and success.

However, building a successful platform is not without its challenges. Figma must expand its value and spread across companies in the larger ecosystem. They need to create global network effects that make Figma more useful to all users as it grows in scale. To achieve this, Figma is focusing on building an ecosystem centered around communities and plugins. By fostering collaboration and productivity across companies, Figma is pushing the boundaries of design and creating new opportunities for users.

Figma's journey to becoming a platform requires careful decision-making and intentional choices. They must navigate the complexities of building a platform, which is more akin to cultivating a social network than a traditional enterprise sales company. Figma's success will depend on their ability to align their product with their core distribution loops and catalyze growth through top-down sales.

In conclusion, our brains are naturally wired to process visual content quickly and efficiently. Figma has capitalized on this by creating a design platform that caters to the needs of both designers and non-designers. Through collaboration, extensibility, and a focus on ecosystem growth, Figma has become a leader in the design industry. To make the most of visual content and design platforms like Figma, here are three actionable pieces of advice:

1. Incorporate visuals in your communication: Whether you're creating instructional materials or presenting information, consider using visuals to enhance comprehension and memory retention. Graphics and color can significantly improve the effectiveness of your message.

2. Embrace collaboration in design: Don't limit the design process to designers alone. Involve stakeholders from different disciplines and tap into their unique perspectives. Collaboration leads to better outcomes and a more inclusive design process.

3. Explore the power of plugins and communities: If you're a designer or involved in the design process, consider using platforms like Figma that offer extensibility through plugins and access to vibrant communities. Plugins can enhance your workflow and allow you to share your creations with others, fostering a sense of collective progress.

By harnessing the power of visual content and leveraging design platforms like Figma, you can enhance your communication, collaboration, and productivity in the digital realm.