Science tells us that when persuading with words, pictures can make us many times more persuasive. Half of our business is rooted in this basic truth. But I believe there’s a way to go further and be even more persuasive. It’s something I call Persuasion Pairing.

What Is Persuasion Pairing?

By Persuasion Pairing, I mean carefully and cleverly combining a short phrase or word with a reinforcing picture or other sensory element. It’s more than just a visual metaphor. Done well, it’s like a supercharged persuasive tool—a verbal hook plus a visual anchor that makes a message unforgettable.

Consider a scene from Molly’s Game, a true story of a competitive skier turned celebrity poker game matriarch, masterfully acted by Jessica Chastain. At one point, the skiing course is described as being “like skiing down the side of one of the great pyramids.” That line instantly paints a picture: steep, intimidating, and unforgettable. Years later, I’ve never forgotten it. That’s Persuasion Pairing in action.

Here's the 10-second clip from the movie below.

The Science Behind Words + Pictures

Why does this work so well? Research in psychology and education backs it up:

• The Picture Superiority Effect: People remember 65% of information paired with an image three days later, compared to only 10% when they only hear the words.

• Dual Coding Theory: Research shows the brain processes verbal and visual information through different channels. When both are engaged, recall and persuasion increase dramatically.

• Persuasion Studies: In advertising, messages with both visuals and text are about 43% more persuasive than those with text alone.

• Memory Hooks: Neuroscience shows metaphor + image combinations activate both emotional and logical processing areas in the brain, making arguments “stickier” and more resistant to forgetting.

Simply put: when you combine a memorable phrase with a reinforcing visual or demonstration, you multiply the likelihood that your audience will remember—and be persuaded by—it.

Persuasion Pairing in Action

We’ve used this technique for years at Persuadius (and previously at A2L). We used to call it “visual metaphor,” but that phrase undersells the power of pairing. This isn’t just about pictures—it’s about layering persuasion channels.

1. Courtroom Catchphrases

I was finishing law school when Johnnie Cochran delivered the now-legendary line: “If it doesn’t fit, you must acquit.” That simple rhyme, paired with the visual of the glove not fitting, became a cultural touchstone. Thirty years later, no one forgets it. It’s not just a rhyme—it’s an intentionally engineered brain worm.

2. Turbulence Case – “Like Jumping off the Statue of Liberty”

We worked with Steven Spielberg’s sister, who had been injured by extreme air turbulence on a flight. Because jurors had all lived through minor turbulence, we needed to convey just how extraordinary this was. The winning analogy: “It was like jumping off the Statue of Liberty.” Paired with a simple animation showing the fall, this created the largest air-turbulence verdict at the time.

3. Patent Infringement – “A Perfect Strike”

Explaining literal patent infringement can be abstract. We reframed it: “It requires a perfect strike.” Like in bowling, to infringe a patent claim literally (not considering the doctrine of equivalents), every limitation of that claim must be present in the accused product (or process), just like a strike —  every pin must be knocked down. The combination of the phrase and a simple visual of a bowling alley transformed legal jargon into a concept jurors could understand and repeat.

4. Bodily Injury – “Like Diving into an Empty Pool”

In a neck injury case, we advised counsel to pair expert testimony with a vivid analogy: “The force on the neck was like diving headfirst into an empty pool.” That mental picture requires no PowerPoint, no model—just words and the audience’s imagination.

Beyond Pictures: Pairing with Body, Voice, and Objects

Persuasion Pairing isn’t limited to slides or animations. You can pair words with body language, tone, or physical demonstrations:

• Gestures: Emphasizing a point with an open-palmed hand motion can reinforce sincerity. For instance, saying “This is the whole story” while making a circle with your hands pairs word and gesture.

• Pauses: Pairing a powerful word or phrase with a deliberate pause creates weight. For example: “This was negligence… plain and simple.” Silence becomes the partner to the words.

• Props: In one case, an attorney slammed a brick on the table and said: “This is what her spine felt like, crumbling under force.” The object plus phrase imprinted the idea far better than either alone.

• Tone and Volume: Lowering your voice on the words “life or death” pairs vocal tone with meaning, making the phrase resonate.

Why Save It for the Key Moment

The brain loves novelty. If every slide, phrase, or gesture is “Persuasion Paired,” the audience becomes numb. The true power comes from saving it for your key piece of evidence or the most pivotal argument. When done sparingly, Persuasion Pairing transforms fleeting points into unforgettable anchors for decision-making—whether that’s jurors in deliberations or judges drafting opinions.

Making the Forgettable Unforgettable

Persuasion Pairing is more than just clever words or pretty visuals—it’s about synchronizing multiple channels of communication into a single unforgettable message. Done right, it sticks like a song lyric you can’t get out of your head, guiding the audience back to your side of the argument when it matters most.

At Persuadius, we help litigators transform complex arguments into persuasive messages that jurors and judges never forget. If you’d like to learn how Persuasion Pairing can strengthen your next case, schedule a consultation or explore our Opening Statement Toolkit to start building more memorable advocacy today.