How much text do effective image campaigns need?

We live in an increasingly visual world. In social media, but also in advertising campaigns, communication is increasingly visual. Written text is gradually disappearing. Wrongly so, as a new study conducted in cooperation with the HSG has found out. The study examined the influence of explanatory text components in environmental campaigns on their effectiveness. Study author Dr Fabienne Bünzli from the Institute for Media and Communications Management at the HSG (MCM-HSG) explains in the video what this result means in terms of our inner battle of various psychological needs.