Dr Wiener’s team used images from a 60,000-image data set, where each image had been judged on its memorability (a man with flowers in his beard: memorable. Foliage: less so).

Memorability is interesting because it actually replicates the feeling you used to get from putting photos into a scrapbook, while also taking advantage of the digital medium that’s now at hand.

ResMem allows anyone to upload photos and receive a “memorability score” between 0 and 1: A score of 0.85, for example, means that 85% of people viewing the image would remember having seen it.

A new brand study commissioned by Havas has identified memorability as the key goal for brands seeking campaign success – but only if it is remembered 60 days or more following a viewing.

Rather, Richardson argued that the second lever for growth – memorability – is much more effective at winning in the long-term because it engages consumers and creates a sense of loyalty.

Like finally memorability would break down with artwork. So we ran an online experiment with the Art Institute’s whole collection of 4,000 paintings, and we found that online in a traditional ...