Science Turns Jurors Into Believers

We’ve long been proponents of introducing science and data into your trial presentation whenever possible to enhance your case’s credibility.  This is particularly important when you need to counter an opponent’s case based on emotional appeals rather than facts.

It also seems that in the context of science, it’s true that “a picture is worth a thousand words.”  A new study from Cornell University’s Food and Brand Lab finds using graphs and images to illustrate scientific concepts for an audience – be it consumers or jurors – is more persuasive than using words alone.  As the authors conclude, “A scientific appearance can generate an air of credibility and increase the persuasiveness of claims it accompanies.”

The study presented half of the participants with a brief statement about a fictional drug’s efficacy, and the other half with the same statement as well as a simple graph visually presenting the drop in incidence of illness described in the text.  Participants were then asked to rate how effective they thought the drug was.  Impressively, nearly 97 percent of participants shown the graph believed the medication would reduce illness, compared to only 68 percent of those who did not see the graph.

Moreover, the study found both groups understood the information communicated equally well, so the difference was a true persuasiveness effect related to the graph, not just that the graph helped participants understand the information better.  In other words, the graph made the information more believable.

And, consistent with our experience, the authors note that science- and data-driven visuals don’t need to be complex or fancy to be effective.  To the contrary, they cite other studies showing easy-to-process information is more persuasive to lay audiences than the complicated presentations one might see in a scientific journal.  The idea is to imbue the information with the aura and credibility of science without the presentation being more complicated than a high-schooler can understand.

Finally, the study found the graphs had a larger credibility effect on participants who indicated beforehand a greater belief in science.  This can be useful during jury selection, as you can use voir dire to both probe potential jurors’ attitudes toward science and prime the entire pool to think of scientific evidence as more reliable.

The takeaway here is pretty simple: Use science- and data-driven visuals in your trial presentation whenever you can, but make sure to keep them simple.  If you’re concerned that a demonstrative might go over jurors’ heads, ask a high school kid you know if they can make sense of it.

We have years of experience working with clients to fine-tune their science-based trial presentations, and focus groups are a great way to test demonstratives before putting them in front of your trial jury.  To find out how we can help with the science in your case – even if it’s just reviewing your demonstratives – contact Senior Vice President Claire Luna at cluna@juryimpact.net or 714.754.1010.