How many of you have read something long and when asked about it can only recall the overall gist of details? We know that we have! This is called the verbatim effect and it is defined as a cognitive bias that causes people to only remember the gist of the information instead of its exact form. And, this isn’t limited to text. It extends to videos, photos, infographics, etc. So, how can brands use this to their advantage in marketing? People are skimmers.