What is the vividness effect in communication?

The vividness effect in communication is the persuasive impact that vivid information is thought to have on opinions and behaviors. In other words, information that is vivid, concrete, dramatic, etc., is more likely to capture our attention and sway us into believing or doing one thing rather than another. On the contrary, information that is dull or abstract is not so effective. The vividness effect relates to the vividness bias.