The effectiveness of communication is based on supporting verbal communication by means of images.
It perfectly speeds up the way the human brain operates and is therefore naturally preferred by shoppers, among others - it facilitates understanding and shortens the time required for it. Of course, sometimes the opposite applies - the goal is to attract attention, precisely through knowledge dissonance. However, the POS material which you can see in the photo below probably arose by accident.
The attractive picture of a HOT-DOG combined with the text about ice cream, waffles and coffee doesn’t really encourage buyers to choose any of them.
