Do Learning Styles Matter When You Communicate About Benefits?

Do Learning Styles Matter When You Communicate About Benefits?

“I’m more of a visual learner.”

How often have you heard people use this phrase to describe the way they learn? You may have even said it in reference to yourself. A popular definition of learning styles labels people as either Visual, Aural, Read/Write, or Kinesthetic (VARK) learners.

The idea that each person has a single “learning style” that ensures they retain the greatest amount of information is popular. It’s also a concept that researchers dispute and journalists pronounce dead (some might say gleefully).

It can be hard to turn back the tide of public opinion. The idea learning styles matter when you communicate has mass appeal. A 2014 survey of teachers found that 96 percent believed in learning styles. This creates a culture where school teachers, university professors, and corporate trainers try to cater to what they perceive as students’ dominant learning styles.

What people traditionally classify as learning styles are personal preferences to receive information. The truth is, we have the capacity to learn using any or all of our functional senses. After all, looking at a picture of a lemon does nothing to teach you what it smells like.

Difficult or detailed concepts, such as employee benefits, require a multi-faceted communications approach. This will increase comprehension and retention. Keep these three ideas in mind when you help people learn about their benefits.

1. Use the whole toolbox

A frequent criticism of the theory that learning styles matter is that it limits the way presenters share their materials. The popular assumption that most people are “visual learners” might explain the prevalence of PowerPoint presentations. Make an effort to diversify the way you communicate about benefits. Include tactics that connect with people who prefer to read or listen to content rather than passively watch a presentation or video.

2. Rely on repetition with variation

While you want consistency among your messages, look for ways to vary your content to keep people engaged. Take a set of PowerPoint slides and re-work the information into an eye-catching infographic or a script for a podcast. Don’t forget to let people know that these other forms of the information are available. This creates continuity and gives employees a choice for how they consume content.

3. Never neglect the message.

Perhaps the best thought on how to help people learn comes from Neil Fleming, the New Zealand researcher who developed the popular VARK learning styles questionnaire: “VARK tells you about how you like to communicate. It tells you nothing about the quality of that communication.”

To put it another way, the best starting point for any communication is a clear, strong and consistent message. Once you have that in place, concentrate on presenting the information in a variety of ways. That enables employees to choose their preferred way to receive your message.



Written by Andrew Clancy

Andrew is an experienced communications professional who specializes in multimedia content creation. He enjoys the process of building communications solutions that achieve an organization’s objectives while empowering its employees through education.

Trion Communications