Evidence has shown that pictorial imagery correlates to higher instances of consumer recall and recognition. Pictorial imagery is also easier to process and gains consumer's attention faster. There is significant evidence that when consumers are presented with multiple choices, they will view objects more positively and more aesthetically pleasing when surrounded by congruent imagery. After repeated exposure, this familiar imagery becomes incorporated into consumer’s visual lexicon and they become “fluent” in it. Images with higher levels of visual fluency perceived as being more familiar, likeable, and friendly and are therefore more likely to be chosen by consumers.