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There are Power words that override the pictures because they are associated with our past experiences and emotions, and Fight-or-Flight. Bill Gates turned Microsoft away from Nerds Only, toward universal appeal by making Windows work by Icons (symbols, pictures). Point-and-click the icon and anyone can be computer literate, right? Fact: our brain does NOT think (process) information in numbers or words. When we read, listen, and speak, our brain translates words into Sensory Representations (See-Hear-Touch-Smell-Taste).