The 93% Rule in Communication: Understanding the Power of Nonverbal Cues

 

“It’s not what you say, it’s how you say it.”
This popular phrase captures the essence of the 93% rule, a widely referenced concept in communication studies. According to this rule, only 7% of communication is conveyed through words, while 93% is nonverbal—broken down as 38% tone of voice and 55% body language.

But what does this really mean? Is it accurate? And how should we apply this knowledge in real-life communication?

Origin of the 93% Rule

The 93% rule is derived from research conducted in the 1960s by Professor Albert Mehrabian, a pioneer in the field of nonverbal communication at UCLA. His studies were focused on the communication of emotions and attitudes, not general conversation.

Mehrabian's two key studies led to the following breakdown:

• 7% of meaning is from spoken words
• 38% from tone of voice
• 55% from body language (facial expressions, posture, gestures, etc.)

These findings were later popularized and often misquoted as applying to all forms of communication.

The Original Study: Context Matters

It is critical to understand the limitations of Mehrabian’s work. His studies involved ambiguous emotional messages, where words conflicted with tone or facial expression. For example, if a person said "I'm fine" with a frown or angry tone, listeners paid more attention to the tone and facial expression than the actual words.

Thus, Mehrabian concluded that when verbal and nonverbal messages are inconsistent, people rely more on nonverbal cues to interpret meaning.

He never claimed that 93% of all communication is nonverbal. Rather, the rule applies specifically to the communication of feelings and attitudes.

The Breakdown: What Each Percentage Represents

1. 7% Verbal (Words)

This includes the actual content or literal meaning of the message. While 7% seems small, it can be misleading. In logical, factual, or instructional communication, words carry far more than 7% of the message. For example, legal instructions or technical processes rely almost entirely on verbal content.

2. 38% Vocal (Tone of Voice)

This refers to how something is said, including:

• Pitch
• Volume
• Pace
• Inflection
• Pauses
• Emotional emphasis

A simple phrase like “I’m sorry” can sound sincere, sarcastic, indifferent, or even hostile depending on tone.

3. 55% Nonverbal (Body Language)

Nonverbal cues include:

• Facial expressions
• Eye contact
• Posture
• Gestures
• Proximity
• Touch

These signals often subconsciously influence how a message is received. For instance, crossed arms may indicate defensiveness, while leaning forward can show interest.

Common Misinterpretations of the 93% Rule

Despite its popularity, the 93% rule is one of the most misquoted statistics in communication studies. Here’s what people often get wrong:

❌ Misconception: “Only 7% of communication is verbal.”

✅ Truth: The 93/7 rule only applies to emotional communication, especially when verbal and nonverbal cues conflict.

❌ Misconception: “Words don’t matter.”

✅ Truth: Words absolutely matter—especially in written, technical, or professional communication where tone or body language are absent.

❌ Misconception: “I don’t need to worry about what I say—just how I say it.”

✅ Truth: All three elements—words, tone, and body language—must be aligned for effective communication.

Real-World Examples: The 93% Rule in Action

Example 1: Job Interview

Candidate says: “I’m very excited about this role.”

• Tone is flat, posture is slouched, and no eye contact.
  → Interviewer perceives lack of interest, despite the words.

Example 2: Conflict Resolution

Partner says: “I’m not mad.”

• Voice is tense, and arms are crossed.
  → Listener interprets the tone and body language as anger, not the words.

Example 3: Public Speaking

Speaker says: “I believe in this mission.”

• Strong voice, passionate tone, and open gestures.
  → Audience feels the speaker’s genuine conviction, reinforcing the message.

Why Nonverbal Communication Matters

Understanding the power of nonverbal cues helps improve:

• Leadership presence
• Interview performance
• Customer service interactions
• Romantic relationships
• Conflict resolution
• Public speaking

In emotionally charged situations, especially, nonverbal alignment becomes essential for trust and clarity.

How to Improve Nonverbal and Vocal Communication

🔹 Be Aware of Your Tone

• Record your voice to hear how you sound.
• Practice varying intonation for emphasis.
• Match your tone to your message (e.g., empathy in bad news).

🔹 Use Open and Engaging Body Language

• Maintain eye contact.
• Use hand gestures to support your points.
• Avoid closed postures like crossed arms or turning away.

🔹 Align Words, Tone, and Body

• Practice congruency. Don’t say “I’m confident” in a shaky voice.
• When nervous, slow your pace and breathe deeply to maintain calm tone and posture.

Final Thoughts: What the 93% Rule Really Teaches Us

The 93% rule reminds us that effective communication goes beyond words. It emphasizes the importance of tone and body language, especially when emotions are involved.

However, it should not be taken to mean that words are irrelevant. Verbal content, tone of voice, and body language work together to deliver clear, authentic, and persuasive messages.

As Albert Mehrabian himself clarified:

“Unless a communicator is talking about their feelings or attitudes, these equations are not applicable.”

So, the next time you speak, remember: It’s not just what you say, but how you say it—and how you look when you say it—that makes the real impact.