A total of 397 subjects participated in five experiments that investigated the effect of pictures on cued recall of words representing brand labels. Three experiments replicated previous reports that recall of brand names was improved when they were accompanied by separate or by interactive pictures. However, when the drawings corresponding to the brand and product names were more clearly separated, recall was poorer than with interactive pictures, and fell to the level with names alone. In the last two experiments, the advantage of interactive pictures was also found with lower imagery nouns, and with both intentional and incidental learning instructions. It was concluded that print advertisers should utilise interactive pictures whenever possible.