Paivio is a Canadian psychologist best known for his work in cognitive psychology and the development of the Dual Coding Theory. This theory suggests that information is processed in two distinct channels: verbal and non-verbal. By using both channels, individuals can enhance their understanding and memory retention. His research has significant implications for education and learning strategies, emphasizing the importance of using imagery alongside words. This approach can help students grasp complex concepts more effectively, making learning more engaging and memorable. Paivio's contributions have influenced various fields, including educational psychology and communication studies.