
German psychologist Hermann Ebbinghaus, illustrates a stark reality:
without reinforcement, learners forget a significant portion of new
information soon after it’s acquired. For trainers and L&D
professionals, understanding and countering this phenomenon is key
to creating effective, sustainable learning experiences.
What is the Forgetting Curve?
The forgetting curve is a visual representation of how information is
lost over time when there is no attempt to retain it. Ebbinghaus’s
experiments in the late 19th century demonstrated that memory
retention declines exponentially: immediately after learning, retention
drops rapidly — up to 70% of information is forgotten within 24 hours.
By the end of a week, learners may retain only 10–20% of what they
initially learned.
This curve is not fixed. Its steepness varies depending on several
factors, such as: