Even assuming that any extraterrestrial recipients would recognize binary, the encoding of the numbers may not be immediately obvious because of the way they have been written. To read the first seven digits, ignore the bottom row, and read them as three binary digits from top to bottom, with the top digit being the most significant. The readings for 8, 9, and 10 are a little different, as their binary code has been distributed across an additional column next to the first (to the right in the image). This is intended to show that numbers too large to fit in a single column can be written in several contiguous ones (a scheme which is used elsewhere in the message). The additional columns are not marked by the least-significant-digit marker.
