Is a picture worth a thousand words?

To provoke a reaction

Images speak to us on a visceral level. An image can cause an emotional reaction much more effectively than words. The effects of images can often be subtle and unexpected. For example, images that show a charity in action (such as health workers vaccinating children) can induce greater feelings of empathy than images of the “problem” (such as children in poverty). Changes such as this can result in increased online donations.

To explain an idea or concept

Some things are just easier to show visually than to explain in words. Infographics are a great example of this, but it doesn’t have to be that complex…

Figure 3: Example of an image that is simpler than the textual equivalent from Billion Dollar Graphics. 

To reinforce branding

Subtle use of colours, fonts and styling in graphical elements can reinforce a brand and build credibility and trustworthiness. Studies show that sites that are perceived as being visually well designed are also perceived as being more credible.

And when not to use images online

So, images can and should be a part of any online experience. But there are a couple of situations to guard against:

• Using images simply for the sake of breaking up a lengthy piece of text (like some of the images used in the online version of Will Self’s talk). The imagery used should add to the words in some way, either by explaining a point, aiding the reader in scanning the text or reinforcing a reaction. If it doesn’t achieve any of these, then consider a different image or a different way of breaking up the text (perhaps with headings);
• Trying to make a site look “more visual”. This is the sin committed by many corporate sites using meaningless stock photography on home pages and landing pages. If there is not a relevant image to illustrate your asset-based lending services or your latest financial report, then don’t use one! Instead perhaps use an abstract graphic inspired by your corporate brand or rely on the text alone.

Both of these situations can easily result in use of photos or images that feel false or out of place. People generally feel and respond more strongly towards images that are authentic. If care has not been taken in selecting the right image, it will not have the effect you want.

In summary

Images can have strong cognitive and emotional effects that affect how we feel about and respond to digital experiences. But, the addition of even a few words can radically change how we interpret an image. So, it may be an obvious conclusion, but both words and pictures are an essential part of the online experience. Getting the balance right and using images for the right reasons is critical.

Knowing your audience will help you to get the imagery right – cultural and generational differences will have a big impact on what will work. Having a strong content strategy will also help you to avoid using images for the sake it. Similarly, clear brand guidelines will help you to use other visual elements in place of stock photos or meaningless illustrations. Research will help you to determine the right images to use, and then testing can help you to fine-tune the details. A/B or multivariate testing can be a very powerful tool here for measuring the impact of subtly different images on people’s online behaviour. Get it right and you can make a big difference.