As the old adage goes, “a picture is worth a thousand words.” Considering the average site visitor bounces from your website in less than 15 seconds, the imagery you use must demand attention, tell your brand story, and encourage engagement. By exploring different types of imagery and understanding the visual impact your choices have on users, you can create a more interesting, inviting experience for site users – which can result in increased trust, loyalty, and conversions.
Your site can visually tell your business’ story in many different ways. The most common types of site imagery include:
Your site’s imagery should be closely related to your color palette and logo design, especially if you’re a newer brand. Typically, larger, more established brands can take bigger risks when it comes to imagery and color. For example, Dropbox and MailChimp have recently rolled out some daring color palettes and visual imagery. As established brands, these companies can afford to take bigger risks when it comes to visual identity. If you’re still developing your brand’s visual aesthetic, create a mood board with your brand’s logo, color scheme, and several examples of imagery. By examining each visual aspect side-by-side, you can begin to create a cohesive visual story.
Effective use of imagery has many benefits:
Conversely, ineffective imagery can create a lack of trust, creates a weak connection to the brand, and makes your site boring and forgettable to users.
To inspire your project, we’ve compiled a few sites that use imagery exceptionally well:
With just 15 seconds to capture users’ attention, perfecting your site’s imagery is crucial. By aligning your site’s visual story with your brand identity, you’ll gain trust, build a connection with visitors, and create a positive and memorable site experience.
Need help crafting a cohesive visual story? Contact Fruition today!
Nathan Winter is Fruition's Senior UX designer. After a brief stint at a small digital agency in Wisconsin, Nathan was catapulted into the world of publishing, where he spent over a decade designing and art directing for national shelter enthusiast magazines — such as Log Home Living, Traditional Building and many more. His increasing love for user interface design eventually motivated Nathan to pursue a career in User Experience design. Nathan enjoys sampling Colorado's abundance of hip breweries and restaurants while taking in the occasional concert.
President & Founder, Tru Family Dental
Marketing, Dependable Cleaners
President & Founder, Family Travel Association