In the current digital era, it is very clear that one of the most important aspects of a successful business is to have a well designed website that attracts good traffic and interest. What may not be clear is the necessity of great imagery. Imagery that stands out and inspires.
Why imagery is so important is explained by the way our brain works. The brain deciphers image elements instantly, while language is decoded in a linear, sequential manner taking more time to process. Studies tell us that 90% of information transmitted to the brain is visual. The brain processes visuals 60,000 times faster than text. John Berger’s quote ‘seeing comes before words’ is certainly apt here.
The importance of good imagery in web design is imperative. A wonderful shot or illustration highly related to the content of the website can increase the interest around the site and can encourage the visitor to stay even longer.
On the other hand, if a website has mediocre or sub standard imagery, the result can be that the visitor leaves the page in seconds, and simply because it looks as if effort hasn’t been put into the design of the site. If little attention has been made on the aesthetics of the site then it’s also logical to assume that the content isn’t going to be great either, even if this is not necessarily true.
Therefore great imagery is essential for your site. It highlights your professionalism, greatly enhances the look of your website, improves your own credibility and shows an attention to detail. First you encourage the customer to come to your store then win him by the excellence of visuals.
Good imagery can be produced using photography, illustrations or a combination of both.
A professional photographer has the ability to take high quality images for your website. They can be extremely personal or directly relate to your website. Professional images capture authenticity and exclusivity because no one else will be allowed to use them and they inclusive to you and your brand. The downside to this of course, is cost. Hiring a professional photographer can be expensive. An alternative is using stock photography, which is the next way of getting great photos for your site.
Example from client Ellis Bridal of great photography provided for website
There are many stock photo sites around the net, which offer great quality images, however, as with using a professional photographer, there can be a downside. Stock photography has the danger to be generic, and not that well targeted to your site.
Illustrations are another extremely interesting way to create unique and beautiful imagery for your website. The use and influence of illustrations is growing due to the never-ending possibilities achievable using 2D or 3D techniques. Illustration can also help leave a lasting impression on your customers due to the uniqueness of them. When it comes to creating marketing material for your business, original and distinct material with the right illustrations can help boost your products.
Any website can be let down by its weakest link. A purpose of design is to deliver on the goals on the website. Engaging imagery can boost success rates, poor photography can severely hinder.
Give your designers the tools to best meet your goals and present yourself in the best possible light, you won't regret it.