What impact does photography have on websites?
by Oriana Corbett
Since the time we are born, images play an important role in how we assimilate information and understand how the world around us works. Even very early on in our lives, we are able to interpret the emotions behind images. A baby can’t understand words spoken in anger, but an angry facial expression gets a response. As we grow older our emotional response to images becomes well embedded and we become equipped with predictable emotions and responses to particular images, positive or negative.
Images speak louder than words. They evoke emotion. Even if your website is quite minimal, a strong, considered image can create a certain mood and atmosphere. By using beautiful, vivid imagery, a designer can communicate a message appropriately and effectively and leave a strong first impression. Impactful imagery communicates more than text. Combine the two and and you can really engage your audience. Imagery does much more than play a complimentary role in web design. More and more websites are using big, bold images to deliver beautiful visuals. Images are taking centre stage and designers are optimising them to deliver good user experience.
So how do we maximise the effect of the imagery we choose?
Make it more visually appealing.
A well-chosen photo can complement the colour scheme of the website and give it more depth. Imagery is the ultimate tool in a designer’s kit to evoke an emotional response.
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Add personality.
Add an image that users can connect with. Images of people for example, can give a great sense of personality. No pretences or confusing corporate jargon. Make sure the imagery reflects the honest personality of what the business represents. Applying personality traits to a brand helps users connect to the brand emotionally, thereby achieving a level of loyalty.
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Set a tone with the photography.
Using a consistent tone of photography will enable the user to see the company in a particular light and make it more recognisable. An effective photo is the one which is prompting for an action, influences our behaviour and communicates the intended message clearly.
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Use high quality product photography.
If a website is selling products it’s important for the user to be able to see what they’re about to buy. Its gives them more confidence in the product — especially if the photography is a high standard. Apple is a great example of this. They are known for perfectionism in everything they do. The iPhone landing page is full of brilliant and desirable product photos which make you want to own one of their products.
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Maintain a level of consistency.
If you tend to use illustrations or other graphic design elements try and stick to those as much as possible. Same for photography: maintain a style / tone.
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Keep your images relevant.
If an image or photograph isn’t relevant then what’s the point? It ends up as nothing more than a distraction no matter how amazing you might think it is.
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So in short, do not undermine the importance of images by thinking of them as mere designing accessories. They can play an incredibly important role in your website by acting as emotional catalysts. It’s hard to find anything that can be as relatable and descriptive as a photograph.
