HOW TO MAXIMISE THE USE OF
PHOTOGRAPHS ON YOUR WEBSITE
By Erika Kruger, Martin Van Niekerk Photography
Every marketing strategy, including a web design brief, should include a considered and
comprehensive visual strategy. Images representing your company should be selected
intentionally, and not as an afterthought merely to beautify or break large blocks of copy.
Why? Well, it all comes down to neurobiology. Human beings are hardwired for visual communication.
Ninety percent of the information transmitted to our brain is of a visual nature. Our grey matter can process images
much faster than text as we decipher the elements simultaneously rather that in a linear manner. We actively and
automatically seek out patterns and relationships among objects and components.
Also images speak to us on a more primitive and emotional level first. Only then is the feeling we experience
interpreted by our rational minds for meaning. The result is that visual information is transferred directly to our long
term memories while text first has to be processed in the short term memory.
COMPREHENSION OF COMPLEX CONCEPTS
Visual communication encourages comprehension and is an effective way to convey complex information and
ideas. Images improve comprehension of the content and express complex and emotionally loaded concepts such
as our values and attitudes efficiently and effortlessly.
Compare the time spent on looking at an image representing the concept love to reading a paragraph doing the
same. A photograph that was planned and executed deliberately will convey the message at first glance.
Effective visual communication requires a well thought-through plan. Here are a few guidelines for developing the
visual design strategy.
FITNESS FOR PURPOSE
The images you select must be fit for purpose. Be clear on the objectives you want to achieve with the site and
how the images should contribute to reaching these goals. Is the aim to have virtual showroom or is it educational
in nature?