- As discussed in class, please provide three reasons why visuals are important to web content. Please ensure you go into detail for each item. (6 Marks)
In class we learnt many reasons why visuals are important to web content. We know that they aren’t only important but are necessary especially since “viewers spend 100% more time on pages with visual content.” (Briscoe, W9 – B-The Power of Visuals (W25).pdf, Slide 6). This is everything to us when writing for the web because a simple picture can shape thoughts, perceptions, increase time spent on a page and help us connect with today’s digital user.
First, visuals stick in long-term memory. (Briscoe, W9 – C – Importance of Visuals (W25).pdf, Slide 5) Our brains can process and store images in a way that’s much different than text-based content. There have been studies done to back this up such as “after three days, a user retained only 10-20 percent of written or spoken information but almost sixty five percent of visual information.” (Briscoe, W9 – C – Importance of Visuals (W25).pdf, Slide 7). This comes to show how much we are naturally wired to recognize and recall images especially in long term memory. Words cannot achieve reinforcing the key message alone which is my visuals enhance text-based content and add a layer of recall, strengthening memory retention for users on the web. The dual coding theory, uncovered by Allan Paivio supports the fact that visual elements and verbal elements are what lead our memory. This means that visual information is easy to retain over time because it’s one of the ways we actively recall information. Studies show that “90% of information transmitted to the brain is visual.” (Briscoe, W9 – The Power of Visual Content (W25).pdf, Slide 4). When we integrate relevant visuals, we are enhancing user engagement which is why they are so important and can improve how effective our web content is to the user.
Secondly, visual cues trigger emotions. (Briscoe, W9 – C – Importance of Visuals (W25).pdf, Slide 14) People are emotional and can link their own personal experiences to what they see online. In web content we can leverage these visual cues and evoke emotions within the user. We learnt that “they help users engage with the content, and such emotional reactions influence information retention.” (Briscoe, W9 – C – Importance of Visuals (W25).pdf, Slide 14). This is a connection between memory and emotions. For example, a breathtaking view of the coast of Ireland may evoke a feeling of awe or beauty in comparison to a picture of trash piled up in a landfill might evoke sadness or disgust. Visuals can trigger any emotion on the scale and in our content, we can leverage this in the most meaningful way based on what connects our text-based content to the image and to the user. Images can be compelling enough for users to act and engage with content. It’s our job to carefully select visuals that align with our message so that visuals can become impactful creating real meaningful connections. Research shows that “it takes only 13 milliseconds for the human brain to process an image.” (Briscoe, W9 – B – The Power of Visuals (W25).pdf, Slide 4). Visuals allow information to be easily digestible which can improve user experience and influence consumer behavior. They are a pathway to clarity for the user creating a connection that goes beyond text. They offer an emotional connection that helps make content persuasive, memorable and effective. Emotions guide the decisions we make, and visuals allow us to harness the power of emotion so that we can clearly guide the user through our content.
Thirdly, visuals motivate customers. (Briscoe, W9 – C – Importance of Visuals (W25).pdf, Slide 16) Visuals work as a motivational tool because of how quickly they can be processed. Research shows that “visuals get 94% more views than text-based information.” (Briscoe, W9 – B – The Power of Visuals (W25).pdf, Slide 3). When we use images strategically in web content, we can prompt users to take specific actions whether that’s signing up for form, clicking a call to action or just engaging with what we are putting out there for them to read. In today’s faced paced digital world, its extremely hard for users to not feel overwhelmed. Visuals break this my immediately capturing attention helping break up chucks of text. Images, videos and illustrations can pull users in and encourage them to act based on the web content Infront of them. For example, a well showcased product using high quality imagery can make users visually see what they desire or potentially need. Studies have also found that “65% of people are visual learners, making visual content an essential part of any marketing strategy.”[i] Many people can absorb and retain information much more effectively through visual based content corelating directly into how people naturally consume information, making the web content much more direct and personable. Visuals are quick, they are engaging, and they can explain so much more in a matter of seconds. They are important when we are creating compelling and actionable web content for the user.
Overall, visuals are not just important they are essential in web content because they stick in long term memory, the cues trigger emotions and they motivate customers. Knowing this we can create effective and impactful web content the user will enjoy, understand and appreciate. As the digital user continues to evolve and content continues to expand, visuals aren’t optional they are necessary to see the best results possible and connect with who we are delivering our content to.
[i] Koshy, V. (2024, December 13). Visual Content Marketing Statistics: 52 Must-Know Insights. SPROUTWORTH. https://www.sproutworth.com/visual-content-marketing-statistics/
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