The landscape of the internet has been revolutionized over the last decade. With broadband and mobile technology reaching incredible new heights, people have grown accustomed to eye-popping displays. In fact, a study conducted by the Stanford Persuasive Technology Lab found that site design is the biggest factor used in determining the credibility of a business.

Successful sites understand that aesthetic appeal is just as important as great content. However, creating the perfect visual representation of your brand is easier said than done.


Once, literacy was only prevalent amongst the ruling classes. Now, anyone with a smartphone is a potential scholar. With so much content begging to be noticed, consumers have started skimming and scanning more than reading.

For businesses, this makes first impressions more important than ever. In fact, it takes users less than a second to form an initial reaction to a website. Obviously, this grants a very small window of opportunity for grabbing the attention of a user. In light of this, the importance of effectively using photography on your homepage becomes crystal clear.

The Power of Photos

Although the internet grants access to infinite amounts of written wisdom, the majority of online users prefer spending their time being immersed in stunning visuals. To illustrate this point, just consider the undeniable success of photo-centric social networks like Instagram, Pinterest, and Tumblr. In the the current internet climate, the average site spends 60% of its total bandwidth on images -- and for good reason: Images account for 90% of all information sent to the brain.

Because of this, it makes perfect sense for photos to dominate modern web design. Visuals are processed much more efficiently than text and interest users more, which leads to articles with images receiving 94% more views. A great photo has the ability to connect with consumers on a personal level, resulting in favorable impressions and increased engagement. However, finding a healthy balance between relevance and visual appeal proves challenging for many.

Common Mistakes

Contrary to popular belief, owning a camera phone and an Instagram account does not make you a photographer. A deep understanding of texture, sizing, color and composition are required to capture truly breathtaking photos. Using tacky, poor resolution images only results in people viewing your business as amateurish and cheap.

Filling your site with bland, generic photos is another common mistake. Photographs must be used to complement the content on your site, and not merely as pointless decorations. Even worse, some people consider stealing photos from Google Images to be acceptable behavior, which is illegal.

Humanizing Your Brand with Photos

Quite frankly, people are less likely to trust a site if it appears insincere and impersonal Instead of haphazardly throwing random photos together, take the time to find images that truly resonate with your target demographic.

Above all, photos must personalize your site in a way that builds trust. Emotional triggers like smiles, laughter and looks of excitement have been proven to increase conversion rates significantly. But, keep in mind this still requires a certain level of subtlety and skill.

Photos are essential for capturing both the attention and imagination of your audience. If you wish to remain relevant in the minds of consumers, be sure to captivate them with gorgeous images that cannot soon be forgotten.

Author Bio
Rob Toledo is a Seattleite who matches the usual stereotypes. Loves coffee, the rain, and prefers dogs to cats. When not rambling about marketing and web design, he can be found in the mountains either climbing or hiking.