Is Hack Photography Killing Your Web Site?
How do people read your site’s images?
Are they fresh in an approachable, homemade sense or are they stale in an amateur, point-and-shoot sense? Are they clean and professional or cold and corporate?
Most people agree that web site images are important, but they believe their importance stems merely from the fact that people don’t like to read text.
In reality, images serve a more important function than providing a respite from copy.
While people are indeed reluctant to read the written word, they voraciously ‘read’ photographs. They interpret them within a fraction of a second and make judgments on the worth of the entire site—and business—based on those interpretations.
When it comes to web site imagery, looks can kill. They can kill conversion, that is. So it’s important to make sure the quality and content of your site’s photography helps your cause.
5 Things to Keep in Mind When Selecting Photographs for Your Web Site
One. Select images that reflect your company’s values, products and approach to customer service.
Two. Images should also reflect the tone of the copy. If your copy and imagery are discordant, you’ll come across as schizophrenic and untrustworthy.
Three. Like phrases, images can become clichés. Don’t use the same tired ones you’re used to seeing elsewhere. If you pay a little extra to use stock photography, make sure you avoid the generic.
Four. Go easy on the gloss. Today’s shopper is more jaded and cynical than ever. They’re used to seeing—and are often resentful of—slick, superficial photography. Instead of conveying something of value to the consumer, such photographs serve to artificially pump up the company’s high regard for itself.
Five. Convey a blend of professionalism and uniqueness with your web site’s images. If you go to the professionalism extreme, you risk looking like the guy in the grey flannel suit. Go to the uniqueness extreme, and you end up looking like your crazy uncle Ralph.
Still not convinced of the importance of good photography? Check out these before and after pics from 37 Signals’ blog.
