Larry Bodine Law Marketing Blog

Marketer Sandra Neihaus offers four guidelines to make a graphic on your website powerful:

1. Does it convey the right feeling?
2. Does it add information?
3. Is it (at least fairly) unique?
4. Is it contextually cropped?

Not all images are created equal. The right image on a web page can capture attention, inform, and even persuade your site visitors. The right image can communicate who you and your company are more quickly and powerfully than words alone can do. The wrong image, however, can confuse, annoy, and even repel your visitors. The wrong image can give your audience a negative impression of your product, service, or company that you may never have a chance to correct.

In Broadway musicals, there are no extraneous songs - every song contributes to the storyline, moving the plot forward. They're substantive and content-rich, not just afterthoughts or embellishments.

Your web images should be the same way. They should pull their own weight on your web site, not just sit there and look pretty. When you're selecting, ask yourself: will this image merely decorate the page, or will it contribute information?

For examples of this, visit almost any news web site. These sites understand how to use images to add information to headlines and articles. A couple examples:

Which of these two images provide the most information?

This one:

Or this one:

Okay, okay, that was an easy one. The arrow image is mere decoration. It conveys a sense of growth, which supports the headline, but nothing else. In fact, it could even be misleading -- the big bright arrow makes it look like a LOT of growth is going on.

The second image, in contrast, shows changes to the economy over the past year or so in a mini graph. Even without further detail, you can get a sense for the relative amount of the recent economic growth. You learn something from this image, even with only a glance.

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