Psychology & Visual Content: How to Make a Lasting Impression With Your Website
Seven seconds. That’s how much time a person can usually focus on a website before moving on. So, what does your stunning website have that’s gripping enough for viewers to scroll below the fold? Is it a big ‘buy now’ button? A paragraph detailing your experience and your reviews and nothing else? If your answer is yes, then you’ll definitely want to keep reading, as those precious seconds someone gives your website could be lost.
Even if tastefully placed, your text and call to actions should also be accompanied by a visual element that both speaks to your brand and is easy to understand. Why, you ask? Well, that’s because visual content can speak louder than words, and we are going to show you how to make a great first impression that will stay with your audience.
A few interesting visual content stats
It’s projected that video will make up 80% of all Internet traffic by 2019.
40% of people respond better to visuals than plain text.
People retain only 10% of plain text, but retain 65% if accompanied by a visual.
Why and how to use images of people
The term, “a picture is worth a thousand words” isn’t just something said to suckers. It’s absolutely true. A photo placed in a home, on a desk, or even on your website will certainly liven up an area, and even more so a photo of people, and faces in particular.
Our eyes are immediately drawn to faces in everyday life and that holds steadfast in photos as well. Putting people in your photos not only humanizes your brand, it’s a great way to grab attention.
If you’re looking to balance your photo and make it easier on the eyes, make sure that the Rule of Thirds is applied. A famous rule for photographers and cinematographers, it can (not so) easily be defined as a process “that is applied by aligning a subject with the guidelines and their intersection points, placing the horizon on the top or bottom line, or allowing linear features in the image to flow from section to section.” Did that go over your head? Well, luckily for you, to illustrate the rule (and the value of visual content), you can find a great example of the rule of thirds in action below!
Stat for thought: Instructions with illustrations perform over 300% better than plain text instructions.
Why and how to use graphs & charts
The thought of presenting or looking over data can be a daunting one. A page full of numbers is hardly attention-grabbing, even if you’re talking about money in the bank. That said, it’s easy to spice up an otherwise boring dataset by putting it on a chart or a graph!
Which of these is more appealing to you? A or B?
We asked 100 people their favorite colors between blue, red and green:
51% of people chose the color blue
31% of people chose the color red
18% of people chose the color green
Although it shares the same information as option A, option B allows viewers to visualize what the numbers really mean and present statistics in a more understandable way. Have some data that needs livening up? You can easily do so with the Visual Stats Bar app from the Wix App Market!
If you have a lot of data that you’d like to present visually, then you should definitely consider creating an infographic to showcase your findings!
Infographics can be found everywhere online. They’re incredibly attention-grabbing and allow even the most boring data to look interesting. Usually adorned with punchy colors, infographics can be pretty hard to pass up on a social feed. If you’re interested in creating your own custom infographic, we have the perfect guide just for you!
Why and how to use video
It’s been said that 2017 is the “year of video” for marketers, and we’d be hard-pressed to disprove this. If you’re looking to visually stimulate and boost engagement, video is your new best friend!
You can apply engaging video content in several ways, whether it’s pre-recorded or live, though each form has their own benefits for specific purposes.
Pre-recorded videos are a great way to showcase “evergreen” content that will stay relevant for long periods of time. New product introductions and how-to tutorials can all benefit from having a video to back them up. You can even record a video to tell your audience your mission statement or additional information about your business!
If you’re looking to take your video engagement to the next level, then you’ll definitely want to follow the trend of using live videos! Unlike pre-recorded videos, hosting a live video stream opens up more opportunities to interact with others. It allows your audience to see you in an unedited and responsive form, which just begs for engagement. Whether it’s a Q&A or a ‘behind the scenes’ look, utilizing live video can do wonders for your business exposure level!
Stat for thought: Social video generates 1200% more shares than video or text.
Why and how to use GIFs and memes
GIFs and memes have become a staple in today’s pop culture, and you can find both littered throughout the Internet. While both are used in a humorous fashion, embracing them can give you some “umph” in your engagement.
Given their humorous nature, GIFs and memes can provide a way for you to relate to your audience. Your target audience will be a factor in how they respond or if they do at all. Nonetheless, a well placed GIF can provide some visual flair and provide a chuckle to your website viewers.
As a bonus tip, another great way to utilize either a GIF or a meme is usually in the response to something that doesn’t need a definitive response. A simple “yes” can become a GIF of Ilana from Broad City mouthing “YAS QUEEN” to show off your socially savvy and humorous side.
Memes, which can also come in the form of GIFs, can be a bit more esoteric in nature, in that the image references something specific to understand the joke, though this isn’t a set in stone rule. In case you need a crash course in Memes 101, we have you covered!
Bottom line: By using GIFs and memes, you can visually show that your business isn’t just “all business.”
Why and how to use colors
As you may have guessed, color “says” a lot no matter how you’re applying it. If you’re trying to grab attention, you might assume that all you need to do is add incredibly bright and bold colors throughout. Well, that is one way to do it, but we can’t promise that you’ll receive the exact type of attention you were originally seeking. Luckily, by taking advantage of the psychology of colors and emotion, you’ll know when to go bold and when to tone it down a bit for your audience.
A good example of color application for a business like a cupcake shop could range from light pastel pinks and yellows to provide a welcoming and exciting feel. This, however, wouldn’t bode well for a business like a law firm, which would benefit more from a trustworthy blue and a strong color like black.
As you can see from the chart below, each color can be associated with a type of emotion, and it’s wise to abide by these rules when marketing to your audience. Remember, just because your colors aren’t loud, doesn’t mean they can’t speak volumes when applied correctly.
Stat for thought: Color can increase brand recognition by 80%.
Why & how to use fonts
There are primarily two types of fonts you’ll see across the Internet and in print; Serif and San Serif. Ultimately, you’ll want to look to your target audience to see how you would like your business to be presented. While fonts may seem like something subtle, they tie into your brand’s identity. If your existing business logo uses a Sans Serif font, it would be best to stick with it, as that’s what you’ve already portrayed to your audience.
If your primary demographic is generally older or more traditional, a Serif font would do you well. If your business is gunning for a younger crowd, the simple, straightforward, and to the point Sans Serif font type will be your best bet!
Stat for thought: The psychology of fonts can help you choose the best fonts for your business.
By Blake Stimac
Community & Social Media Manager