The Role Of Imagery In Web Design

The constant improvement of web pages standards affects the way we view a website. Websites combining efficiency, aesthetics, and individuality use various exciting media. Videos, audio, graphics, and photos are all examples of content that can convey a message on a website. While all of them have the potential to enhance the user experience, it is essential to select a medium that is tailored to the needs of your primary audience.

The technical constraints of the devices people will use to visit your site should also be considered. A good example is using videos and relevant images to pique your site visitors’ interest. However, they may not have the necessary hardware to play the video. The same applies to sound. Let us pretend your website features an engaging audio tour.

Be sure to check our dedicated video marketing page if you are interested in finding out what video marketing service we offer.

Most people will only listen to it if they are in a quiet space or have headphones on hand. For now, let us zero in on a media that, when used appropriately, is guaranteed to improve the user experience for your web users: Images.

Images are the most efficient way to convey data quickly. In just a few seconds, the right google image search can convey to a user your business’s purpose, size, quality, process, etc. Here are the roles of imagery in Web Design:


Images Complement The Content And Messaging Of The Website

Approximately ninety per cent of Internet users expect mobile websites to be the same calibre as those viewed on desktop computers. In a mobile-first design, relevant photos are essential for the website’s other content and messaging.

They add information and appeal to the site’s content. As a result, they aid in capturing the attention of mobile users (a crucial function given that visitors decide whether to remain or leave a website in a matter of seconds).

Additionally, using the same photo for your brand aid in the retention of your message by visitors. A study found that people retain seventy per cent of the information they acquire when it is paired with an image three days later.  Therefore images deliver. Only 10 per cent of information is retained without an image. Images are essential to ensuring your mobile visitors see and retain the information you wish them to learn about your business.

It is true that compressing and selecting images meticulously is necessary to prevent slow page load times and difficult navigation. As with the rest of the mobile site’s content, this laser focus on user experience and quality can enhance the site’s overall functionality.

With the proper design, your images will not only function on a mobile device but because they were introduced with mobile devices in mind, they will create an experience that users will remember long after they have left your website.

Images Contribute To The Objective Of A Plain, Engaging, And Personalized User Experience

Images serve a dual purpose in your mobile-first web development project’s messaging and aesthetics. They can also give an aesthetically pleasing design to people using mobile devices. The following are some characteristics that mobile users look for in websites:

  • Simplicity
  • Clarity
  • Visual Appeal

This means that consumers are looking for websites that are simple to use and grasp at first glance and aesthetically pleasing. These aspects of a website optimised for mobile devices can be improved with carefully selected photos.

The use of white space and vivid, eye-catching colours are two examples. Genuine photographs or hand-drawn illustrations should coexist with bold, legible typefaces for search engines. It is important to include both geometric shapes and contrasts. The result should be a streamlined and interesting design that effectively directs users’ attention where it needs to go.

Images and other graphics on a mobile-first website should be interactive in ways not on traditional desktop versions. If you want to manipulate an image with your fingertips easily, Apple recommends that it be at least 44 pixels square.

 In addition, visitors who want to engage with your site will understand that they have done so successfully if you include indicators (such as a little wiggle or buzz) that a button or image has been pressed.

Images Aid In Directional Awareness

Logos are the most common type of pictures that appear on websites. The logo serves a dual purpose and takes on a unique role. To begin with, it aids in site recognition and provides tourists with the comfort of knowing they have arrived at their intended destination.

Second, having a consistent branding strategy across your site assures visitors they are still within your domain. Put the logo in roughly the same place each time. This consistent element of recognition is especially valuable when providing a variety of material that calls for various site layouts.

Present Actual People

Using original photos of people is a technique to grab your user’s attention, as a result offering favourable search engine rankings. We appreciate it when people on the Internet show some humanity. It gives us the impression that we communicate with real people rather than just a computer program.

Our gaze is naturally drawn to and then follows the gaze of other humans, especially their faces. It is important to think about where people’s eyes could naturally go when integrating photos of faces into a design. Instead, avoid using generic stock photos and focus on obtaining high-quality shots of genuine people representing your site’s target audience.

Images In The Background Set The Mood

Using a custom background image with custom graphics is a terrific way to set the tone for your website or provide visitors with an instant understanding of your site’s focus. Before choosing one, you should know how you want your backdrop image to make your audience feel. The next step is to include it in your design and conduct tests to ensure it produces the expected results.

Background graphics, however, might have the opposite effect and make your site look chaotic, especially if there is no obvious separation between the background and the content. Check out these websites to see how enormous background photos on websites can be used effectively.

Simple Techniques To Improve The Visual Appeal Of  Websites

It Is Important To Place Images And Corresponding Text Close Together

This makes it easier for people to understand the information you present on a website. Your message will be comprehended immediately if the chosen images accompany the text. The eye-tracking research also underscored the importance of relevancy.

It is necessary to publish a site with meaningful visual information rather than fillers, which will merely waste space on your website pages. However, the quality and size of photos inserted into web designs are also important.

The user focuses almost entirely on the red spots, while the blue ones are ignored. Stock photography is used to fill the site’s visual space. However, such an approach is completely pointless, so images are easy to discard.

Images Must Fill The Screen

This is one of the hottest trends, showing no signs of dying out in the next few years. High-resolution photographs on a website make it look more professional and attractive, especially on high-resolution displays.

Impressive animation elements, such as parallax scrolling, can be applied to the photos to make the storytelling more engaging and draw the viewer deeper into navigating the site. A full-screen image cannot be ignored.

A photo like this posted to your site’s pages can attract more viewers than any number of blog posts could hope to. Directly defining a business with a full-width image is now feasible. You can easily identify the kind of goods and services your firm offers with its assistance.

Make Image Links To Direct People To Your Content

Online stores benefit greatly from this feature. Online retailers frequently need to focus more on the business approach than the product itself. The outcome will not be a surge in sales. A background in psychology is optional to grasp how the mind processes this information.

Multiple eye-tracking experiments show how a picture can divert our attention from one part of a webpage to another. Once, James Breeze conducted eye-tracking research with 106 participants.

He utilised the website of a diaper company to see how viewers responded to a photo of a baby sitting with its face toward the camera and the same infant looking at the text placed just next to the photo. The experiment showed that people paid more attention to the sales information when the image featured a baby rather than a baby’s face.

Images Must Appear Trustworthy

This is especially helpful advice for those who run online stores. If making more money is why you built your website, then the photos it stores should reflect that. Is there a way to make that happen? Consider the results of a test of landing page conversions by Paras Chopra. They test their theory on a website featuring Brazilian and Caribbean art.

They switched out all of the thumbnails for the paintings with ones that featured the artists themselves. As a result, conversion rates were increased by ninety-five per cent. Customers who shop on the site are given the impression that they are dealing with real people rather than a faceless corporation because artists’ faces are shown with their work.

Photos Should Serve A Purpose

A good image is not only one that draws in the viewer; it should also provide them with some quick, essential information about the product. There was a beautiful illustration on the Square. The latter is a mobile application that allows the processing of credit card transactions using a handheld device. That is what their website’s hero graphic makes quite clear.

Optimise Images For Web Usage

Page speed is a ranking factor, and consumers prefer to quit slow-loading websites; optimising the photos for quick loading is as important as naming the file correctly and filling in the necessary alt and title elements.

So, use responsive photos and reduce the file size by exporting them as web-friendly formats in Adobe Photoshop or by utilising an image compressor like TinyJPG, TinyPNG, colour,, and others.

Do Not Overwhelm

Sites must be user-friendly if they are to succeed. While your site’s navigation and search functions may address some of these concerns, streamlining your page designs can help. Facilitate a quick scan of your page’s headline and opening paragraph to determine if further reading is warranted. Photos used to describe or illustrate the content can assist readers in easily locating the information they seek when consistently placed in the same places on each page.

High-Quality Images Are Required

Professional photographs are especially important when showcasing products. Having a customer physically inspect your product, ideally in three dimensions, is crucial if you want them to place an order.

Taking a 360-degree snapshot or a series of them can do this. However, if you want your photographs to have more spontaneity, you may always throw in some snapshots from your personal life or travels to share on your blog or newsletter.

Do Not Take Your Pictures; Use Stock Images Wisely.

Although stock photos have their place on websites, original, professionally taken photographs should be utilised wherever possible. Personalising stock images for your content is as simple as adding a caption.

Maintain Consistency

Since your customers have come to expect excellence from you, they would also expect excellence from the visual content of your website. Customers who expect professional-quality images but only receive random snapshots may be dissatisfied.

The same is true for the product pages you create. Customers usually assume that all product pages on a website, or at least those in the same category, would appear the same. Every product page should have the same layout, including the exact placement of images, text, and the option to purchase.

Add Personality

Photos are more engaging when they feature identifiable human subjects, so they include as many people as possible. Include real people—employees and customers—in product photos wherever possible.

Trends That Are Here To Stay

Keeping up with the latest web image trends and understanding the meaning behind all the jargon associated with images and photography can be confusing.

Full-Width Hero Images

These days, many websites use full-width hero images made possible by contemporary markup languages to greet visitors and provide them with an instant overview of the site’s subject matter. With the rise of the scrollable web page, hero images are shifting from their traditional position at the page’s top to that of a section separator.

Blurred Images

The use of blurred photographs is also on the rise. Because only some have access to a camera, some people utilise stock images and alter them with effects like a blur to make them look more unique.

Focusing on the subject while blurring the background can increase the image’s visual contrast, depth, and impact and lessen the impression of chaos. Subtle blurring can bring certain portions of an image into focus, while more dramatic blurring can draw attention to a particular feature or product on the page (think Apple).

Several options exist for achieving the desired effect, each contingent on the focus’s location within the image. The result of blurring the entire image is universal and works well with any site’s content by drawing attention to what is on top of the picture.

Photographic Stock vs Original Work

Custom shots and stock photography have been integral to website development. Stock photography from sites like iStockphoto, GettyImages, and Shutterstock has become increasingly popular due to its low cost and ease of access.

 Original photography is growing in popularity as cellphones and DSLRs become capable of taking decent(ish) images. Websites often feature creative photos on the “About Us,” “Homepage,” and “Contact Us” sections to convey a sense of “this is us.” Whether hiring a professional or trying it yourself, creative photography is a surefire way to grab your audience’s attention.

Parallax Scrolling

Full-screen hero images and backgrounds that fill the entire screen are perfect candidates for parallax scrolling and visuals. This fad took up because it allowed designers to create engaging websites that “rewarded” viewers for sticking around.

The long load times, incompatibility with mobile devices, concerns about SEO (such as keywords), and lack of interest as the user scrolls down the page suggest that the parallax effect may be on the way out of the web design.

Check out our page on SEO and the services we offer here at Growth Giants.

Who wants to keep scrolling till they reach the meat of the article? Despite these limitations, more and more websites with full-width images are adopting parallax; Cat Scarf is a charming illustration of this trend. In some fields, parallax can be an effective visual storytelling tool for raising brand recognition.

Image File Formats


JPEG is the optimal image format. This pixel-based format can preserve the most significant number of colours in a photo at high compression levels. JPEGs are ideal when space is at a premium because of their superior compression method.


In addition, a pixel-based compression standard, PNGs shine when applied to broad, flat regions of colour. They also can work with entirely see-through backgrounds.


Logos and icons are commonly created in SVGs. This is a pixel-free compression format based on vectors, like that used for fonts. SVGs can be stored in both graphical and textual formats.


To make the web faster and smaller, WebP, a new image format, enables greater lossless and lossy compression for images online. Browsers, including Google Chrome, Mozilla Firefox, Microsoft Edge, and Opera, all have built-in support for WebP. The developers have also integrated compatibility with numerous image editors.


Although many forms of media exist, none are more effective than others at improving a website’s usability. Images continue to dominate as the most widely used and understood format worldwide.

Images appeal to us because they simplify our lives, pique our interests, and help us retain information. Pictures, when used thoughtfully, can do wonders for your website regarding engagement, conversion, and retention.

Profile Overview

Uploaded By

Dan Grant