What Images Make People Buy?
When it comes to marketing, visuals are a powerful tool. Images can be used to capture attention, evoke emotion, and ultimately, drive sales. But What images make people buy?
In this article, we’ll explore the psychology behind why certain images are more effective than others. We’ll also look at some of the best practices for using visuals in marketing campaigns. By the end, you’ll have a better understanding of how to use images to increase conversions.
The Psychology of Visuals
Humans are visual creatures. We process visuals 60,000 times faster than text, and 90% of the information transmitted to the brain is visual. It’s no wonder that visuals are so powerful when it comes to marketing.
But what makes certain visuals more effective than others? According to research, there are three key elements that make an image more likely to drive sales:
- Relevance: The image should be relevant to the product or service being sold.
- Emotion: The image should evoke an emotional response from the viewer.
- Clarity: The image should be clear and easy to understand.
Let’s look at each of these elements in more detail.
The most effective visuals are those that are directly related to the product or service being sold. For example, if you’re selling a new type of running shoe, an image of someone running in the shoes would be more effective than an image of a beach.
Research has shown that relevant visuals can increase conversions by up to 35%. This is because they help to reinforce the message of the product or service and make it easier for the viewer to understand.
The second element of effective visuals is emotion. Images that evoke an emotional response from the viewer are more likely to drive sales.
For example, a study by the University of Pennsylvania found that images of smiling people were more effective than images of neutral people. The researchers concluded that the smiling images were more likely to evoke positive emotions, which in turn made the viewer more likely to purchase the product.
The third element of effective visuals is clarity. Images should be clear and easy to understand. This means avoiding images that are too busy or cluttered.
Research has shown that images with a single focal point are more effective than images with multiple focal points. This is because the single focal point helps to draw the viewer’s attention and makes it easier for them to understand the message of the image.
Best Practices for Using Visuals
Now that we’ve looked at the psychology behind effective visuals, let’s look at some best practices for using visuals in marketing campaigns.
- Choose the Right Image: As we’ve seen, the most effective visuals are those that are relevant, evoke emotion, and are clear and easy to understand.
- Optimize for Mobile: Mobile devices account for more than half of all web traffic, so it’s important to optimize visuals for mobile devices. This means using images that are optimized for smaller screens and ensuring that they load quickly.
- Test Different Variations: It’s important to test different variations of visuals to see which ones are most effective. This can be done by running A/B tests or using analytics tools to track the performance of different visuals.
Visuals are a powerful tool for driving sales. To be effective, visuals should be relevant, evoke emotion, and be clear and easy to understand. Additionally, it’s important to optimize visuals for mobile devices and test different variations to see which ones are most effective. By following these best practices, you can use visuals to increase conversions and drive sales.