The Web is an important tool for users: it allows the acquisition of information on brands, products and services that will naturally affect the purchasing process.
Since the time available to people is limited and the information to be evaluated is many, you have to find a way to distinguish yourself from your competitors, emerging from the crowd.
The images are a precious ally at your disposal, they play a fundamental role in the users' online experience, making everything more interesting and direct.
Visual communication always comes before the written and therefore rational one. Our sensory system interprets an image and associates meaning in less than half a second.
To get the most from a communicative point of view, you need to add visual elements to your website. Users only need a few seconds of navigation to get an idea of your site and therefore of your activity. You have a few seconds to capture their attention, communicate to give people an experience, not to generate traffic.
How to choose the right images? According to Andrea Saletti, Neuromarketing expert, there are three fundamental factors to consider for the web design of your site.
1. Trust
Trust is a mechanism of ancestral perception; human beings are able to assess whether a subject transmits confidence in less than half a second. Users only need a few seconds to get an idea of your site and therefore of your brand. This means that you have to choose carefully the graphic elements that will accompany your landing page and the pages of your products / services. Pay particular attention to the testimonials of your campaigns , the more they inspire confidence, the greater the chance of having
conversions.
A positive example is
Lideabadanti, a cooperative that deals with assistance to the elderly. On the site's landing page, we find two smiling women: an elderly person and a younger one who takes care of her. The image is perfect for the target family looking for someone to take care of their loved ones. The message is clear and immediate: the grandmother is at ease with the operators of the cooperative. The smile of the two women gives confidence, communicates true emotions, can be trusted.
2. Look and point of interest
Directional symbols and images allow us to shift our attention to the most important part of our web page. Since users have little time available, make sure they find the most important information immediately: your
call to action must be visible and easy to reach.
To do this, invite to look at the most important point on your page by entering a subject that also looks in that direction. Following the gaze of others is instinctive, making use of this mechanism ensures that users pay attention to your message and take a specific action (fill in a contact form, contact customer service). The
FluidSurveys landing page it is a perfect example. The girl looks to her left, inviting users to do the same and then highlighting the contact form that will allow you to try the program. Since reading in the West occurs from left to right, inserting an element written on the left improves the possibility that it is looked at first.
3. Mirror neurons
They are a particular type of neurons that are activated when you perform an action or when you observe the same action performed by another subject. When you watch a scene, you associate emotions based on your previous experiences. You can exploit mirror neurons generating a situation of anxiety / insecurity by leveraging empathy, and then proposing yourself as a solution. The advertising against smoking Smokefree it is a perfect example.
When you see it, you can't help but cringe, imagining the painful situation of the protagonist. If you have had the same reaction, it means that the image has achieved its purpose. The brand has created a negative situation and of malaise, caused by the addiction to smoking, to then propose itself as a solution “If you don't know how to get out, we are there. I promise you we will resolve your anxiety situation."
Now it's your turn, use these principles to improve the design of your site!
