Images are Key to Conversion

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1. It’s All in the Brain Process

When more than 80% of learning is visual for most people, images are critical to converting clicks to sales. Images help your customers absorb your content and engage with your site. Image SEO is not a trend, it’s the future of marketing.

With a mind that can process in milliseconds, an image is an incredibly valuable way to help your customer understand the basics of what you’re trying to say, in a quick glance.

Time that would be used narrowing down whether to read more about your ethical harvesting methods, the viable options you’ve discovered for sourcing local ingredients, or your next big product launch (how much would you rather see those examples in pics!) can be used deciding what product or service to invest in.

2. First Impressions

Alright, you’ve got their eye, now go! With an average attention span of 8 seconds, first impressions are key when it comes to connecting with your clients, especially online. Those first few seconds will make or break whether they are able to engage with your products and services, largely based on their reaction to your site’s design and appearance!

It’s crucial to look professional through strategic branding and marketing, with a distinct avoidance of any grammatical or technical errors. In addition, what will truly set your brand apart is the consistency created by the use of professional photography. Having an abundance of gorgeous stock photos ready to customize means you will give the immediate impression you are a professional at what you do.

3. The Psychology of Colour

Colour psychology can be a powerful way to generate a specific response from your customer. If looking to ignite some passion and excitement, go with a deep or bright red, or to help your customer feel confident (in themselves and in your products), go orange.

For Stanford graduate and social psychologist Jennifer Aaker, colour psychology is re-defined in terms of branding with colour. She identifies 5 main categories in her work 5 Dimensions of Brand Personality which include sincerity (blue), excitement (red), competence (green), sophistication (purple), and ruggedness (brown). Through Aaker’s lens, brands are mostly influenced by the traits of one dimension (one colour), though they may have elements of another. Show the personality traits you want your customer to associate with your brand through the colour you choose.

However, colour, as we know, is dependent on context. What could be seen as ruggedness in a predominantly brown photo advertising camping equipment could be seen as sophisticated masculinity in a brown photo of luxury watches.

Purple is another colour that can display such different types of personality, from fun and funky to feminine and glamorous. It can be all those things, depending on the context in which it is used. Colour can occasionally be gendered, although all stereotypes are just as easily broken - in the right context, tones of lavender could be sophisticatedly masculine.

Aaker knows that what’s even more likely to affect your customer’s response is how appropriate they feel the colour choice is for your brand.

Take Away for Today

First impressions are key when it comes to driving traffic; this is evident by the increased use of Google’s image search feature. Images are what catch a viewer’s eye, and they tell the story you are trying to explain with a single glance.

Research indicates that colour has a way of affecting people’s perception of personality, so use that to your benefit when choosing images from your stock collection.

Most important to the consumer, Aaker explains, is that they feel the personality of your visual imagery, branding and colours are in alignment with the personality of your company. This alignment is associated with authenticity and further builds trust.

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Gillian Harvey