When less is more.Posted on: 04/09/2016
Most newspapers and magazines have a single front-page image.
Why? Because it works. Fewer images create a bigger impact. Every image on a page earns its right to be there.
Customer attention is a limited commodity and here's why... It takes less than two-tenths of a second for an online visitor to form a first opinion of your brand and you have less than 6 seconds to grab someone’s attention with your primary image. Too many images dilute that effectiveness. So why do many businesses think prospective customers are interested in so many photographs of the same project? Because they aren’t picture editors and they don’t have that skill set. In an attempt to make sure they don’t miss anything, the temptation is to include everything is too great.
Not all photographs are created equal.
It’s easy to assume that “good photographers” take “good pictures” because they have a special talent. The truth is that good photographers take good pictures because they take great care to have good subjects in front of their cameras. And then they nail it. They are also ruthless in discarding all but their very best work.
Many photographs fail because there’s nothing to photograph.
So how many is enough?
There should be enough photographs to build a complete picture and no more. Be selective… very selective. The photographs on this page are the new Leeds Station South Entrance. Despite so few photographs it's possible to understand a great deal about the detail, structure and scale of the building, as well as it's geographic location.
There is another factor at work here and that’s loading time. On the internet, images are hungry for bandwidth and will often slow the speed at which the page loads. Fewer images mean faster loads and that’s a good thing. It helps stop visitors leaving you site prematurely.
A further benefit of using fewer images is that there are many images left for different uses and re-purposing for the future.
I'm going to cover re-purposing images and advice on choosing the best images for specific situations in a future post.
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