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| What You Need to Know about Selecting Photos for the Webby Emily Stephen |
When it comes to photography, there is more than meets the eye. After talking with 2 of ISL’s graphic designers- Steve Anderson & Jen Polegatto - I quickly realized just how important photography selection is for your website. This article is the beginning in a series that will profile members of our production team. As a co-op student, this is a great way for me to understand what everyone does and share their expertise with you.
Photo Selection: Why is it crucial to web content ?
“Photography can make up about half of your website content. On the homepage, it works to establish the first impression critical to bringing users deeper into your site,” states Steve Anderson. The visitor’s eye is drawn to photography before text. Great photos help tell users who you are, what you do, and what you’re all about.
People relate to photos. Every image has connotations and provokes different thoughts and feelings. Selected photos should be analyzed. Ask yourself “How does this photo make me feel, and what does it make me think of?” Pictures will be interpreted differently, but remember you are trying to appeal to your target users.
Because photos tell stories, they should represent what you get from the product or service being offered; not the hard product itself. Be creative. There are many styles of photographs available, depending on what suits your needs. Your site could feature photography or vector-based images, with subjects of people, places, things, or abstract ideas. Consistency among all images should be a key factor in this decision, as well as what look and message you’re trying to portray.
Think about your brand
Images are visual messages that reinforce your brand. Whether you are creating a brand, rebranding, or have one already established, it needs to be reflected in your photos. This is where the quality of your photographs comes into play. Always go with the best you can afford.
“Designers work well when they have multiple photos to choose from. This helps to inspire creativity and provides the designer with a better understanding of your brand,” says Jen Polegatto. Keep the style, lighting, depth, and other photo mechanics in mind as they should be similar and congruent with your messages. Consider what images are being used in your other marketing material (print) and determine whether or not these should be changed on the web.
Photo mechanics
“Sending designers un-cropped photos typically yields the best results. Give them direction on your brand, but the freedom to make decisions concerning your photos,” says Jen Polegatto. Pixel-based images (photographs) should normally be sent as JPEGs. Vector-based images with transparency should be sent as GIFs (for browser compatibility); without transparency, as PNGs. All images for the web should be in RGB (red, green, blue), and not CMYK (cyan, magenta, yellow, and black).
4 common misconceptions- In general, our clients think that photography isn’t as important as text content. The truth- photos need to be treated as content. Photography cannot be an afterthought. It is a vital channel of expression to reach your users.
- Often times, clients will think they know what they’re looking for and what will best suit their site. However, when designers aren’t consulted and decisions surrounding which photos to use are being made, the site could suffer. Take advantage of the knowledge and expertise that designers have. They are valuable resources to your site- they know it from conception to layout, to design treatments.
- There is an idea that your web site is all about what you say and less about anything visual or thematic. The fact is, there needs to be a balance. People like visuals, but ensure these visuals don’t take away from the message. Think about the story you’re telling. Remember that photos are comprehensive elements that draw people into your site.
- Clients are often mistaken about the cost of great photos. You don’t need to hire a well-known photographer. Think economically and use the existing talents available. A student from NSCC or NSCAD could take great photos, and at a reasonable cost. Another great resource is iStockphoto, where images can be purchased for as low as $1.00.
“Selecting photos for the web should never be an afterthought. This process needs to be at the forefront when developing a website,” says Steve Anderson. Think about your users and what messages you are sending them. Keep your brand in mind and continuously work to reinforce it. Effective and thoughtful photo selection and placement may be just what you need to differentiate your web site from your competitors’.