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Here’s Why You Need Engaging Visuals in Your Copy

If you find that your copy or content just isn’t connecting with your ideal audience, or if people are just skimming through it without really grasping the point you’re trying to get across, try combining your words with gripping visuals.

A conversational tone is a great way to remove the barriers that prevent people from engaging with your message. Barriers such as a sense of urgency, lack of interest, or just a busy brain. But a writing style can only bring you so far. A little bit of psychology and understanding just how people consume content will take you the rest of the way there.

Including images in content vastly improves how people interact with it. And that will help your dream clients genuinely engage with your business.

Psychology of design, why are images so effective?

As humans, we rely on our sight as our primary sense. Our eyes are incredibly keen, and our brains are built to recognise patterns in images. We all have to learn to do reading comprehension, but interpreting emotion, logical ideas, and body language from visual imagery are instinctive.

Many psychological studies indicate that the human brain can process images up to 60,000 times faster than words. Mental recall for imagery is around 80% strong, while the same for words is only about 20%. On top of those two facts, it’s been found that approximately 60% of consumers will prefer a source that uses images to one that uses only text when accessing search engine results.

What does all of this mean for the content that your business presents? Well, as much as compelling copy or an interesting subject is essential to grab your audience’s attention, using a few choice images to bolster your message is necessary to really reach people.

So, how can you pair the right visuals to your content?

Use the right images to match your content.

As much as a good pairing of image and text can boost the attention of your content, a bland, low-quality, or ill-fitting visual can absolutely detract. So, what can you do to select the right visual?

The visual element can play a few different roles: emphasis, priming, or information delivery.

Emphasis is where the image reiterates an important point in your message. It says it loudly and clearly. If you have a single point that your message is built around, it can ensure that your audience won’t miss it.

An infographic explaining why emphasis is important when connecting an image to a body of text.
"Our recent article on how to write a compelling blog post used this image to emphasise the importance of content in your business messaging. A clear, clean visual that the reader will see and remember will keep your message prevalent in their mind. It's vital the message is understandable at a glance, and appealing to the eye."

Priming your audience with an image interacts with their subconscious to give your accompanying text an emotional angle. It can be really difficult to write anything in a way that will consistently evoke the desired emotional reaction in your reader. Using an image that reinforces the emotional subtext of your message can make sure that you get it across the way you intend.

An infographic explaining how priming works when connecting an image to a body of text.
"What is your subconscious saying when you look at this image?
Happy, financially free, confident, not stressed.
It's a powerful visual that gives your reader a non0verbal cue to what your message is."

Finally, presenting information that people are most likely to retain is an obvious choice once you understand the visual nature of your readers. That’s why infographics are becoming so popular!

Providing bite-sized pieces of information with small visuals that present it straightforwardly will give you the best odds of people reading, understanding, and remembering it down the track.

It’s really basic, but how much easier is it to absorb this information, as displayed in the infographic below, than earlier in the blog?

An infographic explaining how infographics can present information in a reader-friendly way.
"90% of all information transmitted to the human brain is purely visual. That means that we absorb information from images up to 60 000 times faster than text! Priming your readers with an engaging image can help you reach a wider audience."

There’s no reason you can’t employ a range of visuals to get your message across; just make sure that it fits in well with your content.

The SEO edge.

So, having the right visuals on your page can help deliver the message you want to your readers, but it gets even better than that! That’s right; we’re talking about SEO too.

The latest iterations of Google’s webmaster tools have really pushed the idea of compelling, related images in the content. Image alt text and the names of files are both huge factors in how web crawlers read your page.

This has been a big deal in eCommerce pages for a long time, but now more than ever, all types of websites are getting a massive boost with effective imagery. It’s an easy boost to your web presence and a great way to include bites of information that don’t easily fit into the body text. If you aren’t doing it, you’re really missing out!

Break up your content with carefully selected images, and don’t forget to get it royalty-free!

But if this is all sounding a bit complex and you’d like someone else to do the hard work for you and write persuasive, informative, and engaging content that includes a mix of relatable images, we’d love to hear from you.