Is a Picture Really Worth a Thousand Words?

By Phil Winter and Janet Winter -- Web Design Partners
Posted Wednesday, May 18, 2005

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We all like to see rich-looking sites with lots of graphics and animated images. Some sites use Flash graphics, which can appear as a movie on the web page. However, an over load of graphics may keep your site from reaching its full potential.

First, a little background. All images on web sites are either GIFs (Graphic Interchange Format) or JPEG (Joint Photographic Experts Group) files, with PNG (Portable Network Graphics) images gaining in popularity. GIFs, being able to display only 256 different colors, are commonly used for logos, icons, and other graphics that do not have many different colors or shadings. JPEGs, however, can display up to 16.7 million colors, and are used primarily to display photographs.

So what are some of the things you want to consider when using graphics on your web site?

1. Images slow download time. All images on your web page must be downloaded to your customer's computer when they view your site. The longer this takes, the more likely your customer is to click off your site. Statistics show you have about 10 seconds! Minimize your download time by reducing the number of graphics and/or their size. In the case of JPEGs, increase the compression as long as image quality does not suffer.

2. Images don't sell your product or service. Images, used carefully, can perform a vital function on your web site. They can give your customers a sense of place, help establish the image you want to convey, show off your products, advance your branding and more. But they don't sell your product the way well-written sales copy can. They can't qualify your customers, nor can they ask your customers to take action (buy). Since web page space is limited, you have to strike a balance between good copy and images.

3. Search Engines can't crawl images. Images take up space where you could place keyword-rich text that search engines love. If the decision is whether to get your keywords in or put in a graphic, go with the text and keywords. But images can help with keywords too. Without getting too technical, each image you put on your site should have and alt tag with a keyword in it. Your web designer knows what an alt tag is.

4. Minimize animated graphics. Most business sites minimize animation because it detracts from the message about your product or service, and can drive customers away. But animated GIFs can be used effectively - but sparingly - to draw attention to sale items, special offers and other major points on your site. Avoid having animation on the site that rotates continuously for no business reason.

Flash graphics are becoming increasing popular, but must be used in moderation. Search engines can't crawl Flash, yet you see some sites done entirely in Flash. Otherwise, the same comments regarding animated GIFs apply.

5. Use only quality photographic images. Digital cameras have made taking photos for web sites a breeze. But they don't ensure the photo will enhance your site. In short, you can take bad photos with a digital camera! Here are some suggestions to make those web site photos "pop."

• Use only sharp, bright photos.
• Get close - make sure your subject or product fills the frame. Remember, most images appear quite small on web pages.
• Avoid resizing large images in the HTML code. Since the browser has to download the large image then resize it, page load times will suffer. It is extra work, but images need to be sized properly for the page in a photo editing program. (This also gives you the opportunity to crop, adjust contrast,
  etc.) Then, use the small image on the site.
• Because of the small image size on the page, keep the image simple. Eliminate anything that does not add to the subject of the image. Again, your photo editing program can help here.

You might conclude from this that we are against using graphics on web sites. Not at all. But the use of graphics is a business decision based on what you want your site to accomplish. With images, moderation is the key. So perhaps a picture isn't always worth a thousand words.

For more web design information, please visit www.webdesignpartners.com.

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