Assignment #4 Q1

1. Question 1

Visuals are not decoration. They are communication tools. Provide three strategic reasons why visuals are

essential to effective web content. For each reason:

• Clearly explain the concept

• Provide a real-world example (not generic statements)

Marks are awarded for depth, not surface-level answers. (6 Marks)

1. Visuals capture attention faster than text, they are not just decorations, they are important communication tools and people are more likely to pay attention and comprehend information better with visuals rather than just plain text. Based on class notes (w9- the power of visual content) 90% of information transmitted to the brain is visual, 40% of people will respond better to visuals rather than plain text, this proves how much of an impact visuals have especially on website content. This makes visual affective and a primary form of communication online. When users enter a website, the first eye catching thing is visuals, this helps them tie what they see to what they read making them more likely to stay on the website for longer, raise an interest towards the content and act based on it. On (w9-C-Importance of Visuals) our eyes can register around 36,000 visual messages per hour and people can understand a scene in less than 1/10 of a second. The human brain can process images 60.000x faster than plain simple text. 

Example:

On the Airbnb’s website, most of the content found is people displaying images of their apartments and condos, or living spaces and the images are appealing and bigger than the text, and the text on the home page is usually small, stating the name or the place where they are located and the price very small under. People go on the app to look for places where they can stay when traveling, navigating and finding one that suits them perfectly. This is a perfect example of why visuals capture attention a lot faster than text because users and people clicking on the app will understand the service in just a few milliseconds, and process exactly what they need in no time. This is way more effective than just plain text, because people judge based on looks when it comes to houses and living spaces, and if they see a place they like, they are more likely to click on it and find out more rather than just reading what the place is right away without any visuals. 

2. Visuals improve long-term memory and make it easier for people to comprehend. Humans learn best through visuals and find it easier to remember and comprehend things when looking at visual information. This is not just a fact, it is proven by sources that 65% of people are more likely to learn better through visual information (W9-C Importance Of Visuals). Dr.Lynell Burmark says that unless the words are hooked into an image, they will go in one ear and go out the other ear, and images go directly into long-term memory unlike words that just go into short-term memory. Personally speaking, I am a visual learner myself and when I open websites or content that have images, I will more likely remember what it was about keeping the visual representation in my head and when I remember the image, I will remember some of the content behind it as well. Only 10 or 20 % of content and plain information is retained by people but 65%  is retained when the content is actually paired with visuals.   (W9-C Importance Of Visuals and The Power of Visuals in Web Content).

Example: A great example of web content and how visuals improve long-term memory making it easier to comprehend information is Canada’s national public broadcaster and major cultural institution cbc.ca . This website delivers content and information happening in Canada, about culture, news, sports and entertainment, they usually use infographics, images and charts to strike people’s attention and for them to recognize what the article will be about and people can decide from there if they want to click on it and learn more. These visuals are the biggest part of the main content when clicking on the cbc website, followed by intriguing headlines and sometimes a little bit of the main points in the article. When viewers and readers see this, they will quickly gasp and understand what the article is about and if they find any interest they will read and remember it. When people usually read articles, the visual is the main source catching their attention, after reading they will remember the main points and talk about it with friends and family, even share it on social media if it sticks with them. Visuals break down into meaningful patterns which is why cbc is a perfect example for how visual helps remember and comprehend content. 

3. Visuals impact decisions and strike emotions a lot more and in many ways compared to text or only simple content. The media temporal love processes both visual memory and emotions, meaning that images can be stronger and faster than words (w9-c-importance of visuals). When people look at an image that can be sentimental or deep, they will tie emotionally to that, making the chances very high of them engaging with it. 40% of consumers respond better to visual information than to plain text (w9-c-importance of visuals). To-the-point detailed images are way more important than just descriptions and reviews because it strikes emotions and makes an impact visually according to 67% of consumers. (w9-D-Importance of Visuals). 84% of people get convinced and to the point of buying after watching a video or some kind of visual (The Power of Visuals in Web Content Overview) which is a strong and high number and it is very beneficial for sales and businesses and the marketing world in general. 

Example: Canadian Red Cross is a good example for visuals impacting decisions and striking emotions, redcross is a major non-profit humanitarian organization in Canada. They help vulnerable situations and people in need or emergencies by raising money, getting people to donate  and providing health services. The website is also based on visuals, showing unfortunate events, people in need and tragedies happening in Canada. These visuals strike a lot of emotions, along with the strong bolded headlines asking people to donate or learn more and help. They encourage donations and people are very likely to act on it based on just that, forgetting the text or more details, it strikes empathy encouraging donations through emotions rather than text alone (w9-c-importance of visuals).