By now, it should be clear that the web has taken your grade school teacher’s advice to “show, don’t tell” to heart. The latest example is of course in Facebook’s recent announcement that they are once again revamping their website, this time to embrace a more visual approach.
And why not? Once the usual uproar from users has died down, the choice behind this revamp becomes obvious. With the volume of users for services like Pinterest and Instagram continuing to soar, the trend towards visual content is one that many companies are jumping on.
Facebook’s own statistics help prove the reality of this trend: Photos posted on Facebook receive 53% more likes and 104% more comments than regular text posts. This huge uptick in engagement is impressive, but what’s the logic behind it?
Science tells us that visual content is processed at a rate 60,000 times faster than text. That astonishing rate explains why 90% of information transmitted to the brain is visual content. That these biological facts are being more frequently reflected online makes sense.
Beyond the data, though, what is it about visual content that we human beings love so much? Quite simply, visuals tell a story, and they tell it much more quickly than a paragraph of text ever could.
Why does storytelling matter to companies and businesses trying to build a strong web presence? Because that’s what gives your company a brand identity.
Sources are conflicting, but most studies tell us that first impressions of a website are determined by a visitor within anywhere from 1/20th of a second up to 8 seconds. That said, you want your website to portray its content, its story, its identity to a visitor quickly. And the fastest way is visually.
So ultimately you want web design that fulfills the human desire for visual content. Well-designed visual content can also help you out in regards to better Search Engine Optimization. The same goes for any marketing you’re executing through any social media avenue.
The future of the web is visual. Are you jumping on the bandwagon?