In this 5-part series, take a deep dive into universal design concepts in the context of creating component-based systems for dynamic web content. Get a birds-eye view of the inner workings of user experience (UX) architecture. Brand strategy, user psychology, objective methodology, and data-driven decisions come together, guided by timeless fundamental ideas, to construct today’s digital journeys.
Art Direction and Selection for Design Systems: Images, Videos, Illustrations, and Icons
Is a Picture Worth a Thousand Words?
The origin of the notion that images can replace large portions of text is fascinating, as is this study whose findings quantified the average value of an image to be precisely 84.1 words!
But what is a picture on your website worth? While there is, unfortunately, not a straightforward answer, you can get a lot of bang for your buck with strategically chosen images, videos, illustrations, and icons. Read on to find out how to select a masterpiece!
User Psychology and Self-Identification
According to Thinking, Fast and Slow by Daniel Kahneman, a book that explains human thought processes, one of the greatest aspects of our brains is an extensive map of associations that allows us to identify, categorize, and react to everything we take in with our five senses in real-time.
While every individual will have built up a different internal quick-reference guide, because of human and local culture, there is much that we share and many reliable visuals and symbols that can be employed to cue users.
One of the most valuable attributes of an image in a user experience is its ability to help users to instantly “self-identify.” When a user sees a depiction of a person performing a task they wish to accomplish, the thought registers that, “I am in the right place.” The user knows that they have found what they are looking for.
For example, if a web page contains information on nursing licensing, an image of nurses at work would be a great choice for the top of the page. Typically, images containing a human element are preferred. We are especially attracted to faces. Alternatively, an image of hands holding a license would work well. Hands also provide a human element. A third choice could be one or more objects associated with the profession such as a stethoscope, chart, or gurney.
Subtle Emotional Appeal
The robot’s eyes in this image attract attention while its smile conveys an otherworldly friendliness, sparking curiosity.
In addition to self-identification for successful user pathing, striking the proper emotional tone is another important facet in image selection. As a starting point, we can look to brand attributes to provide a list of the qualities that describe the brand’s personality and the feelings the user will experience when interacting with it.
Sample brand attributes include: Innovative, Trustworthy, and Helpful.
Great brands are aspirational. Join the conversation already underway in your user’s mind as they ask themselves:
- Who will I be if I embrace this brand?
- How will I be a better person than I was?
- How will my life improve?
Know the answers and affirm them with every word, every image, and every pixel of white space or color. People buy a feeling not a product, so get in tune with your audience’s subconscious needs.
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