- As discussed in class, please provide three reasons why visuals are important to web content. Please ensure you go into detail for each item. (6 Marks)
Visuals are an extremely important aspect when it comes to web content. What makes visuals so important is that they help with memory retention, help people process information faster, and help to trigger emotions.
1. One of the most crucial reasons visuals are so important in web content is that they help extremely with memory retention. As discussed, class visuals have a very large impact on how people process and remember information. “One study found that after three days, a user retained only 10-20 percent of written or spoken information but almost sixty-five percent of visual information.” (Briscoe, W9 – C – Importance of Visuals (W25).pdf, Slide 7) This statistic shows that visual content has a direct correlation between how much people can remember when something is just text vs. when something includes visuals. So by adding visuals, a marketer can increase their chances of a consumer remembering their content by more than 50% than if they just used written content.
Visual content helps transfer information from short-term to long-term memory more effectively. As talked about in class, Dr. Lynell Burmark’s research suggests that unless concepts are “hooked onto an image” (Briscoe, W9 – C – Importance of Visuals (W25).pdf, Slide 5), they quickly fade from memory. This shows that visuals are a crucial aspect of increasing the chances of memory retention, especially when paired with written content. The chances of someone remembering content without a visual pair are almost slim to none, so without an image with a piece of written content, it will not even get looked at or remembered at all. Overall, even just for this one key aspect of memory retention, visuals are a no-brainer when making content for the web.
2. Another reason visuals are so important is because it helps people process information faster. As stated in class “The brain can process images in just 13 milliseconds”(Briscoe,W9 – C – Importance of Visuals (W25).pdf, Slide 8) This quick processing ability makes visuals essential for web content, as users often skim rather than read thoroughly. As well when on a webpage, visitors form first impressions within seconds, and images allow them to grasp key messages almost instantly. This supports the importance of visuals in web design by ensuring that information is understood quickly and efficiently, making the content more digestible and accessible to a broad audience. Without visuals, users would need to invest significantly more time to interpret the same information, increasing the likelihood that they will leave the page before even engaging with the content.
Similarly “Visuals are processed 60,000X faster in the brain than text.” (Briscoe,W9 – C – Importance of Visuals (W25).pdf, Slide 8) In today’s fast-paced digital world, where attention spans are so short, the ability to convey information quickly is crucial for web content. A well-placed image can immediately communicate the essence of a message, while just a big block of text alone is much more likely to be ignored. Without a visual, it becomes much harder to capture the attention of a scrolling user, as text alone lacks the immediate impact needed to stop them from moving on. These reasons show that visuals not only enhance comprehension but grab attention more easily. By reducing text load, it allows users to absorb key points effortlessly, which helps to improve engagement and retention of information.
3. Another key reason that visuals are so important is their ability to drive emotional engagement. Images have a unique power to trigger emotions much more intensely than words alone. According to the class content, “visual memory is encoded in the medial temporal lobe of the brain, the same place where emotions are processed” (Briscoe, W9 – C – Importance of Visuals (W25).pdf, Slide 14). This direct connection explains why visuals can create immediate emotional responses, whether it’s excitement, nostalgia, trust, or urgency. Because emotions play a crucial role in decision-making and memory retention, using visuals strategically can make web content more persuasive and memorable. This is extremely important and beneficial for brands and marketers who want to leave a lasting impression on their audience. Additionally, research shows that “40% of consumers respond better to visual information than text” (Briscoe, W9 – C – Importance of Visuals (W25).pdf, Slide 16). This helps reinforce the idea that visuals enhance engagement, making users more likely to connect with content and act upon the information presented rather than when it’s a big chunk of text, which makes them much less likely to resonate and engage with at all. As discussed in class as well , “visual content can recreate experiences in the viewer’s mind (Briscoe, Lecture, March 5th, 2025). This means that well-crafted visuals don’t just grab attention; they actually shape how people perceive and emotionally connect with the content to them specifically. A strong image can transport a viewer into a scene, making them feel the excitement, urgency, or nostalgia the brand is trying to convey. By strategically using visuals that evoke emotions or tell a compelling story, businesses can create a stronger bond with their audience, which can increase the chances of engagement. Without a visual element, content risks feeling boring or impersonal, making it far less likely that someone will stop, connect, and take action. In a digital world where users are flooded with information, a well-placed image can be the difference between someone scrolling past or truly engaging with what’s in front of them, and that’s why visuals are extremely important in web content overall.