Information Over Images: The Key to Effective Website Design and Marketing

As a graphic designer, I once believed that stunning visuals were the most crucial aspect of design. After all, in design school, we are trained to think that aesthetics drive engagement. But as my career evolved, I learned a fundamental truth: information is king. The way we present content is the key to clarity, user engagement, and ultimately, conversions. Imagery is important, but it plays a supporting role—It’s the sidekick to the main hero.

The Shift: From Image-First to Information-First

Early in my career, I would spend hours perfecting the perfect hero image, making sure a website looked visually stunning. But time and again, I would see marketing teams struggling with user engagement and conversion rates because customers were confused, not because the image was bad, but the focus wasn’t in the right place. Over representing something in an image can start to muddle the experience. It became clear that while strong visuals attract attention, providing the right information is what actually keeps users engaged and guides them to take action.

I can already hear some of you designers now thinking, ‘But Robert this is going to make my design boring!’— It really won’t. This is a great time to challenge your designs. How can you simplify your designs to the most essential form to get the message across.

Key information customers need to know immediately:

• What product or service you offer
• Why they should care
• How they can take action (purchase, sign up, learn more, etc.)

Essential Design Principles for Information Clarity

To ensure information is clear and digestible, prioritize the following:

1. White Space – Gives breathing room to content, improving readability and user focus.
2. Hierarchy – Use typography, color, and spacing to guide users through information in order of importance.
3. Contrast – Ensures text stands out against backgrounds for easy readability.
4. Consistency – Maintain uniformity in fonts, colors, and layouts to create a seamless user experience.
5. Call-to-Actions (CTAs) – Clear, compelling CTAs tell users what to do next.

You may already know all of these but it never hurts to have a refresher!

Key Questions for Designers and Marketers

Before designing a website or marketing piece, ask yourself some of the following questions:

• What is the core message we need to communicate?
• What information is most valuable to the customer?
• How quickly can a user understand what we offer?
• Does the design support the message, or does it distract from it?
• What action do we want users to take?

These are a few just to get you started. It’s also great at this stage to question how your customer journey is set up. Can they accurately purchase your product? Reach out to you? Schedule a call? etc.

Is there research to back this up?

There has been research that underscores the significance of information-centric design in enhancing website conversion rates. For instance, a study found that a one-second delay in page load time can lead to a 7% reduction in conversions, highlighting the importance of efficient information delivery. Unnecessary additional imagery can cause pages to load slower (especially if they have not been optimized). Additionally, a user-centric design approach can potentially boost revenue by up to 200%.  These findings emphasize that prioritizing clear, accessible information within a well-structured design is crucial for improving user engagement and driving conversions.

Let’s work through an example:

Project: An Animal Toy Company Website

Let’s imagine designing a website for an animal toy company. A common mistake would be to prioritize large, colorful images of the animals with toys without clear descriptions or calls to action. Instead, an information-first approach might look like this:

1. Hero Section: A clear headline like, “High-Quality, Safe, and Fun Toys for Your Pets” with a subheading explaining the benefits: “Eco-friendly, durable toys designed for endless playtime.” A visible CTA: “Shop Now.”
2. Product Categories: Instead of just displaying toy images, include short descriptions: “Chew Toys – Designed for durability and dental health.”
3. Customer Trust Section: A section explaining safety certifications, materials used, and customer testimonials.
4. Imagery as Support: High-quality images enhance the information but do not replace it. Pair each image with concise, informative text.

Ironically and Cliche: Less is more… In this case.

While design is inherently visual, the most successful websites and marketing campaigns prioritize clear, well-structured information. Imagery should complement the message, not overshadow it. As designers, we must shift our mindset from “making things look good” to “making things clear.” By doing so, we empower businesses to effectively communicate their value, ensuring that customers find exactly what they need with ease.