- Darjan Hren
Have you ever wondered why some images are more appealing than others? Or why some ads catch your attention while others don’t? The answer lies in the Picture Superiority Effect (PSE), which is an important concept for ecommerce store owners, designers, and marketers.
PSE explains why certain visuals are more memorable and effective at driving conversions than others. It’s based on the idea that visuals have a greater impact on our memories than words do, so visuals that have been strategically designed to capture our attention can be powerful tools for increasing conversion rates.
What is the Picture Superiority Effect?
The Picture Superiority Effect (PSE) is a psychological phenomenon that suggests that people remember information better when it has been presented to them visually rather than verbally or through text.
This effect is based on the notion that visual stimuli such as pictures are more powerful than text-based stimuli because they create an emotional response in addition to providing information.
The PSE has been used to explain everything from why we remember lyrics of songs better when they are set to music, to why advertisements featuring celebrities get more attention than those without. It’s also been used to explain why visuals can be effective at driving conversions in ecommerce stores.
How does the Picture Superiority Effect increase conversions?
Research has shown that images can be up to 50 times more effective at conveying messages and inspiring action than words alone.
This means that using images strategically on your website or in advertising campaigns can help you increase conversions by creating an emotional response from potential customers.
For example, if you’re selling products related to active lifestyles or sports, using images of people participating in these activities will draw attention and evoke emotions like enthusiasm and excitement—all of which lead customers to take action.
Additionally, research has found that visuals can help people retain information for longer periods of time—which is especially helpful if you want customers to remember key details about your products or services.
Visuals also make it easier for customers to process complex messages quickly, making it less likely they will become overwhelmed by too much information. All of these factors contribute to increasing conversion rates and driving sales.
What kind of pictures should I use?
There are a few things you should consider when selecting photos or other visuals for your website or marketing campaigns:
Choose high-quality images with good resolution; this will ensure they look clear even when viewed on smaller screens like mobile phones or tablets. Additionally, avoid using stock photos whenever possible as these tend not look as authentic as photos taken specifically for your site or campaign.
Select images relevant to the message you’re trying convey; this will ensure that viewers make an emotional connection with the image and feel inspired enough take action after viewing it.
Use a consistent style across all your visuals; this will help create a cohesive brand identity which viewers will immediately recognize and associate with your business or product/service.
Picture superiority effect takeaways
The Picture Superiority Effect provides ecommerce store owners, designers, and marketers with a powerful tool for increasing conversions by evoking emotion from their audiences through strategic visual content including pictures and videos.