How Visuals Affect Purchasing Decisions

Advertising photographs are airbrushed. Oranges are dyed “orange” and farm-raised salmon are dyed pink to make them more appealing to shoppers.

Visual appeal affects what we buy. Check out these interesting statistics:

 

  • Colored visuals are proven to increase people’s willingness to read a piece of content by 80%.
  • The average person views only 20% of a webpage, but will view every image.
  • 67% of product users say images are very important when making a purchasing decision.
  • 63% of consumers said good images are more important than product descriptions.

I have frequently said that your book’s cover is your number one marketing tool. This last statistic—63% of consumers said good images are more important than product descriptions—emphasizes my point. Almost two-thirds of the people who buy your book will be largely influenced by the cover design.

Authors love words. We want to convince buyers with our words. Words are good and must be used effectively in promoting your books, but keep in mind the image is what will draw people in to read your words.

I recently received an e-catalog from a small publisher. To my dismay, the book images in this catalog were minuscule. I do mean tiny. Each book hosted a lengthy description with many words, but the book cover images were so small that I could not even make out the title of the book on each image.

Sadly, this e-catalog will not be very effective. Had an inverse ratio been used—large book cover images and few words—this catalog would pack much more punch. It could convert more viewers to buyers. After all, one study showed that including a photo next to an item on a restaurant menu increased its orders by 30 percent.

Research is showing that the more inundated we have become with information; the more visual decision making is growing. Images are becoming the biggest motivating factor in what we do, where we go, and what we buy.

Consider this. The most popular website after Google is YouTube, a highly visual medium. The two most popular social media platforms for younger generations are Instagram and Snapchat, both photo driven sharing.

If you want to be more effective in promotion your book(s), keep the important of visual decision making and appeal in mind when you create your next social media post, blog post, advertisement, or marketing material. Put an engaging image in every piece of information you share on the internet. Make your images central as well as large and appealing in all your promotional marketing and advertising materials.

Related Posts:
Do Blogs Influence Purchasing Decisions?
Fresh Insight into Book Buying Behavior
Are Millennials Buying Your Books?

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Photos courtesy of Visual Hunt and Pixabay.

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