The visuality of your website can be the key to your success

As a guest author, Coltrane Hassinen, a visual marketing expert from VISU College, is part of our network of experts . 

Did you know that a visitor to your website will form an opinion on your site before you have time to blink an eye – in 0.05 seconds – and then he or she will either stay or leave. So you only have that much time to make a great first impression. 94% of the first impression of a website is made up of visuals. With the visuals of a website, you can both attract people to your site or lose potential customers. Man registers visuality 60,000 times faster than text.

We live in the middle of visuals and our brains are built to better understand visuals. We perceive visuality 60,000 times faster than text. We look at all the pictures on the website and read only 20% of the text. The popularity of a website is very much based on a first impression. 94% of the first impression of a website is made up of visuals. All of these staggering figures are based on research. If I tell you that buying decisions are made up to 90% based on visuals alone, you’re probably wondering if this can be true. Most of this happens subconsciously, which is why we also need to learn to influence this subconscious process.

Everything starts with the first impression and ends up with the desired function (conversion, for example, buying a product).

Why is first impressions so important?

You probably remember a lot of times when you made a first impression on something or something? We all have experiences of how important it is to make a good first impression.

As a result of the first impression on the website, the visitor will either stay on your site or leave elsewhere. The different elements of visuality create emotions and moods and make people act in a certain way. So you can easily lose a potential customer all the time in that mini-moment. Or win one. So you can take a step forward – even tell us about the product.

The visuality of the company

Most people form their opinion of a company based solely on a website. So it is by no means enough that websites exist, their visual appeal is the most important thing in terms of functionality and productivity. Visuality determines whether a person stays on the sides or ends elsewhere. However, don’t implement visuals at the expense of functionality. The visitor quickly weighs whether he or she can easily find the information he or she is looking for, and it is clear that people find simple and clear pages easier.

The journey towards a situation where a customer becomes familiar with a product involves many steps that could drive you away from a potential customer forever or make him a loyal customer.

The saying that selling requires trust also comes true online. If a company doesn’t give a professional picture of itself, it’s hard to believe that its products are even better or don’t even want to get to know them. That’s why the best product is easily left on the e-commerce shelf if the company doesn’t convince. More than 70% of people form an image of an entire company based on its website. You need to feel that you believe in your product.

Invest in product images

If you get a visitor to stay on your site, the probability, according to research, is that he will look at all the pictures . So ALL the pictures! Do you remember buying something online without seeing a picture of it?

In particular, product images must be of high quality and the selection of all images is critical. Product images should be commissioned by a professional. You can come up with something surprising without ruining the fact that the picture gives a clear picture of the product. You can combine images, make a video clip or otherwise create the desired image of the product. Often you want to see the product from different angles, which is made possible by a series of pictures, for example. If you have an online store with a lot of product images on the same page, make the images as consistent as possible. Different images (for example, without a background and with a background) immediately make a confusing impression. Consider enlarging the images and putting a smaller number on the same page.

Colors create an atmosphere and evoke emotions

Choosing colors is usually the first and most important thing. Our brains register colors first.

We live in the midst of color. They are an incredibly strong element of communication. We often make purchasing decisions quickly and colors alone can affect our purchasing decision by up to 90%! Colors have been found to clearly increase conversion. Understanding and implementing the effects of color plays a big role in a company’s performance. You should invest in choosing colors from the company’s colors on the product packaging and documentation.

Buying must be easy and the pages should meet expectations

Even in Korona time, we want to get everything done quickly. Buying online is already based on the premise that buying or getting information is quick and easy. Every click has expectations that you need to be able to meet. Remember that if a visitor comes across something they don’t like, they won’t come back, according to research.

Build a path that a visitor needs to take to eventually do what you now set as a goal on your site. With visuals, you can tell which things are more important and lead the customer to move forward in a certain order. Google Analytics is a great tool for tracking where people are coming from, how many people are leaving just after seeing your homepage (this isn’t always due to poor visuals, but also to what content interests those people the most). The bounch rate * is one thing that is definitely worth watching.

The minimum number of clicks is not always optimal. Again, we dive into the world of psychology and the subconscious; it would be best to understand the reasons for each click. People love to click, while at the same time wanting to get to the finish line as quickly as possible. It’s up to you how much bait you can put along the way without losing customers.

With visuals, you sell online and also after purchase

Visual channels based on visuality continue to grow strongly, as do image searches. If you use other channels online, try to use the same product images and minimize all text. The more we communicate visually, the faster and easier we will get the message across .

Think about the time the buyer waits for the product after purchase. The purchase process always continues until the arrival of the expected product, the opening of the packaging (what does it look like?) And the introduction of the product. Could your customer’s purchase be crowned with the most personalized nice message from the company and style that comes with the product without compromising on all the other documents? This is how you also tell that the customer is important.


  1. Invest in visuals . Remember the importance of first impressions. Think about what feeling and mood you want your pages to convey when a customer comes to them. Test if it materializes.
  2. Take into account people’s rush and small mobile screens. Use visuals to convey information clearly and make priorities clear. Always test on all screens.
  3. Simplicity is always assured. Too many elements quickly makes a confusing whole online, which is hard to find what you are looking for and get a clear overall picture.
  4. Make sure your website product and portraits are of high quality . Think about how to make your product images attractive and stand out from the competition.
  5. Think about how you would like the visitor to progress toward the desired action. Do you want his spacious newsletter or product purchase? Build an attractive path to your destination. Always keep only the information related to that step. Put information behind the links that requires more text, let the images speak .



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