In the past few years the default screen size has increased, allowing extra space to be used for higher-quality photographs. With the advent of decreasing screen sizes in tablets and smart phones it begs the question as to whether it will be as important to fill the screen with images. In many cases having too many photographs on a website can keep the user from the top level navigation as well as some important navigational tools below the fold. Experts in web design are cautioning website designers to ensure that their graphics add to the overall message of the site and show real content rather than simply acting as decoration. While web pages can certainly benefit from images and video, the bottom line is that these graphics must add real value to the website.
Balancing Graphics with Content
Although people enjoy lively graphics on websites, there are instances when too many photographs or videos—or graphics which do not contribute to the overall message of the website—are more of a distraction than a welcome addition. Some of the more negative implications include the additional time it takes to select and image, size it correctly, look at it then publish and the impact that image may have on the design of the page concerning reading and navigation. Designers now must consider the potential impact graphics have on the access when tablets and smart phones are used as well as think about the increased download time.
When Should I Use Graphics?
Overall, using text in content is almost always preferable to filling your pages with images, videos, pictures and Flash simply because it is easier to understand and to remember and is also highly accessible to search engines and human users. There are cases, however, when using graphics is the best use of your space. Use images only when they are absolutely related to your website and your message or when using a picture or other graphic makes understanding the text easier. The most obvious use of graphics is when you are selling something that people need to be able to see or when you are discussing complex structures and a graphical explanation will make it eminently more understandable. Remember when using graphics that everything in your images should be available in text, the image size and quality should depend on what you are selling and all the images should have appropriate alt tags.
Knowing Your Audience
As with your content, the graphics you use on your legal website will be dependent upon who your target audience is. In order to have a successful website you must know who you are “talking” to and how you can best reach them. Knowing your audience includes basic demographics such as median age, education, economic status, where they live, what they do for work and on and on. If you don’t know who you are talking to it is likely you will miss the mark time after time. Knowing what your audience wants to read takes care of your content, but don’t stop at that—let your knowledge of your readers spill over into every graphic image you place on your website. In the end, knowing your target audience then finding the right balance between the use of content and images on your site will make the difference between a success and a website that simply sits there, accomplishing nothing.
