Understanding User Image Preferences

The creative team aimed to use web imagery that would be most appealing to users. To determine the image preferences of healthcare patients, I conducted both quantitative and qualitative studies. I performed A/B tests and audited the top five healthcare brands to compare their use of imagery.

The Opportunity

Investigate the types of imagery that are most appealing to healthcare patients.

Value it produced

Overall, the project added value by enhancing the website's visual appeal, reinforcing brand identity, and ensuring consistency and coherence in the creative elements, which collectively contribute to a more engaging and impactful user experience. I conducted a comprehensive review of the client’s website's imagery in collaboration with the creative team, benchmarking it against their top competitors. The client’s site is distinguished by its use of rich, deep colors and consistently features individuals enjoying life and engaging in various activities, with a strong focus on patients and people. The placement of subjects and depth of field are uniform across images, particularly in hero images, which maintain a consistent tone and richness that align with their overall graphic style. Compared to the top five healthcare brands, this website exhibits strong photographic cohesiveness.

My role

Lead Researcher

Constraints

Expectations: There were assumptions that users have a strong preference between over-the-shoulder shots and front-facing portraits or groups. However, A/B testing revealed no significant preference. Despite this, the tests provided valuable insights into our target audience's visual imagery focus, or lack thereof.

Limits of A/B Testing: Some A/B tests yielded inconclusive results, prompting further research. This led me to conduct a competitive image audit, which validated our photography style and composition, reinforcing our brand consistency in tone and style.

Measuring Image Quality: Comparing imagery across different brands is inherently subjective. However, compiling and discussing the imagery with creative teams and stakeholders proved valuable. I concluded that the website maintains a consistent and cohesive use of imagery, which strengthens our brand. This process also validated the creative team's efforts and ensured alignment with brand standards and goals.

How did research inform the design

The research provided insights that informed our photography decisions. The team learned that multiple focal points are effective as long as they maintained a consistent style featuring rich, deep colors, images of individuals enjoying life and activities, and a clear focus on patients and people.