In our experience, businesses want to give too much information up front.
- Too much text on the website.
- Too many navigation buttons.
- Too many photos.
We completely understand the instinct. You want to get your point across. You want to tell the whole story. You want your customers to be able to find what they need.
But the fact is, less is more. And it’s far easier to process and understand.
This is not just the case with websites and text. It’s also the case with images.
It may seem like a collage of images might be a better way to tell your whole story. But most of the time - a single, stunning image will do the job much better.
Here’s a great example. Say you are an adventure photographer. You want people to know that you’ve shot in a lot of places and you're eager to show the majesty of nature all over the world. So you put together a collage of photos for Instagram.
These photos all look cool. But it’s a lot to take in. There’s just too much going on to fully appreciate any of it. You've actually diluted the effectiveness of the photos by posting too many. Most of the time - one magnificent shot will tell your story infinitely better.
So in 2021, we urge you to streamline your imagery. Invite people in with one outstanding photo - and then let them explore more as they get to know your business better.
Amy Mertz is our Creative Director, StoryBrand Certified Guide, and copy writer. When not in the office you can find her chasing down her toddler, searching the land for great coffee, or espousing the current books on her nightstand.