A picture is often worth a thousand words, especially in a multimedia world dominated by images.
More than half of marketers support thisImages are vital to achieving your social media goals and a whopping 70% of users prefer image-based posts over text-based posts, according to research.
But are there certain types of images that work better?
Although there is a lot of anecdotal evidence, systematic research on the subject is rare.
Color and pixel palettes
Vamsi Kanuri, along with colleagues Christian Hughes and Brady Hodges, examined what researchers call “color complexity”as he writes in The Conversation.
Color complexity is similar to polychromy, but not exactly the same: it is measured as the variation in color between pixels in an image and our brain processes it subconsciously. The more time the brain has to decipher color variations in neighboring pixels, the harder its job will be.
Fortunately, advanced computer imaging technology makes it easier than ever to measure color complexity, and biometric eye tracking makes it possible to determine which images catch people’s attention in real time.
They conducted four studies, examining real Facebook posts from two companies and experimental data using biometric eye tracking. Overall, they found that more complex images on social media tend to receive more attention.
However, there were some caveats.
For example, posts made later in the day and those with images that take up more screen space tend to benefit more from color complexity. This suggests that timing and visual visibility of posts play a role in maximizing engagement.
Additionally, when images were paired with negative, unpleasant text, color complexity made less of a difference.
The research also found that matching images with complex texts can really strengthen the relationship between color complexity and user engagement. This surprising finding suggests that more complex language may encourage people to pay more attention to images.
The complexity of color
The importance of color in marketing and its influence on everything from brand perception to purchasing intentions has long been documented. However, much less is known about the role of color complexity in social media engagement.
The research by Kanuri, Hughes and Hodges begins to fill this gap.
Overall, the findings highlight the importance of strategic image planning in social media marketing. They suggest that a nuanced approach to image design, incorporating high color complexity where appropriate, can significantly increase user engagement.
For marketers and content creators, the implications are clear: investing in the careful curation of social media images, especially those with high color complexity, can lead to better user engagement. Just be careful with the timing and content as well.