Scientific research has clearly demonstrated that for those of us with the gift of sight, 85% of what our brains absorb as information comes in through our eyes.

So, the right images will convey the right information without lots of words. Images that get attention.

If we see an image that stimulates our curiosity, or stirs our emotions, then we will be keen to read any accompanying text to find out more.

Once this interest has been triggered, we are prepared to read however much may be presented…

  • • at the least, a descriptive caption…
  • • maybe a paragraph or two…
  • • possibly several pages…
  • even a whole book!

Any book publisher will confirm that the right cover is the first step to making the sale.


The slideshows above may demonstrate the importance of image relevance to your audience.

If wildlife encounters are not what you are seeking in planning your outing, holiday, or vacation, then the images, no matter how good they may be, if they don't fit your intentions or purpose in visiting this Web page, are wasted. They may even have a negative affect.

If exotic cars, Tuscan style locations and exclusive functions hold no appeal for you, then the imagery is wasted. Worse still, even if you think "Nice photos", you may subconsciously wonder "What's this got to do with what I'm looking for?" … and then you will go to another Web site.

The whole point of this is:

  • • know your market,
  • • target the best prospects,
  • • and show them with relevant images that impart what they wanted to know about.

A Challenge

Investigate some major Tourism sites and see how many beautiful images are displayed.

Take note that many sites don't explain what you are seeing, or where the location may be. Not even a caption!

If you visit enough Tourism Portal sites and search for a particular destination, you will find the same tired old images recycled multiple times!

What to do

Choose a few of the best images that you have, relevant to your target market and your offer, then display them as large as possible and describe what the visitor is viewing.

Really, it's very simple.

Do this and you'll have an edge, because most Tourism sites don't do this!