Everyone wants to save money. Presumably that’s why some companies use cheap stock pictures on their web sites. But using such pictures is counter-productive. Cheap stock pictures actually push customers away.
By design, cheap stock pictures target the lowest common denominator. This means the pictures are bland, generic and very simple to understand, just like the pictures in a children’s book.
A 1988 University of Texas study, “Effects of Color and Complexity in Still Photographs on Mental Effort and Memory”, showed that: (i) viewers pay more attention to complex photos; (ii) complex images are processed by the viewer just as easily as simple ones; and (iii) viewers remember complex pictures more than simple pictures.
This means that using cheap stock pictures serves no purpose other than to save money. But spending any money for something that delivers nothing is actually a waste of money.
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