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The Challenge

To enhance the aesthetic appeal of the information and textual content presented on the web page, thereby helping to maintain viewer interest and attention.

The Solution

Simplify information architecture and create a visual structure for information which is to be presented. Utilize visual equivalents to communicate and explain textual components.

Design For The Real World

No one hires Apate to create something ordinary. I listen, strategize, and produce campaigns and materials that change the course of my clients’ businesses.


For an image to transcend plain description it must contain inner meanings beyond the bald depiction of the subject.
We all understand how language, written or spoken, can convey meaning, but there is no obvious means of communication in a photograph. Yet when we look at a great photograph we inevitably gather meaning and can find ourselves moved by its content.

Photographic Meaning

Photographic Meaning is different from literal meaning. Photographs must communicate with someone the photographer will never meet, and photos often must stand alone without text, captions or control of the viewing experience. Meaning therefore requires intense distillation. If you can’t describe the meaning you’re trying to convey, you probably won’t be able to make a compelling image.

Narrative Images

It’s useful to think of images that narrate a story and those that evoke emotions, although some will do both.
These images tell a story in a factual way. Purely narrative images rarely stand the test of time, unless they contain emotional content or narrate a significant event. Narrative photos can set the stage for evocative images that follow.

Evocative Images

Photos that evoke emotions pack far more punch. Think of universal emotions; love, fear, humor, passion and mystery. Evocative photos can have impact even without much information. Photographs evoke emotions in two ways: equivalence and metaphor. Since visual language is so deeply programmed into human consciousness, emotions can be evoked by the clever placement of visual cues.

Selective Imagery

A user’s attention is drawn by website imagery. Through proper use, messages are communicated effectively and leave a memorable first impression. Practically all websites use images in their design, but few use vivid images to achieve maximum results. What is a vivid image? A simple definition is an image or photo that is striking, shocking, intriguing, interesting, beautiful or sexy. It causes a reaction from the senses of visitors that an average image would not.

Vivid Imagery

Successful Use of Imagery


Images and photos that are intended to quickly leave an impression will generally be larger in size and a more substantial part of the design. Large images are sometimes used almost exclusively with very little text on a page to create a message. Smaller images will typically have a harder time creating some of the same results.


When the goal is to quickly create a strong impression with visitors, simplicity is the key. With too much going on the visitors will be distracted and the image will not have the same impact. The simplicity is a factor in terms of the image itself and also in terms of the design outside of the image. The most effective images will present a clear message with little chance of being missed by visitors.


The quality of the photo or image is always going to play a factor as well. Higher quality images will be much more effective than those of average quality. Whether it’s photography, digital art, or a combination of both, high quality is essential. Browsing the more successful sites, the quality is consistently high.


Colors are capable of having a very significant impact on visitors’ perception of the design. However, when using colorful images, you need to make sure that you use the right ones. Blue, red and green are most attractive colors among men and women. Women don’t like brown, orange and purple most, while men feel uncomfortable with brown, purple and pink.


Your website is the most important component of your online presence, so it needs to be in sync with your brand identity. Think of brand identity as the set of values and ideas that you want people to associate with your company. Design can help you express these ideas to the public. Google, for example, is using a minimalistic design that conveys simplicity and supports their tech image. ApateCreative, on the other hand, is doing a fantastic job in creating a witty and fun identity that relies on multiple color schemes, imaginative graphics, and original copyrighting.


Purposes of Imagary in Web Design


Words can communicate on their own. Photos can often communicate quicker and in different ways than text. Images used in combination with the right words can be incredibly powerful. These images do more than just play a mere complementary role in the design.

A good starting point for this discussion is to look at the purposes of images in general and why they are used in web design. From there it’s possible to observe the true impact that vivid images can have as opposed to just standard images.


A More Attractive Look

The most common and obvious reason for using images and pictures in web design is simply to create a more attractive and visually appealing design. While other design elements such as color schemes, typography, spacing and balance play an instrumental role in achieving the desired look, images make a sizable difference as well.

To Add Color

Photos and images have a strong ability to add color to a design that may be very plain or basic without the image. A well-chosen photo can complement the color scheme and give it more depth. In some cases a color scheme can be too overwhelming with lots of different colors of text, backgrounds, buttons, navigation, etc., but a picture can add far more variety of color without having the same downfalls.

Product Review

If a website is selling products, images will almost always be included. People like to see what they’re buying, and photos can help to give them more confidence that they are getting what they want.


One of the challenges of web design is to create something that visitors will connect with at some level. Photos and images can create a greater sense of personality for the site and can do more for building a connection that just text. We’re used to seeing photos of people on an About page or a Staff page for this reason. Readers connect more with people than they do with text.


Branding is a priority for most websites, and images are capable of helping to establish the brand of the company by creating a particular vision of the company/website in the minds of visitors. Many images that are used for the purpose of branding will lead the visitor to quickly see the company in a particular light. While text is also useful and essential for branding, images have the ability to communicate a message more quickly and more powerfully.

To Catch Attention

Images are often the first thing visitors will notice, so when they are used properly they will lead the visitor to understand what is on the page and to continue reading the text rather than totally distracting them from the text.

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