The first impression is the one

Photography taken by Kari Shea

When you visit a website for the first time you only spend tenths of seconds knowing what it is about. It is therefore important that the website is able to thrill. For this, designers spend a lot of time deciding how the site will be in accordance with the values they want to convey.

It is the visual context, which allows the user to understand the web quickly. But… What is the visual context really?

It is the presentation of the content so that the user is able to understand what the web is about.

Imagine a site of a sports company, it is normal to have pictures of people practicing sports, sports categories, and sports content. This is the visual context.

Visual impact is very important to catch the attention of the audience and get it back.

Photography taken by Ewan Robertson

What are the components of the visual context?

I have told you about the images, but there are also others such as the organization and presentation of the content as well as the blanks (without content).
The visual context is the first impression. It is formed mainly through images and allows the understanding of the web. Imagine a website without photographs, without categories and without company content. 
What do you think this is about? — You could not answer, I’m sure.

And how can I create a great visual context?

The visual context is complex, and depends on the user’s compression, so it is impossible to create a website understandable for everyone. You have to focus on your target audience and forget about another kind of user.
The perspective of people is different and changes depending on age, gender and ethnicity. At this point psychology is very important, you have to know how your audience is.

To create a visual context you have to know your user and for this you will have to investigate, this is where the UX appears to help you.

Before building your website think about:

  • Images related to the sector.
  • Infographic that summarizes the content of the site.
  • Arrows, lines and shapes to show direction.
  • Use a vocabulary according to the sector.
  • Create a story, and narrate it (Storytelling).
  • Use of universal iconography.

The Importance of Visual Context

Some reasons why the visual context should be worked:

  • First impressions count.
    Remember that first impressions count, and that we never get a second chance to give a good first impression. In few seconds you will have to love the user, part of it comes back or not.
  • Help on transmitting and reinforcing the message.
    Images are the key. Users pay more attention to these than to texts. Use them to reinforce the content. A picture speaks a thousand words.
  • Improves user compression.
    Users before buying, or hiring a service want to know who is behind it. We are still suspicious on the web. The visual context may help you minimize mistrust.
    After understanding the context the user will surf on the site and look for the products and services which you offer.
  • Creates Emotional bonds.
    The most difficult thing is to create an emotional link, but if you get this, the user will return. The first impression with a product is like the first impression with a girl, it is fundamental to take a step further.


Many users come by chance to our site, others looking for us and many recommended, afterwards you have a few seconds to captivate them. If you do not get it, they will leave and never come back.

Please, take care of the visual context.

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