Hero images have become quite popular in the world of web design. We are an image-driven culture and connect with our customers through the use of the visual. But the use of these large-scale images on websites has taken away from the necessary focus on the written content. Once you’ve gotten their attention with images, visitors will probably continue to read, but sometimes your visitors are just looking for information, and some bells and whistles become more of a distraction than an appeal.

The appeal of content “above the fold” in the newspaper industry is that readers would likely see whatever is placed in that area of the paper first, before they visit any other page in the paper, or even before they look at what is “below the fold.” The same concept applies to web design. If on every page of your website, the content that is seen “above the fold” is stock photography or content that simply does not meet the visitor’s need for information gathering, something needs to change.

While imagery definitely speaks to the masses, the masses also want to easily find the information they were seeking when they came to your website in the first place. They don’t want to scroll into infinity looking for your menu or click out of all kinds of pop-ups just to see what time you open. When you plan the appearance of your website, keep in mind that ultimately you’re trying to make a sale or find agreement over a cause. Whatever your business or organization’s mission, don/t let the great visual design elements of web design hinder your visitor’s pursuit for the information they are seeking.