Cardinal Path’s response to COVID-19 Cardinal Path is sharing all we know to help marketers during COVID-19.  Learn more.

Months ago, I wrote a post on the importance of looking and acting like your target group. I suggested that in your website’s imagery, it’s best to avoid using models or celebrities; better to stick with “real people”.

Today I’d like to expand on this rule, and discuss where to make exceptions.

The General Rule

If you run a relatively small ecommerce business — one that’s not universally known and lacks a network of bricks-and-mortar outlets — be careful about using images of famous people. Visitors may not believe the celebrity actually uses your products. They may assume you “lifted” the image to inflate your importance.

For smaller businesses, it’s safer to stick to the general rule: use images of “real people” that closely match your target group. They are perceived as more trustworthy… and by extension, make you more trustworthy.

The Exception

The same principle does not necessarily apply to large, established companies. In a 2002 study by Riegelsberger*, it was found that when large corporations like IBM and Chevron used imagery of common people, credibility was reduced.

Web experts felt the images were “gratuitous”; Web novices felt they were being manipulated. In any case, the implied message of “we’re just like you” rang hollow.

Summary

  • For smaller businesses, images of “real people” increase credibility.
  • For large, established organizations, images of “real people” may reduce credibility.

* Riegelsberger, J. (September 2002). The Effect of Facial Cues on Trust in E-Commerce Systems. Proceedings of the 16th British HCI Conference, London, Volume 2.

Your request has been submitted and a rep will reach out to you shortly.

Message Sent

Thank you for registering.

Thank you for submitting the form.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you.

Click here to download access the tool.

Cardinal Path hosted a live session to connect with you and answer all your questions on Google Analytics.
Get all the expertise and none of the consultancy fees in this not-to-be-missed, rapid-fire virtual event.

Message Sent

Thank you for registering.

Message Sent

Thank you.

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Success!
Your message was received.

Thank you.

Thank you for submitting the form.

Thank you for registering.

Cardinal Path is continuing with its series of free training. Next we are conducting training on Google Data Studio. Check it out here.

Message Sent

Thank you for your interest.

Message Sent

Thank you for registering.

Thank you for registering.

You should receive a confirmation email from GoToWebinar with your unique webinar login information. If you do not receive this email or have trouble logging in to the event, please email asmaa.mourad@cardinalpath.com.

Thank you for subscribing!

You're now looped into the world's largest GMP resource hub!

Thank you for your submission.

Thank you for your submission.

Thank you for your submission.

Thank you for your submission.

Thank you for your submission.

Message Sent

Thank you for registering.

Thank you for your submission.

Thank you for registering.​

Paid media spend by Government websites increased a whopping 139% YoY in 2020.

2020 Online Behavior Live Dashboard

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

2020 Online Behavior Live Dashboard

Thank you for your submission.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for your submission.

Message Sent

Thank you for registering.

Message Sent

Success! Thank you
for reaching out.