Our eyetracking studies have documented a dramatic gap in how users approach website images:
- Some types of pictures are completely ignored. This is typically the case for big feel-good images that are purely decorative.
- Other types of pictures are treated as important content and scrutinized. Photos of products and real people (as opposed to stock photos of models) often fall into this category.
Jakob Nielsen makes a strong case for removing and never again using stock photos. The generic multi-cultural group looking admiringly at a laptop screen isn't just bad marketing, this type of art is actively ignored.
Want someone to scrutinize your content? Surround it with meaningful photos of real people and products. The generic stuff just doesn't work.
(Take a look at your web site. You may need to forward this to your own marketing team.)