Does the image you use in your Facebook Ad really matter? Can it actually make the difference between a successful Ad campaign and a flop? In the second part of this three part series on the psychology of Facebook Ads I’ll dive into the science of of images. I’ll examine image types and strategies to give you the most informed decision you can to optimize your image for conversions. I’ll give you real-world examples of these strategies and tell you exactly how you can use this knowledge for your business.

1. The
Psychology
Behind a
Successful
Facebook Ad
Part 2: Images

3. The Psychology Behind a Successful Facebook Ad
Part 2: Images
1
What is image psychology and why should I care?
2
Eye Contact
3
The Power of a Smile
4
Metaphor

4. The Psychology Behind a Successful Facebook Ad
Part 2: Images
5
Camera Angle
6
Models/Celebrities
7
Surrealism
8
Sex
9
Gender

5. 1
What is image psychology and why
should I care?

6. What is image psychology and why should I care?
Image psychology is the study of images in terms of their elicited emotion. In digital
marketing and advertising it’s an essential science to be aware of, as the images you
choose really do make a difference to conversions.
Why should you care?
● The addition of an image to HubSpot’s landing page generated 24% more lead
generation form submittals
● When IGN multivariate tested its homepage it found that changing a thumbnail
image from abstract to an image of a person increased interaction by 11%
● The position of a camera can change the way people feel about the subject
from pitying to impressed

7. 2
Eye Contact

8. Eye Contact
Eye-contact is the chief factor in non-verbal communication - something that
makes up more than half of the meaning we take from a conversation. It’s equally
essential in advertising as eye-contact, no matter the medium, denotes trust,
friendliness and openness.
1
How you can use it:
Use color psychology to decide on the best color to catch a Facebook user’s eye.
2
Use a close-up face and eye-contact to keep a reader’s attention.
3
Use an attractive face with good eye-contact to communicate friendliness and
trustworthiness

9. 3
The Power of a Smile

10. The Power of a Smile
Smiles are, almost internationally, a symbol of friendliness and openness. They are
also universally understood to improve the attractiveness of the subject - which we
all know has a huge influence on sales.
In a recent A/B Split test, images with a person smiling vs not-smiling
increased a software developer’s profits by 10.7% over 5 weeks (with an
initial improvement of 50%).

11. 4
Metaphor

12. Metaphor
As a culture, there are certain images to which we attribute metaphorical value.
Think about a heart, which we know ‘means’ love. An elephant we understand
represents size.
Metaphorical images can have huge influence in your Facebook Ad, especially considering
the limited words you’re allowed (25 in the headline and 90 in the body text).
1
How you can use it:
There are many animals and objects which we unconsciously associate with
certain ideas.
2
Think about trees to communicate age, beavers to communicate industry, etc.
3
People also love the use of pets and animals in social media.

13. 5
Camera Angle

14. Camera Angle
Students of cinematography will know the power of camera angle, and how it affects the
audience’s view of a character. Keeping this in mind when choosing your Facebook Ad
image is essential, as mis-using it can create some truly adverse reactions.
1
How you can use it:
If you’re trying to sell a career or increase in wealth or savings, use an image where
the camera is looking up at the subject
2
If you’re promoting your company over another, perhaps using a comparison value
proposition, use an image looking down at the subject

15. 5
6
Models/Celebrities

16. Models/Celebrities
Business-to-Consumer (B2C) companies sell what are called ‘low involvement’ products,
which are well represented by models or celebrities. For B2B companies, however, it’s
vital you create a connection with your customer. People find it easier to do connect
with someone who looks like them.
1
2
How you can use it:
You don’t necessarily have to splurge on hiring a model for your next campaign,
consider someone from your office as the face of your product
Test what your audience responds to. SaaS businesses sell both their product
itself and connection with their company, so see what works best for you with
A/B Testing

17. 7
Surrealism

18. Surrealism
Perhaps as much as sex appeal, surreal images cause people to examine an image for a
significant length of time. Length of view is incredibly important in advertising.
People see 90% of advertisements on any given page. However, they only remember seeing
55% of those advertisements. Time matters. Apparently the barrier that advertisers need to
break through is at 2.75 seconds.
1
How you can use it:
Use an odd perspective to make your
product seem unnaturally large
2
Use an image of a pet or animal ‘using’ or
wearing your product
3
Get creative and come up with something
funny or odd to break the 2.75 second
barrier

19. 8
Sex

20. Sex
A discussion of image psychology has to include a look at sex appeal. Sex sells, it’s
unavoidably true. The attraction to images of sexually appealing people is evolutionarily
built into us, and ignoring it as an option for your Facebook Ad is dumb.
1
How you can use it:
If you’re going to use an obviously sexual image, be sure your target audience
(young men vs young women vs older generation) will respond positively
2
Be mindful of your product. Does sex appeal work well? Or (like the image above on
the right) is it completely random
3
Be careful of creating a negative brand reputation, as many people view sex in
advertising in a negative light

21. 9
Gender

22. Gender
Safe generalizations can be made about appealing to one gender over the other with an
image. Numerous psychological and neurological studies have shown that women, for
instance, respond more intensely to an image of a baby crying, whereas men respond
more to images of social acceptance.
1
2
Women:
Images of connection, individuality, relationship/togetherness, respect
1
Colors: purple (femininity), blue (, green (nurturing), orange (warmth)
Men:
Images of acceptance, affirmation, strength, wealth
2
Colors: red (masculinity), black (sophistication), yellow (emotional strength)

23. Further Reading
1
How to A/B Test your Facebook Ads to Maximize
ROI
2
The Psychology Behind a Successful Facebook Ad
Part 1: Color
3
6 Facebook Ad Image Best Practices that will
Send your Click-through-Rate to the Moon
4
7 Value Proposition Formulas to Boost Conversion
on Ads and Landing Pages

24. Thank you for viewing!
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