Designing Web-Optimised Images
Creating effective optimised images for your website isn’t just about looks — it’s about performance, accessibility, and brand impact. Here’s how to choose and optimise images that elevate your site’s design while ensuring fast load times and a seamless user experience.
1. Choosing the Right Visuals
- Relevance
Select images that directly support your content and overall site purpose. - Originality
Stock photos are fine, but original visuals help create a more authentic and memorable experience. - Variety
Mix in illustrations, icons, infographics, and other graphic elements—not just photos—for a more engaging design. - Multiple Angles
For product pages, use several images to show different views or features of the item. - Iconography
Use icons to support navigation and highlight key features or actions for users.
2. Optimised Images for Performance
- File Formats
- Use JPG for photos
- Choose PNG for images needing transparency
- Opt for SVG for logos and simple vector graphics
- Resizing & Cropping
Ensure images are sized appropriately for their intended space. Avoid using oversized images that slow down your site. - Compression
Compress files to minimize size while preserving quality — tools like TinyPNG or ImageOptim can help. - Aspect Ratios
Match the aspect ratio of your images to their display containers to prevent distortion or layout issues. - Image Quality vs. Performance
Use high-quality images, but balance sharpness with performance — optimise for web display. - Blur-Up Technique
Load a blurred, low-res version first, followed by the full-quality image. This technique improves perceived loading speed.
3. Best Practices & Tips
- Consistent Branding
Maintain a cohesive visual identity by aligning images with your brand’s colors, style, and tone. - User Experience
Use imagery that’s intuitive and enhances the user’s journey—not just for decoration. - Accessibility
Add descriptive alt text to every image to support screen readers and improve SEO. - Image Sources
Choose from reputable royalty-free sites or consider hiring photographers or illustrators for custom content.
More Than Just Visuals
Well-designed web optimised images are more than just pretty visuals, they improve usability, load faster, and reflect your brand. By following these principles, you’ll create a website that not only looks great but performs flawlessly.
