Picture Or Text Superiority? The Two Forces Of Element Size On Communication Effectiveness

Abstract

Element size is a fundamental feature of all visual communications, yet we lack definitive knowledge about whether to maximize picture or text size and how to balance the emphasis of these elements. This research proposes a conceptual framework that stipulates the relative effect of element sizes in regard to the fit between marketing goals (emotional engagement vs. rational persuasion) and processing strategies (visual narrative vs. verbal analytical processing). Leveraging deep learning-based computer vision techniques, we measure and analyze the element sizes of more than 4,000 cover photos on Facebook. Based on the results of multivariate regression models with random effects, we find that enlarging pictures (relative to text) in a presentation such as a cover photo produces more ‘likes’ for the Facebook pages that extensively embed text in pictures but results in a negative impact for the pages that avoid using text in pictures. Relatedly, enlarging pictures has a positive impact when the brand is high-end and product involvement is high. However, the effect reverses for low-end brands and lowinvolvement products. Two experiments supplement the findings from the field, collectively providing coherent support for the proposed framework. This research elucidates the boundaries of picture superiority and has strategic implications for visual optimization and content strategies.