Posts containing complex images with more varied color patterns tend to capture greater user attention and lead to increased engagement, according to lead author Vamsi Kanuri, an associate professor of marketing.
Kanuri's findings appear in the International Journal of Research in Marketing, showing that images with higher color variation require more cognitive processing, hence they are perceived to be more complex.
The particular role of color complexity in social media engagement had not been explored before Kanuri and his team turned their attention to it.
Nearly 53% of content marketers consider images crucial for achieving their social media goals, and approximately 70% of users prefer image-based posts over text-only content.
Collection
[
|
...
]