Choose campaign images that match the offer behind the click

A striking campaign image attracts attention, but it can create the wrong expectation if the destination page shows a different offer. Choose the image and landing-page content together.

Confirm what the image represents

A Costa Rican experience or accommodation business should identify the actual service, room or location shown. If an image is illustrative, do not present it as a photograph of the customer's exact purchase. Check rights and any restrictions before making multiple campaign versions.

Plan more than one crop

A wide website image and a narrow social format may need different composition. Keep essential visual information away from edges that will disappear. Important conditions should remain in readable text rather than being hidden inside the picture.

Follow the click

Open the campaign link on a phone and compare the promise, photograph and next action. The visitor should recognize the service they chose. Staff should also know which offer the resulting inquiry concerns.

W3C's guidance on images of text explains why text embedded in pictures creates usability concerns. A campaign design engagement can include the image set, approved wording and destination-page treatment as a coordinated piece of work.