Facial Distraction
The presence of faces in images or designs draws viewers' attention, often at the expense of other information.
Why it works
Based on evolutionary psychology and attention research (Langton et al., 2008), faces are prioritized by the visual system due to their critical importance for survival and social interaction. The brain's fusiform face area automatically detects faces, capturing attention regardless of task relevance. This involuntary attention capture can redirect focus away from intended targets like text or products (Bindemann et al., 2005).
Application examples
Email Campaigns
[Product image with person looking toward CTA button] - strategically directing attention
Testimonial: Customer photo + quote directing focus to product benefits
Product Pages
Model wearing product with gaze directed toward product details section
Team photo positioned away from primary CTA to avoid distraction
Landing Pages
Founder photo with eye gaze toward headline and value proposition
Customer success photos positioned after conversion elements
Social Media Ads
Product demonstration with person looking toward product benefits
Before/after photos where faces support the transformation story
Push Notifications
Profile avatar in app notification positioned to support, not distract from action
Implementation tips
- Position faces to direct attention toward key conversion elements (gaze cueing)
- A/B test images with faces vs without faces to measure impact on key metrics
- Use faces that look toward your CTA buttons or important information
- Avoid placing large face images near critical text or conversion elements
- Consider removing faces from areas where you need focused attention on products
- Use faces strategically for trust-building while managing attention direction
eCommerce fit
Medium Can be powerful for building trust and human connection, but requires careful implementation to avoid distracting from conversion goals. Most effective when combined with gaze cueing techniques.
Caution
Be strategic about face placement - they can significantly reduce attention to product details or CTAs. Test the impact on conversion metrics when adding faces to design. Ensure face imagery is diverse and representative. Consider cultural differences in eye contact and face perception. Use faces to support, not compete with business objectives.
Best for products
- personal-brands
- trust-building
- testimonials
- human-connection-focused
Keywords
- face
- person
- model
- customer
- team
- portrait