Why Eye-Tracking Studies from the 1930s Are Still Relevant for Cheshire Businesses in 2026

Photo: Cheshire Film and Photography

In today’s fast-moving digital landscape, first impressions are everything. On social media, websites, and marketing platforms, people rarely read before they look. Research consistently shows that images remain the primary entry point for engagement, capturing attention far faster than words alone. For Cheshire businesses, this presents a unique opportunity to connect authentically with audiences, communicate your story, and make a memorable first impression.

What Research Tells Us

Eye-tracking studies dating back to the 1930s, including Buswell’s How People Look at Pictures (1935), and later Tinker’s Readability of Print (1955), established that people scan visual information before reading text, a principle that remains true today. In the 1990s, the Poynter Institute conducted its influential Eyetrack studies, observing how readers engaged with newspapers and, later, digital content. They found that readers first focus on images and headlines, and only then engage with body text (Garcia & Stark, 1991; Poynter Eyetrack I–III, 1991–2004). More recent digital studies, including Nielsen Norman Group’s research on web reading patterns, confirm that users still scan in “F-shaped” patterns, paying close attention to visuals before text (Nielsen, 2006).

These findings underscore a key truth: whether in print, on social media, or on a website, the visual element is the first point of contact, the moment that determines whether someone engages further or scrolls past.

The Value of Authenticity

Generic stock images may grab attention, but they rarely build trust or connection. Cheshire Film and Photography specialises in authentic brand photography and storytelling films that showcase real people, real environments, and genuine experiences. Authentic imagery works because it aligns with human attention patterns, guiding the eye and creating emotional resonance. This is particularly important for local Cheshire businesses, where personal connection and credibility are essential.

Storytelling in Motion

Storytelling films take visual engagement a step further. By combining imagery, movement, and narrative, they create content that is memorable, immersive, and shareable. They allow businesses to showcase their team, their process, and their unique personality, turning passive viewers into engaged customers. The research supports this approach: people naturally pay more attention to moving images and story-driven visuals than static text alone (Poynter Eyetrack III, 2004; Nielsen, 2006).

The Impact for Cheshire Businesses

Investing in authentic visual storytelling has tangible benefits. Businesses that present their brand consistently and honestly through photography and film experience higher engagement on social media, longer time-on-site for their websites, and stronger emotional connections with audiences. For small and independent Cheshire businesses, these advantages are particularly significant, helping to build trust, differentiate from competitors, and drive enquiries and sales.

In essence, images are no longer decorative extras; they are the first handshake with your audience. When they are authentic, purposeful, and strategically designed, they guide attention, communicate your story, and create lasting impact. Cheshire Film and Photography helps businesses harness this power, transforming visuals into measurable results through photography and storytelling films that resonate, inspire, and convert.

Take the Next Step

If you’re ready to harness the power of authentic visual storytelling for your Cheshire business, get in touch with Cheshire Film and Photography today. Whether it’s brand photography that captures the essence of your team or storytelling films that bring your business story to life, I can help you create visuals that resonate, inspire, and drive conversions.

For more information, contact Cheshire Brand Photographer Paul Kyte on 07969 054778 or visit: www.cheshirefilmandphotography.com

References:

• Buswell, G. T. (1935). How People Look at Pictures. University of Chicago Press.

• Tinker, M. A. (1955). Readability of Print. Iowa State University Press.

• Garcia, M. R., & Stark, P. (1991). Eyes on the News. Poynter Institute.

• Poynter Institute Eyetrack Studies I–III (1991–2004).

• Nielsen, J. (2006). F-Shaped Pattern for Reading Web Content. Nielsen Norman Group.