We all know the saying, “A picture is worth a thousand words.” This saying is true when it comes to global marketing. Images that you display on your website or applications are essential components that can significantly impact how consumers perceive your brand. Choosing an appropriate image can play a crucial role in helping you connect with your audience. On the other hand, selecting the wrong image can lead to increased bounce rates and reduced conversions.


Functional magnetic resonance imaging (fMRI) is a non-invasive method that cognitive neuroscientists use to measure neuronal activity in the human brain. This technology has become widely used in cognitive neuroscience to identify changes in neural activity that are correlated with specific cognitive processes.

By harnessing the capabilities of fMRI, DTP professionals gain access to a wealth of neuroscientific data that informs every stage of the design process. From understanding how different design elements influence viewer attention and brand perception to optimizing layouts for accessibility and inclusivity, fMRI provides invaluable insights that shape design decisions with precision and purpose.

Visual attention and design elements: fMRI studies can help identify which design elements in images capture viewers’ attention and engage specific regions of the brain. This information can inform DTP professionals about the effective placement and emphasis of visual elements in design layouts to optimize viewer engagement and comprehension.

User experience testing: by analyzing brain activation patterns during the viewing of DTP materials, such as advertisements or website layouts, fMRI can provide insights into users’ cognitive responses and preferences. This data can guide DTP professionals in refining designs to enhance user experience and achieve desired communication goals.

Brand perception and recognition: fMRI research can reveal how visual branding elements, such as logos and product images, are processed in the brain. Understanding the neural mechanisms underlying brand perception and recognition can help DTP professionals create visually impactful materials that strengthen brand identity and foster consumer engagement.

Cross-cultural design: fMRI studies comparing brain responses to culturally specific visual stimuli can inform DTP professionals about cross-cultural differences in image perception and interpretation. This knowledge is valuable for creating localized design variations that resonate with diverse target audiences while maintaining brand consistency.

Accessibility and inclusivity: by investigating brain activity in response to different design features, fMRI research can inform the development of DTP materials that are accessible to individuals with varying cognitive abilities and sensory preferences. This includes optimizing image localization strategies to accommodate diverse user needs and ensure inclusive design practices.

Neuroaesthetics and visual appeal: fMRI studies exploring neural correlates of aesthetic preferences can provide insights into the underlying mechanisms of visual appeal in DTP materials. This knowledge can guide designers in crafting visually pleasing layouts and images that evoke positive emotional responses and enhance overall viewer engagement.

Data-driven design decisions: incorporating fMRI findings into the design process allows DTP professionals to make data-driven decisions backed by empirical evidence regarding image selection, composition, and presentation. By leveraging neuroscience insights, designers can create more effective and persuasive visual communications tailored to specific audiences and objectives.


Placing the title of an article above a large-featured image may result in it being overlooked, as the eye naturally scans from top to bottom.  After seeing the image, the reader is likely to scan the text below it. To optimize image localization, there are some key options to consider. 

  • When using text within images, keep the same layout for consistency. However, this increases overhead as each new text-laden image requires multilingual versions of both the text and image.
  • Facilitate good layout and user experience by placing headlines below featured images.
  • Avoid using large images, which can reduce overhead in the long run.

It is important to determine if the phenomenon applies to your target audience and how much it affects your marketing message.


In contrast to the body of an article, captions accompanying images are read four times more by viewers. Here lies an opportunity to communicate more and more efficiently if this is taken into consideration for future localization tasks. To ensure that the images used on the website are appropriate and of good quality, keep in mind:

  • Refrain from using irrelevant images or stock photos
  • Do not use crowd photos that do not add any value to the content.
  • Use only high-quality images that are not pixelated.
  • Avoid using historical images or visuals that have been processed through a “photo-aging” filter, unless it is relevant to the purpose of the webpage.


In conclusion, leveraging the power of functional magnetic resonance imaging (fMRI) in design and marketing offers a profound opportunity to understand and influence consumer behavior at a neurological level. By integrating neuroscientific insights into the design process, professionals can create visually impactful materials that not only capture attention but also foster meaningful connections with consumers, ultimately driving brand engagement and conversion rates.

DTP Labs is a desktop publishing company based in New Delhi, India. We offer book publishing Services, PDF to Word conversions, post-translation DTP, and e-learning localization services to translation agencies worldwide. To avail of our services, check out our website, or contact us at

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