A study from the University of Notre Dame and the University of Missouri has revealed that images with higher color complexity tend to capture more attention and drive better engagement—potentially reshaping how businesses think about content creation.

From a survey in 2023, images rank among the most engaging types of social media content, with 61% of consumers citing them as their preferred in-feed posts. Platforms like Instagram and Pinterest thrive on visually rich, colorful images, making them ideal for marketers.

The study, led by researchers Vamsi K. Kanuri, Christian Hughes, and Brady T. Hodges, published in the International Journal of Research in Marketing, explored the effects of color complexity on user engagement using datasets from Facebook and biometric eye-tracking experiments. According to the research, “color complexity can serve as an external cue that draws social media users’ attention.”

What the Study Found

The research showed that images with high color complexity—those with more pixel variation—tend to make people linger longer. This shift from quickly glancing at a post to actively engaging with it, as the researchers describe, translates into higher engagement metrics: more likes, shares, comments, and clicks.

Kanuri’s team studied thousands of Facebook posts from a university and a newspaper, supplemented by eye-tracking studies to monitor how users visually process these images. With the help of computer vision, the data consistently pointed to one conclusion: complex, colorful images outperform simpler ones in grabbing attention.

Timing and Context Matter

However, the effectiveness of color complexity isn’t a one-size-fits-all solution. According to the study, the time of day and the screen space the image occupies also play a role. Posts made later in the day benefited more from color complexity, as users may have more cognitive energy to devote to these visually stimulating images. “Timing and context can moderate the impact of color complexity,” notes the research team.

The size of the image on the screen also mattered. Larger, taller images, particularly on mobile devices, held users’ attention longer, enhancing the effect of color complexity. Interestingly, posts with negative text reduced engagement, while complex text appeared to amplify it. This counterintuitive result suggests that when users are mentally challenged by both the image and the text, they become more invested in the post.

It might often seem like a guessing game, but this study provides concrete data for marketers in deciding which visuals will perform the best. The research highlights the need for thoughtful curation of images—colorful, intricate visuals are more likely to grab users’ attention and keep them engaged.