The document discusses the significance and techniques of responsive images in web design, emphasizing their emotional impact and effectiveness in engagement and conversion rates. It highlights the use of the <picture> element and various coding practices to optimize image display across different devices and screen sizes. Additionally, it presents data showing that articles with images receive significantly more views and details the importance of image quality in consumer decision-making.

1. Practical
Responsive
Images
http://unsplash.com/

2. A picture is worth a thousand words…
http://unsplash.com/
…but the cost is much greater

3. The cost of images
http://en.wikipedia.org/wiki/Wikipedia:Size_comparisons
198,000 Words
http://httparchive.org/interesting.php?a=All&l=Jul%2015%202014
1165kB
Images
Average Bytes per Page by
Content Type (July 2014):
If 1kB is 1024 ASCII characters
6 chars/word
An estimated average word length
is five characters, plus a space,
(1165kB * 1024) / 6 = ~198, 800
(including HTML)
(of a total: 1850kB)
50-60
img requests
per page
Average image
size for JPEG
was 30kB

4. The cost of images
Pride and Prejudice
apparently contains
122,000 words
http://www.searchlit.org/novels/460.php

5. The Value of Images
“Pictures have the power to create an emotional response
in the audience, which is worth its weight in gold. An image
can also communicate instantly, as our brain can interpret
them much quicker than text.”
http://www.thoughtmechanics.com/the-importance-of-images-in-web-design/
!
thoughtmechanics.com
“If I’d have to pick one single thing that
would sell a product online, it’s images.”
!
Peep Laja (Conversion Coach)

6. The Value of Images
Articles with images get 94% more total views
Headshots of customer service reps on a web
page can boost conversion rates by 20%
In an ecommerce site, 67% of consumers say the
quality of a product image is “very important” in
selecting and purchasing a product
Including a Photo and a video in a press
release increases views by over 45%
60% of consumers are more likely to
consider or contact a business when an
image shows up in local search results
http://www.jeremysaid.com/the-jaw-dropping-effect-that-images-can-have-on-your-conversion-rates/
http://www.jeffbullas.com/2012/05/28/6-powerful-reasons-why-you-should-include-images-in-your-marketing-infographic/

7. Images are powerful
In some studies
10-15x
more viewers look at
and engage with the
content when the
model is looking or
gesturing towards it

8. Images are powerful
In some studies
10-15x
more viewers look at
and engage with the
content when the
model is looking or
gesturing towards it
http://thinkeyetracking.com/2009/06/cuing-customers-to-look-at-your-key-messages/ Photo courtesy of Christian Hambly

9. Since first proposed in 1993,
the <img > tag has remained
mostly unchanged….
!
…whereas the rest of the web-world
change quite a bit!

10. The first ever website.
http://info.cern.ch/hypertext/WWW/TheProject.html
Publish date:
August 6, 1991

11. In 1996
The closest you can
experience this
today is probably
!
Hotel WiFi
Text was pretty popular…
56kbps = 7kBps 1850kB would take 265 second = 4.5 minutes

12. Raster image options
Background-images via CSS
background-image: url('../images/header_800px.jpg');
@include mq($M){
background-image: url('../images/header_1400px.jpg');
}
}
*Stu Robson's media query mixin
.banner{
Foreground images at 100%
!
.item_visuals img{
width: 100%;
}
……does nothing for payload.

13. …use alternatives
to raster images
if you can…….
!
SVG!
!
icon fonts
http://icomoon.io/

14. Javascript Image Replacement
using <noscript>, custom data- attributes and .insertAfter($(this))
<noscript data-imageid=‘bag.jpg’ data-small-imageid=‘bag_small.jpg’ data-large-imageid=‘bag_large.jpg’>
<img src=‘bag_small.jpg’ alt='Bag' />
http://allbs.co.uk/2012/05/11/responsive-images-intro/
!
</noscript>
<script>
!
var areawidth = $(window).width();
var widthDownTosmall = 600;
var widthUpToLarge = 1100;
!
$('noscript[data-imageid]').each(function(){
var imageBase=“image/path";
var imageid = $(this).attr("data-imageid");
var imageSmall = $(this).attr("data-small-imageid");
var imageLarge = $(this).attr("data-large-imageid");
if (areawidth <= widthDownTosmall) {imageid = imageSmall; }
if (areawidth >= widthUpToLarge) {imageid = imageLarge; }
$('<img src="' + imageBase + imageid + '"/>').insertAfter($(this));
});
</script>

15. Enter our heroes:
<picture>
srcset attribute

16. Responsive Images Community Group
http://responsiveimages.org/

17. Nitty gritty
!
<picture>
<source media="(min-width: 40em)" srcset="apple-big.jpg 1x, apple-big-hd.jpg 2x">
<source srcset="apple-small.jpg 1x, apple-small-hd.jpg 2x">
<img src="apple-fallback.jpg" alt="How do you like them apples?">
</picture>
<img src="apple-fallback.jpg"
srcset="apple-big.jpg 1000w, apple-med.jpg 640w, apple-small.jpg 320w"
sizes="(min-width: 40em) 50vw, 100vw"
alt="How do you like them apples?" />

18. (As of : June 11th ‘14)
Progress
(As of : August 17th ‘14)
http://responsiveimages.org/

19. Can I Use
(As of : Aug 16th 2014)
http://caniuse.com/#search=picture http://caniuse.com/#search=srcset

20. How to enable
chrome://flags/#enable-experimental-
web-platform-features
Firefox Nightly
Tools > Web Developer >
Developer Toolbar
Chrome Canary

21. picturefill
A responsive image polyfill.
For today, and future-legacy-browsers
http://scottjehl.github.io/picturefill/
<script>
document.createElement( "picture" );
</script>
<script src="picturefill.js" async></script>
Developed and maintained by Filament Group

22. • grab a copy of picturefill.js
• Use the <picture> element
(never go back)
<picture>
<!--[if IE 9]><video style="display: none;”><![endif]-->
<source srcset="/image1_big.jpg" media="(min-width: 1000px)">
<source srcset="/image1_medium.jpg" media="(min-width: 800px)">
<source srcset="/image_small.jpg">
<!--[if IE 9]></video><![endif]-->
<img srcset="/image_fallback.jpg alt="context">
</picture>
Try it today

23. Use Case 1: breakpoint optimised images (retina/pixel ratio)
media="(min-width: 1000px)"
media="(min-width: 400px)"
srcset="/image1_big.jpg"
srcset=“/image1_small.jpg"
http://responsiveimag.es/Practical_Example_1.html

24. Use Case 2: Crop to point of interest (Art Direction)
http://responsiveimag.es/Practical_Example_2.html

25. Use Case 2: Crop to point of interest (Art Direction)

26. Use Case 3: Device Orientation
srcset="landscape_variant.jpg" media="(min-width:
400px) and (orientation: landscape)"
srcset="portrait_variant.jpg" media="(min-width:
400px) and (orientation: portrait)"
http://responsiveimag.es/Practical_Example_3.html

27. Use Case 4: Image type : webp/svg
<picture>
<type="image/webp" srcset="images/lilypad_600.webp" />
<img src="images/lilypad_600.jpg" alt="Lily pad" />
</picture>

28. Use Case 5: vw
<img
src=“Apple_fallback.jpg” alt="How do you like them Apples?"
sizes="(min-width: 640px) 50vw, 100vw"
srcset=“Apple_200.jpg 200w,
Apple_400.jpg 400w,
Apple_600.jpg 600w,
Apple_800.jpg 800w,
Apple_1200.jpg 1200w" />
</div>
Viewport width
If width ≥ 640px then use 50vw
!
i.e. Calculations use 50% of width
50%
Within the fluid context of responsive websites,
the restrictive nature of the <img> element, and
lack of CSS controls for foreground images, has
not been the elephant in the room. It's just been
the elephant that we couldn't agree what to do
with….

29. Where do we get all those image variants?
(scaling / CDN)
Batch Statics
v
Server-side
image manipulation
Build Your Own
v
SaaS

30. Dynamic Imaging Systems
At-request-time image variants:
Control width, quality, sharpening….
!
image.jpg?w=400&qlt=70&unsharp=0,1,1,7

31. Combining the two
<picture>
<!--[if IE 9]><video style="display: none;"><![endif]-->
<source srcset="http://images.amplience.com/i/benco/Apple_Row2.jpg?
w=1400&qlt=80&unsharp=0,1,1,7" media="(min-width: 1200px)">
<source srcset=“http://images.amplience.com/i/benco/Apple_Row2.jpg?
w=1200&qlt=80&unsharp=0,1,1,7" media="(min-width: 1050px)">
<source srcset=“http://images.amplience.com/i/benco/Apple_Row2.jpg?
pcrop=700,0,2500,800&w=950&qlt=80&unsharp=0,1,1,7" media="(min-width: 850px)">
<source srcset=“http://images.amplience.com/i/benco/Apple_Row2.jpg?
pcrop=1300,0,1900,800&w=850&qlt=80&unsharp=0,1,1,7" media="(min-width: 600px)">
<source srcset=“http://images.amplience.com/i/benco/Red_And_Green_Apples2.jpg?
w=600&qlt=80&unsharp=0,1,1,7">
<!--[if IE 9]></video><![endif]-->
<img srcset="http://images.amplience.com/i/benco/Apple2.jpg?w=600&qlt=80"
alt="How do you like them Apples?">
</picture>

32. Combining the two
<img
src="http://images.amplience.com/i/benco/Apple2.jpg?w=400&qlt=80"
Viewport width
50%
Within the fluid context of responsive websites,
the restrictive nature of the <img> element, and
lack of CSS controls for foreground images, has
not been the elephant in the room. It's just been
the elephant that we couldn't agree what to do
with….
alt="How do you like them Apples?"
sizes="(min-width: 640px) 50vw, 100vw"
srcset="http://images.amplience.com/i/benco/Apple_Row2.jpg?w=200&qlt=80&unsharp=0,1,1,7 200w,
http://images.amplience.com/i/benco/Apple_Row2.jpg?w=400&qlt=80&unsharp=0,1,1,7 400w,
http://images.amplience.com/i/benco/Apple_Row2.jpg?w=600&qlt=80&unsharp=0,1,1,7 600w,
http://images.amplience.com/i/benco/Apple_Row2.jpg?w=800&qlt=80&unsharp=0,1,1,7 800w,
http://images.amplience.com/i/benco/Apple_Row2.jpg?w=1200&qlt=80&unsharp=0,1,1,7 1200w" />
!
</div>

33. One last thing….

34. AngularJS
<body>
<img src=“Apple.jpg" picture-assetid="Apple_Row2"
alt="How do you like them apples?"/>
</body>
angular.module('components', [])
.directive('pictureAssetid', function(){
return {
restrict: 'A',
replace:true,
transclude: true,
scope : {
caption: '@',
pictureAssetid: '@'
},
templateUrl: 'partials/image-picture.html'
}
})
!
angular.module('HelloApp', ['components'])
<picture>
<!--[if IE 9]><video style="display: none;"><![endif]-->
<source srcset="http://images.amplience.com/i/benco/{{pictureAssetid}}.jpg?w=1400&qlt=80&unsharp=0,1,1,7" media="(min-width: 1000px)">
<source srcset="http://images.amplience.com/i/benco/{{pictureAssetid}}.jpg?w=800&qlt=80&unsharp=0,1,1,7" media="(min-width: 800px)">
<source srcset="http://images.amplience.com/i/benco/{{pictureAssetid}}.jpg?w=600&qlt=80&unsharp=0,1,1,7">
<!--[if IE 9]></video><![endif]-->
<img srcset="http://images.amplience.com/i/benco/{{pictureAssetid}}.jpg?w=400&qlt=80" >
</picture>

35. <picture>
/
srcset
Dynamic
Imaging
System
Practical
Responsive
Images
+ =

36. http://responsiveimag.es
@bseymour
Thank you