This article presents information on visual effects in web surveys. Our study focuses on one particular visual element, namely, the use of photographic images to supplement the question text. The task-style continuum suggests several different uses of pictures in web surveys. These include questions in which images play an essential role, such as questions on recall of an advertisement, brand recognition questions, questions on magazine readership. Questions in which images supplement the question text, whether the images are intended as motivational embellishments or as illustrations on the meaning of the question, questions exhibiting all three methods of blending text and image appear to be quite widespread in web surveys. The arguments for questions using the first type of text-image combination are quite compelling and questions in the third category-in which the images are incidental to the task-may also make sense in the highly competitive world of web surveys.