People are looking for the easy option, so make your site that option. You want you text to be nice and fluffy – easy to read. You want to whack in a bit of imagery – the less detail the better. Simple images are easier to get across than more complex ones. If you have complex imagery there is many more things people can find that they think are wrong with the site. They might not like that line or curve. It can trigger quick millisecond reactions that cost you sales.