When people look at your content, what do you want the effect to be?

Should they learn something new? Can they use that new information? Can they use it right away?

Maybe you want them to feel differently than they did before? Will they feel differently towards you? Towards themselves? Toward something else?

Think about how you can modify the context or form of your content to match your desired effect. In other words, how can you control the ambience?

It might be as simple as adding a picture to a blog post to create a little bit of emotional attachment.

Or removing a picture from a blog post to make an important piece of information easier to find and understand.

Which of those is the right answer will depend on how you answered the first question, “what do you want the effect to be?”

But if you never answer that question, then there is no right answer.