This article references a number of different studies, but I really wanted to see some hard numbers with these concepts being used.

Show me that someone pointing at that newsletter button is 25% more effective than a photo of someone with their arms crossed. Or, show me that smiling asian male in a suit will out perform an attractive business woman in casual clothes.

Take some photos of the same person, in the same clothes, one with them pointing at the call to action, another with them looking at the call to action, another with them standing in a neutral pose, and another with arms crossed. Show me those numbers, and which increases sales.

Otherwise, I'm full of doubt.

http://www.nickkolenda.com/wp-content/uploads/2015/02/pointi...

That image freaks me out, it looks like an overly confident guy that is pretending he's well off, and it looks like he's about to give me some awful speech about the 10 secrets to success. I wouldn't want to donate to a kickstarter with that image, because I don't want that guy to get my money (even though it's a stock photo, I associate him with the project).

Then, I look at another example...

http://www.nickkolenda.com/wp-content/uploads/2015/03/stock-...

The article says the asian male is probably best, because he's asian, and smiling more. I'd disagree again, I prefer A, the guy looks more down to earth in the casual clothes, and as a late twenties male, he looks very relatable. That's the kind of person I'd want to donate money towards.

This is all speculation though, we need real world numbers, otherwise this article is pointless.