Do images in corporate disclosures convey genuine information or merely embellishment?&nbsp; We advance the visual informativeness literature by introducing a framework delineating how images reinforce text and what properties of such reinforcement matter. Our methods apply wherever images and text coexist. We classify reinforcement as substantive or hype — operational or merely evocative. Testing in an image-dense setting (a large sample of U.S. sustainability reports), we find that reinforcing image pages predict expert ratings more strongly than non-reinforcing ones, with the effects amplified by proximity, potency, and sentence importance. Sophisticated raters respond more strongly to substantive than hype reinforcement. PCA-based composite indices provide robust validation, and the vehicle for causal identification within a quasi-experimental setting: TruValue ratings — machine-driven and blind to company-issued images, unlike Refinitiv ratings — reveal no association with images, suggesting that images affect ratings through a human processing channel, not through a machine algorithm that lacks the human-image interaction. <br> <br> This paper was previously circulated under the title: <b>"Going the Distance:" Images in Corporate ESG Reports</b>