[nubero]

I expect a minimum of interest and curiosity with my audience. Also the ability to read. “Take a look at the following pictures¹” it says at the first clickable example. The choice of plural (images) gives a good hint, together with the footnote and the icon that’s sticking out from the lower right corner of the image.

“Take a look and click around” it says above the next clickable example. Another hint.

As for what is gained: The example with white space inside letters works much better when clickable. In separate images, the effect is lost.