That's why the picture is on the back. It's there so they can practice reading the word and then check the back to see if they got it right. It also helps teach the meaning of words they may not know.
The 'reading the pictures' is a big problem in reading instruction. There are a bunch of popular reading programs that take this approach. They encourage kids to look at the picture or guess based on the first letter of a word. Studies have shown they're detrimental to learning to read.
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I found my daughter “reading the pictures” in a lot of the early reading books, which seemed like a detriment to learning.