Diffuse emission in the mid-infrared shows a wealth of structure, which lends itself to high-resolution structure analysis of the interstellar gas. A large part of the emission comes from polycyclic aromatic hydrocarbons (PAHs), excited by nearby ultraviolet sources. Can the observed diffuse emission structure be interpreted as column density structure? We discuss this question with the help of a set of model molecular clouds bathed in the radiation field of a nearby O star. The correlation strength between column density and "observed" flux density strongly depends on the absolute volume density range in the region. Shadowing and irradiation effects may completely alter the appearance of an object. Irradiation introduces additional small-scale structure, and it can generate structures resembling shells around H II regions in objects that do not possess any shell-like structures whatsoever. Nevertheless, with some effort, structural information about the underlying interstellar medium can be retrieved. In the more diffuse regime [n(H I) 100 cm^-3], flux density maps may be used to trace the 3D density structure of the cloud via density gradients. Thus, while caution definitely is in order, mid-infrared surveys such as GLIMPSE will provide quantitative insight into the turbulent structure of the interstellar medium.