The art and science of Nike Imagery

The art and science of Nike Imagery
Maxwell Reed

Maxwell Reed

April 28 2023


The science behind Nike's product imagery, that helps with conversion rate optimisation for over 60 million visitors per month. gets an ~ 60 million visitors per month, as estimated by Ahrefs. DTC E-commerce  brands can surely learn a thing or two  from them, when it comes to conversion rate optimisation tactics. 

Nike product photographs

One such tactic that caught our eye are the product photographs. For example, let's have a look at this Air Jordan 1 Low 's product photograph, like any other product photo across the entire website this shoe's listing too has the Shoe in focus due to the light grey background.

Products on the Nike website have a light grey background.
Products on the Nike website have a light grey background.

Not just art but also science

This is not just a pleasant aesthetic, but also has a scientific basis. According to a 2016 paper  titled - Visual Complexity and Figure-Background Color Contrast of E-Commerce Websites : Effects on Consumers' Emotional Response,  people prefer simple interfaces. Simplicity can significantly influence consumer attitude, consumer attention, and purchase intention and lighter backgrounds with products being featured have a positive impact on conversion rates. 

Nike Figure-Background Color

In case you would like to use the Nike figure-background color for product photos on your online store, here is the color code

HEX : #f6f6f6

RGB : 246, 246, 246

CMYK: 0, 0, 0, 4

LAB: 97, 0, 0

HSL : 0, 0, 96

XYZ: 88, 92, 100

LUV: 97, 0, 0

HWB: 0, 96, 4

Let us know if you try out this conversion rate optimisation tactic on your store and how did it work out ?

Maxwell Reed


Maxwell Reed

Maxwell Reed a growth engineer is helping online stores with insights and recommendations to help implement conversion rate optimisation tactics.