The art and science of Nike Imagery
April 28 2023
The science behind Nike's product imagery, that helps with conversion rate optimisation for over 60 million visitors per month.
Nike.com 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.
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 ?