Vizit developed the world’s first Visual Brand Performance Platform to help leading brands and retailers measure, understand, and optimize the business impact of their visual marketing, content, and design investments using patented AI technology.
Vizit’s Visual Content Rankings recently included a report dissecting the image trends of Halloween candy on Amazon. Mars Mixed Chocolate Bulk Halloween Candy is a prime example of a high-scoring product detail page (PDP) in this category.
Mars’ hero image earned a Vizit score of 95.0, firmly placing it in the category's top five highest scoring hero images when using a U.S. Candy Buyers Audience Lens™.
The image adheres to some of the best practices for this target audience, including using a plain white background, clearly displaying the various logos in the candy assortment pack, and featuring Halloween-themed packaging. It also has a view of the candy inside the package, which performed well with the target Audience Lens. Visual analysis provided by Vizit's image maps confirms that these practices effectively captivate and engage consumers.
Mars’ carousel images received impressive scores, following some of the best practices in the benchmark. All of the carousel images feature a Halloween theme and color scheme, which garnered high scores with the U.S. Candy Buyers audience. Additionally, one of the carousels displayed the candies in a bowl, an appealing trend highlighted in Vizit’s Halloween Candy Visual Content Ratings Report.
The lowest-rated carousels in the listing show the various candies in an assorted, Halloween-themed arrangement. Vizit's image analysis indicates excessive empty spaces between the candies, resulting in an overload of focal points and a visually complex gaze sequence. Both images could boost their scores by enlarging the size of the candies on the image and simplifying the composition to reduce clutter.
Overall, Mars scores well with both its hero and carousel images. The brand is well served by following visual best practices such as employing a Halloween theme and color scheme and featuring piles of candy in creative displays in both the hero and carousel.
However, Mars could boost its PDP by improving some of its carousel imagery. Image maps indicate that simple background and product size adjustments to its two lowest-scoring images could significantly raise its Vizit scores.
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