Adam Colasanto
Director of Consumer Intelligence, Vizit
Adam leads Vizit’s Client and Professional Services teams, overseeing all analytic work and client relationships. Adam came to Vizit with more than a decade of experience leading consumer intelligence, market research and data insight teams at agencies like ICUC, Edelman Intelligence and Crimson Hexagon. He has built Vizit’s client services programs on what he believes are the core tenets of any successful client partnership: Being customer obsessed and data-savvy.

In this Visual Brand Performance analysis, we compare vacuum product images from top-searched brands featured across Amazon and Home Depot’s digital shelves to reveal the most and least effective product hero and supporting carousel images within the category.

Throughout 2020, sales of homewares and home improvement tools soared as Americans were quarantined to their homes. With millions of people forced to spend more time living and working in their homes, categories like vacuum cleaners benefited tremendously with worldwide revenue increasing by more than $1.3B. But with this surge in demand, how do brands stand out on a competitive digital shelf and capture the attention of their target consumers?

To reveal the visual trends that make vacuum cleaner imagery more effective for consumers on the digital shelf, we used Vizit’s Visual Brand Performance Platform to compare product hero and supporting carousel images for vacuum cleaner product listings across two retailers’ digital shelves: Amazon and Home Depot. 

The Analysis: Vacuum Cleaners Across Amazon and Home Depot’s Digital Shelves

Using Vizit’s Patented Visual Brand Performance Platform we analyzed imagery within the top 100 search results for “vacuum cleaners” on both amazon.com and homedepot.com. 

Vizit’s AI technology analyzes more than 15,000 visual cues contained within each image, and provides a numerical Visual Effectiveness Score (0-100%) to determine the effectiveness of each image for distinct consumer audiences. The highest scoring images are most aligned with their core consumer audience’s visual preferences, and are more effective at generating views, clicks, and conversions with their intended audience.

Visual Trend Analysis: Most and Least Effective Vacuum Product Hero Images

Home Depot

When comparing the visual effectiveness of vacuum cleaner product hero imagery on Home Depot, we saw some similarities in the most effective images between Men and Women 25-34. Both groups prefer straight-on images of the vacuum without the cord attached and without supporting accessories shown. 

However, there is a significant difference between color and size preference between the two demographic groups. With Men 25-34, darker colored vacuum cleaners with larger bags and wider frames are most visually effective on the Home Depot digital shelf.

Highest Scoring Home Depot Product Hero Images: Men 25-34

Conversely, visually effective images for Women 25-34 tended to feature thinner, sleeker vacuums in lighter or more vibrant colors.

Highest Scoring Home Depot Product Hero Images: Women 25-34

Amazon

An analysis of top- and bottom-performing Amazon product hero images uncovered some similar trends and some notable differences from the Home Depot digital shelf. 

While high-scoring product hero images for both Men and Women 25-34 on Home Depot tended to show the product straight-on with only the vacuum itself featured, many of the highest-scoring images across both gender groups on Amazon tended to feature supporting accessories and alternate product angles. 

While darker-colored vacuums were still most effective for Men 25-34, Amazon top scorers also included several sleeker models.

Highest Scoring Amazon Product Hero Images: Men 25-34

Thinner, sleeker models were again most visually effective for Women 25-34; however, the Amazon top-scoring product hero images are noticeably darker than the Home Depot set. Additionally, vacuums with pops of jewel-tone colors tended to score higher for this demographic on Amazon.

Highest Scoring Amazon Product Hero Images: Women 25-34

Visual Trend Analysis: Most and Least Effective Vacuum Supporting Carousel Images

Home Depot

When it comes to supporting carousel imagery on the Home Depot digital shelf, there’s a big difference between what drives visual effectiveness for Men 25-34 and Women 25-34.

Top-performing supporting carousel images for Men 25-34 almost exclusively feature standalone products at various angles. Similarly to Home Depot product hero trends for this group, darker-colored vacuums with larger bags and frames are most visually effective.

Highest Scoring Home Depot Supporting Carousel Images: Men 25-34

For Women 25-34, the most visually effective supporting carousel images on the Home Depot digital shelf feature close-up shots of vacuums in use and close-up shots of various features and tools on each model. Text callouts highlighting product features also tend to be effective for this audience.

Highest Scoring Home Depot Supporting Carousel Images: Women 25-34

Amazon

On the Amazon digital shelf, images of dark-colored, large-bag vacuums are again visually effective with Men 25-34. The Oreck Commercial Pro model in particular scores highly with this audience. Close-up shots of vacuum heads and brushes in use are also visually effective for Men 25-34 on Amazon.

Highest Scoring Amazon Supporting Carousel Images: Men 25-34

For Women 25-34, supporting carousel images of a vacuum in use on multiple surfaces are highly visually effective. Carousel images that highlight ease of use (i.e. lightweight design, detachable elements, easy to clean filter) also score highly for this audience on the Amazon digital shelf.

Highest Scoring Amazon Supporting Carousel Images: Women 25-34

Key Takeaways

1. Men 25-34 find vacuums with larger bags and frames more visually effective, while Women 25-34 find thinner, sleeker models more effective. Across the board, images featuring larger vacuums scored higher with Men 25-34 and images featuring thinner vacuums scored higher with Women 25-34.

2. For both Men and Women 25-34, images of the vacuum tank being emptied were among the lowest-scoring images. While highlighting the ease of emptying the tank was effective in some cases, images that showed the vacuum being physically emptied were not effective across the board.

3. Audience trends on one retailer’s digital shelf won’t necessarily translate to other retailers. Highly effective product hero imagery for Women 25-34 on the Home Depot digital shelf was vastly different from highly effective product hero imagery for the same audience on the Amazon digital shelf. It’s essential for brands to analyze what is most and least visually effective for their target audience on a retailer by retailer basis.

It’s time to capitalize

It’s predicted that vacuum cleaner sales are on the precipice of a decline, which means that brands need to do all they can to grab available market share in the coming year. According to Grand View Research, 56% of vacuum cleaner sales in 2020 were made online — the opportunity to optimize visual effectiveness on the digital shelf is too big for brands to ignore. 

To win on the digital shelf, brands will need to elevate their visual brand performance and take a data-driven approach to creating highly engaging visual experiences for their consumer audiences. Vizit’s AI technology helps brands across industries see their products on the digital shelf through the eyes of target consumers, uncovering trends and visual cues that can’t be detected by the naked eye. 

How do your images compare?

Schedule your tour of Vizit’s Visual Brand Performance Platform and see an AI-analysis of Vacuum brand visual content on the digital shelf including insights on:

  • How visually effective your brand’s image content is with key shopper audiences.
  • Which brands have the most and least effective visual content for different audiences across online retailers.
  • What visual trends drive effectiveness when it comes to vacuum content on the digital shelf.