Visual Brand Performance Category Report

Cough & Cold

A visual analysis of cough & cold product imagery across Amazon, CVS, Kroger, & Walmart.

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Cough & Cold Visual Brand Performance Report: A Guided Tour

Watch this short video walkthrough of Vizit’s Visual Brand Performance Platform in action as it analyzes cough & cold visual content from  across the digital shelf, and register for your complimentary Visual Brand Performance review today.

Vizit Reveals the Visual Brand Performance Leaders Across the Digital Shelf

In today’s digital, visual-centric world, consumers shop with their eyes. For brands, the images they use can mean the difference between an “add to cart” and a scroll on by. It’s critical for retailers and brands to select the optimal product images for their intended audience – but how do you know what is going to resonate?

An AI-powered analysis of hundreds of top cough & cold product pages and thousands of images across the digital shelf reveals the Visual Brand Performance leaders at Amazon, CVS, Kroger, and Walmart.

As more and more of these purchases are beginning to take place online, brands need to begin measuring and optimizing their most powerful asset – their visual brand. A visual brand refers to the visual content a brand uses to communicate and advertise their products and services.

Visual Brand Performance leader at each retailer ranked by overall Vizit Score
Winning Brand (Overall)
Winning Brand (Overall)
Winning Brand (Overall)
Winning Brand (Overall)

The cough & cold image trends and design elements that drive performance across the digital shelf

While the analysis revealed clear Visual Brand Performance leaders at each retailer, it also provided insight into the design elements and trends across retailers that drive visual engagement with an OTC online shopper audience.

Visual Trends: Cough & Cold product hero imagery

While the analysis revealed clear Visual Brand Performance leaders at each retailer, it also provided insight into the design elements and trends across retailers that drive visual engagement with an OTC online shopper audience.

Cough & Cold Product Hero Image Trend #1

Product caps & bottle necks

High-scoring product hero imagery across all retailers include products with caps and bottlenecks that feature branding and design elements. Vicks brand products – including Dayquil and Nyquil – are good examples of this packaging style. Consumer attention is drawn in by the designs on these product caps, which also drive high visual engagement with OTC online shoppers.

Original Images
Vizit Image Analysis

Cough & Cold Product Hero Image Trend #2

Product packaging illustrations and imagery

High-scoring product hero imagery across all retailers include product packing that feature illustrations and imagery. While consumer attention is typically garnered by the product logo and description on these products, visual engagement with OTC shoppers is driven by the use of packaging illustrations and imagery. These products also tend to contain less text on their packaging than do competing products that feature no illustrations or imagery.

Original Images
Vizit Image Analysis

Visual Trends: Cough & Cold carousel imagery

While product hero imagery is a brand’s key to getting noticed, carousel imagery drives conversion. Carousel imagery must visually engage consumers, and entice them to buy. Across Amazon, CVS, Kroger, and Walmart, the following visual trends and design elements drive performance with cough & cold carousel imagery.

Cough & Cold Carousel Image Trend #1

Iconography and diagrams

High-scoring cough & cold carousel imagery across all retailers include the use of iconography and diagrams. These icons are easily visible, and primarily exist to inform the reader which symptoms the medication addresses. While several brands use iconography in carousel imagery, the highest-scoring images include larger icons drawn in white against gradient or colored backgrounds. These icons both effectively capture consumer attention and drive visual engagement.

Original Images
Vizit Image Analysis

Cough & Cold Carousel Image Trend #2

Background gradients and large bold text

Another cough & cold carousel trend that results in high-scoring images for OTC online shoppers is the use of colored gradient backgrounds and bold white text. Vicks brand imagery – including imagery from Dayquil and Nyquil – are good examples of this visual style. While the text captures consumer attention initially, visual engagement and high image scores are ultimately driven by the use of gradient backgrounds along with the overhead view of the product.

Original Images
Vizit Image Analysis

Cough & Cold Carousel Image Trend #3

Fruit illustrations

Cough & cold carousel imagery featuring fruit illustrations consistently scores highly with OTC online shoppers. These fruit illustrations are both attention grabbing and drive visual engagement. Many of these carousel images also include colorful gradient backgrounds.

Original Images
Vizit Image Analysis

How ecommerce and innovation leaders can elevate products and digital experiences with Visual Brand Performance

In this new era of ecommerce, where online brands face more competition than ever before, images will serve as the next battleground. To win, brands need data-driven insights to create highly engaging visual experiences that accelerate customer acquisition and escalate retention.

For ecommerce teams this means the ability to identify the images and designs that will attract and convert their target audiences on the digital shelf – and understand when consumer preferences change. With Visual Brand Performance software, ecomm teams can now tap into the visual preferences of their audiences in real-time, and understand the visual trends and design elements that drive success across their entire category and competitive set.

For product innovation and insights teams, AI-powered predictive analytics offer a window into the future, enabling them to move innovative concepts from the idea stage to product launch — and pass through all the stage gates in between — in record time. Visual Brand Performance software brings true agile test & learn to the enterprise – giving insights teams the power to design and develop the most visually engaging products and experiences on the internet.