VISUAL BRAND PERFORMANCE REPORT

Chips

How are chip brands capturing attention and driving conversion with their product imagery on Walmart’s digital shelf?

Vizit analyzed visual content from the top-searched chip brands on Walmart, including images from 97 unique listings and 24 brands. The chart below displays the visual brand performance of all 24 brands based on the scores of their product listing page imagery.

Visual Brand Performance Landscape:

Measuring the Visual Effectiveness of Top-Searched Chip Products on Walmart

Visual Brand Performance Leaderboard:

The Chip Brands With the Most Effective Visual Content on Walmart’s Digital Shelf

While originally known for their cracker products, it is the Ritz brand whose chip visual content outscores all other top-searched chip brands on Walmart’s digital shelf. The brand’s high score is driven by effective packaging design, as well as high-quality carousel images that include product description graphics, visuals of Ritz chips alongside complete meals and recipes, and alternate angles of the popular Ritz product packaging. Among the top-5 scoring brands there are also 3 smaller category players – On The Border, Garden of Eatin’, and Late July. While the Ruffles brand has lower than average scoring carousel images, their high-scoring product hero images propel them to 3rd place in overall Visual Brand Performance rankings.

See the full list of nut brands ranked by visual effectiveness with online snack shoppers here >

Visual Brand Performance Insights

The Hero and Carousel Image Design Trends that Increase the Traffic and Conversion Potential of Chip Product Detail Page Listings.

An AI-analysis of hundreds of chip product hero and carousel images on Walmart’s digital shelf surfaced distinct trends in which images and design techniques drive visual effectiveness for online snack food shoppers.

Traffic-Drivers: Characteristics of High-Scoring Product Hero Imagery

Vertical quantity & flavor badging

Product hero imagery with quantity and flavor badging, specifically vertical badges along the right side of the image, are highly visually engaging for Snack Shoppers. Ruffles and Lay’s brands are examples of this trend in action. According to the gaze sequence overlay on the Ruffles hero image, Snack Shoppers are likely to view the chip flavor, the “party size” banner, the brand logo, and the badging along the right side of the image.

Color blocking and bold circular logos

High-scoring product packaging imagery for online snack shoppers include the use of distinct blocks of colors separated by curved lines, as well as bold, circular logos. Brands including Ritz, Lays, Ruffles, Fritos, and Cheetos utilize these product packaging design techniques.

Multi-packs with limited contrast

Product hero images of multi-packs that lack contrast between the product visual and packaging design score very low for online snackfood shoppers. Funyuns, Lays, Doritos, and Cheetos brands include these images on several listings.

Conversion-Drivers: Characteristics of High-Scoring Carousel Imagery

Unpackaged chips showing texture

High-scoring chip supporting carousel images on Walmart include close-ups of unpackaged chips. Consumer attention and engagement are captured by the texture of the chips. Images from Lay’s, Doritos, Cheetos, SunChips, and On The Border exemplify this trend.

Chips pictured alongside food and meals

Supporting carousel imagery where chips are displayed alongside food, especially sandwiches, are highly visually engaging to snack shoppers. Brands including Ritz, Lays, Cape Cod, and Pop Corner utilize this technique in their carousel imagery.

Quantity and flavor graphics

Carousel images that include quantity and flavor score highly for snack food shoppers, especially when bold, circular logos are present. The Ritz brand includes several of these image in their carousel on their Walmart toasted chips listing.

Insights to Action: Optimizing Digital Shelf Imagery at Scale with Visual Brand Performance

According to Salsify, 30% of U.S. shoppers say they will not purchase a product if images are missing or low quality, while 70% say they are more likely to buy a product from a personally relevant product page.  Even if you’ve nailed your description, search, reviews, inventory, and pricing – the wrong visual content can mean millions in lost sales every year. Using the power of AI and machine learning, Vizit gives brands the power to measure the impact of product imagery to ensure it’s relevant for specific consumer audiences. Leading brands are utilizing Vizit’s Visual Brand Performance platform to create, identify, optimize, and monitor the effectiveness of imagery at the speed and scale of ecommerce.

About Vizit Predictive Image Insights

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