Product Centered Imagery - Oakley vs Smith Optics, An Analysis
By emphasizing ultra high-quality images and videos that prominently feature their logo and products, Oakley has successfully elevated the standard of their marketing content in the last few years. Comparatively, Smith Optics, has more of a variety of content including some photos and videos with no logo or product placement at all. Aside from the difference in follower count (Oakley at 2.5m/Smith at 266k), the most noticeable discrepancy between Oakley and Smith’s instagram, is their number of posts. While Smith has shared 2,736 posts on the platform, Oakley has shared only 361. (As of writing)
Oakley has now solidified itself as one of the most recognizable sunglass brands on the market. Their approach to promoting high-quality, product focused imagery has excelled them beyond many in the same field. Homepage differences are a win for Oakley as well: they have a clear and unwavering focus on sports in almost every image and text. Smith, while still focusing on sports, displays some images in which products or logos are not clearly evident. In particular, their first banner image features a skier and a snowboarder on a mountain peak, but it's impossible to discern any actual product or logo.
Continuing down their site, the next viable image has a clear product (win!) yet is a very different focus to the image above it. This section highlights Smith's Prescription eyewear and displays a picture of a man working on a bike while wearing simple black-framed glasses with clear lenses. (It should be noted it is fairly difficult to discern it is a bike, unless you know what you are looking at; most customers will not.) In my view, the two initial images on Smith Optics' homepage are too different to be displayed together, especially as the following images focus on snow sports. This creates a disconnect, making the Prescription eyewear section feel more like an ad banner for a separate website altogether.
Further down, we notice a group of four images that provide links to blog articles. While three of these images are appropriately centered around biking, the first image of a woman gardening seems out of place and disrupts the visual consistency of the page. Although it's worth noting that these are blog posts and their content may change over time, it's clear that the blog articles were all published before August of 2022, indicating that there may not be a consistent schedule for updating the images. Therefore, it would be beneficial for the images to have a more cohesive flow in order to maintain the visual consistency of the page.
Back to Oakley’s Home page. The clarity and attention to detail in their product images are outstanding. From the vivid colors to the crisp definition, Oakley has made a clear commitment to presenting their products in the most visually striking way possible. By eschewing the standard black, white, and clear, and embracing vibrant hues and eye-catching designs, every image on their site demands attention and draws the viewer in. Whether you're a long-time fan of Oakley or just discovering their products for the first time, their stunning visuals are sure to leave a lasting impression.
In conclusion, the comparison between Oakley and Smith Optics shows that a product-focused approach can significantly impact a brand's overall marketing success. Oakley's dedication to presenting their products in the most visually striking way possible has helped them solidify their position as one of the most recognizable sunglass brands on the market. Their website showcases a clear and unwavering focus on sports in almost every image and text, creating a cohesive and visually consistent user experience. On the other hand, Smith Optics' website has a variety of content, but the lack of a consistent visual flow and product placement can be detrimental to the brand's image.
