What does PROFOTO want to share with you?
Profoto is a photography flash branding which is from Sweden. It works for 40 years to build the perfect tools to help photographers shape the light they want while photographing.
In this category of website, and product they are trying to sell, the users Profoto is facing like photographers decide Profoto should care about the aesthetic and layout of the website.
First of all, we can see from the homepage of Profoto that, the Profoto website is used as an information transmission website, and carries the function of selling products to consumers. Therefore, on Profoto’s homepage, there are different categories. One is the purchase of Profoto products, and another is the experience of using related products. More, users would watch the product usage teaching like tutorials on the Profoto homepage. This is one of the characteristics of photographic equipment brands. In addition to selling products as commodities, branding must consider a process of after-sales service. The information that users are looking for on this site is not necessarily the same.
For example, some users need related product tutorials after purchasing products and how to create better photos through these products.
Meanwhile, users might notice that there is a section showing the works that photographers shoot by using Profoto products on the main page of Profoto. Photographers can share their work on this board to increase their popularity. For Profoto, the photographer’s work is an excellent expression to promote the product. From the function of this website, I might think that Profoto has clearly positioned the website. The website not only plays the role of selling products at the C-end but also plays the role of disseminating brand information.
Due to the characteristics of the imaging industry, Profoto, as a high-end photography flash brand, is destined to put more energy into the show of images. Because the show of a perfect image, such as the use of light, can directly attract potential consumers.
In terms of image quality, Profoto has a certain degree of research and advantages. Since flash is mostly used for studio/indoor photography, such as product photography, portrait photography, etc., what users can see is that most of the images used on Profoto’s homepage are either photograph works or BTS pictures taken during photography. These are the scenes and works that photographers — Profoto’s consumers — will actually face in the real world. These give their consumers unlimited space for reverie.
What’s more, since Profoto’s brand color is black, users might notice that the main design color of the website is black, and the appearance of the product and the background of the product shoot is all black.
Meanwhile, the brightness of this black is not too high, and the color of the website is more inclined to black gray. This visual design will not give users a sense of visual discomfort, and it happens to be in line with the brand color of the Profoto brand itself.
