Conveying Meaning (and Price) Through Editing Choices

photo credit: chanel.com


     Our most recent technical editing assignment involved comparing the websites of two brands which sell the same products at different price points. I chose to analyze Hyundai vs. Mercedes-Benz cars. While examining different aspects of the sites, such as layout, imagery and wording, I noticed an interesting difference in the overall picture presented by each site. On Hyundai, we see a close up of a couple driving in their car, sporting casual but well put together outfits and, more importantly, smiles. The next photo down is an orange SUV parked near a body of water on a sunny day. In the background, a group of people (probably a family, judging by their varying heights) stroll along the beach (you can take a look for yourself at https://www.hyundaiusa.com/). Similar space on the Mercedes site features a silver SUV being driven on a wintery road with a matching background. The driver appears to be a woman, but it's hard to tell given her small size and dark, rolled up windows. The color and vibrancy of the Hyundai site make Mercedes, while sleek and organized, feel dull by comparison (see what I mean at https://www.mbusa.com/en/home). Hyundai feels happy. Mercedes feels serious.
     So I conducted a little experiment to see if these vibes are continued with affordable vs high-end products that fall into other categories (apparel, cosmetics). Spoiler alert: they do. Forever 21, for example, features more smiling models than pouting ones, and bold red lettering against a white background for their Valentine's Day promotion. Conversely, Prada's models are straight up scowling against their neon-lit backgrounds, as if to clarify that they did not come to this night club to have a good time. The backgrounds of the high fashion photos (which clearly have a lot more thought put into them than those of Forever 21) pop against an otherwise white background with a thick black banner. Colourpop Cosmetics, home of the $7 lipstick, features pastel pink and purple background, heart and rainbow graphics and an abundance of selfies from their customers, while Chanel, home of the $38 lipstick, features much more to-the-point advertising with black text over white backgrounds and simple, straight-forward photos of the products.
     And it's not just the visual choices that create these two contrasting worlds. Word choices and phrasing attribute to this as well. Take Forever 21 for example. Next to collection of photos showcasing tops, it reads "New Spring Tops: Introducing the most romantic ruffles, lace and off-shoulder tops you need for spring. Ugh, love" while a photo of a pair of shoes on Prada is captioned "Resort 2019 Shoes: Sophisticated Allure." In addition, the sheer amount of stuff, whether it be text, tabs or photos seems much more paired down and minimal on the expensive sites.
     As I touched on earlier, the affordable vs. high end evoke very different feelings. I myself have checked out websites similar to these in the past (affordable for actual shopping and high-end out of sheer curiosity), and though I could see the overall image each brand was trying to promote, but never considered the contrast that occurs between the advertising of 'average priced' versus luxury products. On a basic level, it makes sense that brands would promote an image that evokes happiness (i.e. buy our product and you will be happy). They appeal with color and offer more information, as if they want to invite us in to learn more. They are accessible. High-end brands select words, colors and layouts that run in the opposite direction. They feel exclusive. As if instead of inviting in as many customers as possible, they play it cool. They don't beg for us to purchase their products by enticing us with friendliness. Luxury products are an exclusive club, the members of which already know who they are.