We looked at the Fujifilm Global and USA websites to see whether they capture the brand and message of the company. Is the company in focus on the Internet? Or does it fade into the background? With different web pages for each region and one for the whole company, Fujifilm covers all its bases and keeps its brand at the forefront of the site—and the market.

The company organizes its products into three categories: imaging solutions (for photography), information solutions (for graphic arts, medical imaging, and information systems), and document solutions (for office copies and printers). Although that's a lot to cover online, the website is consistent with the Fujifilm brand, thoroughly covering all topics and consumers the same way the company spreads out over several markets and industries.

The color scheme of the global site (and the US site, as we'll see in a bit) incorporates several colors but focuses on a light shade of green. Many of the Fujifilm product boxes feature a recognizable shade of green, which distinguishes Fujifilm products from competitors like the yellow-boxed Kodak products. The Fujifilm logo, adopted in October 2006, is also prominent at the top of the homepage, as well as the other pages visitors will see as they navigate the site.

Clicking through to the Fujifilm USA site, the logo stays put on top of the page, linking the specifically US-focused site with the worldwide brand. The green is also prevalent on the USA site, but as the company says on the website, "Green isn't just our corporate color, it's a way of life for Fujifilm." A photo on the Fujifilm USA homepage, showing a wooded area with a running brook, combines the company's two causes: photography and environmentalism. Fujifilm has long been an advocate for environmental causes, making contributions to bring two endangered pandas to the Smithsonian National Zoo from China and even co-sponsoring an environmental excellence award with amusement parks SeaWorld and Busch Gardens.

The website also reinforces the company's commitment to new and innovative products. As technology changes the way we look at photography and developing pictures, the brands in this industry have to evolve, too. Fujifilm does this by offering creative ways to use photographs, like making postage stamps or digital scrapbooks. The website focuses on these services by linking to them from the bottom banner on the Fujifilm USA site.

Fujifilm is also known for its easy-to-use products, including the QuickSnap, the first one-time-use 35mm camera, which debuted in 1986. The Fujifilm websites, similarly, do a great job of keeping everything simple and locatable. If you are an individual with Fujifilm products or the buyer for a company needing medical imaging solutions, you can easily find what you need online.

The Fujifilm brand translates very well through the company's various websites. While keeping the brand and logo front and center, the websites demonstrate the company's commitment to the environment, emphasizes its innovation, and describes its place at the forefront of the market, and diversity (both with its global reach and its widespread consumer base).

One of Fujifilm's main competitors is photo giant Kodak. Comparing the two companies' websites, Kodak definitely has more fun. The site is brighter, uses funny pictures, and has interactive features like blogs. Fujifilm's website includes photos, but not as many as you'd expect from a photography company—unless it is looking to distance itself from the image of solely a photography company.

The site includes a lot of information—but, without a lot of creative photographs, it doesn't have the sense of excitement and energy so often associated with great photography. So, say cheese, Fujifilm, and lighten up a bit. Your websites get the job done and represent the brand well online, and that's something to smile about.