What should load instead if a collection image does not exist on a collection page?

When a collection image does not exist on a collection page, loading a backup store logo or placeholder serves a practical purpose in maintaining visual consistency and enhancing user experience. Using a placeholder ensures that the layout of the page remains intact and the overall design looks polished. This approach helps guide the user visually even when specific content (like a collection image) is missing.

By loading a backup store logo or a designated placeholder image, visitors to the site still receive a visual cue relating to the brand or category, which can help maintain engagement. It's a strategic choice, as it prevents potential confusion or a jarring experience that might arise from having missing visuals.

Other options, such as using the featured image of the first product or only product images, could lead to inconsistency, as they might not adequately represent the collection as a whole. Similarly, presenting an error message does not enhance the browsing experience and could potentially frustrate users by indicating a problem instead of providing a cohesive visual experience.