The purpose of VLANs (Virtual Local Area Networks) is to isolate network traffic within a LAN. VLANs enable network administrators to segment a single physical network into multiple logical networks, allowing them to isolate traffic, improve network performance, enhance security, and simplify network management. By using VLANs, devices in the same VLAN can communicate with each other as if they were on the same physical LAN, while devices in different VLANs are isolated from each other unless explicitly allowed communication. VLANs are a versatile tool for optimizing network performance and security.