Validoo
Version D
Valid from 2024-12-03
1. Introduction
GS1 Sweden’s guidelines regarding product images for e-commerce sales, small screens/mobile so-called Mobile Ready Hero Images (MRHI), have been developed by GS1 Sweden’s reference group and are based on GS1’s global work in the working group that works with global guidelines for MRHI.
The reference group has also agreed that GS1 Sweden will not check that the guidelines are followed (exception for rule 737041: Symbols, logos, and text information must not appear off pack) but only help to formulate them based on the reference group’s guidelines, and to help convey them to GS1’s customers.
2. Purpose of the document
The purpose of this document is to describe the guidelines for users of the Validoo service. Partly to clarify the type of images requested and partly to support the production during image creation. This document is intended to be used by GS1 Sweden’s customers in communication with suppliers, partners, etc.
3. Scope
The MRHI image does not replace the product image for marketing but is a mobile-optimised image intended to complement the main image (product image for marketing). The MRHI image will be quality assured in the same way as the product image with area use sales and marketing in Validoo. The document should be used as a recommendation (exception for rule 737041: Symbols, logos, and text information must not appear off pack) for the production of MRHI. Read more in the Guidelines and Quality Assurance Rules for Product Images.
4. Definition of MRHI
The definition of Mobile Ready Hero Images developed by the GS1 Global Working Group also applies in the context of image management in Validoo:
“A Mobile Ready Hero Image is a representation of a real product. The image may differ from a Packshot, but it should retain most of the key design elements, colour and shape of the physical packaging and is therefore identifiable on a digital shelf. The image should include, or be closely associated with, the key information that consumers use when making purchasing decisions / choosing the right product from search results.”
5. Four possible attributes for identification
The four attributes agreed by the GS1 Global Working Group that should be included in the production of MRHI are:
- Brand
- Product type (Functional name, for example Shampoo or Juice)
- Variant (for example, Vanilla or Mango)
- Packaging size/content (for example, 500 grams or 20 pieces)
- If necessary, an additional attribute can be used to clarify the identification of the product when there is an additional variant of Variant or Size. (Examples of this can be age range 1-2 years, number of layers, or length of toilet roll).
6. Create optimised MRHI images
6.1 Attributes
The images are created by enhancing or enlarging attributes and removing text that is unreadable or redundant on a small screen. Keep in mind that the image size on a mobile device is equivalent to the size of a coin. Quantity is primarily placed in the lower right corner of the image
6.2 Support elements and symbols
The attributes should be enhanced on-pack and not through sketches beside the actual image. If there is a need to show the content, it can be done by, for example, lifting the lid.
6.3 On/off pack
For multipacks, the individual product can be shown outside the package. Multipacks should preferably be enhanced on-pack as long as the four attributes are not obscured.
6.4 Markings and symbols
Symbols, logos, and text information must not appear off-pack (Rule 737041).
Symbols for accredited markings (such as Fairtrade, Organic) must not be enhanced or added to the image if they are not already present on the front of the original packaging and indicate the variant. See the markings in code list T3777 Packaging marked label accreditation code.
Symbols to signal, for example, ‘New’ must not appear. An exception is when the original packaging already has this type of symbol printed, but the symbol must not be enhanced or enlarged in the image.
It is acceptable to use on-pack symbols that show or enhance an attribute, such as toilet roll, dosage amount, usage time, age group, size, number of washes.
6.5 Shadows
Minimize any white area to make the product as large as possible. Avoid large shadows. If the shadow is too extensive, it risks occupying too much space and making the product less readable.
6.6 Angle
The angle should only show the shape of the product, not display any product information. To expose the most selling side, the angle needs to be limited to a maximum of 15°.
We rely on the GS1 global image standard to identify the image with the product (GTIN) and to distinguish different image types and angles for each image via the image metadata and/or the file name.
| Metadata, image | Content, file name | Position in filename | Meaning |
|---|
| Global Trade Item Number | GTIN | 1-14 | |
| Underscore | _ | 15 | |
Still image of one product
Still image of oneproduct with support elements
Mobile Ready Hero Images (MRHI) | C
D
H | 16 | Image type |
Front
Left
Top
Back
Right
Bottom | 1
2
3
7
8
9 | 17 | Facing |
Center (top view)
Left
Right
No Plunge (no angle) | C
L
R
N | 18 | Angle |
In its packaging
Out of its packaging | 1
0 | 19 | Status |
8. Naming of MRHI when uploading to Validoo
Image type: MRHI (H)
Facing: Front (1)
Angle: Center (C), Left (L), Right (R), No Plunge (N)
State: In package (1), Out of package (0)
Version history
| Version | Change descriptions | Changed by | Change Date |
|---|
| A | First version | Mischa Danofsky | 2018-04-25 |
| B | Second version | Mischa Danofsky | 2020-10-20 |
| C | Third version – Adjustment of text in the introduction and scope of the section. Clarification of text in four possible attributes for identification | Karina Danielsson | 2020-12-15 |
| D | New image type. Create optimized MRHI images. | C. Brander | 2024-12-03 |