Guidelines and Quality Assurance rules for product images

^{Validoo
Version: J
Valid from: 2024-12-03}

1. Introduction

GS1 publishes, stores, and distributes quality-assured product images. The quality assurance involves an auto-validation of several parameters, such as file format and image size, and a manual review to ensure that the image meets specified quality requirements. The system also compares the image against quality-assured trade item information in Validoo.

2. Purpose of document

GS1 Sweden’s rules and guidelines for product images for marketing, sales, and planogram purposes have been developed with the help of GS1 Sweden’s user groups, and are based on the global GS1 standard for storing product images. GS1 Product Image Specification, 3.3.

The purpose of this document is to describe these rules and guidelines, what is included in the image review and how it is conducted.

3. Scope

The document does not specify the end-use format of the images, the idea is that product images in Validoo are of high enough quality that they can be used as a source of images for the end user’s specific needs.

If product images of a size (e.g., for large display boards) or resolution that does not comply with the rules below are needed, it is up to the supplier and recipient to agree on the handling of the images outside the service.

4. Image types

Images that can primarily represent the product in an e-commerce application, this includes product images with or without supporting elements.

4.1. Still of a product

An image of a product against a white background, without other elements in the image.

4.2 Still of a product with supporting elements

An image of a product against a white background, with additional elements not included in the sale of the product. The additional elements are there to strengthen the product, not to create a “Beauty shot” also called a staged image. It should include additional items that highlight the product, (eg a fresh apple in front of apple juice.

4.3 Mobile Ready Hero Images (MRHI)

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 image has been clarified so the consumer can easily recognise the product. The MRHI image should retain most of the original packaging’s key design elements, colour, and shape, and can thus be identified on a digital shelf. The four attributes that GS1’s global working group has agreed should be included and also enhanced in the production of MRHI are: size, product type, brand, and variant. Read more in the guidelines for Mobile Ready Hero Images.

5. Angles for product images per area of use

A product image can be photographed from several different angles depending on package type and area of use. When product images are uploaded to Validoo some views are mandatory, optional or recommended.

5.1 Product image for marketing

As a first option, a perspective image in its packaging is recommended. The picture is taken obliquely from the front or obliquely from above depending on the type of packaging (see below). In addition to those recommended, you can have more images both in and out of your packaging.

If a perspective image is not available for the packaging type, a front image is mandatory. The image should be taken straight from the front (see below).

5.2 Product image for planograms

The mandatory product image for planograms is a front image. The image should be taken straight from the front and should not be depicted with an angle or perspective (see below).

5.3 Optional images for planograms

• One image “branded” side. The image is taken straight on from the side (side marked .2 or .8 in the figures below).
• One image from top. The image is taken straight on from the top (side marked .3 in figures below).

6. Image identification

The file name rules aim to identify the image with the product (GTIN) and to distinguish the different image types and angles, for each image, through image metadata and/or filename at download.

Image metadata	Content file name	Position in file name	Explanation
GS1 item number	GTIN	1-14
Underscore	_	15
Still shot single GTIN Still shot single GTIN with supporting elements Mobile Ready Hero Images (MRHI)	C D H	16	File Nature/type
Front Left Top Back Right Bottom	1 2 3 7 8 9	17	Facing indicator
Center (uppifrån) Left (vänster) Right (höger) No Plunge (ingen vinkel)	C L R N	18	Angle identifier
In packaging Out of packaging	1 0	19	In/Out of packaging

7. Area of use sales and marketing

When producing product images for sales and marketing, shadows and reflections should be realistic and neutral. White background (RGB 255/255/255) is recommended.

7.1 Quality Assurance rules product images sales and marketing

When producing product images for Validoo these rules must be followed to enable publication of the images for area use sales and marketing .

7.1.1 Image technical requirements and settings

Images must meet the following technical requirements and settings to be published in Validoo.

• File format: LZW Compressed TIFF or JPEG
• Resolution: 300 ppi
• Image size: one side of the image must be at least 2400 pixels
• Colour mode RGB (for example Adobe RGB 1998)
• File size: max 40 Mb
• All images must contain one active Clipping Path, properly created and named “Path 1”
• No alpha channels or layers
• No guides
• The storage of the source file should be RGB 8 bit per channel

7.1.2 Image quality requirements

The images must meet the following quality requirements to be published in Validoo.

• No visible best-before-dates
• No signatures, fingerprints or visible water stamps
• No compression artefacts. No interpolation artefacts.
• No scanned images from printed pages.
• The image object has to be in good condition, for example, no evidence of dust or scratches.
• Moiré patterns should be minimized
• Colour and contrast should be realistic and balanced over-all. No colour casts.
• Retouching should be as undetectable as possible and be convincing at 200% magnification.
• The image should be cropped close to the object. Max 2,5% from image object edge to image cropping (image sides).*
• The image should be professionally produced.
• The image should not be over sharpened in the (digital) image processing.
• The product should have (professional) soft lighting.
  
  

* Recommendation: crop image exactly at the edge of the image object. Exceptions to the rule applies when the image has a shadow or reflection. The image must be cropped exactly at the shadow or reflection or maximum of 2,5% from the image object edges including the shadow/reflection. The size of the image object (without shadow or reflection) should be minimum 1800 pixels.

7.2 Review of product images for sales and marketing

The image review involves a review that the product image complies with the rules (see section above) through both an automatic validation and a manual quality assurance.

7.2.1 Automatic validation

An automatic validation of the file name, file format, image size, resolution and file size is done at upload.

Rule	Rule description (what)	Validation (how)	Result
737000	Accepted file formats are LZW compressed TIFF and JPEG	For the field metadata (Image Properties) file must be TIFF or JPEG	OK/Not approved
737002	One of the image sides must be at least 2400 pixels.	One of the fields for metadata (Image Properties) height and width must be at least 2400 pixels.	OK/Not approved
737003	Colour mode should be RGB. (The ICC profile can as an example be Adobe RGB)	For the field metadata (Image Properties) the colour mode must include RGB (for example Adobe RGB)	OK/Not approved
737004	The image file size must not be more than 40 MB.	The actual size of the image must not be more than 40 Mb (Mega Bytes)	OK/Not approved

If the image does not meet all the requirements, the user will receive a response directly in the web interface, that the image is not approved, and can then correct the image and upload a new image. If the image meets all the requirements that are validated in the automatic validation the image will be transferred to the manual quality assurance (see next section).

7.2.2 Manual Quality Assurance

If the image has been approved in the automatic validation the image is transferred to a manual image review.

7.2.2.1 Image object match with Trade Item Information

This step in the quality assurance means that GS1 Sweden manually reviews if the GTIN, functional name, brand and package size on the image object is consistent with the trade item information.

Rule	Rule description (what)	Image review (how)	Result	Comment text
737005	GTIN on the product in the image must match the trade item information (T0154)	Manual review to ensure that the image and the trade item information match.	OK/Not approved	GTIN on the product in the image does not match the trade item information (T0154).
737006	Functional name in trade item information (T0018) must match the product in the image.	Manual review to ensure that the image and the trade item information match.	OK/Not approved	Functional name in the trade item information (T0018) does not match the product in the image.
737007	The brand on the product in the image must match the trade item information (T0143)	Manual review to ensure that the image and the trade item information match.	OK/Not approved	Brand on the product in the image does not match the trade item information (T0143).
737008	Packaging size in human readable text on the product in the image must matchh the trade item information (T4360)	Manual review to ensure that the image and the trade item information match.	OK/Not approved	The packaging size of the product in the image does not match the trade item information (T4360).
737038	Check that the product is base level/Check that the product is not base level.	Manual review to ensure that the image and the trade item information match.	OK/Not approved	GTIN is base level/GTIN is not base level (T4012).
737039	Check that the product is not a display unit/Check that the product is a display unit.	Manual review to ensure that the image and the trade item information match..	OK/Not approved	Specifies the level for Pre Packs or half pallets displayed in the store/Does not specuft the level for Pre Packs or half pallets displayed in the store (T2207).
737040	Check that the product is a consumer unit/Check that the product is not a consumer unit.	Manual review to ensure that the image and the trade item information match.	OK/Not approved	Trade item level is intended for the end consumer/Trade item level is not intended for the end consumer (T4037).

If any of the attributes does not match the trade item information a new image must be uploaded.

7.2.2.2 Review/editing of the image’s metadata.

Users fill in metadata about the image file (see section 5) during the upload process. GS1 Sweden conducts a manual review to ensure that the filled attributes comply with the rules. If the metadata is incorrect, GS1 Sweden corrects it. The overall result for this step in the image review is OK.

Rule	Rule description (what)	Image review (how)	Result
737009	Construction of file name, 16th position, definition of file type: Still shot single GTIN (C) Still shot single GTIN with supporting elements (D) Still shot single GTIN, graphic rendering (G) Mobile Ready Hero Images (MRHI)	Manual review to ensure the filled in meta data matches the image.	OK/
737010	Construction of file name, 17th sign, definition of facing: Front (1) Left (2) Top (3) Back (7) Right (8) Bottom (9)	Manual review to ensure the filled in meta data matches the image. Editing by Validoo if not correctly filled in.	OK/
737011	Construction of file name, 18th sign, definition of angle: Center (C) Left (L) Right (R) No plunge (N)	Manual review to ensure the filled in meta data matches the image.Editing by Validoo if not correctly filled in.	OK/
737012	Construction of file name, 19th sign, definition of with or without consumer package: In packaging (1) Out of packaging (0)	Manual review to ensure the filled in meta data matches the image. Editing by Validoo if not correctly filled in.	OK/

7.2.2.3 Image review according to quality assurance rules

The final step in the quality assurance process involves reviewing the image quality, based on the rules (see previous section).

Rule	Rule description (what)	Image check (how)	Result	Comment text
737001	Image resolution must be 300 ppi.	For the field metadata (Image Properties) the resolution must be 300 pixels per inch.	OK/Not approved	Edited: The image resolution was not 300 ppi.
737013	All images must contain an activated and correctly designed clipping path named “Path 1”	Manual check	OK/Edited	Edited: The image lacked a clipping path or the path was not correctly designed. Edited: The image lacked a clipping path. Edited: The clipping path was not activated. Edited: The path was not correctly designed.
737014	No signatures, finger prints or visible water stamps	Manual check	OK/Edited/Not approved	Edited: There were signatures, fingerprints, or visible watermarks. Not approved: No signatures, fingerprints, or visible watermarks.
737015	No compression artefacts. No interpolation artefacts (“resizing up”).	Manual check	OK/Not approved	Not approved: No compression artefacts. No interpolation artefacts.
737016	No scanned images from printed pages	Manual check	OK/Not approved	Not approved: No scanned images from printed pages.
737017	The image object has to be in good condition, for example, no evidence of dust or scratches	Manual check	OK/Not approved	Edited: There were traces of dust and scratches or similar in the image.
737018	Moiré patterns should be minimized.	Manual check	OK/Not approved	Not approved: Moiré patterns should be minimized.
737019	No visible best-before date	Manual check	OK/Edited/Not approved	Edited: Best before date is visible in the image.
737020	No alpha channels or layers	Manual check	OK/Edited	Edited: Image has alpha channels or layers
737021	No guides	Manual check	OK/Edited	Edited: Image has guides
737022	Colour and contrast should be realistic and balanced over-all. No colour casts.	Manual check	OK/Edited/Not approved	Edited: Colour and contrast is not realistic and balanced over-all or image has colour casts.
737023	Retouching should be as undetectable as possible and be convincing at 200% magnification.	Manual check	OK/Edited/Not approved	Edited: Retouching is not convincing at 200% magnification.
737024	The image should be cropped close to the object. Max 2,5% from image object edge to image cropping (image sides).	Manual check	OK/Edited/Not approved	Edited: The image was not cropped as close to the image object as possible. Maximum 2.5% area from the outermost edges of the image object to the cropping (image sides). Not approved: The image should be cropped as close to the image object as possible. Maximum 2.5% area from the outermost edges of the image object to the cropping (image sides).
737025	The image should be professionally produced.	Manual check	OK/Not approved	Not approved: The image is not professionally produced. Not approved: Mobile phone is not approved as a camera. Not approved: The product in the image is not sharp throughout the image.
737026	The Image should not be over sharpened in the (digital) image processing.	Manual check	OK/Not approved	Edited: The image was oversharpened in the digital image processing.
737027	The image of the product should have a professional and soft lightning.	Manual check	OK/Edited/Not approved	Edited: The image had harsh and uneven lighting. Not approved: The product should be photographed with (professional) soft lighting.
737028	The storage of the source file should be RGB 8 bit per channel	Manual check	OK/Edited	Edited: The file was not archived in RGB 8 bits per colour channel.

7.2.2.4 Image review of MRHI-images (Mobile Ready Hero Image)

MRHI-images are marketing images adapted to small screens. These images are modified to enhance certain attributes on the image which make it easier for the consumer in their purchase process.

Examples of attributes that can be enhanced are size, product type, brand or variant. The images should follow the Guidelines for Mobile Ready Hero Images produced by GS1 Sweden.

Rule	Rule description (what)	Image review (how)	Result	Comment text
737041	Symbols, logos and information (text) must not appear off pack. Enhanced symbols must not appear.	Manual review	OK/ Not approved	Symbols, logos, and information (text) must not appear off-pack. Enhanced symbols must not appear.

8. Area of use planogram

The planogram images are primarily intended to be used as a source of images for store shelves created in space management software. Planograms must be photographed in their packaging when planogram images are used for shelf planning where the product is to be displayed in its packaging and must not be depicted with an angle or perspective.

8.1 Quality Assurance rules for product images for planograms

When producing product images for Validoo, these rules must be followed to allow the publication of the images for area use planogram.

8.1.1 Imaging technical requirements and settings

The images must meet the following technical requirements and settings to be published in Validoo.

• File format: PNG
• One of the image sides must be at least 300 pixels. No side should exceed 500 pixels (see image below)
• Colour mode RGB (for example Adobe RGB 1998)
• File size: max 2 Mb
• If the image contains an activated clipping path it must be named ”Path 1”
• No alpha channels or layers.

8.1.2 Image quality requirements

Images must meet the following quality requirements to be published in Validoo.

• The image should have a transparent background with no shadow.
• The image must be straight on front, straight on top or straight on one of the sides (no plunge).
• The image should be cropped to image object edge (see image below).

8.2 Review of product images for planograms

THe quality assurance involves reviewing that the product image complies with the rules (see section above) through both an automatic validation and a manual review.

8.2.1 Automatic validation

An automatic validation of the file name, file format, image size and file size is done at upload.

Rule	Rule description (what)	Validation (how)	Result
737030	Accepted file format is PNG.	The metadata (Image Properties) field for the file format must be PNG.	OK/Not approved
737031	One side of the image must be at least 300 pixels.	One of the metadata fields (Image Properties height and length must be at least 300 pixels.	OK/Not approved
737003	Colour mode should be RGB. (For example, the ICC profile can be Adobe RGB).	The metadata (Image Properties) field for the colour mode must include RGB (e.g. Adobe RGB).	OK/ Not approved
737032	The size of the image file must not exceed 2 MB.	The actual size of the image must not exceed 2 MB (Mega Bytes).	OK/ Not approved
737036	No side of the image may exceed 500 pixels.	None of the metadata (Image Properties) field’s height and length may exceed 500 pixels.	OK/ Not approved

If the image does not meet all the requirements, the user will receive an answer directly in the web interface that the image is not approved and can then correct the image and upload a new image. If the image meets all the requirements validated in the auto-validation, the image will be transfered to the manual image review (see next section).

8.2.2 Manual quality assurance

If the image has been approved in the automatic validation, the image moves on to a manual quality assurance.

8.2.2.1 Image object matches trade item information

This step in the quality assurance process involves GS1 Sweden manually checking whether the GTIN, functional name, brand name and packaging size of the image object are consistent with the trade item information.

Rule	Rule description (what)	Image check (how)	Result	Comment text
737005	The GTIN of the product in the image must match the trade item information (T0154).	Manual verification that image and trade item information match.	OK/ Not approved	The GTIN of the product in the image does not match the trade item information (T0154).
737006	The item category in the trade item information (T0018) must match the product in the image.	Manual verification that image and trade item information match.	OK/ Not approved	The item category in the trade item information (T0018) does not match the product in the image.
737007	The brand name of the product in the image should match the trade item information (T0143).	Manual verification that image and trade item information match.	OK/ Not approved	The brand name of the product in the image does not match the trade item information (T0143).
737008	The package size in plain text on the product in the image should match the trade item information (T4360).	Manual verification that image and trade item information match.	OK/ Not approved	The package size of the product in the picture does not match the trade item information (T4360).

If any of these attributes do not match the trade item information, a new image must be uploaded.

8.2.2.2 Review that the image complies with quality assurance rules

The final step in the quality assurance process is the review of the image quality, based on the set rules (see previous section).

Rule	Rule description (what)	Image review (how)	Result	Comment text
737033	If the image contains an activated clipboard path, it must be named “Path 1”.	Manual review.	OK/ Edited	Edited: The clipboard path was not named “Path 1”. Edited: Clipboard was not activated
737020	No alpha channels or bearings.	Manual review.	OK/ Edited	Edited: The image contained alpha channels or layers.
737037	Crop the image exactly at the edge of the subject.	Manual review.	OK/ Edited	Edited: The image was not cropped exactly at the edge of the image object.
737034	The image should have a transparent background.	Manual review.	OK/ Edited	Edited: The background of the image was not transparent.
737035	The image must be taken straight on from the front, from the top or from one of the sides. (No angle/perspective).	Manual review.	OK/ Edited / Not approved	Edited: The image was not straight on (it had an angle/perspective). Not approved: The image is not presented in a straight line (it has an angle/perspective).

Appendix

File name standard at download

The first 14 digits are the trade item’s GTIN. The remaining characters are used to identify the image based on, for example, different angles. See section 5 for a description of the angles.

For ‘still of a product’ for sales and marketing, the default file name of the image at download is constructed as the following examples:

For planogram images, the default file name of the image is constructed at download as follows:

Position in filename	Content	Explanation
1-14	GTIN	GS1 article number
15-16	.1 .2 .3 .7 .8 .9	Straight on, front shot Straight on, left view Straight on, top view Straight on, back shot Straight on, right view Straight on, bottom view

Change history

Release	Change date	Changed by	Summary of change
A	2011-11-22	Gustavsson	First version
B	2013-08-28	Gustavsson	Second version
C	2013-11-25	Gustavsson	Third version. Updated planogram rules. Clarifying text adjustments.
D	2014-04-22	Gustavsson	4th version. Changed rules WRN to NOK. Clarifying text adjustments in rule descriptions.
E	2014-10-27	Gustavsson	5th version. Updates according GS1 Product Image Specification vers. 2.5, Mar-2014. Changes rule 737001. Images added and clarifications for identification of images (new file/nature type and new angle) and file naming.
F	2016-12-19	Ralfsson	6th version. Update according GS1 Europe guidelines. Changes rule 737024. The image should be cropped max 2,5% from image object edge to image cropping (image sides).
G	2018-09-24	M. Danofsky	7th version. Clarification regarding rule 737006. Functional name comparison with image
H	2019-06-03	M. Danofsky	8th version. Added requirements for MRHI- Images
I	2023-07-18	N. Kihlman	9th version. Clarification of image types. Clarification of area of use for planograms. Changed names and comments in “results” and “comment text”
J	2024-12-03	C. Brander	Clarification of rules for Mobile Ready Hero Images (MRHI). Added rules in the manual image review.