skip to primary navigation skip to content
 

Evidence of hero image benefits

Mobile Ready Hero Images provide a clear, readable and consistent alternative to pack shots. This page presents various pieces of evidence showing that hero images perform better than pack shots.

On this page:

Demonstration video

Watch this video to see some of the problems with pack shots and the potential of Mobile Ready Hero Images. (Note that the video includes some product images that use strips - see more detail on strips).

Problems with packshots

Packshots typically do not convey the 4Ws very effectively on mobiles. To see this, have a look at the images on the right. One of these contains a packshot, and the other 2 are Mobile Ready Hero Image, presented with and without strips (see more detail on strips).

Try viewing these images on a mobile phone. Can you tell ‘Who the brand is &rsquo, ‘What the product is’, ‘Which variety it is’ and ‘HoW much of it is there’?

Visual clarity results

The Cambridge Engineering Design Centre conducted SEE-IT visual clarity tests on conventional packshots and Mobile Ready Hero Images for a variety of products. These tests estimated the proportion of the UK population who would be unable to discern the 4Ws. from the image, based on the amount of visual acuity required. High numbers represent high exclusion and hence are bad.

The graph below shows the results for one product. Overall, the Mobile Ready Hero Images resulted in many more people being able to recognise ‘What the product is’, ‘Which variety it is’ and ‘HoW much of it is there’, with similar numbers being able to recognise ‘Who is the brand&rsquo.

Simulated shopping results

SKIM conducted simulated shopping tests with both packshots and Mobile Ready Hero Images. These tests were conducted in a lab environment with 3000 shoppers on Amazon mobile and desktop. They measured the number of times that each product was selected and placed in the basket. Mobile Ready Hero Images performed better than pack shots across a wide range of products in both mobile and desktop, vertical scrolling and grid layout. Some example results are shown in the image on the right.

Sales uplift results

Mobile Ready Hero Images were trialled live against conventional pack shots in A/B split tests with a range of retailers. The Mobile Ready Hero Images typically resulted in positive sales uplift as shown in the image below.

Mobile Ready Hero Images also resulted in large amounts of sales uplift on the Coles website. For example, Surf branded products saw an average weekly sales uplift of 74.5% when they changed from conventional pack shots to Mobile Ready Hero Images. Similarly, Coles front loader launder powder saw a 55% sales uplift post image update.

Feedback

We would welcome your feedback on this page:

Your name:


Your email:


I would like to receive the Inclusive Design Toolkit news bulletin. This bulletin showcases people’s achievements with inclusive design tools, and highlights new tools. It comes out once or twice a year.

I would be interested in contributing to the Inclusive Design Toolkit news bulletin.

I would like a FREE activation code for the Inclusive Design Toolkit's impairment simulator software.

Your comments:


Please leave this field blank (it's a spam trap):
Submit feedback

Privacy policy. If your feedback comments warrant follow-up communication, we will send you an email using the details you have provided. Feedback comments are anonymized and then stored on our file server. If you select the option to receive or contribute to the news bulletin, we will store your name and email address on our file server for the purposes of managing your subscription. You can unsubscribe and have your details deleted at any time, by using our Unsubscribe form. If you select the option to receive an activation code, we will store your name and email address on our fileserver indefinitely. This information will only be used to contact you for the specific purpose that you have indicated; it will not be shared. We use this personal information with your consent, which you can withdraw at any time.

Read more about how we use your personal data. Any e-mails that are sent or received are stored on our mail server for up to 24 months.

Unless otherwise stated, all images are © Unilever and used with permission. Walkers is a trademark owned and designed by PepsiCo and used with permission.