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Summary of supplier guidelines

Many of the most important guidelines for suppliers have already been covered within the pages about How to choose an image layout, Standard pack layouts, and Multipack layouts. This page gives further detailed guidance on some additional topics.

Before reading this page, you should read the following topics that are covered within the page about Standard pack layouts:

The following additional topics are summarised on this page. Further information on each of these topics is given in a dedicated page on that topic, which can be accessed from the navigation menu.

On this page:

Manipulating the front of pack

The following guidelines relate to manipulating the assets from the front of pack to form the digital pack.

  • It is strongly encouraged that suppliers amplify everything that communicates the 4W’s and omit everything else. Read more.
  • Any visual elements that are added to the front of pack should convey one or more of the 4W’s, and should exist elsewhere on the physical pack. Read more.
  • Front pack assets may be rearranged into any position. However, assets should be kept in roughly the same relative positions as on the physical pack. Read more.

Presenting size information

  • Off-pack size lozenges may be used to communicate size information. If lozenges are used, they should be positioned in the bottom right corner of the image tile. Read more.
  • Suppliers are encouraged to describe size as a number of ‘functional uses’ (e.g. serves, washes) where there is an agreed category standard and/or the pack contains countable items. Read more.
  • Off-pack size lozenges should be rectangular with a rounded corner (except for laundry). Read more.
  • The typeface, font size and layout of off-pack size information should be standardised. Read more.
  • The colour of the size lozenge should be black. Read more.

Designing strips

The following guidelines concern the details of designing strips. However, it is important to first consider whether a strip is appropriate or not. Information on this is provided in the Deciding if a strip is appropriate panel within the Standard pack layouts page. In summary:

  • Strips are not compliant with the GS1 guideline. In this regard, the Cambridge and GS1 guidelines diverge.
  • Cambridge recommends that strips may be used, ‘if and only if’ there is no other viable way of communicating the 4Ws within the image tile in a manner that passes the visual clarity test.
  • In order to meet both GS1 and Cambridge guidelines, we recommend that if a strip is used, a duplicate version of the image should be created that omits the strip, so that a version that’s conformant with the GS1 guideline is always available, and retailers can choose the version that works best for their platform. Read more.

If strips are used, the following detailed guidelines apply:

  • Strips should be horizontal for landscape products and vertical for portrait products. Read more.
  • Floating text should not be used. Read more.
  • The background colour of the strip should be chosen by the brand team, and should not have colour gradients/vignettes. Read more.
  • Words in the strip should communicate the type the product or ‘which variety’ it is, should be in the product title and should not be a brand name. Read more.
  • Text in the strip should be in title case (e.g. Dry Shampoo) Read more.
  • The typeface, font size and font colour in strips should be standardised. Read more.
  • Text in the strip should read upwards. Read more.
  • The shape, width and position of the strip should not be changed from the template. Read more.
  • The digital pack should not touch the strip. Read more.

Designing other off-pack information

  • Graphics should not break out from the edges of the digital pack. Read more.
  • Brand assets should not be positioned off-pack. Read more.
  • Image tiles should not have borders drawn round them. Read more.
  • Floating words should not be positioned off-pack. Read more.

Other technical details

  • If there is no size lozenge, then the centre of the digital pack should be in the centre of the image tile. Read more.
  • However, if there is a size lozenge, then the centre of the digital pack should be positioned offset centre. Read more.
  • Multiple views of the same product should not be shown. Read more.
  • If a pack is white, it is encouraged to present it with using off-white colour (RGB 253,253, 253). Read more.
  • Adding key lines to products with pale colours is encouraged to assist recognition of their shape. Read more.
  • Drop shadows and reflections should not be added. Read more.
  • Removing lids and caps is encouraged to show dispensing features and the product inside. Read more.
  • It is usually encouraged to show either the product or its packaging box, not both. Read more.
  • The digital pack should be as large as possible within the image tile to maximise visual clarity and recognisability. Read more.
  • Suppliers should not leave areas of the image tile blank in order to leave space for retailer special offer overlays. Retailers should position special offers so that they do not obscure any part of the image tile. This is described within positioning special offer flashes, which is part of the guidelines for retailers.


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