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Other technical details

Centring the pack

If there is no size lozenge, then the centre of the digital pack should be in the centre of the image tile.

However, if there is a size lozenge, then the centre of the digital pack should be offset. It should be positioned in the centre of the white space to the left of the size lozenge. This is necessary to prevent some packs from overlapping the size lozenge.

These guidelines are designed to meet retailers’ needs for category-standard visual consistency in the positioning of digital packs. Retailers will not accept images where brand teams attempt to achieve visual disruption by placing the digital pack in an unusual location or swapping round the elements.

Avoiding multiple views

Multiple views of the same product should not be shown. These are visually disruptive and do not help to communicate any of the four critical messages. Furthermore, they may mislead shoppers as to the number of items that they will receive.

Displaying white packs

If a pack is white, it is encouraged to represent this in the digital pack using an off-white colour (RGB 253,253, 253), together with a key line. This helps to define the edges of the product and makes it visible against the white background of the retailer’s site.

Making pack edges obvious

Adding key lines to products with pale colours is encouraged to assist recognition of their shape.

However, drop shadows and reflections should not be added, as they add visual noise without helping the shopper and break GS1 and Google rules.

Removing lids and caps

Removing lids and caps from products is encouraged to show dispensing features and the product inside. The lid may be shown by the side. However, this is discouraged if a size lozenge is used, as there is seldom enough room for the lid, the digital pack and the size lozenge.

The pack should not be shown twice, both with and without its lid.

Showing packaging boxes

Generally speaking, it is usually better to show either the packaging box on its own, or the product inside on its own, but not both.

However, in some circumstances, products may be shown together with their packaging box if this is necessary to communicate the 4W’s

Using the maximum available canvas

The digital pack should be as large as possible within the image tile to maximise visual clarity and recognisability.

Furthermore, suppliers should not leave areas of the image tile blank in order to leave space for retailer special offer overlays. Instead, retailers are encouraged to use an offer title banner that does not obscure any part of the image tile. This is described in the page about positioning special offer flashes, which is part of the guidelines for retailers.

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