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A Mobile Ready Hero Image (MRHI) is a representation of a physical pack that has been optimised for online shopping, especially on mobiles. Hero images may differ from a packshot, yet they should maintain the elements that make it recognisable as a representation of the product. In particular, they enhance design elements to better communicate the 4Ws:

  • Who is the brand?
  • What is the product?
  • Which variety is it?
  • HoW much of it is there?

These guidelines were developed by the Cambridge Engineering Design Centre. See the About us page for more detail.



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

News highlights

In April 2023, new guidelines were released for Mobile Ready Secondary Images.

In February 2022, new guidelines were released for bundle layouts.

In November 2021, Australia retailer Coles released it’s product image guidelines, which replicate this website’s specifications for black size lozenges in the bottom right-hand corner of the image.

In June 2021, these guidelines were changed to say that strips should not be used.

In October 2019, Cambridge launched the Clari-Fi tool for testing visual clarity of e-commerce images.

In July 2019, Cambridge updated this website, such that it provides a clear and structured interpretation of the GS1 guidelines.