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GS1 hero image guideline

Mobile Ready Hero Images were first developed and adopted by Unilever in 2014, in collaboration with the Cambridge Engineering Design Centre.

Subsequently, retailers demanded that Mobile Ready Hero Images had to be consistent across images produced by many different suppliers, so during 2017 Unilever and Cambridge worked with GS1 to initiate one of their standards development processes to create guidelines for these new types of images.

Approximately 100 representatives from suppliers, retailers and solution providers joined together to form a working group that met regularly to develop the GS1 Mobile Ready Hero Image Guideline. v1.0 of the guidelines was published in 2018. The latest version of the GS1 guideline is v2.0, published in June 2022.

The GS1 guideline defines ‘How much of it is there’ (also known as Size) as one of the most important pieces of information that needs to be communicated (Read more). v2.0 of the guideline includes a new Section 4.13, which recommends presenting Size using a black square in the bottom right-hand corner, which is embedded into the image tile. However, v2.0 of the guideline also contradicts itself, as it still contains Section 4.6, Section 6.0, and Appendix A.4 which all state that off-pack text is non-conformant.

These Cambridge guidelines aim to provide a clear and structured interpretation of the GS1 guideline, which is aligned to the newly written Section 4.13, where size is embedded in the image in the bottom right-hand corner.

We believe any image that is compliant with our guidelines will also be compliant with the GS1 guideline. However, please note these Cambridge guidelines are not endorsed by GS1 or its membership.

v2.0 of the GS1 guideline for Mobile Ready Hero Images was published in June 2022.


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