Mobile Ready Hero Image Guidelines

The following additional layouts are available if an outer layer of packaging contains discrete items, and the number of items is described on the shelf label. The items inside might be individually wrapped, but they don’t have to be. This definition includes products like dishwasher tablets, toilet rolls and packs of handheld ice creams.

These multipack layouts should only be used when the outer layer of packaging actually exists. If the individual items are delivered loose, then one of the bundle layouts should be used instead.

Multipacks may also use standard layouts, and the following panel provides more detail on this:

This layout comprises a pack shot of the whole multipack product, together with a photograph of an individual item from inside the pack. The individual item is placed in the bottom right-hand corner of the image tile. The number of items in the multipack is displayed on the main pack.

When using this layout, the aspect ratio of both the multipack and the individual item should not be modified, as these relative dimensions help shoppers to work out the size of the item and the size of the multipack. Furthermore, zooming should not be used, as this is not compatible with pulling an item out of the pack.

This layout should generally be used when the individual item has brand graphics of its own. In this case, overlaying the number of items onto the pull-out would be visually cluttered. If the item is shown unwrapped, it is recommended to use the Quantity on pull-out layout instead.

Ideally, the number of items and the size of each item should be communicated within the pack shot artwork, provided this can be achieved in a manner that passes the visual clarity test without negatively affecting product recognisability. If it is not possible to clearly communicate both the number of items and the size of each item, then communicating the number of items is a higher priority, and shoppers will have to rely on the product title to determine the size of each item.

How many items can be pulled out?

If the pack contains items that are all the same, then exactly one item should be shown out of the pack. If the pack contains multiple different items, then all of these items should be shown, layered on top of each other. If there are more than 3 different items, then the items will need to overlap each other quite considerably, so that there is still space for the pack shot. Particular care should be taken to make sure images with multiple pull-outs pass the visual clarity test.

Alternatively, if the pack contains lots of different items, it might be better to use one of the standard pack layouts without any pull-outs, and rely on the pack artwork to communicate the items inside.

As in the previous layout, this contains a pack shot, together with a photograph of an item from inside the pack, positioned in the bottom right-hand corner of the image. However, in this layout, the number of items is shown overlaid on top of the item pull-out.

When using this layout, the aspect ratio of both the multipack and the individual item should not be modified, as these relative dimensions help shoppers to work out the size of the item and the size of the multipack. Furthermore, zooming should not be used, as this is not compatible with pulling an item out of the pack.

This layout should generally be used when the item shown out of the pack has plain packaging, or is shown unwrapped. If the item has brand graphics of its own, it is recommended to use the Quantity on pack layout instead, because overlaying the number of items on top of brand graphics would be visually cluttered.

Ideally, the size of each item should be communicated within the pack shot artwork, provided this can be achieved in a manner that passes the visual clarity test. If this is not possible, then shoppers will have to rely on the product title to determine the size of each item.

The guidance on ‘how many items can be pulled out?’ is the same as in the previous Quantity on pack layout.

In this layout, the pack is shown at ¾ angle to make it obvious how many items are in the pack. When using this layout, the aspect ratio should not be modified, and zooming should not be used, as these strategies are not compatible with a ¾ angle view.

If the individual items in the pack are clearly visible, then there is no need to pull an item out of the pack. The size of the items inside the pack should be presented on one of the items, as shown in the Guinness example opposite.

However, if they are not clearly visible, then one of the items inside may be pulled out. For example, the outer wrapping of the multipack may obscure the items making them hard to see. In this case, both the number of items and the size of each item should ideally be included within the pack shot artwork, as shown in the Evian example opposite.

For packs that contain discrete items, suppliers may choose whether or not to show one of the items pulled out of the pack. It is usually beneficial to show what’s inside the pack, but not always. The examples opposite show excellent usage of standard pack layouts for packs that contain discrete items.

When using standard pack layouts for packs that contain discrete items, the number of items and/or the size of each item can be communicated using one of the following strategies:

• Amplify size information that already exists on the front of pack, OR
• Use a standard off-pack size lozenge to communicate the number of items (as shown in the Simple example opposite)

Whichever method is used to communicate size, check that the outcome passes the visual clarity test.