This page describes guidelines related to other off-pack information within the image tile.
On this page:
Avoiding graphics breaking the edges of the digital pack
Graphics should not breakout from the edges of the digital pack, as this fails Google’s rules and is unnecessarily visually disruptive.
Graphics should not breakout from the edges of the digital pack
Avoiding off-pack brand assets
Brand assets should not be positioned off-pack because they clutter the canvas and get in the way of the four critical messages (4Ws). The only items that may be positioned off-pack are:
- Size lozenges, as described within the panel on Communicating size within Standard pack layouts
- An individual item from inside a multipack product, as described in the page about multipack layouts.
Size lozenges and individual items in multipacks may be positioned off-pack. However, brand assets and additional imagery should not be positioned off pack.
Avoiding border lines
In general, the image tile should not have a border around its outer edges. The only exception is that full square images may have a square key line to define the outer edge of the pack. See Making pack edges obvious for more information.
This is because pack shots do not have border lines.
In general, the image tile should not have a border around its outer edges.
Avoiding floating words
Floating words should not be positioned off-pack, i.e. within the image tile but outside the boundaries of the digital pack. This is because floating off-pack text would inevitably look different between every pack and every supplier, which would make the retailer’s site look like a mess.
Floating words should not be positioned outside the digital pack boundary (in the image tile).
Avoiding showing contents outside of standard packs
In standard pack layouts, the contents of the pack should not be shown outside of, or next to the pack. This adds visual disruption without helping to communicate any of the 4Ws. If suppliers want to show the texture or usage of the product, this should be done with secondary images.
Showing individual items outside of a pack is only allowable within multipack layouts, but these layouts can only be used if the product contains discrete items, and the number of items is described on the shelf label. See the additional layouts for multipacks for further information.
The contents of the pack should not be shown outside the pack in standard pack layouts. Showing individual items outside of a pack is only allowable within multipack layouts.
Feedback
We would welcome your feedback on this page:
Privacy policy. If your feedback comments warrant follow-up communication, we will send you an email using the details you have provided. Feedback comments are anonymized and then stored on our file server. If you select the option to receive or contribute to the news bulletin, we will store your name and email address on our file server for the purposes of managing your subscription. You can unsubscribe and have your details deleted at any time, by using our Unsubscribe form. If you select the option to receive an activation code, we will store your name and email address on our fileserver indefinitely. This information will only be used to contact you for the specific purpose that you have indicated; it will not be shared. We use this personal information with your consent, which you can withdraw at any time.
Read more about how we use your personal data. Any e-mails that are sent or received are stored on our mail server for up to 24 months.
Unless otherwise stated, all images are © Unilever and used with permission. Walkers is a trademark owned and designed by PepsiCo and used with permission.