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Avoiding other off-pack information

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.

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:

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.

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.

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.


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