■ No colour casts. Colour should be as rich, vibrant and eye-catching as possible.

■ Contrast should be balanced over-all and not “blown-out” in highlights.

■ Reflections & shadows areas on the product should put emphases to details/shape without hiding text or logos.

Decisions as to whether products should be photographed in the package, out of package, or both, should be made based on the presentation of the product in a live sale scenario (i.e., box of cereal on a shelf vs. a lawnmower on display). If there are doubts as to which state is most appropriate to best represent the product, both should be taken and appropriately identified. This decision should be taken with the data provider.

15°Elevation (3D images)

Professional equipment optimises results:

■ The preferred equipment is a DSLR camera equipped with full frame CCD sensor (avoid Point and shoot and smart phone cameras).

■ Product packaging should be framed using 80% of the sensor.

■ The image should be captured with appropriate lens to avoid wide angle distortion.

The differentiation of images as to their being photographic or rendered in nature is somewhat subjective and while it can be reasonably argued that a photographic image once digitally stored and retouched ceases to be photographic; striking a balance between the two becomes necessary when identical product images exist in a single system as both photographic and rendered particularly when the associative nomenclature within the existing guidance calls for both files to be identically named.

All product images are important, so too the exchange of information between trading partners. To ensure what is identified meets what is expected, an agreed upon identification structure is required. The first step is the determination of the front face of an item.

This GS1 standard establishes rules for the storage of digital images associated to products. The product identification number used is the Global Trade Item Number (GTIN) and this document provides details on all aspects of digital imaging storage. This document does not specify how the images should be delivered via electronic commerce.