1 Introduction
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. Image delivery is out of scope.
These rules are based upon the guidelines that were originally developed in July 2005 by Voluntary Interindustry Commerce Solutions Association (VICS), http://www.vics.org, so there would be consistency in the use of digital images for trade facilitation.
It is important to note that digital assets (e.g. images) are only one part of what is needed. Data, both meta and associated, are essential for the timely and accurate usage of the assets. Additional information on minimum data requirements are outlined in the TIIG (Trade Item Integration Guideline).
** In 2020 a best practices guideline will be developed to answer the requirement for a document which speaks to the delivery standards, and their transmission through data pools, as well as other sources.
1.1 Determining the front face
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.
1.1.1 Default front face
The front facing of the products is determined by the GS1 Package Measurement Rules (Section 4.2 Determining the Default Front of an Item). All other facings are taken in relation to the front face and are identified with a numerical extension identifying that face. Merchandisable facings are automatically captured as the numerical extension allows multiple images (and facings) for the same GTIN.
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2 Marketing image types
The information below discusses the identification of, technical file components and naming practices of marketing images. For image capture recommendations please refer to Appendix A4 Photography Basics.
Differentiating Photographic Images from Rendered Images
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. When this occurs there must be a definitive process in order to determine the difference between the two when both are expected to exist simultaneously in the same environment.
2.1 Photographic images
2.2 Rendered images
2.3 Differentiation of images
2.4 Image Differentiation Decision Tree
2.5 Image types
2.6 Secondary Product Images
2.7 Image size/Format
2.8 Product background
2.9 Clipping paths
2.10 Margins
Photographic image: the result of the electronic or chemical capture of a likeness of a physical object with the use of a camera.
Photographic images may become digitised, stored in a digital format or can be immediately stored in a digital format directly from within the camera itself. Where photographic images were retouched physically even colourised, these process can take place with a photographic image within specialised software. While these images may reside and may have been altered in a digital environment they were at one time a physical capture of object and light as captured by a camera with a photographer and should be considered ‘photographic images’.
Rendered image: the result of the creation of a digital likeness of a physical object with the use of a computer and software.
Rendered images often do not begin with a photographic device. While rendered images do have the traits necessary to be physically transferred to paper or film, they often reside forever within a digital environment, viewed only by way of a projection device such as a monitor, phone or projector. Where photographic images were once retouched physically, similar processes for rendered images take place almost entirely within specialised software. While a rendered image may contain (data) once contained by a ‘photograph’ once the image is digitised, edited, scaled, coloured, lit and posed within a digital composition, it becomes a rendered image, which is not to say that a photograph retouched with specialised software does not remain photographic, that distinction is left to the brand owner. CGI (Computer Generated Imagery) programs allow for files to be rendered/saved with transparent backgrounds, making applying a clipping path redundant. It is important to note that although clipping paths are not required for images with a transparent background, delivery format may require one to be applied.
While arguments can certainly be made as to the nature of images, be they photographic or rendered; given the preceding paragraphs and considering that even rendered images may contain information (data) once contained by a ‘photograph’; discernment or differentiation between photographic and rendered images is at the discretion of the brand owner, in other words, identifying an image as being photographic or rendered when one or the other exists is optional. Differentiation between photographic and rendered images becomes recommended, though not required, when they both exist in the same file system when the file system is the brand owners or shared between Trading Partners.
2.5.1 Marketing image specifications: Product image with and without supporting elements
It is understood that there will be instances where photography, other than “product” photography will be needed. Also, situations may arise where product shots are needed at a size or resolution that exceeds the above-mentioned standards. In these cases, it will be up to the customer to either originate the photography themselves, or work out arrangements with the vendor to supply said photography on an “as needed” basis. ALL supplied photography should conform to the guidelines listed below.
Note: Marketing Images applies to both digital images captured through use of a digital camera or other digital imaging devices as well as rendered images.
Note: Rendered images are computer generated images which can be comprised of graphic renderings and/or digital images to create a lifelike product semblance.
There are two basic types of marketing images:
Product Image (Single GTIN): which is an image of a product on a white background, with no other elements in the frame.
Product Image with Supporting Elements in Image: which is an image of a product on a white background, with additional elements that are not including when selling the product. The additional elements are to strengthen the product, not to create a ‘Beauty shot’ also referred to as a staged shot. It should incorporate additional items which enhance the product, (e.g. a glass of wine and stem of grapes with a bottle of wine (GTIN); fresh vegetables surrounding a bottled sauce (GTIN); a cooked and plated version of the product being sold in the same frame as the item, etc.)
It is recognised that due to the many potential combinations of format, resolution and size in end user applications, it is not possible to enumerate all possibilities in a standard. It is the understanding that the specifications recommended for advertising images are of sufficiently high quality that they will provide a source image that can be repurposed by the end user for their own specific applications. This includes different print media formats and items as well as Ecommerce (electronic) images.
2.5.1.1 Primary product images Consumer Trade Items(User units)
These are images of the consumer product.
Determination of the product ‘front’ as per the GS1 Package Measurement Rules.
This type of image is generally taken with a plunge and slight rotation to accurately represent the product for the consumer. In case or cases of product with minimal cross section or depth (DVDs; Greeting Cards, etc…) a plunge angle and rotation is not required.
Ideally, additional images of the side views, back view and a depiction of the bottom, insofar as these contain information relevant for the users, should be provided.
A clipping path is required for these types of images.
2.5.1.2 Primary product images for non-consumer trade units (Trade units)
These are images of the display; tray; pallet which may or may not be the consumer unit.
Determination of the product ‘front’ as per the GS1 Package Measurement Rules.
This type of image is generally taken with a plunge and slight rotation to accurately represent the product.
Ideally, additional images of the side views, back view and a depiction of the bottom, insofar as these contain information relevant for the users, should be provided.
A clipping path is required for these types of images.
2.5.2 360 imaging vs. 3D interactive imaging vs. 3D modelling
Although these terms can often be misapplied here is a general definition of these digital entities:
■ 360 degree imaging is product photography on a single axis – the product rotates on a single axis while the camera takes pictures at specified degree intervals. The images taken of a product can be associated together in a viewer; to allow for an interactive image to be created that can be rotated by the user to replicate a sense of a physical product in a digital setting.
■ 3-D product interactive photography is 360* product photography on more than one axis. When the images are edited, formatted, and associated to the viewer, the consumer can rotate the product along the sides and the top – this is a 3D interactive image.
■ 3D modelling (also known as a 3D rendered model) is a process whereby a digital framework is created and then graphic layers are applied or created to ‘build’ a virtual object which, through software, can be rotated in any direction, to allow for an interactive object to be created that can be manipulated by the user.
2.5.2.1 Product image 360* and 3D Imaging
360 degree imaging is product photography on a single axis – the product rotates on a single axis while the camera takes pictures at specified degree intervals. (Also see section 5.1 360* Meta data) All images should be captured with the same plunge angle to ensure a smooth 360 result. 3D imaging is multiple 360* image series, with different plunge angles or rotational axes. These images series, or orbits, are then compiled in software to allow a left-right and up-down motion for product display and interaction.
2.5.2.2 Number of images
Minimum of 24 images (Maximum 360)
Note: Larger items would benefit from an increased number of images to ensure a fluidity of motion. Industry applications should be considered for total image count.
2.5.2.3 Direction of rotation
The direction of rotation for image capture should be Clockwise.
Direction is determined from observing the sequence of images of the item from a centre top vantage point, looking down upon the object.
2.5.2.4 Plunge Angle Indicator
The 19-21st characters in the naming are ‘R’ and a two digit numeric plunge angle respectively. The plunge angle is measured from horizontal, with 0* placing the camera horizontally aligned with the product and 90* placing the camera perpendicular to the front face of the item.
2.5.2.5 Image sequence (Arc position)
The image sequence should be identified in the image name, or associated data, and should follow the stitching sequence used to complete the 360* pattern or mapping.
2.5.2.6 Naming
The naming convention for these images should be the following, where “R” is the Row and “C” is the column. The Row relates to the Plunge angle and the Column relates to the position in the arc around the item.
Example: 0012345678901c_E1_R01_C01
□ 18th - _ (underscore)
□ 19th – R (Plunge Angle Indicator)
□ 20th-21st - 2-digit Row number
□ 22nd - _ (underscore)
□ 23rd – C (Arc Position Indicator)
□ 24th-25th - 2-digit Column Number
The secondary images go beyond the classic product image and show product-specific images containing further information for the consumer, or relevant features that could positively influence a possible purchase decision.
The specifications for secondary product images in terms of format, image size, colour space and resolution match the values established in Chapter 2.2.1 Product images for user units.
2.6.1 Composition
The ‘composition’ image type shows images depicting the item with contents/flask/can/pen with cap closed or open. The image comprises several individual images. Another variant of the composition could also show outer packaging with the flask in front of it.
2.6.2 Content/Texture
The ‘content/texture’ image type shows images that depict the content or texture of a product. The image should be designed in such a way that the texture can be experienced by the end user similarly to in stationary retail, e.g. creme, lipstick.
2.6.3 Detail image
A detail image is a photo, line art or other graphic representation of a specific product characteristic. It is used to highlight a specific detail or characteristic of an item See examples:
2.6.4 Montage image
A Montage is the physical over layering of distinct images to create a final digital image.
This process allows for a composite to be created with the future possibility of reconstruction without having to return to studio for correction, should an element be added or removed.
2.6.5 Sample (Prototype)/Mock-up Image
The Sample (Prototype)/Mock-up Image is generally created whether the product is ready for ordering or is still in production (pre-production) stage.
It can be a sketch (line art drawing) an image or a computer-generated rendering. The drawing should only depict the style and be free of dimensions and other technical details.
The image is intended exclusively for internal use and communication between business partners (b2b) and is used to conceptualize the product for the ordering process.
Note: Due to the nature of the image, only GDTI naming may be employed for this image type.
2.6.6 Social Media
The ‘social media’ image type shows assets with media content.
2.6.7 Application
The ‘application’ image type is used to depict how the product itself is used.
2.6.8 Ambience/Mood
The ‘ambience/mood’ image type shows images used as ‘mood images’.
2.6.9 Technology
The ‘technology’ image type shows images that show the function or a special feature, such as the particular properties of a diaper/nappy, in detail.
2.6.10 Size Comparison
The ‘size comparison’ image type makes clear the actual size of the product, e.g. via a schematic depiction of a person or well-known object (e.g. one-euro coin) in the background.
2.6.11 Product Packaging/Label Information (flat, barcode, nutrition facts panel and ingredient list)
Packaging or label images are important for EDI applications to enable the consumer to validate information they would normally access from a physical product.
2.6.11.1 Full Flat
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A Full Flat is the term used for the final print layout of a product’s packaging. It is generally the print layout for any and all information that will appear on the final product.
File naming example: 00012345678905_L1.tiff
2.6.11.2 Nutritional Label
The Nutritional Label is a portion of the full flat layout, specifically identifying the regulated information related to a product’s nutritional composition. Given the nature of the content, this image type only applies to consumable food products.
File naming example: 00012345678905_L2.tiff
2.6.11.3 Barcode
The Barcode image is used for any symbol applied to the product for the purposes of trade. Multiple instances may exist if the product is traded in industries with different machine readable applications (e.g. retail & regulated healthcare) in such cases more than one image may be required, and should be differentiated with the serialisation tag in GTIN based naming.
File naming example: 00012345678905_L3.tiff
2.6.11.4 Ingredients
The Ingredients image is a list of ingredients printed on the packaging. It may be separated by language in multiple areas on the product, and should be identified with the language expressed in the metadata associated and the appropriate position for GTIN based naming.
File naming example: 00012345678905_L4.tiff
2.6.11.5 Nutritional/Ingredients combined
Where regulations permit the combination of nutritional and ingredients, the Nutritional/Ingredients Combined image type will be used.
The language expressed should be identified in the metadata associated and the appropriate position for GTIN based naming.
File naming example: 00012345678905_L5.tiff
2.6.11.6 Marketing Content Code (QR Code)
The Marketing Content Code image is used for any consumer facing code applied to the product. (e.g,. A GS1 QR Code supporting a url)
Where marketing applications employ different links embedded in the codes, more than one image may be required, and should be differentiated with the serialisation tag in GTIN based naming.
File naming example: 00012345678905_L6.tiff
2.6.11.7 Certification Seals/Claims
The certification seal or claim image (one or many) would be used to specifically identify the information related to a product’s certifications, claims or seals (regulatory, marketing, etc.), that appear on any level of a products hierarchy (case, inner, each). This file field can be further described with the content description value if applicable.
File naming example: 00012345678905_L7.tiff
2.6.11.8 Preparation Instructions
The preparation instructions would be used to specifically identify the information related to a product’s recommended preparation steps identified on the product packaging.
The language indicator should be used where the instructions are available in multiple languages.
File naming example: 00012345678905_L8.tiff
2.6.11.9 Petfood Feeding Instructions/Ingredients
The feeding recommendations would identify suggested quantities and frequency of feeding based on age and weight. The Ingredients or guaranteed analysis image is a list of ingredients or breakdown of composition printed on the packaging.
The language indicator should be used where the instructions are available in multiple languages.
File naming example: 00012345678905_L9.tiff
2.6.11.10 Special Cases
Pharmaceuticals/over-the-counter pharmaceuticals, nutritional supplements and medical products
Legal aspects must be considered in the depiction of pharmaceuticals/over-the-counter pharmaceuticals, nutritional supplements and medical products.
Original images of pharmaceuticals/over-the-counter pharmaceuticals including the depicted indication may only be used for end-user communication if the corresponding legal text is also shown. If this legal text is not additionally shown, the retouched image (indication) MUST be used.
When providing product images of pharmaceuticals, always showing a retouched version is recommended. The customer relies on being able to use the images as they are provided.
2.6.12 Mobile Ready Hero Image (MRHI)
This image type addresses issues concerning the presentation of products in online retail environments on small screens, typically alongside ‘add to basket’ functions. The factors of screen size and limited attention span augment many of the problems already faced in desktop-centric online retail environments and can easily lead to a poor consumer experience. See GS1 Mobile Ready Hero Images Guideline.
Note: Image size to be a 1:1 square aspect ratio (i.e. 900 pixels X 900 pixels)
Note: The ICC profile or exact colour space must be known and defined. The preference for storage of the source file is RGB 8 bit per channel.
Where product images have a clipping path applied all backgrounds must be knocked out to white (RGB 255/255/255).
For the purpose of batch image repurposing the active clipping path must be named “Path 1.”
Default flatness setting should be 1-device pixels.
Note: CGI programs allow for files to be rendered/saved with transparent backgrounds, making applying a clipping path redundant.
3 File naming
3.1 GDTI based file naming
3.2 GTIN based file naming
All application rules based on GS1 identification keys apply to this naming convention.
■ the first 13 digits are the GDTI
■ (optional) the next 1-17 alpha numeric characters are the serial component
Note: GDTI is the recommended naming convention for all document types which are transmitted via link (e.g. URL). There should not be any values prescribed to any specific character in the GDTI.
For more information on GDTI please refer to Section 4.8 of the GS1 General Specifications
3.1.1 Supporting data
Where the GDTI is used for image identification, it is required that associated data and/or meta data (see section 5 Meta Data) be available for proper processing of these images in a database.
A significant portion of the Marketing image standard covers the naming conventions to identify the views represented by each image. There could be multiple languages on a product leading to exceptionally long file names. There could also be more than one marketing view available for a product. The same product in Country A with bilingual packaging will not have the same GTIN as the version sold in Country B which has another set of languages. The languages on the packaging will be unique to the specific product GTIN. When all merchandisable views contain all languages present on packaging, there is no need for a language indicator (Example default in-package, primary merchandisable view). Only when alternate views exist unique language facings require a unique language indicator (Alternate side of same product with alternate language view - in this case the English view would add the “_en” to the file name).
This leads to the other key aspect of identification. When faced with multiple merchandisable faces, which is the primary. To resolve this, refer to the existing standards for determining the front face found in the GS1 Package Measurement Rules (see the following excerpt).
Note: Prior to any measurement capture, the Default Front of the trade item must be determined. For the purposes of this standard, the Default Front is the side with the largest surface area that is used by the manufacturer to “sell‟ the product to the consumer, in other words, the side with markings such as the product name.
Note: The Consumer Product Variant number listed below has an alpha-numeric format up to 20 characters (AN..20) but for practical purposed it should not include any character which cannot be used in the file-naming convention of common computer operating systems. For example the characters < (less than), : (colon), * (asterisk), etc. should not be used.
Example:
00012345678905_A1C1_1215_s01.jpg
00012345678905_H1C1_ABC123.jpg
Examples
Examples: Please note that (GTIN) in the examples represents the 14 digit product GTIN
Example default in-package, primary merchandisable view all angles
Product with alternate Marketable faces
*Note tallest vertical face is designated as face ‘1’
Same product with multiple marketable faces containing dissimilar languages
Promotional end date for time specific packaging
3.2.1 Supporting data
Where the GTIN is used for image identification, it is required that associated data and/or meta data (see section 5 Meta Data) be available for proper processing of these images in a database.
4 Planogram image and data field specifications
4.1 File format
4.2 Views
4.3 Backgrounds and cropping
4.4 Image size
4.5 File name construction
File formats must be as follows in the following resolution range: 72 ppi – 150ppi
■ Targa 16-32 bit (If 32 then alpha must be I/O), no compression
■ JPEG, level of compression to be at 10 or above
■ PNG (must be alpha channel compatible and have a transparent background)
Note: JPEG images are not alpha channel compatible with all imaging software.
All products that are produced in a package should be represented with up to 6 views of the In- Package consumer pack, with 3 views as a minimum straight-on front, straight-on top, and straight-on left side views. Items that are not produced in a package, such as hammers, must be represented with the same above 3 views. An additional straight-on front view of an inner pack should be available when appropriate.
Images for contour products must appear with a transparent background. Images for contour and non- contour products must also be cropped to products’ edge. No props or additional products are allowed within the primary image areas.
■ Boxes type products are cropped to the edge and represented on a white background
■ Hard corner boxes, were the cropped image leaves no background for close cropping alpha channel identification, shall be saved without a transparent layer level.
■ Rounded or odd shaped type products should be contoured and represented with a transparent background
■ Rounded or odd shaped type products can also be cropped to the products edge and represented on a white background.
Minimum image size for all marketable face planogram images shall be 20kB minimum (50kB for Targa images)
4.5.1 GTIN based naming
First 14 characters are the GTIN of the product (required). After the first period, the planogram view indicator will be present (required). GTINs with multiple graphic layouts that do not conflict with the GTIN allocation rules should be identified with ‘A’ for Alternative.
Examples:
07541230123457.1 07541230123457A.1
Note: If the GTIN is unique to a display or tray the image will be named using the display/tray GTIN as well as the inner product GTIN followed by its appropriate identifier (‘T’ for tray , ‘D’ for display, and ‘A” for alternate)
07541230123457T.1 07541230123457D.1
Note: For peg hole flat products: If the product side 2,3,8 and 9 are less than 1/2cm and have no viewable marketing information images may be omitted.
Valid image views are:
■ straight on, front shot
■ straight on, left view
■ straight on, top view
Optional image views:
■ straight on, back shot
■ straight on, right view
■ straight on, bottom view
The standard image naming indicators are:
■ (GTIN) .1 front face
■ (GTIN) .2 left of front
■ (GTIN) .3 top
■ (GTIN) .7 back
■ (GTIN) .8 right of front
■ (GTIN) .9 bottom
See Images below for visual reference
4.5.2 Alternate language
Should there be alternate language facing on the packaging, there should be note of this in the data accompanying the images.
4.5.3 Consumer display (not identified with GTIN)
Should the product be sold in a displayer/tray that does not bear its own unique GTIN, then the tray images should be captured using the unit GTIN appended with a "T" This will allow space management users to select either the unit or the tray when creating their planogram.
Examples:
■ Unit: 00012345678905.1
■ Tray: 00012345678905T.1
4.5.4 GDTI based naming
All application rules based on GS1 identification keys apply to this naming convention:
■ the first 13 digits are the GDTI
■ (optional) the next 1-17 alpha numeric characters are the serial component
Note: Naming Planogram images with GDTI should be communicated and agreed upon by trade partners due to software application issues.
5 Meta Data
There are two designations for data: Associated and Meta-data.
■ Associated data is data referenced through the use of a GS1 identification key, held in a separate data system
(e.g., GDTI identified in GDSN, and all the fields associated to the GDTI are located in that row of data)
■ Meta-data is data embedded in the structure of the digital file (e.g., ‘saved on’; ‘modified on’ dates; created by; etc…)
The list below is the suggested meta-data attributes to ensure proper association to extended data pool attributes, as well as to ensure validation without needing to refer to an outside data source.
5.1 360*/3D Image meta-data
Meta data refers to those key image attributes which enable image Users to understand the properties of 360 images. It is recommended that meta-data be physically encoded within each image. This enables trading partners to identify and reference essential image information (carried by the image itself) when access to master image data details is not available.
5.1.1 Image file name
Definition:
■ Unique file name based on the GS1 GDTI naming convention or GTIN based structure
5.1.2 Image description
Definition:
■ Free-form text describing the image and how it relates to other images
5.1.3 Direction of capture rotation
Definition:
■ The direction of travel following the rotation of an analogue clock in normal operation. (Clock-wise)
5.1.4 Image sequence/Arc position
Definition: the logical identification of a series of images captured for a specific purpose with a defined start and end with the goal of simulating movement.
For the 360*/3D image type, it is recommended that the image numbering should be relative to the degree of rotation. This value will be derived from the first image as 0* and continue in a clockwise fashion.
(i.e., 24 images: image 1: 0; image 2: 15; image 3 : 30; etc…)
This naming structure allows for the addition of images to a maximum of one image per degree of rotation.
A Appendix
A.1 GS1 Glossary of terms and definitions
The following glossary was updated for this publication of this document. Please refer to the GS1 Glossary for the latest version.
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 format is most appropriate both should be taken and appropriately identified. This decision should be communicated to the manufacturer. The image should be cropped close to the object.
Recommendations for quality image capture and processing:
■ No colour casts. Colour should be as rich, vibrant and eye-catching as possible. Colour should be balanced over-all and not “blown-out” in highlights. Flesh tones and grass should be realistic and life- like.
■ Reflections should also be realistic.
■ Shadows should be realistic and neutral.
■ Retouching should be as seamless and undetectable as possible and be convincing at a minimum of 200% magnification (i.e. removal of expiration/best before dates.
■ Colour should be matched to product PMS colours (list to be provided by designer). If PMS colour is not available or if colour is proprietary, users must either match as closely as possible to colour swatches or the actual RGB breakdown must be provided.
■ The image should be photographed with large depth of field so that the whole product is sharp.
■ The Image should not be over sharpened in the (digital) image processing
■ The lighting of product should be uniform when the image is taken.
All products should have a maximum of 3 separate views when warranted per marketable face – a front view taken at 15 degrees top from centre is preferred for 3D images, however some products may require a steeper or shallower angle to display effectively.
**For 2D images (images of products with negligible depth properties) a 0 degree plunge angle is permitted.
No alpha channels or layers, guides or rulers. No bubbles, fingerprints or Newton rings from scans. No transfer functions or postscript colour management. No signatures, “finger printing” or visible watermarks. No compression artefacts. No interpolation (“resizing up”). No scanning from printed pages. No evidence of dust or scratches. No manufactured shadows. Moiré Patterns should be minimised.
It is recognised that due to the many potential combinations of format, resolution and size in end user applications, it is not possible to enumerate all possibilities in a standard. It is the understanding that the specifications recommended for advertising images are of sufficiently high quality that they will provide a source image that can be repurposed by the end user for their own specific applications. This includes different print media formats and items as well as Ecommerce (electronic) images.
Contributors & Change Log
Contributors
VICS Contributors
Log of Changes
