What Are Ecom Images?
Ecom images play an important role in telling your product’s story. Ecom images usually appear at the top of a product page and the 1st image in the gallery, also known as the Hero Image will appear as a thumbnail on the search results page.
Image Specifications
Always deliver ecom images to the below specifications
Subject of the image should always be the product being sold
Must be in focus, professionally lit and photographed
Must own the talent and usage rights in perpetuity
If using stock photography Newell must own royalty-free usage rights in perpetuity
No placeholder images e.g. “Coming Soon”
Centering the Product
Product should occupy 70-90% of the Canvas
Percentages naturally scale for longer, thinner, taller products within square
Leave enough room around image and model to mitigate post-production adjustments
Square reference diagram for negative space and padding below
Image Specifications
Review the below required and optional images to build your ecom select shot list. The below tables will help you identify what images are required for go-to-market. Your final shot list will be a combination of:
Planogram Images: Required if product has consumer packaging
Category Images: Required and varies by product category
Optional Images: Supplemental images. Not required
Planogram Images: Required If Product Has Consumer Packaging
All of the below planogram images and artwork file are required for SKUs with consumer packaging.
Category Images: Required
Download the appropriate category image list. All shots on the list are required.
Category image lists are available for Food, Home Appliances, Outdoor & Recreation, Writing, Home Fragrance.
Outdoor & Recreation
Accessories
Activity Monitor
Beauty Appliances
Bedding Non-Electric
Home Appliances
Hot Cold Wraps
Ice Cream Makers
Food
Home Fragrance
Accessories
Card Scanner Software
Cleaners
Writing
Office Organization
Other Drawing Aids
Workspace
Baby
Commercial - Unavailable
Tech Apparel - Unavailable
Optional Images
Digi-Pack: Use the below chart to add a digi-pack image to your shot list. All Digi-Packs may be shot with or without a supporting element. Pick one.
Alt Main with Supporting Element: Pick One.
Swatch:
What If Images Don't Meet Playbook Standards
If Photos Were Shot Before The Above Standards Were Implemented or Your Images Do Not Meet These Standards, Use the Newell's Legacy Naming Standard.
[Material] + “_” + “Image_” + [Order} + “.jpg”
Example of properly named images:
13434_Image_1.jpg
13434_Image_2.jpg
13434_Image_3.jpg
Walk-Through Building a Shot List:
Let’s build a shot list for this Contigo Water Bottle – Material: 2063323
1. Planogram (in-pack) images are required if the product has consumer packaging. Planogram images always include six sides of product packaging, a crop of the barcode and a low-res artwork PDF.
Example Of Planogram Images Required in Our Example
2. Next, identify Category Images required for Beverage by downloading the appropriate Shot List Guide in this Playbook. The correct shot list is highlighted
Example of minimum images required in the Beverage Shot List Guide.
3. Determine if any optional images are required such as a Digi-Pack, Alternative Main, or a Swatch. Additional Lifestyle, Part Shot or Infographics can be added to the final shot list as well. Keep in mind that most retailers can’t show more than 10 images on a product page and most shot lists by design require 8-10 images.
Example of optional images that will be included in our final shot list.
4. Final step is to compile all the images you’ve selected into a final ecom shot list. It should look like the list below.
Example of the final ecom shot list with optional images
Definitions
Choosing the Correct Country Abbreviation
Enter the 2-digit country code for Primary Country SKU is sold in. If the product image applies to multiple countries within a region, choose the primary Country Code. A link to all possible country codes can be found here. Use Alpha Code 2 If there's no Exclusivity, enter GLB99.
GS1 Code:
Is an alpha numeric code that provides image details including, resolution, product facing, orientation and more. GS1 naming is a global standard implemented by many vendors to meet global synchronization standards. The GS1 Code is only required for the Hero Image which is the first image in the ATF and Base Image Sets.
Planogram Images are images of the product in packaging. All six sides of the product pack, a crop of the barcode and a PDF of the artwork file are required. Go to the Planogram section for information.
Category Images are required images specific to the business unit and category a product belongs to. There is a minimum viable list of images required for each product category within a business unit. This list of images will vary by the complexity and needs of the category. Below is a list of images you will find in the category shot list.
Infographic: a visual representation of information by combining elements of text, photography, illustrations and other visuals to convey parts, features or other benefits of a product.
Lifestyle: images of a product in or out of packaging, sometimes featuring models, in a lifestyle setting. Lifestyle images are used to convey a specific lifestyle or aesthetic. Lifestyle images may show a product in use or in their natural environment.
Part Shot: image of the product out of packaging on a pure white background. No text or graphic overlays allowed. Part shots may include supporting elements such as accessories, food or a hand. Part shots are used to convey product parts and details.
Nutrition: a crop of the nutrition label on the packaging artwork file. Provides information related to a product’s nutritional composition. This image type only applies to consumables.
Ingredients: a crop of the ingredients label on the packaging artwork file. Provides information related to a product’s nutritional composition. This image type only applies to consumables.
Out of Pack: Image of the product out of packaging. Highly structured image with required angles and camera plunge to meet GS1 standards.
In Pack: Image of the product in packaging. Highly structured image with required angles and camera plunge to meet GS1 standards.
Optional Images
Alternative Main: is an optional image that may replace the main image when a customer accepts a more stylized main image. This image can show product or product packaging with supporting elements as well as a montage of all included products and components.
Digi-Packs: are a representation of the product packaging or product optimized for online shopping. Digi-Packs optimize the image by adding on-or-off-pack callouts to convey the brand, the product, the variance attribute or quantity sold to the shopper. Many retailers do not accept this type of image.
Swatches: are used to show the true color/pattern of a product. Swatches are often a solid color or pattern of colors matching the color of the product.
Lighting Guidance
Need to avoid big shifts in lighting direction and angles so newly captured silhos will look compatible with existing DASH assets.
Imagery should be balanced to a 18% neutral grey card
a. Product should have good contrast lightingb. See examples below to provide shape and tone for consumer to see specific details
Lighting must show true shape, material and color of product.
Refrain from blown-out highlights and darks being solid blacks
Fill and shadow cards may be adjusted to match existing assets of standard images.
Photographers should keep natural drop shadows for raw assets
a. Do not include drop shadows on final ecom images. They are not accepted.
b. Post-Production will keep shadows on a separate layer raw assets
Photography guidance is generalized vs. a technical manual showing specifics of light placement and camera angle for each product category. Newell Brands array of products, shapes, color, materials and finishes require that photographers assess details to match existing and “like product” assets.
