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Pack shots and Mobile-Ready Hero Images, explained

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In todays fast-paced digital landscape, visual content plays a pivotal role in capturing the attention of consumers and conveying brand messages effectively. Among the various types of visual content, pack shots and mobile-ready hero images have emerged as powerful tools for companies. Let’s explore the numerous benefits of using these visual elements in your e-commerce strategy.


What is a pack shot?

Otherwise known as a stock image or product photography, a pack shot is a digital 3d mock-up of your product, designed to contact against a white background for a clean, sleek and professional display. Each company tends to develop their own template, but a pack shot should be consistent in positioning, lighting and display across your entire range. They are designed to give your customers an accurate representation of the item as they would find it on the shop shelf, boosting brand and product recognition. Whether you're selling consumer goods, food and beverages, or fashion items, pack shots can help you showcase your products in the best light.


What is a mobile-ready hero image?

Mobile-ready hero images, also known as ‘simplified packshots’ or ‘primary packshots’, are designed to fit seamlessly into the responsive design of mobile devices. A MRHI (or ‘hero image’) is a front-view, simplified version of your packshot designed to be easily recognisable on a small screen whilst consumers are scrolling through a saturated market - to do this, we reduce the packshot down to four crucial elements:

1. Brand (logo)

2. Structure (bottle, box, pouch, can, etc)

3. Variant (by way of variant/product name)

4. Volume (typically highlighted in a box in the bottom-right corner.


As new shopping apps and sites continue to pop up, we’re consciously adapting to how we display our products online. A photo taken on your smart phone isn’t enough to qualify as a pack shot anymore, and will instantly distinguish your product as cheap and untrustworthy on most e-commerce sites. As consumers become more and more familiar with industry standards within online shopping, it becomes more crucial to meet their expectations by presenting your items in the most professional manner possible – but how do pack shots and mobile-ready hero images achieve this?


1. Enhanced Product Presentation:

Professional pack shots are clean, well-lit, perfectly angled and easily recognisable. Thanks to the use of 3D modelling software, a professional pack shot can demonstrate your product from any angle - although companies typically chose to display 3-6 images angles for maximum retention. This ensures that you can present your products in a professional, consistent manner.


2. Improved User Experience

An increasing number of consumers shop and browse on their smartphones and tablets so having visually appealing and well-optimised hero images is essential for creating a positive user experience; hero images in particular are designed to be easily identified by the user. Stripped of design clutter, claims and complicated patterns or backgrounds, a hero image gets back to the basics and easily communicates the essential information the buyers needs to know, whilst scrolling on a phone screen. Making it easy for the buyer to identity what the product gives them a flawless user experience.


3. Consistency Across Platforms:

Maintaining a consistent brand image across various online platforms is crucial for building trust and recognition. Pack shots and hero images images can be tailored to suit your brand's visual identity, ensuring that your customers instantly recognize your products and website, whether they're browsing on social media, your/retailer websites, or a mobile app. These images ensure that your e-commerce presence is structured, consistent, recognisable and easily legible across all platforms (thus reducing bounce rates and scroll-bys, and increasing consumer engagement and brand recognition).


4. Increased Conversion Rates:

Clear, detailed pack shots can boost conversion rates significantly. When customers can see your products up close and from various angles, they gain confidence in their purchase decisions. Additionally, pack shots can effectively convey key messages, promotions, or calls to action, leading to higher click-through rates and conversions.


5. SEO Benefits:

High-quality images, especially pack shots, can also benefit your website's search engine optimization (SEO). When properly optimized with descriptive alt text and file names, these images can improve your website's visibility in image search results, attracting more organic traffic.


6. Social Media Engagement:

In today's era of visual-first social media platforms like Instagram and Pinterest, compelling images are essential for attracting and engaging followers. By incorporating eye-catching pack shots and mobile-ready hero images into your social media marketing strategy, you can enhance your brand's presence and connect with your audience on a more emotional level.


7. Adaptability and Versatility:

Both pack shots and mobile-ready hero images are versatile assets that can be used across various marketing channels. From e-commerce websites to email marketing campaigns, from social media posts to online advertisements, these visuals adapt seamlessly to different formats and platforms, ensuring a cohesive brand presence.


Conclusion:

Pack shots and mobile-ready hero images are indispensable tools for companies seeking to succeed in the digital age. They enhance product presentation, improve user experience, maintain brand consistency, boost conversion rates, offer SEO benefits, and drive social media engagement. By harnessing the power of these visual elements, companies can effectively communicate their brand message and stay ahead of the competition in the dynamic world of online marketing.


Source: chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://www.gs1.org/docs/images/GS1-Mobile-Ready-Hero-Images-Guideline-i2-1-0.pdf

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