Technical guidelines Product image specifications & the exchange of digital assets

The global language of business Technical guidelines Product image specifications & the exchange of digital assets August 2015 August 2015

Table of contents 1 Introduction... 3 1.1 Context... 3 1.2 Goal of the document... 3 2 Technical specifications for product images... 3 2.1 General recommendation... 3 2.2 Specifications... 4 2.3 Determining the front face... 9 3 Guidelines for product image Color and Quality... 9 4 Product image file naming... 10 5 Manuals, certificates & other documents... 13 6 Communication of digital assets... 14 6.1 Scenario I.1: CDB users + own server/database... 14 6.2 Scenario I.2: CDB users + no own server/database... 15 6.3 Scenario II.1: Other Data Pool user + own server/database... 15 6.4 Scenario II.2: Other Data Pool user + no own server/database... 16 7 Contact... 16 GS1 Belgium & Luxembourg Image guidelines and digital assets exchange aug 2015 2

1 Introduction 1.1 Context Today, images and other digital assets are often exchanged in an uncoordinated and artisan way via e-mail, USB-stick or even CD/DVD. In this context, the need for standardization becomes very clear. Moreover, suppliers often have to adapt their product images to satisfy the needs and requirements of different trade partners. Common guidelines and standards about these technical product image specifications have become an absolute necessity as well. 1.2 Goal of the document The goal of this document is to provide the GS1 standards about how digital assets can be communicated as well as to determine the technical specifications for product images. The term digital asset comprises any type of asset (product image, manual, recipe, video, safety data sheet, certificate, etc.) that can be linked to a product and that s important to be exchanged between trading partners. The term product image comprises a photograph or diagram of a product/good being offered for sale. These guidelines are based on the Global GS1 Product Image Specification Guidelines, the GS1 global reference for product image exchange between trading partners. In addition, the guidelines created by GS1 France and GS1 Netherlands were taken into account during the creation of the GS1 Belgilux image guidelines and cover the following topics: Technical specifications for product images Guidelines for color and quality Product image file naming Communication of digital assets 2 Technical specifications for product images 2.1 General recommendation We recommend that all images supplied must comply with the guidelines set out in this document. 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 standards in these guidelines. In these cases, where there are exceptions to the guidelines, or in case of doubt, the supplier should consult with the retailer. GS1 Belgium & Luxembourg Image guidelines and digital assets exchange aug 2015 3

2.2 Specifications Features Definition Recommendation File format The file format is a specific structure of data code stored as a computer file. A file format tells the computer how to display, print, process and save the data. Conventionally, the extension is separated by a period from the name and contains three or four letters that identify the format. TIFF PNG (JPG if above not possible) Some file formats are proprietary and can only be opened with the developer s software. Others are universal and recognized by most programs. The recommended file formats are: TIF / TIFF Advantage: can be edited by most of the image editing softwares, no loss of image detail when a save is made Disadvantage: file size is generally quite big PNG Advantage: supports full transparency, completely without loss of image detail upon saving Disadvantage: no support for animation JPG / JPEG Advantage: high picture quality when small degree of compression, can be edited by most of the image editing software and can be read by all browsers Disadvantage: every next step of image compression degrades its quality, format does not support transparency GS1 Belgium & Luxembourg Image guidelines and digital assets exchange aug 2015 4

Views The views are the number of photos necessary to comply with the minimum sets of this guideline. The views differ based on the angle of the picture. Planogram Omni channel * Example packaged 2 * Packaged: Product in its packaging Always 6 views straight on (0 angle). 1. Left 2. Top 3. Front 4. Bottom 5. Right 6. Back 1 3 5 44 6 * Example not packaged 1. Left * Not packaged: Product out of its packaging At least 3 views straight on (0 angle). 1. Left 2. Top 3. Front 2. Top GS1 Belgium & Luxembourg Image guidelines and digital assets exchange aug 2015 5

Features Definition Recommendation 3. Front * Example Marketing image Marketing image Image used for promotional purposes (e.g. packshot on website) At least a 15 front-left view. Example: Background & cropping Image for contour products must appear with a transparent background. Images for contour and non-contour products must also be cropped to product s edge. Transparent background and cropped edges Background colored Background transparent Background white GS1 Belgium & Luxembourg Image guidelines and digital assets exchange aug 2015 6

Features Definition Recommendation Dimensions Standard * Min. 900px * Max. 2400px High resolution * Min. 2401px * Max. 4800px 1:1 aspect ratio Border / margins 2,5% of smallest side For example, if your picture size is 300mm x 350mm, the size of the border/margin must be 7,5mm (2,5% of 300mm) Resolution The resolution refers to the sharpness and clarity of an image. The resolution indicates the number of dots per inch. Its value is expressed in dpi. The more dpi an image contains, the better the resolution is. 300 dpi Color mode The RGB color model is a model that uses three primary colors such as red, green and blue in order to create a broad array of colors. RGB Compression An image is compressed when its size is minimized. There are techniques which are destructive and degrade the quality of the image. Other compression algorithms can create compressed files without quality loss. LZW (non-destructive) File name construction GTIN Based File Name construction (see table further in guidelines) GS1 Global file naming parameters (GTIN Based File Name construction) GS1 Belgium & Luxembourg Image guidelines and digital assets exchange aug 2015 7

Features Definition Recommendation Clipping path A clipping path is used to separate the object from its background, so that a silhouette of the product can be provided. The result is a collection of vectorized points placed over a picture. Must contain 1 active clipping path named Path 1 Visual specifications No bubbles, fingerprints or Newton rings from scans No transfer functions or postscript color management No signature, «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 minimized Barcode Specific barcode (e.g. with price indication), if present => erase Price, dates, variable weight If present => erase Absence of text, logo, pictogram or watermark visible on image, except for the product itself, its label or packaging GS1 Belgium & Luxembourg Image guidelines and digital assets exchange aug 2015 8

2.3 Determining the front face The front facing of the products is determined by the GS1 package Measurement Rules (see http://www.gs1.org/sites/default/files/docs/gdsn/gdsn_package_measurement_rules.pdf). 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. Some product packages have more than one possible front with the same surface area. These products can be presented both vertically and horizontally on the shelves. If a product package has more than one possible front, the highest side is considered to be the Default Front. 3 Guidelines for product image Color and Quality The following recommendations are based on the GS1 Global Office agreements 1. No color casts; Color should be as rich, vibrant and eye-catching as possible; Color 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); Color should be matched to product PMS colors (list to be provided by designer). If PMS color is not available or if color is proprietary, users must either match as closely as possible to color 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. 1 http://www.gs1us.org/desktopmodules/bring2mind/dmx/download.aspx?command=core_download&entryid=572&portal Id=0&TabId=785 GS1 Belgium & Luxembourg Image guidelines and digital assets exchange aug 2015 9

4 Product image file naming The file name of the image should be based on the 14-digit GTIN of the item being photographed. The remaining characters should indicate the various views. In case only a GTIN-13, a UPC-12 or a GTIN-8 are available, leading 0 must be entered in order to obtain a 14-digit GTIN. This naming convention is based on the international GS1 Product Image Specification Guidelines (see section 4.10). Minimum requirements: Position in the file name Symbol View Explanation 1-14 GTIN GS1 article number 14 characters 14 characters - use leading zero(es) in case of EAN-8, EAN-13 codes 15 _ Underscore spacer 16 A Still shot of the product, single GTIN Nature/type of the file. C Z 17 1 2 3 7 8 9 Still shot of the product, single GTIN (high resolution) Undetermined Front Left Top Back Right Bottom Facing indicator Indicates which face of the product is represented Front Left Top Back Right Bottom 18 C L R N Centre Left Right No Plunge Angle identifier Indicates the angle by which the picture has been taken relative to the face being represented. Left Centre No Plunge Right GS1 Belgium & Luxembourg Image guidelines and digital assets exchange aug 2015 10

19 1 0 A B C D E F G H J K L M In packaging Out of packaging Case Innerpack Raw/uncooked Prepared Plated Styled Staged Held Worn Used Family Open Case Description of the content Numbers 0-1 indicate if the product is in or out its packaging 1= In packaging 0= Out of packaging Letters E-M are valid only for pictures with additional elements in the environment. Examples: D = Prepared G = Staged L = Family M = Open Case GS1 Belgium & Luxembourg Image guidelines and digital assets exchange aug 2015 11

! The following characters are optional additions to be used if the product being imaged requires them in the order in which they should appear. Position in the file name Symbol View Explanation 20 _ Underscore spacer Underscore spacer to separate optional identifiers 21-22 aa 2 character alpha Language indicator ISO639 format - Example syntax for populating a country variation of a Language Code attribute: aa or optionally aa-bb where aa = ISO 639 code list, must be lower case, where BB = ISO 3166-1 Country Code, 2 Alpha character representation, must be upper case (to be used only if multiple faces of dissimilar languages occur) Examples: (GTIN)_A1L1_fr (GTIN)_A1L1_en 21-26 MMYY 4 character numeric Image end date/promotional MMYY that image is valid until (i.e. if good until 1206 (Dec 2006) then to be removed after 1 January 2007). Examples: (GTIN)_A1L1_0109 GS1 Belgium & Luxembourg Image guidelines and digital assets exchange aug 2015 12

Position in the file name Symbol View Explanation 21-29 snn 3 character alphanumeric Sequence Number Lowercase s followed by numeric digits for Sequence number will be added at the end of file name with the following format: underscore, lowercase s and then two mandatory numeric characters xxxx_snn General example of file naming: 5 Manuals, certificates & other documents All additional documents such as product manuals, recipes, certificates, Safety Data sheets, etc. should be provided in a PDF format. GS1 Belgium & Luxembourg Image guidelines and digital assets exchange aug 2015 13

6 Communication of digital assets This section aims at providing information how the digital assets should be communicated. It s the intention of GS1 Belgilux to deliver as much as possible one standardized way to communicate data and to link all information to the unique identification of the product (via the GTIN). As a consequence, GDSN should be used to link the digital assets to the products. For the communication of the digital assets through GDSN, GS1 Belgilux has identified a couple of business cases/scenarios. These scenarios are based on the following questions: Determine whether the company is using a GDSN data pool and if so which one? Does the supplier have an online location/database to store the digital assets? 6.1 Scenario I.1: CDB users + own server/database If the supplier is using the Central Data Bank, but has digital assets stored on an own server/database, he can make a reference to the digital assets by mentioning the URL (internet location) of the assets in the CDB product sheet of the product. The following GDSN attributes should be used in the trade item external extension: Type of Information: This is a code list to indicate which type of digital asset is being communicated. Only the following codes are currently accepted: PRODUCT_IMAGE PRODUCT_LABEL_IMAGE LOGO MSDS SHEET DOCUMENT VIDEO WARRANTY_INFORMATION WEBSITE GS1 Belgium & Luxembourg Image guidelines and digital assets exchange aug 2015 14

File name: This is the name of the digital asset. In case of images the naming convention described in this document should be followed (e.g. 05410000111111_A1C1). File Format Name: This is the format of the digital asset. For all images the format should be TIFF, for the other documents, the format should be PDF. Uniform Resource Identifier: This is the URL where the digital asset can be downloaded. The supplier needs to make sure this location is accessible by the retailer. 6.2 Scenario I.2: CDB users + no own server/database In case the CDB supplier doesn t have an own location on the internet where the digital assets can be stored, he can sign up for the digital asset management (DAM) solution of GS1 Belgilux. In this case the supplier will have the option to add assets to their product records in the CDB: To manage digital assets via the CDB webui please consult this manual. 6.3 Scenario II.1: Other Data Pool user + own server/database In case the supplier is using another GDSN data pool, and has digital assets stored on an own server/database, he can make a reference to the digital assets by mentioning the URL (internet location) of the assets in the GDSN product sheet of the product. Please see scenario I.1 for more information about which GDSN fields need to be used in the external information extension. GS1 Belgium & Luxembourg Image guidelines and digital assets exchange aug 2015 15

6.4 Scenario II.2: Other Data Pool user + no own server/database In case the supplier is using another GDSN data pool, but has no own location to store the digital assets, the supplier can also sign up for the Digital Assets Management solution of 1Worldsync. In this case they can upload their digital assets via a machine to machine connection on the server of 1Worldsync and they will receive a URL that they can enter in their GDSN product sheet. 7 Contact If you have questions regarding these guidelines, please contact the GS1 Belgium & Luxembourg Data Team via data@gs1belu.org. GS1 Belgium & Luxembourg Image guidelines and digital assets exchange aug 2015 16

Helpdesks? Koningstraat 76 Bus1 Barcodes: barcodes.support@gs1belu.org Rue Royale 76 Boite 1 EDI: ecom.support@gs1belu.org 1000 Brussel Bruxelles Data : data@gs1belu.org T +32 (0) 2 229 18 80 Data Quality : quality@gs1belu.org info@gs1belu.org Coupon Data Pool: coupondatapool@gs1belu.org GS1 Belgium & Luxembourg Image guidelines and digital assets exchange aug 2015 17 More information on www.gs1belu.org