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100Module 15 of 15

Packshot Workflow

Consistent pack photography or 3D renders: lighting, angles, shader basics for e-comm and marketing.

8 minutes
workflow
Next: Compliance & Claims
Lesson Video
Packshot Workflow
Module Content

1) Executive Summary

Most important insights (5–7)
  1. Use the standards as guardrails. GS1 Product Image Specification defines image classes, angle schema (arc/plunge), naming, and metadata—use it for multi‑retailer consistency.
  2. Color management is non‑negotiable. Web deliverables should be tagged sRGB IEC 61966‑2‑1; 3D pipelines should keep scene‑linear working spaces (e.g., ACEScg) with OCIO transforms. [8][9]
  3. Platform rules trump aesthetics. Amazon/Walmart main images: white backgrounds, tight crops, minimum pixels for zoom; renders are often not allowed as main images. [2][3]
  4. Angles that generalize. Pair GS1 front 0° with front‑three‑quarter + modest plunge for hero, plus back‑of‑pack and scale/lifestyle; mirror these with 3D camera rigs.
  5. Gloss needs polarization discipline. Use large soft sources, cross‑polarization (polarizing gels + CPL), and stable white balance to preserve legibility and brand color. [10]
  6. PBR shaders map to reality. Use Disney/Principled BSDF (baseColor, roughness, metallic, clearcoat, sheen; transmission/SSS) and exchange via glTF 2.0 for interoperable 3D assets. [11][13][14]
  7. Regulatory perimeter is tightening. Misleading imagery is actionable (FTC/ASA/UCPD). EU 2024/825 restricts generic environmental claims affecting visuals from 2026. [5][6][15]
Immediate recommended actions (3–5)
  • Standardize a packshot schema (angles, crops, naming) based on GS1; encode as studio presets and 3D camera rigs.
  • Enforce sRGB‑tagged JPEG deliverables for PDP; keep an ACES/OCIO pipeline for 3D/mastering. [8][16]
  • Meet or beat platform pixel minimums (≥1600–2000 px long side) for zoom; add automated image linting. [2][17]
  • Adopt cross‑polarization and standardized white balance with ColorChecker for glossy/metallic packs. [10][18]
  • Flag any render‑as‑main usage on marketplaces (risk of rejection) and disclose 3D where used in marketing. [19]
Key risks & watch‑outs (12–24 months)
  • EU Empowering Consumers directive (2024/825) transposed by 2026; green‑imagery scrutiny rises. [7]
  • Retailer policy drift (e.g., CGI detection) → higher rejection risk for main images. [21]
  • Standards refresh: ISO 3664 (2025) and glTF/appearance ecosystem updates. [22]

2) Definitions & Concepts

  • Packshot. Clean, accurate product image for PDP/marketing.
  • Hero image. Primary image shown first in search/PDP.
  • Arc / Plunge (GS1). Arc = horizontal rotation; plunge = tilt above horizon. Standardized viewpoints.
  • sRGB IEC 61966‑2‑1. Standard web color space. [8]
  • ACES / ACEScg / OCIO. Scene‑linear wide‑gamut color management for CGI. [16]
  • PBR / Disney BSDF. Physically‑based shading model used in modern DCCs. [11]
  • glTF 2.0. Interoperable 3D asset format with PBR (ISO/IEC 12113:2022). [13]
  • Cross‑polarization. Polarized lights + lens CPL at 90° to suppress glare. [10]
Concept map (bullet diagram)
  • Standards layer → GS1 (angles, naming), ISO/ICC (viewing/color), marketplace rules → PDP images. [4][2]
  • Acquisition → Photo (lighting, CPL, ColorChecker) or 3D (Disney BSDF, HDRI, ACEScg). [10][18][11]
  • Color management → ACEScg scene‑linear → OCIO → sRGB web deliverables. [16]
  • Compliance → FTC/ASA/UCPD + EU 2024/825; retailer rejections. [5][6][7]

3) Standards, Regulations, and Governance

Core technical/image standards
  • GS1 Product Image Specification — image classes, angles, naming/metadata, 360/3D fields. [23]
  • ISO 3664:2025 — viewing conditions for evaluation. [4]
  • ICC profiles & sRGB — color encodings; sRGB default for web. [8]
  • ACES / SMPTE ST 2065‑1 — scene‑linear pipelines; use ACEScg. [24][16]
  • glTF 2.0 (ISO/IEC 12113:2022) — PBR interchange. [13][14]
Marketplace rules (selected)
  • Amazon: main image must be a photo on pure white; product ~85% of frame; ≥1000 px (recommend ≥1600 px); renders not allowed for main. [2]
  • Walmart: main image on white/seamless; zoom at 2000×2000 px recommended; JPEG/PNG. [3][17]
Advertising/consumer protection perimeter
  • US (FTC): imagery must be truthful, not misleading. [25]
  • EU (UCPD + 2024/825): stricter rules on generic environmental claims; applies to visuals. [15]
  • UK (ASA/CAP): overall impression test; CGI/retouching can mislead. [6]

4) Evidence Base & Benchmarks

Platform pixel & format baselines
PlatformMain image backgroundMin long sideZoom rec.FormatNotes
AmazonPure white (#FFFFFF)≥1000 px≥1600 pxJPEG/PNG/TIFF/GIF (JPEG preferred), sRGBProduct fills ~85%; photo required for main. [2]
WalmartWhite/seamless500–2000 px2000×2000JPEG/PNGIn‑focus, pro lighting; minimize background. [3][17]
Photography technical baselines
  • Focal length: 50–100 mm (FF equiv.) to limit perspective distortion. [29]
  • Aperture: 2–3 stops down from wide open; avoid extreme stopping down (diffraction). [30][31]
  • Glare control: cross‑polarization on gloss/foil. [10]
  • White balance/profiling: include ColorChecker in session; build profiles as needed. [18]
3D rendering baselines
  • Use Disney/Principled BSDF (baseColor, metallic, roughness, clearcoat, sheen; transmission/SSS). [11][12]
  • Exchange as glTF 2.0 (metal‑rough PBR: baseColor, metallicRoughness, normal, occlusion, emissive). [14]
  • Manage color in ACEScg with OCIO; export display‑referred sRGB renders for PDP. [16]

5) Design & Production Implications

Rules of thumb
  • Angle set: Front 0° hero; Front 3/4 + plunge; Back‑of‑pack; In‑scale; Lifestyle (secondary). Mirror in 3D via camera rigs aligned to GS1 arc/plunge.
  • Lighting: Large, diffused sources; avoid small hot speculars near claims; CPL and cross‑pol for gloss/foil. [10]
  • Color: WB with ColorChecker; deliver tagged sRGB for web; keep master in ACEScg with OCIO. [18][8][16]
  • Resolution: Exceed zoom thresholds (≥2000 px long side) to preserve legibility and reduce returns. [17]
FactorPhotography3D Render
Compliance (Amazon main)✔ Allowed (photo required)✖ Often disallowed as main (ok secondary)
Consistency across variantsHarder (reshoots)Easier (parametric updates)
Gloss/foil controlPolarizers/diffusionShader clearcoat/specular controls
Time‑to‑updateReshoot/retouchRe‑render
Manufacturability flags
  • High‑gloss varnish & foils → unreadable claims without cross‑pol setup. [10]
  • Translucent liquids → controlled back/edge lighting (photo) or physically plausible transmission/volumetrics (3D). [11]
  • Tiny type & seals → ensure ≥1600–2000 px long side; validate zoom on calibrated display (ISO 3664). [4]
  • Perspective skew on cartons → keep sensor plane parallel; prefer longer focal lengths. [29]
Supplier perspective

Provide a shot list mapped to GS1 image classes, angle diagram, background spec, reflective‑risk call‑outs, ColorChecker inclusion, output format (JPEG sRGB), file naming (GTIN‑based), and a rejection matrix tied to retailer rules. [2]

6) Sustainability & Compliance Considerations

  • Green imagery risk: Generic eco visuals may constitute environmental claims—avoid or substantiate; EU 2024/825 tightens rules. [33]
  • Truthfulness of renders: Don’t depict finishes/features not present on the retail pack; disclosure doesn’t cure misrepresentation. [5][6]
  • Logos/seals: Only show certifications you’re licensed to use. [6]

Evidence gap: enforcement examples specific to e‑commerce packshots; compile ASA/FTC cases post‑2024/825 transposition.

7) Workflow & Tooling

A. Checklists
Pre‑shoot / Pre‑render
  • GS1 angle plan & naming approved; GTINs confirmed.
  • Color pipeline set: ColorChecker, monitor calibration, sRGB export; or ACEScg+OCIO for 3D. [18][16]
  • Platform requirements loaded (Amazon/Walmart). [2][3]
On‑set / In‑DCC
  • Soft, even lighting; glare test; CPL/cross‑pol for gloss. [10]
  • Focus/aperture check (avoid diffraction; test at ~f/8–f/11). [30]
  • 3D: Principled material; HDRI + area lights; texture packing per glTF. [11][14]
Post / Delivery
  • Pixels ≥1600–2000 px; JPEG sRGB embedded; file naming per GS1; QA against retailer rules. [17][8][2]
B. Decision trees
  • Photo vs 3D: Marketplace main image needed → Photo; otherwise 3D is fine (disclose if appropriate). [26]
  • Lighting for finish: High gloss/foil → cross‑pol two‑softbox + fill; matte → standard softboxes. [10]
  • Angle coverage: Hero + info → Front 0°, 3/4 + plunge, back‑of‑pack; add in‑scale and lifestyle as needed.
C. Calculator blueprints
  1. Required pixels: width(in) × target PPI (web zoom proxy 150–300) → choose nearest standard (e.g., 2000 px).
  2. Subject distance (approx.): distance ≈ focal length × (frame width / field width); pick 50–100 mm FF equiv. to limit distortion. [29]
  3. Diffraction guardrail: estimate diffraction‑limited f‑number vs pixel pitch; warn when past practical sensor limit. [30]
D. Template specs
  • RFQ: GTIN, SKU, finish notes, dieline PDF (for 3D), GS1 angle set, background, platform list, color targets, deliverables (JPEG sRGB/PNG), file naming pattern.
  • Artwork naming/versioning aligned to angles (e.g., {GTIN}_{imageClass}_{arc}{plunge}_{YYYYMMDD}.jpg).

8) Category‑Specific Guidance

Beauty. Shade fidelity: include calibrated color swatches and on‑skin secondary images; control speculars on metallized packs with polarization. Baymard links image sufficiency to trust/abandonment. [34]
Food & Beverage. Transparent bottles/cans: manage refraction/condensation; avoid implying ingredients/servings not provided; include back‑of‑pack (ingredients/allergens) where policy permits. [15][6]
Household / HBA. Multi‑pack clarity: show count and variants plainly; avoid props in main image per marketplace rules. [2]

9) Case Studies (Problem → Approach → Result)

A) Cosmetics shade line — color mismatch
Problem: High returns citing color mismatch.
Approach: ColorChecker profiling; GS1 angles; in‑scale + on‑skin secondaries; sRGB tagging; ≥2000 px zoom. [18][34]
Result (expected): Improved perceived accuracy; lower returns; better PDP dwell.
B) Marketplace CGI rejection
Problem: Main image flagged as CGI.
Approach: Replace with photographic main; use renders as secondary on brand site; add disclosure where CGI used. [19]
Result (expected): Listing acceptance; consistent visual story across channels.
C) Glossy homecare packs — glare
Problem: High‑gloss labels blown out; claims illegible.
Approach: Cross‑polarization, larger diffusion, controlled key/fill; verify under ISO 3664 viewing. [10][4]
Result (expected): Legible claims; accurate brand color.

10) Common Pitfalls & Red Flags

  1. Using CGI as the Amazon main image → rejection risk. [19]
  2. No sRGB profile embedded → color shifts on web. [8]
  3. Under‑resolution (<1600 px) → poor zoom & credibility loss. [34]
  4. Harsh speculars on gloss/foil → unreadable claims; fix with diffusion/polarizers. [10]
  5. Perspective distortion from short focal lengths → use 50–100 mm FF equiv. and align planes. [29]
  6. Unsubstantiated eco‑visuals → UCPD/2024‑825 risk. [33]
  7. Inconsistent angles across a range → violates GS1 schema; hinders comparison.
  8. No ColorChecker/WB control → session‑to‑session drift. [18]
  9. Missing back‑of‑pack image in info‑heavy categories. [35]
  10. Too small aperture (diffraction) or too wide (field curvature) → test lens sweet spot. [30]
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