Cambridge University's INCLUSIVE DESIGN TEAM has however also discovered that in personal care the issue with conventional pack shots as primary images is at its very worst.
The reason is personal care products are often in tall thin aerosols, slim tubes and vertical bottles making it hard to see what’s written on the packaging versus products that are squarer. The consequence is personal care shoppers experience difficulty on all screen sizes with selecting and recognizing essentials like the product type (e.g. is it a body spray, or deodorant or antiperspirant?) and what is the size? (Is it a 150ml, 250ml and then whether it’s a multipack 2 x 150ml.
Example of Dove tube pack shot in tubes below shows the shopper challenge – Cleanser? Moisturiser? Shampoo? Conditioner? (this tube is used for all those formats)
- the answer is cleanser (but you wouldn't know this at a glance or in fast vertical scroll).
Cambridge University's Inclusive Design team has proven its impossible to work format out from this type of primary eCommerce image for the majority of the UK adult population. We need a better solution that works for shoppers on all screen sizes for personal care products.
What text should go off pack vs. stay on pack to help shoppers?
SIZE = definitely. (who wants to read across the entire full product title to find the size? - shoppers definately don't)
FORMAT = absolutely (this is often the top category search keyword - what product type am I looking at?)
Cambridge helped create a simple visual guide as an open standard to help others create primary images that follow inclusive design principles.
Is your product / brand tall or thin? Do different formats share identical bottles tubes? This solution is proven to work to help shoppers find the right size and format they are looking for in fast vertical scroll.
Did Cambridge solve our Dove tube primary image issue? - absolutely see here...