75% of the UK’s smartphone or tablet owners use their devices for grocery shopping.

How many of your sales are made via a mobile device? Can shoppers easily find and understand the products they want while browsing the virtual aisles? Are your product images still clear and enticing on a smaller screen?

As an industry we need to ensure that we’re delivering a great shopping experience for everyone, however they shop. But industry standard pack shots do not make for easy browsing on mobile devices. Key product attributes – such as the product size, or even what brand it is – aren’t always clear as they could be.

Nielsen Brandbank can create, host and publish product images designed to make your products easier to browse on mobiles and to improve the mobile shopping experience.

Service options

Given the diversity of FMCG products in terms of function, size and shape, product descriptors and so on, it’s not as simple as creating one best-practice template for the entire market.

That’s why Nielsen Brandbank has developed a flexible mobile ready image service to meet differing customer needs.


If you’ve already developed mobile-ready images in-house or through an alternative creative agency, Nielsen Brandbank can syndicate these to your partners for you.


With Nielsen Brandbank’s design service, we can work with you to create mobile-ready images that convey your products’ most important and unique attributes, and develop consistent guidelines for use across your product ranges.

We’ve developed a design approach inspired by Cambridge University’s best practices and offer the below image styles as a starting point for your products, but we can also work with you to create a new standard that gives your brand maximum impact.

First style – Clean Pack

Enhanced version of a standard pack shot that emphasises key attributes while removing less important info (e.g.: barcode). Based on Cambridge’s S1 image type.

  • Widely accepted on retailer websites
  • Consistent look and feel with standard ecommerce images
  • Makes full use of image slot – no wasted white space

Second style – Lozenge/Stripe

Added panels around the image that call out key attributes. Based on Cambridge’s S4 image type.

  • Panel colours can match brand pantones
  • Mobile optimised without compromising packaging design

Third style – Unit Tile

We add a panel in the bottom right-hand corner of the image. Based on Cambridge’s S2 image type.

  • Panel colours can match brand pantones
  • Allows customers to distinguish between product variants within the same range
  • Discrete and doesn’t detract from packaging design