Material requirements for different image types

Sales and marketing images

Sales and marketing images refer to product images intended for the sale and marketing of the product.

Requirements for sales and marketing images in the Synkka-service

  • The image is taken from the front of the product with a small plunge angle
  • File size max 40 MB
  • Colour code: RGB
  • File types: TIFF (LZW packed), JPG or PNG
  • The longer side of the image is recommended to be 2401-4800 px for a high-resolution sales and marketing image, but at least 900 px (standard sales and marketing image)
  • The image should be cropped as near the product as possible, and it must have a transparent or white background
  • The image should be named according to the GDSN standard. We suggest you name the images correctly before adding them to the service to lessen your workload.

The product can be pictured with or without packaging. If you are not sure which image would be best, the GDSN Product Data Standard recommends providing two images of the product. Finnish recipients require that one version of the image is always saved, in which the product is pictured in its packaging. Each product may have a maximum of three (3) different views per marketable side. 

Finnish recipients also require that, suppliers mark one sales and marketing image in Synkka as the Primary File. The Primary File is the image that the recipients primarily use, for example, in advertising or online shops. A single product (identified by a GTIN) can have only one Primary File.

In addition, please observe the following instructions:

  • The best before date for the product does not appear in the image.
  • The product shown in the picture is representative: the product is not smeared, dirty or dusty and its packaging is not broken.
  • The surface of the product does not show unnecessary gloss.
  • Adequate lighting has been used.
  • The picture has realistic and neutral shadows and reflections.
  • The colors in the image are rich and balanced and match the PMS colors of the product. If PMS color or rights to it are not available, users should compare the color to the color samples as closely as possible or state the exact RGB values ​​for the colors.
  • The picture is not blurry.
  • The image has not been over sharpened by image processing.
  • The image has not been manipulated (interpolated) to larger pixel dimensions, so that the image has lost detail and sharpness.
  • There is no smudge on the product label (the so-called Moiré Pattern; a phenomenon in which the halftone dots on the label mix with each other and cause uneven gradients and a striped pattern in the image).
  • No signatures or watermarks are shown in the image
  • No alpha channels or other masks have been used in image processing.


Information for sales and marketing images

In relation to sales and marketing images both mandatory and optional information is given. Here you can find the information fields and how to utilize them. 

Mandatory level:

M = mandatory information
O = optional information

FieldExplanationField typeMandatory
Content typeDefines the type of the assetCode listM
File nature / typeDefines the quality of the assetCode listM
Image direction, facingDefines, from what direction the picture is takenCode listM
AngleDefines, the angle of the product in the pictureCode listM
PackagingDefines, if the product is with the packaging or without, or e.g. styledCode listM
Is Primary FileFor every product one sales and marketing image is marked as the Primary File. This button marks the Primary FileButtonM
Language CodeInforms what language is visible in the picture. Is used if many assets are published, that have different languagesCode listO
Sequence NumberDistinguishes different pictures of the same product with a number. Two digits are givenNumericO
File effective start date Specifies the date from which the material is validDateO
Digital asset end date timeSpecifies when the material is no longer valid. If you leave the field blank, the material will remain visibleDateO



Naming sales and marketing images

If the product is stored in the Synkka service, the image file is named according to the standard and the image complies with the material requirements of the Synkka service, the image can be published to the service without additional manual steps. If the file has not been named according to the standard before downloading, the required information must be entered manually in the Synkka service interface.

When a recipient uploads a sales and marketing image from the system, its file name is standard, regardless of the name of the file originally uploaded to the system by the supplier.

Before naming the assets, the front face of the product must be defined. The GDSN product information standard defines the front side as the page on which the manufacturer "sells" the product to the consumer. For example, the product name can be seen on the front. With some product packages, the same surface area offers several possible advantages. These products can be displayed on shelves both vertically and horizontally. If the product package has several possible front sides, the highest side is considered the default front side.

The standard length for the sales and marketing image name without additional information is 19 characters.

Mobile optimized product pictures

Mobile optimized product pictures (MRHI, Mobile Ready Hero Image) mean pictures that are used primarily in web shops, that are edited to serve especially small mobile screens or mobile phone screens. By highlighting key elements on the package, it is easier for the consumer to recognize the picture, although the picture is small, and the products are browsed quickly.

In mobile optimized product pictures 4 important elements are highlighted, that are essential for consumers in deciding on the product to buy:

  1. Brand name
  2. Product name
  3. Variant
  4. Amount, net content or package size

If needed, other key information can be highlighted, for example variety like information, like age group, size, usage times, portion size, sheets of paper etc. 

Requirements for Mobile optimized product pictures in Synkka

  • No tilt or angle product position (recommendation)
  • Color space: RGB
  • File formats: JPG/PNG
  • 600x600 (min), square picture recommended 
  • Minimizing white space, to make the product as large as possible
  • The picture is named according to GDSN-standard

Shelf image

A shelf image is an image that is used to draw store shelf images (planogram) with a drawing program. When there are several shelf images, the drawing program can create a three-dimensional shelf image from them.

Requirements for shelf images in Synkka

  • Shelf images do not have tilt or angle product position
  • Resolution: 72-150 ppi
  • File size recommended about 100 kb
  • Color space: RGB
  • File format: PNG (less than 10 pack level) or JPG
  • Minimizing empty area around the product on a clear or white background. 
  • The picture is named according to GDSN-standard. Correct naming is recommended before adding the file to the system

Packed products are photographed from a maximum of six (6) different sides (facing). The minimum number of depicted sides is three (3): straight from the front, straight above and straight left. If necessary, there must be an additional picture of the inner packaging directly from the front. If the product can be stored on the shelf either vertically or horizontally, it is natural to offer more than three (3) shelf images of it. Such product groups typically include, for example, diapers and cookie packages. Products that are not produced in packages, such as hammers, are shown from three (3) different sides: straight from the front, straight above and straight left.

In addition, please observe the following instructions:

  • The picture shows only one piece of the product in question or one presentation package.
  • There must be no props or other products in the primary image area.
  • The product layout follows the set angle rules.
  • Box-type products are limited to the edges of the product and are presented on a white background.
  • Round and irregularly shaped products are embossed and presented on a transparent background.
  • Round and irregularly shaped products can also be bordered on the edges of the product and presented on a white background.

Additional information images

Additional information images are images that clarify some detail or feature of the product that is essential for the consumer or provide additional information that makes the purchase easier. For example, with mascara, the additional information image can be an enlargement of the brush part, or with clothing, the additional information image is a close-up of the fabric quality.

Additional information images type is PRODUCT IMAGE. 

Kuvan tyyppinä käytetä kahta vaihtoehtoista arvoa:

- Detail/Technology Image

- Content/Texture