Packshot Concept

Packshots are used in all printed and digital assets. Specific guidelines for packshot usage apply, depending on the context and intended application.

Types of packshots

Different types of packshots are used depending on the area of use. Specific guidelines determine which packshot should be used depending on the use case.

1. Packshot frontal

The packshot is shown true to real proportions from the front. If available, the carrying handle is shown.

  • Properties: flat, 2D, angle of 0°, shadow angle 120° / size 5px, resolution 600 dpi
  • Use: Product catalog, general use on B2B platforms
  • Tag in DAM: #packshot-frontal
Assortment of healthcare and hygiene products including disinfectants, wipes, incontinence pads, and a thermometer in retail packaging.

2. Packshot angle

The packshot is shown from the front, either at a slight angle or from above.

  • Properties: 3D, top view at an angle of -3,52° / 3,52°, shadow angle 120° / size 5px, resolution 600 dpi
  • Use: Plus communication, campaigns, banner ads, print
  • Tag in DAM: #packshot-angle
Four MoliCare© incontinence products in retail packaging: Pad, Bed Mat, Lady Pants, and Mobile Premium.

3. Mobile Ready Hero Image (MRHI)

The MRHI is a creation based on the original packaging in 1×1 format and is used exclusively for product cards. The design improves the visual clarity of product images when displayed on mobile screens. It makes it easier for users to find the right product and improves the online shopping experience.

  • Properties: 2D, not true to real product proportions, 1:1 representation, light edge on film packaging for reflection, single key benefit only
  • Use: Amazon, HARTMANN Direct
  • Tags in DAM: #mrhi-base, #mrhi-variant, #mrhi-multi
Three MoliCare© incontinence product packages: Pants, Form, and Mobile Multipack (Amazon exclusive).

Features of the MRHI and examples

Overview of healthcare product packaging designs, including incontinence products, wound care items, gloves, and medical devices, with layout guidelines and labeling highlights.

Briefing

  • Square format 2160 × 2160 pixels, eps/psd file, resolution (4k)
  • Enlarge product image and font
  • Increase packcount/ml, size and droplets if available
  • Only one = most important benefit
  • Image is not placed over the entire area; always keep a margin of 80 pixels to the sides

MRHI specifications for biocidal products

For biocidal product packshots, the full biocide disclaimer must always be included, as packshots are considered advertising and therefore require the mandatory statements in accordance with the BPR.
The applicable HWG mandatory text must also be included in full and unchanged for medicinal products advertized in Germany.

Packshot group

Our products are presented not only individually but also as a group in the form of product collages. Pack shots and unpacked products can be combined. The products must be placed in correct proportion to one another.

  • Properties: Top or frontal view at right angle, with shadow
  • Use: Promotional material (print, online), category pages on eCommerce websites (PLP)
  • Tag in DAM: #packshot-group
Collection of healthcare and hygiene products, including disinfectants, soaps, wipes, incontinence bed mats, a blood pressure monitor, and a digital thermometer.

Examples of use

Here are a few examples of how packshots can be used.

Product benefit communication

In addition to the usual product images, the MoliCare© product detail pages on HARTMANN.info also provide information on sustainability and multi-panel branding.

Sustainability

Promotional graphic for MoliCare© Premium MEN Pad highlighting reduced packaging material, recycled outer carton, and environmental benefits, with a plant growing from soil and product pack shown.
An image motif is provided in the Plus for the sustainability benefit. This can be combined with various products. The packshot type “packshot angle” is used.

Properties: Top view at right angle with shadow
Use: Plus communication, campaigns, banner ads, print
Tag in DAM: #product-benefit-sustainability

Multi-panel branding

Packaging example of MoliCare© Premium MEN Pad showing multi-panel branding for horizontal and vertical placement, with highlighted main benefits and a clear information bar.

Thanks to multi-panel branding, the product packaging can be placed horizontally and vertically. The packshot type “packshot frontal” is used.

  • Properties: View from front
  • Use: Molicare efficient shelving
  • Tags in DAM: #product-benefit-package

E-commerce

In the HARTMANN Direct shop, products are presented on product overview pages as Mobile Ready Hero Images on cards. These MRHI images are used to ensure an appealing and consistent shopping experience on all devices. Thanks to the uniform image layout and size, customers can quickly scan the product range and easily compare products at a glance.

For product images (especially for products without packaging), a consistent visual presentation should be maintained to ensure a clean, professional appearance and a harmonious overall appearance:

  • Consistent image size
  • Consistent alignment for unpacked products and products without packaging (e.g., centered, bottom)
  • Consistent shadows and angles
Two e-commerce category pages for incontinence products, showing product listings, filters, prices, and promotional banners for MoliCare© items.

Flyer title design

The front pages of the flyers are created in the Plus design. One or more packshots can be placed before the Plus. The packshot types “packshot single” and “packshotgroup” are used here.
Three promotional posters for wound care products, highlighting scar treatment plasters, superabsorbent dressings, and aloe vera–infused plasters, with lifestyle imagery and product packaging.

For further information, please get in touch

Please email us at branding.support@hartmann.info