IMAGE GUIDELINES

F O R M A R K E T P L A C E
AGENDA

General image requirements

Lighting & color

Immediate reject

Models & Poses

Apparels

Underwear & Swimwear

Kids

Product

06/2015 Image Sequence & Crop Guidelines 2

GENERAL IMAGE
REQUIREMENTS

Plain/white

background

Product clearly
1100px
displayed as
main focus

Clean and neat

762px 3
PPAREL CLICK REPORT IMAGE

CLICK THROUGH RATE

Report shows that images with plain
and minimalistic background and
good lighting encouraged higher
click rates crucial for sales
conversion

0.65% CTR > + > 0.99% CTR

0.34%

*Images and data comparison is

based on the same brand
LIGHTING

5
GHTING & COLOR REQUIRED STANDARD

Studio lighting is recommended in order for product and model to be presented professionally

Example:
LIGHTING & COLOR REJECT

Poorly lit images do not appeal to customers

Example:

Color tone is over-saturated Strong background color Dull color and lack of light makes Image looks like it is being shot
Looks over-edited and unnatural the overall image unappealing using a mobile phone camera/low
quality camera.
IMMEDIATE REJECTS

8
MAIN IMAGE IMMEDIATE NO NOS

WATERMARKS TWO MODELS SELFIES DISTORTED/ LANDSCAPE

STRETCHED
No watermarks of One model per item No selfies allowed Image must be in
any kind is allowed (unless item is Images must portrait and fits the
reversible, multi-pack, be hi-res and frame dimensions
couples wear not stretched with no white spaces
or around it
compressed
when
uploaded
MAIN IMAGE IMMEDIATE NO NOS

FACELESS MODEL BRIGHT MANNEQUIN SEXUALLY MESSY

BACKGROUND SUGGESTIVE PLACEMENT
Do not crop your Mannequin is IMAGES
models head off Bright colored not allowed for Products must
for the main image, backgrounds and both apparel Images must be neatly
except for walls and products be decent and presented
bottoms (main image) fashionable Must be against
a white
background
Must be front
facing
MAIN IMAGE IMMEDIATE NO NOS

Main Image with scenery background that is NOT acceptable.

Messy and distracting Beach/dirty looking

background
Other people in the Copy paste subject on
objects Depth of field with front
background background object
MODELS & POSES

12
ODELS POSE & EXPRESSION DOs

Image pose and expression should be appropriate and non-distracting.

Example:

Minimal, relax and Easy movement Decent body posture and Candid posture is
Feminine & approachable
masculine non-seductive expression acceptable, but it must be
facial expression
pose/expression fashionable and
approachable
ODELS POSE & EXPRESSION REJECT
Image with pose and expression that is NOT acceptable.
Example:

Seductive poses Slouchy posture Head tilted too Dramatic poses Awkward Dramatic/confused Over-
Unhappy/forceful much Limbs all over kneeling pose expression exaggerated
expression the place poses

Selfie type of Unattractive Dramatic pose Inappropriate

pose pose pose
APPAREL

15
PPAREL REQUIRED STANDARD

This is the required standard for ZALORA catalog. Model and product must be presented in a clean and tidy manner on a light grey background.
Presentation of the main image is very important in order to portray your products the best on main catalog.

1 2 3 4

First image Second image (Back) Third image (Styling) Fourth image (Detail)
(Front)
Apparel is shown clearly in Back of apparel is shown clearly in Suggested styling of the apparel Detail of apparel shown clearly
tidy manner tidy manner in a tidy manner
PPAREL - REQUIRED STANDARD

Image can be cropped to focus on the main apparel that is for sale for bottoms only
Presentation of the main image is very important in order to portray your products the best on main catalog.

1 2 3 4

First image Second image (Back) Third image (Styling) Fourth image (Detail)
(Front)
Apparel is shown clearly in Back of apparel is shown clearly in Suggested styling of the apparel Detail of apparel shown clearly
tidy manner tidy manner in a tidy manner
OST MANNEQUIN/FLAT LAY REQUIRED STANDARD

This is the required standard for non-model shots on ZALORA catalog:

Product must be on white background and well lit Example of ghost mannequin
Garments shape must be tidy and neat shot on flat lay method
which is acceptable
Example:

1 2 3

First image Second image (Back) Third image (Detail)

(Front)
Apparel is shown clearly Back of apparel is shown clearly in Close up of products fabric and
against a white background tidy manner details
Silhouette of the garment is
flattering and well represented
GHOST MANNEQUIN - REJECT

If no suitable model is available, ghost mannequin is the recommended alternative.

Main image presentation is the most important as it is shown on the catalog page.

Untidy Ghost Mannequin On Mannequin/ Hanger Bad placement and Missing/Cropped

Apparel is shot in an untidy
manner
The shape of the garment is
not flattering
Garment is cropped off
messy shape
Visible mannequin and hanger is not Too much gap between the
allowed sleeves
Mannequin should be edited out Untidy sleeves
Too much folds and crinkles
Products should be shown in full
and frontal
Mannequin silhouette should be
straight and tidy
CROPPING DO & DONT

Image cropping should show the main apparel in full.

Example:

Too much negative and Background crop does

Apparel is shown clearly Apparel is cropped off, not Model and garment unwanted space within not fit the full frame
showcasing clearly what the should fill up 60-70% of the frame
product is on main image the full image Product view is being
minimized
UNDERWEAR & SWIMWEAR

21
NGERIE & SWIMWEAR REQUIRED STANDARD

Product should be shot as ghost mannequin or flat lay especially sheer fabric and thongs
Background must be white and clean
Product must be neat and in good shape
Example:

1 2 3

First image Second image (Back) Third image (Detail)

(Front)
Apparel is shown clearly in Back of apparel is shown clearly in Detail of apparel shown clearly
tidy manner tidy manner in a tidy manner
Shape of the product is good
NGERIE & SWIMWEAR REQUIRED STANDARD

Sheer lingerie/Thong image should be shown as ghost mannequin or flat lay only

Example:

1 2 3

First image Second image (Back) Fourth image (Detail)

(Front)
Apparel is shown clearly in a Back of apparel is shown clearly in a Detail of apparel shown clearly in
tidy manner tidy manner a tidy manner
Shape of product is good
GERIE & SWIMWEAR TOP REQUIRED STANDARD

Lingerie top/bra should fit model without showing too much cleavage.
If product is sheer, it should be presented as ghost mannequin or flat lay.

Example:

1 2 3 4

First image Second image (Back) Third image (Styling) Fourth image (Detail)
(Front)
Apparel is shown clearly in a decent and tidy manner Suggested styling of lingerie Detail of apparel shown clearly
in a decent and tidy manner
GERIE & SWIMWEAR BOTTOM REQUIRED STANDARD

Lingerie bottom or bikini bottom can be shot on model if product is not sheer and models pose is simple, closed and decent.
If product is sheer, it should be presented as ghost mannequin or flat lay.

Example:

2 3 4

First image Second image (Back) Third image (Styling) Fourth image (Detail)
(Front)
Apparel is shown clearly in a decent and tidy manner Suggested styling of lingerie Detail of apparel shown clearly
in a decent and tidy manner
NDERWEAR & SWIMWEAR FOR MALE

Male underwear must be shown on ghost mannequin for main image

Product should be presented in a tidy manner on a clean, plain background.

Example:

1 2 3

First image Second image (Back) Third image (Detail)

(Front)
Ghost mannequin front view of Ghost mannequin back view of Close up on product detail
product presented in a decent product presented in a decent
and tidy manner and tidy manner
MAIN IMAGE IMMEDIATE NO NOs

Sexually suggestive Extremely sexy or sheer Messy background with No mannequin allowed
images with strong lingerie on model will be props and decoration
background will be rejected. Please shoot as ghost
rejected mannequin only
KIDS

28
DS APPAREL REQUIRED STANDARD
1 2 3

FLAT LAY (WITHOUT MODEL)

1 2 3 4

WITH MODEL
MAIN IMAGE IMMEDIATE NO NOs
KIDS APPAREL - REJECT

Example:

Busy background Baby sleeping pose Unappealing background Graphic designs on image
Sitting pose Sitting pose
PRODUCT

31
BAGS - REQUIRED STANDARD

Main image of product should be presented in a tidy manner on a white background.

Example:

2 3 4

Front view Back view Side view Detail view

First image should be frontal Second image should show the Third image should show the Fourth image should show the
view of product presented in a back view of product presented side view of product presented detail of product presented in a
tidy manner in a tidy manner in a tidy manner tidy manner
BAGS REJECT

Main image presentation which will be rejected

Example:

Product not shown clearly Product not the main focus in Part of product is cropped Product presented in a messy
image way
HOES REQUIRED STANDARD

Main image of product should be presented in a tidy manner on a white background.

Example:

2 3 4

First image (Side) Second image (Side) Third image (Front & Fourth image (Optional)
Top View)
First image must be 90
degree and facing the right
side
Against clean white
background
SHOES REJECT

Main image presentation and angle of shoes that are NOT acceptable

Example:

Angle too high/low Busy/unattractive Too much negative space Product presented in Gradient, dull looking
background a pair background.
EWELRIES ACCEPT

Main image of product should be presented in a tidy manner on a white background.

Example:

Products main feature Product on a plain white Product on a plain white Product flat lay on a clean
(usually pendent with a simple background presented in a background with gradient plain background
chain) on a plain white neat and tidy manner reflection
background
JEWELRIES REJECT

Main image presentation and equipment used for jewelry placement that are NOT acceptable

Example:

Non white background Foreign object in the image Product on a mannequin Scenery background Distracting background
Product is not in focus
WATCHES REQUIRED STANDARD

Main image of product should be presented in a tidy manner on a white background.

Example of other watches:

Example:

1 2 3

Pocket watch

Front view Close up view Back view

First image should be direct
frontal view of product
presented in a clean and tidy
manner.
Second image should side
view of product presented in a
clean and tidy manner.
Couple watch
Third image should be direct
back view of product
presented in a clean and tidy
manner.
WATCHES REJECT

Presentation and angle of watches that are NOT acceptable

Example:

Back of product Main product look too small Double image in a frame Product cropped and
doesnt fit the frame
UNGLASSES REQUIRED STANDARD

Main image of product should be presented in a tidy manner on a white background.

Example:

1
2 3 OTHER ACCEPTABLE
ANGLE FOR GLASSES:

Top angled view

White Background

Front view Close up view Detail view

First image should be direct Second image should be 45 Third image should be direct
frontal view of product degree angled view of product back view of product
presented in a clean and tidy presented in a clean and tidy presented in a clean and tidy
manner. manner. manner.
SUNGLASSES REJECT

Main image presentation and angle of glasses that are NOT acceptable

Example:

Bad background reflection Product not shown clearly Dark colored background Foreign object on image
on the lens Tag is still on product Pacakaging can be
shwon on the 2nd or 3rd
image
TIPS FOR GREAT IMAGES
Ensure the styling complements the
product
Compose clean and neat visuals
Display your pictures clearly
Preview your shots for over-exposure
Adjust aperture, shutter speed & ISO
speeds accordingly
Take multiple angles

42
IMAGE QUIZ
Case 1
Why?

Main Image is not

full frontal view!

What to change?

Push the 3rd image

to the 1st position
Case 2
Why?

Headless images are strictly not

allowed

What to change?

Update with full view of model

OR

Update with new flat-lay product

shot
Case 3
Clean
White/Light
Grey
Background

Product neatly
displayed
Case 4
Why?

Noisy Background

Background not plain white/light

grey

Unnecessary photo shopped image

of Cap

What to change?

Retake photo with a proper

background

Image to be shown clearly

Case 5:
Why?

The product is not contrasting

against the white background

Affects the appeal of the

product

What to change?

Adjust the lighting/brightness

to make the product stand out
Case 6
Why?

Incorrect image dimensions

Incorrect image layout (Square)

Noisy background

What to change?

Change image to a white background

Resize images to dimensions 762 x 1100

pixels

Crop to make it into portrait layout

Case 7:

Product clearly displayed

Fit to be the main image

Background White and

neat

Colour stands out

Case 8
Why?

Two products featured in one image

Strictly not allowed unless sold in a

set

Not neatly displayed

What to change?

Change image to feature only one

product

Display product clearly and neatly

Case 9
Why?

Poor Lighting

Sitting pose not allowed

Slightly stretched image

What to change?

Adjust brightness and contrast of image

Product to be displayed clearly

Design has to be shown clearly

Case 10
Why?

Logo/Watermarks on image

Mannequin used

Products not neatly displayed

Square layout

What to change?

Take new photos on a white

BUILDING A SUCCESSFUL BRAND

Know and connect to your
customers

Focus on Good Visuals

Create great content

Provide Great Customer Service

54
THANK YOU FOR USING

IMAGE REQUIRED STANDARD & GUIDELINES

F O R M A R K E T P L A C E