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Clari-Fi

Clari-Fi uses blurring to simulate the challenges of viewing small images on mobile screens

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Worked example

The Clari-Fi assessments are performed by examining an e-commerce image at an enlarged size, and using blurring to simulate the challenges of viewing that image at a small size on a mobile device. The following e-commerce image is now assessed for its visual clarity, focusing whether the critical details will remain visible when the image is presented at 16 x 16 mm, which is typical for a mobile search results page.

As defined in the GS1 MRHI guideline, there are 4 key messages that an e-commerce image should communicate (the 4Ws). These are ‘Who is the brand?’, ‘What is it?’, ‘Which variety is it?’ (e.g. flavour/fragrance), and ‘HoW much of it is there?’. Each of these messages will now be assessed against 3 different Check Levels of visual clarity, which are named Check Level AAA, Check Level AA and Check Level A.

Check Level AAA applies the most severe level of blurring, so details that remain visible at Check Level AAA are extremely easy to see. These details will be visible for most people, even when the image is displayed within a mobile search results page. The 4Ws are first assessed against Check Level AAA. Any of the 4Ws that fail Check Level AAA are then assessed at less stringent Check Levels.

Considering the above image, determining that it’s made by Dove (Who is the brand?) passes Check Level AAA, but everything else fails it. The remainder of the 4Ws are now assessed against Check Level AA.

Check Level AA applies a moderate level of blurring, and represents a minimally acceptable level of visual clarity. Details that pass Check Level AA are reasonably easy to see, and at least 48% of people will probably be able to perceive these details quickly and with certainty, even when the image is displayed within a mobile search results page. See the understand page to find out more about this collaboration to population data.

Considering the above image, determining that it’s a box of soap bars (What is it?) passes Check Level AA, although this is a judgement call that may depend on the familiarity with the brand portfolio. The remainder of the 4Ws are now assessed against Check Level A.

Check Level A applies a small amount of blurring. When the image is displayed within a mobile search results page, details that pass Check Level A will be visible to some degree, but these do not reach the minimally acceptable level of visual clarity for an e-commerce image. Details that fail Check Level A are so small that they are beyond the limit of human vision, when these details are displayed within a mobile search results page.

Considering the above image, determining that it’s the ‘beauty cream’ variant (Which variety is it?) passes Check Level A. Determining that the box contains 4x100g bars (HoW much of it is there?) fails Check Level A.

If you want to find out more about the survey that underpins the population data within this tool, see http://clarifi.inclusivedesigntoolkit.com/survey.

 

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