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Clari-Fi uses blurring to simulate the challenges of viewing small details on packs and display screens

Clari-Fi helps to evaluate the visual clarity (i.e. perceptibility) of icons, images and text within e-commerce images, display adverts, printed materials, packs, apps and websites. Clari-Fi speeds up the process of designing these graphical features, because it enables the visual clarity of these features to be evaluated on a large screen monitor, and uses blurring to simulate the challenges of viewing these features at their intended size.

Before any new or updated e-commerce images are sent to retailers, Unilever now requires that these images must pass the ‘Clari-Fi’ visual clarity test. This takes less than a minute, and we have used Clari-Fi to test over 30 thousand Unilever product images (in the last 3 years).  ”

- Unilever global e-commerce director
Oct. 2022

The level of blurring that's applied by Clari-Fi is calibrated to survey data that was gathered using a handheld test card, so the design team can be confident that if their graphical features appear 'easy to see' in the blurred version of the image, then the vast majority of their users will find these features 'easy to see' on their mobile devices. Clari-Fi considers people who might have difficulty perceiving graphical features because of visual acuity issues.

Some people may have difficulty perceiving graphical details for other reasons, especially colourblindness.



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Clari-Fi Pro will initially run in a ‘free demo’ mode, which will add watermarks to the images. These watermarks can be removed by entering a licence key.

Prices for individual Clari-Fi Pro licences (+VAT):

  • £163 for a single named user, for 12 months
  • £263 for a single named user, in perpetuity
  • £1000 for 10 named users, for 12 months

Prices for 12 month Clari-Fi Pro site licenses (+VAT):

  • £1,250 for an organisation with less than 50 employees
  • £3,750 for an organisation with 50-250 employees
  • £6,250 for an organisation with 250-10,000 employees
  • £12,500 for an organisation with greater than 10,000 employees

Single user licenses can be purchased from our online store.

For all other licences, please contact:

Each of the above prices covers one assessment function (i.e. e-commerce images, apps & websites, or printed materials).

The Photoshop, PowerPoint and online versions of Clari-Fi Pro all use the same licence key.

Preview licence terms