(3) Post | Feed | LinkedIn
By Oliver Bradley · February 26, 2025 · Curated by George's Blog
Today we discussed the ENDCAPS 2025 Healthcare PDP finalists, and I wanted to offer my final quick takeaways. Some hard truths (call it "tough love")50% of the 30 finalists' primary images failed one or both accessibility tests of APCA contrast and Cambridge Clarity. They basically are not mobile-ready. They aren't a "LEGIT" GS1 hero image unless they pass accessibility - period.Floating "off-pack text strips" on primary images are "banners" not hero images according to GS1. You may get away with "long strips" for now on Walmart, but I suspect this will end badly as their shopping experience becomes "overwhelmed" by brands uploading "more is more" floating text primary images. Also I've noticed those using long strips are doing so because they are too lazy to declutter and simplify their digital packs removing the redundant small text. This is a big mistake. Less is more. Remember "cognitive load".So banners as primary images, is simply not a sustainable approach in my view. Retailers digital shelves begin to look overwhelmingly messy.Be sensible. Vertical Text is hard to read anyway especially written in CAPS...more on that to come.Onto the cool things I loved. Three Standout things.1. What a huge step forward on VIDEO. VIDEO is the most persuasive, engaging form of digital commerce content if done right. My only advice is don't go longer than 15 seconds on retailer.com as completion rates are poor for long videos. I loved that most finalists had 4 videos. A...Mazing.2. What brilliantly designed A+ for mobile by Mucinex. Honestly, the vast majority still design A+ for desktop, not realising where the majority of traffic and transactions have moved to.3. Some brands were brilliant at understanding "cognitive load" and not attempting more than 4 messages. Lumify was great on this. I have shown one of their supplementary images that doesn't overload the shopper who will flick through the carousel on mobile.4. Many brands realise ALL CAPS IS PAINFULLY SLOW TO READ and no longer do this. They don't SHOUT AT PEOPLE. This is a small thing that improves reading speed by 20% and that really matters. Well done to those who talk respectfully with their text to online shoppers. They will thank you. Use CAPS very sparingly. Well done to all the worthy winners. My thanks to Chris Perry and the firstmovr team for hosting a great event.