Systems and methods for generating, distributing and consuming image filters as described. An image filter publication application receives data from an image filter engine. The data may include, but is not limited to, images, image filters data and image data. The image filter publication generates image filter formats based on image filters data and associations present in image filters data with, but not limited to, images and image data by means of Unique Resource Identifiers (URIs). A client device's programmatic client's image interactivity engine retrieves an image filter format and its associated images and image data. The image interactivity engine processes and presents the image filter format via a graphical user interface (GUI). In response to interactions with an image filter format comprised image, the image interactivity engine may, based on the image filter format, visually emphasize image shapes within the image. The image filter format may include associations (by means of URIs) between image shapes and a source of image data, therefore the image interactivity engine may retrieve and display the associated image data in a GUI in response to interactions with an image shape.