Programmatic image interactivity engine retrieves an image filter format and its associated images and image data. Image interactivity engine processes and presents the image filter format via a graphical user interface (GUI). User interactions with an image filter format comprised image, image interactivity engine may cause, based on the image filter format, visually emphasized and deemphasized included and excluded image shapes within the image. The image filter format may include associations (by means of URIs) between image shapes and image data sources to retrieve and display the associated image data in a GUI in response to interactions with an image shape.