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# Build brief — an original pricing section in the taste of Fetch Pet Insurance
> Reference: [screenshot](https://uidiscovery.com/media/captures/fetch-pet-insurance/ps-08-05.webp) (2880×1926, 1440px viewport @2x) · UIDiscovery: https://uidiscovery.com/sections/fetch-pet-insurance-p08-05 · source https://www.fetchpet.com
## Goal
Build an original pricing section for **[the user's brand]**. Its job: help the visitor pick a plan with minimal thinking.
## Originality rules
- Never reuse Fetch Pet Insurance's logo, name, product imagery, illustrations, icons, screenshots or copy. Write new copy for the user's product.
- If the user hasn't said what their product is, ask first (or use clearly marked placeholders like [Brand], [Product], [Audience]).
## Layout
- Pattern: plan cards side by side, one highlighted, with a billing toggle if needed. About one full screen (963px at 1440), own light band #faf8f3; 9 images/icons (a set of cards or a small gallery); no interactive controls.
- Content slots: Title + billing toggle; 4 plan cards: name, price, 4–6 features, action; Highlight one recommended plan; Small print (tax, trial).
- Reference headline (tone/length only — never reuse): “Fetch Wellness plans: Essentials, Advantage & Prime”
- Responsive: stack columns below 768px keeping the order heading → body → action → visual; test at 390 / 768 / 1440px.
## Design tokens
- Colour: section background `#faf8f3`, text `#fffdf8` (1.0:1), no chromatic accent (monochrome — invert for the primary button), surface `#2347d7`, muted `#000000`. Keep the mood; swap the accent for the user's brand colour.
- Type: headings **DM Sans**, body **DM Sans**.
- Shape: Radii and shadows weren't measured. Read exact corner radius, border and shadow treatment from the screenshots.
- Full tokens (CSS/Tailwind): https://uidiscovery.com/api/v1/sites/fetch-pet-insurance/tokens?format=tailwind
## Imagery
Best guess: mostly **photography** (dark, cool, Lifestyle). Inferred from element counts, colours and industry — not from the pixels — so open the linked screenshots and match the real style before sourcing anything.
### Slot 1 · Pricing → photography
- Lifestyle references lean on photography. Count: a set of ~9 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/fetch-pet-insurance/ps-08-05.webp)
- **Stock** — “cozy home interior morning light dark”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20dark/?orientation=horizontal)
- **Generate** — `Photograph: cozy home interior morning light. Composition: simple composition with one focal point. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #faf8f3, #fffdf8, #2347d7. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### If the screenshots show a different style
Open the refs first and name what you actually see (photo / product UI / illustration / abstract gradient or 3D / type only). If it differs from the guess, switch routes — UI is built in code, type-only needs no image, otherwise:
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, glossy glass-like shapes and a smooth gradient in #000000 and #2347d7 on a #4c4e4f background. Lighting: low-key, moody directional light with deep shadows; cool tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- **illustration** — generate `Flat vector illustration: cozy home interior morning light, friendly simplified shapes, limited palette of #faf8f3, #fffdf8, #2347d7 plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- **Licences:** check each stock image's licence page (Unsplash/Pexels licences, Pixabay Content License), credit when asked, avoid logos, brands and identifiable people; check your image model's commercial terms; never reuse the reference's own images or logos.
## Acceptance checklist
- [ ] Responsive at 390px, 768px and 1440px — no horizontal scroll, tap targets ≥ 44px on mobile.
- [ ] Colour contrast WCAG AA: 4.5:1 body text, 3:1 large text and UI; visible focus states; full keyboard navigation.
- [ ] Semantic HTML: one <h1>, ordered headings, landmarks (header/nav/main/footer), labelled form fields, alt text on meaningful images.
- [ ] Originality: no copied logos, images, illustrations or copy from the reference; every image licensed or generated; credits recorded.
If you use Next.js + Tailwind: one server component for the section, next/image with explicit sizes, next/font for type, Tailwind v4 @theme tokens from the link above.
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Whole-site brief: https://uidiscovery.com/api/v1/brief?slug=fetch-pet-insurance · MCP `get_design_brief({ id: "fetch-pet-insurance-p08-05" })`, `get_image_plan({ id: "fetch-pet-insurance-p08-05" })`. Cite the reference as https://uidiscovery.com/sections/fetch-pet-insurance-p08-05.
