PlanToys — PlanToys USA

# Build brief — an original marketing website in the taste of PlanToys

> Reference: https://www.plantoys.com · UIDiscovery: https://uidiscovery.com/sites/plantoys · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/plantoys/full.webp) · [scroll video](https://uidiscovery.com/media/captures/plantoys/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as PlanToys — same structure, rhythm and polish, entirely new identity and content.

## 2. Originality rules
- Build an ORIGINAL design for the user's own brand in the same *taste* as PlanToys: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse PlanToys'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]).
- Reference screenshots are for looking at, not for embedding or tracing.

## 3. The taste, in short
- PlanToys (plantoys.com): Shopping marketing website, light, colorful.
- 10 sections: Hero → Features → Content → Features → Content → Showcase → Footer.
- Spacing: short, dense bands (median section ≈411px).
- Hero headline: 7 words — short and punchy; keep yours under ~9.
- Type: one family (Nunito). Imagery: mostly photography, some typography with little or no imagery.

## 4. Page structure (top to bottom)

### 1. Hero — state what the product is and for whom in one glance, and offer the primary action.
- Layout: headline-led stack: eyebrow → H1 → supporting line → actions, with a visual beside or below. Compact band (384px at 1440), page background; 10 images/icons (a set of cards or a small gallery); 10 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~7 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “New for Spring: Build, Plant & Play”
- [Screenshot](https://uidiscovery.com/media/captures/plantoys/s-01.webp) · imagery: slot 1

### 2. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Half to one screen (411px at 1440), page background; 99 image elements (photo collage/gallery + small graphics); primary + secondary button, 36 links (link lists / navigation).
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “New Arrivals”
- [Screenshot](https://uidiscovery.com/media/captures/plantoys/s-02.webp) · imagery: slot 2

### 3. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Compact band (304px at 1440), page background; 5 images/icons (a set of cards or a small gallery); 10 text links instead of buttons.
- Slots: Section title (~3 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Featured Collections”
- [Screenshot](https://uidiscovery.com/media/captures/plantoys/s-03.webp) · imagery: slot 3

### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (454px at 1440), page background; 131 image elements (photo collage/gallery + small graphics); primary + secondary button, 36 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “5-Star Favorites”
- [Screenshot](https://uidiscovery.com/media/captures/plantoys/s-04.webp) · imagery: slot 4

### 5. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Compact band (334px at 1440), page background; 60 image elements (photo collage/gallery + small graphics); 60 links (link lists / navigation).
- Slots: Section title (~4 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Our World Class Recognition”
- [Screenshot](https://uidiscovery.com/media/captures/plantoys/s-05.webp)

### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (523px at 1440), page background; 1 image/graphic; inline form (2 fields, e.g. email capture), one primary button.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “ㅤ”
- [Screenshot](https://uidiscovery.com/media/captures/plantoys/s-06.webp) · imagery: slot 5

### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (372px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 6 text links instead of buttons.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Shop Toys By Age”
- [Screenshot](https://uidiscovery.com/media/captures/plantoys/s-07.webp) · imagery: slot 6

### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (476px at 1440), page background; 132 image elements (photo collage/gallery + small graphics); primary + secondary button, 37 links (link lists / navigation).
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Award Winning Products”
- [Screenshot](https://uidiscovery.com/media/captures/plantoys/s-08.webp) · imagery: slot 7

### 9. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Compact band (330px at 1440), page background; 5 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Heading (~14 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Unleash Creativity with Sustainable Play to Empower Your Child’s Development.…”
- [Screenshot](https://uidiscovery.com/media/captures/plantoys/s-09.webp) · imagery: slot 8

### 10. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (845px at 1440), page background; 14 images/icons (a set of cards or a small gallery); form with 4 fields, 3 buttons (tabs, toggles or per-card actions), 40 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- Topic (tone/length only — never reuse): “Stay connected with PlanToys!”
- [Screenshot](https://uidiscovery.com/media/captures/plantoys/s-10.webp)

Inner pages also captured (Pricing, Product, About, Sign up, Log in, Blog, Contact, Shop): https://uidiscovery.com/sites/plantoys?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#333333` | body text, headings | 12.6:1 |
| accent | `#0171e5` | primary buttons, links, highlights — sparingly | 4.7:1 |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 12.6:1 |
| muted | `#5b5b5e` | secondary text, borders | 6.8:1 |

Captured palette: `#ffffff` `#0171e5` `#5b5b5e` `#333336` `#075f6d` `#333333`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, cool) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #ffffff;
  --foreground: #333333;
  --accent: #0171e5;
  --surface: #ffffff;
  --muted: #5b5b5e;
  --font-heading: "Nunito", ui-sans-serif, system-ui, sans-serif;
  --font-body: "Nunito", ui-sans-serif, system-ui, sans-serif;
  --radius: 12px; /* calibrate from the screenshot */
}

/* Tailwind v4 — in globals.css after @import "tailwindcss"; */
@theme {
  --color-background: var(--background);
  --color-foreground: var(--foreground);
  --color-accent: var(--accent);
  --color-surface: var(--surface);
  --color-muted: var(--muted);
  --font-heading: var(--font-heading);
  --font-sans: var(--font-body);
}
```

### Typography
- Headings: **Nunito** (Google Fonts) — reference uses Nunito. Free to use — load it directly.
- Body: same family — a single-family system; create contrast with size and weight, not a second face.
- Scale (starting point, sizes weren't measured — calibrate against the 1440px screenshot): display clamp(2.5rem, 5vw, 4.25rem), h2 clamp(1.75rem, 3vw, 2.5rem), h3 1.25rem, body 1rem–1.125rem / 1.6, small 0.875rem. Headings: tight tracking (-0.02em), line-height 1.05–1.15.

### Spacing & rhythm
Sections run ≈411px tall at 1440 (median; range 304–845px, captures cap at 1700px) — short, dense bands. Start with 64–80px vertical padding per section on desktop and about two-thirds of that on mobile. One continuous background — separate sections with space and type, not colour bands. 8px spacing grid, 1200–1280px max content width, 24px (mobile) / 32–48px (desktop) gutters.

### Shape, depth & theme
Confident colour blocks — let full-bleed colour bands and big shapes carry the personality. Read exact corner radius, border and shadow treatment from the screenshots. Light-first; for a dark mode use a near-black (not #000) background, ~90% white text, lift surfaces with lightness not shadow, re-check the accent.

## 6. Imagery plan

Measured from 6 section screenshots: mostly **photography**, some typography with little or no imagery (light, cool, Shopping). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~10 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/plantoys/s-01.webp)
- **Stock** — “product flat lay neutral background”: [Unsplash](https://unsplash.com/s/photos/product-flat-lay-neutral-background?orientation=landscape) · [Pexels](https://www.pexels.com/search/product%20flat%20lay%20neutral%20background/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/product%20flat%20lay%20neutral%20background/?orientation=horizontal)
- **Generate** — `Photograph: product flat lay neutral background. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #0171e5. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 2 · 2. Features → photography
- Photography, seen in the capture (toy, figurine). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/plantoys/s-02.webp)
- **Stock** — “minimal store display”: [Unsplash](https://unsplash.com/s/photos/minimal-store-display?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20store%20display/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20store%20display/?orientation=horizontal)
- **Generate** — `Photograph: minimal store display. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #0171e5. 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.`

### Slot 3 · 3. Features → photography
- Shopping references lean on photography. Count: a set of ~5 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/plantoys/s-03.webp)
- **Stock** — “hands opening package”: [Unsplash](https://unsplash.com/s/photos/hands-opening-package?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20opening%20package/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20opening%20package/?orientation=horizontal)
- **Generate** — `Photograph: hands opening package. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #0171e5. 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.`

### Slot 4 · 4. Content → photography (uncertain)
- Shopping references lean on photography; 131 elements suggests icons/thumbnails mixed in. Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/plantoys/s-04.webp)
- **Stock** — “product flat lay neutral background close up”: [Unsplash](https://unsplash.com/s/photos/product-flat-lay-neutral-background-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/product%20flat%20lay%20neutral%20background%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/product%20flat%20lay%20neutral%20background%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: product flat lay neutral background close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #0171e5. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 5 · 6. Content → photography
- Photography, seen in the capture (art, illustrations). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/plantoys/s-06.webp)
- **Stock** — “hands opening package close up”: [Unsplash](https://unsplash.com/s/photos/hands-opening-package-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/hands%20opening%20package%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/hands%20opening%20package%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: hands opening package close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #0171e5. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 6 · 7. Content → photography
- Photography, seen in the capture (people, child, adult). (measured from the screenshot) Count: a set of ~6 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/plantoys/s-07.webp)
- **Stock** — “product flat lay neutral background wide shot”: [Unsplash](https://unsplash.com/s/photos/product-flat-lay-neutral-background-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/product%20flat%20lay%20neutral%20background%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/product%20flat%20lay%20neutral%20background%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: product flat lay neutral background wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #0171e5. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 7 · 8. Content → photography (uncertain)
- Shopping references lean on photography; 132 elements suggests icons/thumbnails mixed in. Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/plantoys/s-08.webp)
- **Stock** — “minimal store display wide shot”: [Unsplash](https://unsplash.com/s/photos/minimal-store-display-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/minimal%20store%20display%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/minimal%20store%20display%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: minimal store display wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #0171e5. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 8 · 9. Showcase → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~5 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/plantoys/s-09.webp)
- **Stock** — “hands opening package wide shot”: [Unsplash](https://unsplash.com/s/photos/hands-opening-package-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20opening%20package%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20opening%20package%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: hands opening package wide shot. Composition: centred subject with even space around it. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #0171e5. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:10. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

- **No imagery (type-led)** — 5. Features: No imagery needed — type, spacing and colour do the work. If the screenshot shows a background graphic, rebuild it in CSS (gradient, grid, noise) or a short muted video, not a stock photo.
- **Icons** — 10. Footer: Use one open-source icon set at one stroke weight — Lucide, Phosphor or Heroicons (MIT) — tinted with the text or accent token. Social icons: Simple Icons.

### 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, matte clay shapes and a smooth gradient in #0171e5 and #5b5b5e on a #ffffff background. Lighting: soft natural daylight, airy and high-key; cool tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“abstract gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=landscape) (same query works on Pexels/Pixabay)
- **illustration** — generate `Flat vector illustration: product flat lay neutral background, friendly simplified shapes, limited palette of #ffffff, #0171e5 plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“shopping flat illustration” on Unsplash](https://unsplash.com/s/photos/shopping-flat-illustration?orientation=landscape) (same query works on Pexels/Pixabay)

- **Licences:** Unsplash and Pexels images are free for commercial use under their own licences; Pixabay under the Pixabay Content License. Check each image's page before use, credit the photographer when asked (good practice anyway), and skip images showing logos, trademarks, branded products or identifiable people without a release.
- **AI generation:** the prompts work with any image model (GPT Image, Imagen, Flux, Midjourney, Firefly, SDXL…) — check its commercial-use terms. Never put the reference brand's name or “in the style of <brand>” in a prompt.
- **Never** download, trace or re-host the reference's own images, illustrations, product shots or logos.

## 7. Build steps
1. Confirm brand, product, audience and the primary action with the user.
2. Set up the tokens (CSS variables / Tailwind @theme) and load the fonts.
3. Build the sections in order, mobile-first, with each reference screenshot open.
4. Write original copy for every slot — match length and tone, never the words.
5. Source every image via the imagery plan (stock or generated); compress it and record credits.
6. Run the checklist at 390 / 768 / 1440px and fix what fails.

## 8. 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.
- [ ] Performance: modern image formats with width/height set, lazy-load below the fold, ≤ 2 font families with font-display: swap, LCP < 2.5s.
- [ ] prefers-reduced-motion respected; animations under ~300ms and never blocking content.
- [ ] Originality: no copied logos, images, illustrations or copy from the reference; every image licensed or generated; credits recorded.

## 9. If you use Next.js + Tailwind
Paste the @theme block into globals.css, load fonts with next/font/google, make each section a server component in components/sections/, use next/image with explicit sizes, and keep client components for interactive bits only (menus, toggles, accordions).

---
More: tokens https://uidiscovery.com/api/v1/sites/plantoys/tokens · kit https://uidiscovery.com/api/v1/sites/plantoys/kit · MCP `get_design_brief({ slug: "plantoys" })`, `get_image_plan({ slug: "plantoys" })`. Cite the reference as https://uidiscovery.com/sites/plantoys.