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Topfruit Consumer On-line Experience

Topfruit.com is brought to consumers by Total Produce. So why were we asked to develop this site? Designed and produced by drawinginc, the primary aim was to educate the public on the fresh produce they had purchased and provide new ways of achieving your “5 A Day”. The vast amount of content covers nutrition, recipes, preparation, meal ideas, videos and packaging information. From the outset, we aimed to achieve an eye-catching and easy-to-use website that would grab the user’s attention and entice them to continue reading through the website.

A colour scheme was chosen to give each section a recognizable colour against the neutral background. Hand-drawn illustrations of the fruit and vegetables were featured throughout the website. Distinctive icons and colour were used to break-up the text as the website contained a large amount of information.

The introduction of QR codes to the packaging put Total Produce at the forefront in terms of retail marketing. ‘Smart packs’ contain QR or ‘Quick Response’ codes that allow customers to find out more information about the fruit or vegetables in the pack through video footage on a mobile device.

One of the major appeals of QR codes is that they can be accessed by most smartphones that have cameras. A simple free application can turn a smartphone into a QR-code reader, regardless of whether it uses an iPhone, Android, Symbian or Blackberry operating system.

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