Trafalgar Foods - 2021 Half-Year Review

Trafalgar Foods supplies quality food and drink products, working with both suppliers and customers as a professional trade partner. In 2021 the company commissioned a new website, built to work as a hybrid of a brochure and an online shop, so that the range it supplies could be presented clearly and attractively.

A dual-purpose site

The central aim of the project was to showcase products effectively. The design brief called for a bold look that would stand apart from others in the sector, with a vibrant colour scheme tied closely to the company logo and branding so that the whole site feels coherent.

Several features were introduced to support that goal. An owl carousel on the homepage displays the different brands the company works with, giving its partner businesses prominent visibility. Skew elements create an unusual visual treatment when products and their accompanying information are presented. Background graphics, hover effects and page transitions were added throughout to hold the attention of the target audience and improve the overall experience for visitors.

A bolder identity

The redesign set out to turn an ambitious vision into something concrete. Bold graphics are intended to make customers sit up and take notice, rather than drift through the site out of habit. The result is a browsing experience that draws visitors into a fully branded environment.

What changed

A number of new features were added to build the company’s professional profile online. The most obvious change is the bold redesign itself. Background graphic elements, combined with page and hover animations, are used to keep users engaged with the information on screen, with the potential to lift sales and revenue as a result.

Why background graphics matter

Graphics can reinforce the structure, design or informative content of a page while holding a user’s attention. Used as website backgrounds, they can:

• Give depth to pages
• Create a sense of perspective
• Add personality to a site
• Support the branding
• Define contours within the design

The visual approach taken here shows how graphic elements can help communicate information faster and encourage better engagement and responses from visitors, improving their overall experience of the site.