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@@ -6,50 +6,66 @@ license: Complete terms in LICENSE.txt
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# Frontend Design
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-Approach this as the design lead at a small studio known for giving every client a visual identity that could not be mistaken for anyone else's. This client has already rejected proposals that felt templated, and is paying for a distinctive point of view: make deliberate, opinionated choices about palette, typography, and layout that are specific to this brief, and take one real aesthetic risk you can justify.
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+Approach this as the design lead at a design studio known for giving every client a distinct visual identity that is not mistaken for anyone else's. This client has already rejected proposals that felt cliché or templated, and is paying for a distinctive point of view: make deliberate, opinionated choices about palette, typography, and layout that are specific to this brief, and take aesthetic risk if justified.
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-## Ground it in the subject
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+## Ground your designs in the subject matter
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-If the brief does not pin down what the product or subject is, pin it yourself before designing: name one concrete subject, its audience, and the page's single job, and state your choice. If there's any information in your memory about the human's preferences, context about what they're building, or designs you've made before – use that as a hint. The subject's own world, its materials, instruments, artifacts, and vernacular, is where distinctive choices come from. Build with the brief's real content and subject matter throughout.
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+If the brief does not identify what the product or subject matter is, identify it yourself before designing, and confirm with the client. You can come up with one concrete subject, the design's audience, and the design's primary job, as a proposal. If there's any information in your memory about the client's preferences or context about what they're building, use that as a hint. The subject's industry, subject matter, materials, and vernacular are where distinctive visual choices come from — a design for a toy for girls aged 8–11 will be very aesthetically different from a dashboard for financial analysts. Build with the brief's real content and subject matter throughout.
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## Design principles
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-For web designs, the hero is a thesis. Open with the most characteristic thing in the subject's world, in whatever form makes sense for it: a headline, an image, an animation, a live demo, an interactive moment. Be deliberate with your choice: a big number with a small label, supporting stats, and a gradient accent is the template answer, only use if that's truly the best option.
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+For web designs, the hero is the first thing viewers will see. Open with the most characteristic thing in the subject's world, in the form that is most appropriate: a headline, an image, an animation, a live demo, an interactive moment, or other treatments. Be deliberate with your choice: a big number with a small label, supporting stats, and a gradient accent is the default treatment, so only use it if that's truly the best option.
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-Typography carries the personality of the page. Pair the display and body faces deliberately, not the same families you would reach for on any other project, and set a clear type scale with intentional weights, widths, and spacing. Make the type treatment itself a memorable part of the design, not a neutral delivery vehicle for the content.
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+Typography carries the personality of the page. You don't need a different typeface for display or headline text and body content: use one family or two, and if two, make them clearly distinct.
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-Structure is information. Structural devices, numbering, eyebrows, dividers, labels, should encode something true about the content, not decorate it. Many generic designs use numbered markers (01 / 02 / 03), but that's only appropriate if the content actually is a sequence - like a real process or a typed timeline where order carries information the reader needs. Question if choices like numbered markers actually make sense before incorporating them.
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+Choose your typefaces deliberately, not the default families you would reach for on any other project, and set a clear type scale following the default guidance of The Elements of Typographic Style with intentional weights, widths, and spacing. When type is used as a headline or visual element, use the type treatment itself as an active part of the design, not a neutral delivery vehicle for the content.
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-Leverage motion deliberately. Think about where and if animation can serve the subject: a page-load sequence, a scroll-triggered reveal, hover micro-interactions, ambient atmosphere. An orchestrated moment usually lands harder than scattered effects; choose what the direction calls for. However, sometimes less is more, and extra animation contributes to the feeling that the design is AI-generated.
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+Default to line lengths of less than 80 characters. Serif typefaces can have slightly longer line lengths; give serif body text slightly more line-height than a sans-serif.
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-Match complexity to the vision. Maximalist directions need elaborate execution; minimal directions need precision in spacing, type, and detail. Elegance is executing the chosen vision well.
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+Avoid these default typographic treatments; they are the commonest tells of a generated page:
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+- Accenting just a single word or phrase in a headline, like putting one word in italic/bold or a different color.
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+- Using all caps for labels.
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+- Adding unnecessary typographic labels above content.
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-Consider written content carefully. Often a design brief may not contain real content, and it's up to you to come up with copy. Copy can make a design feel as templated as the design itself. See the below section on writing for more guidance.
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+Visual structure is information. Structural devices like outlines, borders, numbering, eyebrows, dividers, labels, etc., encode useful information about the content rather than decorate it. Many generic designs use numbered markers (01 / 02 / 03), but that's only appropriate if the content actually is a sequence — like a stepped process or a timeline. Before adding numbered markers, check the content really is a sequence.
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-## Process: brainstorm, explore, plan, critique, build, critique again
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+Use non-user-triggered motion sparingly and deliberately, only to draw attention. A single orchestrated moment — one page-load sequence or one reveal — lands better than scattered effects; fade-and-slide-up entrances on each section and hover transitions on every card are the generic default and read as AI-generated. Motion that answers a person's action (opening, expanding, confirming) is welcome when it shows what changed.
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-For calibration: AI-generated design right now clusters around three looks: (1) a warm cream background (near #F4F1EA) with a high-contrast serif display and a terracotta accent; (2) a near-black background with a single bright acid-green or vermilion accent; (3) a broadsheet-style layout with hairline rules, zero border-radius, and dense newspaper-like columns. All three are legitimate for some briefs, but they are defaults rather than choices, and they appear regardless of subject. Where the brief pins down a visual direction, follow it exactly — the brief's own words always win, including when it asks for one of these looks. Where it leaves an axis free, don't spend that freedom on one of these defaults. Just like a human designer who's hired, there's often a careful balance between doing what you're good at and taking each project as a chance to experiment and learn.
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+Consider written content carefully. Often a design brief may not contain real content, and it's up to you to come up with copy and placeholder content. Copy can make a design feel as templated as the design itself. See the below section on writing for more guidance.
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-Work in two passes. First, brainstorm a short design plan based on the human's design brief: create a compact token system with color, type, layout, and signature. Color: describe the palette as 4–6 named hex values. Type: the typefaces for 2+ roles (a characterful display face that's used with restraint, a complementary body face, and a utility face for captions or data if needed). Layout: a layout concept, using one-sentence prose descriptions and ASCII wireframes to ideate and compare. Signature: the single unique element this page will be remembered by that embodies the brief in an appropriate way.
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+## Process: plan, review against the brief, build, critique
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-Then review that plan against the brief before building: if any part of it reads like the generic default you would produce for any similar page (work through a similar prompt to see if you arrive somewhere similar) rather than a choice made for this specific brief — revise that part, say what you changed and why. Only after you've confirmed the relative uniqueness of your design plan should you start to write the code, following the revised plan exactly and deriving every color and type decision from it.
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+For calibration, AI-generated design right now clusters around some traits:
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+1. a warm cream background (near #F4F1EA) with a high-contrast serif display and a terracotta or warm-clay accent (often near #D97757 — Anthropic's own Claude-interaction accent, so on a user's brief it reads as a tell);
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+2. a near-black background with a single bright acid-green or vermilion accent;
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+3. a broadsheet-style layout with hairline rules, zero border-radius, and dense newspaper-like columns;
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+4. the SaaS-card kit: content chopped into identical rounded cards, one border-radius on everything regardless of hierarchy, the same soft grey shadow (rgba(0,0,0,.1)) under each, and gradient washes as decoration;
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+5. template chrome that appears whatever the subject: a tracked-out ALL-CAPS eyebrow label above every heading; meta strings joined with middle dots ('A · B · C'); labels built as 'WORD — fragment' with a spaced em dash; tinted near-black (#0B0B0B, #111) standing in for black; a monospace face for small data labels; a '→' appended to link and button text.
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-When writing the code, be careful of structuring your CSS selector specificities. It's easy to generate CSS classes that cancel each other out (especially with a type-based selector like .section and a element-based selector like .cta). This can happen often with paddings/margins between sections.
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+All traits are legitimate for some briefs, but they are defaults rather than choices, and they appear regardless of subject. Where the brief pins down a visual direction, follow it exactly — the brief's own words always win, including when it asks for one of these looks. Where it leaves an axis free, don't spend that freedom on one of these defaults. As with a hired human designer, there's often a careful balance between doing what you're good at and taking each project as a chance to experiment and learn.
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-Try to do a lot of this planning and iteration in your thinking, and only show ideas to the user when you have higher confidence it'll delight them.
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+Work in two passes. First, brainstorm a short design plan based on the client's design brief: create a compact token system with color, type, layout, and principles.
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+- Color: describe the core base palette as 4–6 named hex values.
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+- Type: the typefaces and their roles.
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+- Layout: a layout concept, using one-sentence prose descriptions and ASCII wireframes to ideate and compare. Include alignment guidance; should the content be left aligned, center aligned, justified?
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+- Principles: the high-level guidance for what makes this page unique.
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+
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+Then review that plan against the brief before building: if any part of it reads like the generic default you would produce for any similar page (work through a similar prompt to see if you arrive somewhere similar) rather than a choice made for this specific brief — revise that part, say what you changed and why. Only after you've confirmed the relative uniqueness of your design plan should you start to write the code, following the revised plan.
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+
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+When writing the code, be careful of structuring your CSS selector specificities. It's easy to generate CSS classes that cancel each other out (especially with a type-based selector like .section and an element-based selector like .cta). This can happen often with padding/margin between sections.
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## Restraint and self-critique
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-Spend your boldness in one place. Let the signature element be the one memorable thing, keep everything around it quiet and disciplined, and cut any decoration that does not serve the brief. Not taking a risk can be a risk itself! Build to a quality floor without announcing it: responsive down to mobile, visible keyboard focus, reduced motion respected. Critique your own work as you build, taking screenshots if your environment supports it – a picture is worth 1000 tokens. Consider Chanel's advice: before leaving the house, take a look in the mirror and remove one accessory. Human creators have memory and always try to do something new, so if you have a space to quickly jot down notes about what you've tried, it can help you in future passes.
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+Spend your boldness in one place. Let one element be the memorable thing, keep everything around it quiet and disciplined, and cut any decoration that does not serve the brief. Build to a quality floor without announcing it: responsive down to mobile, visible keyboard focus, reduced motion respected, visually accessible, harmonious color palettes. Critique your own work as you build, taking screenshots to review if your environment supports it — a picture is worth 1000 tokens. Consider Chanel's advice: before leaving the house, take a look in the mirror and remove one accessory. Human creatives have memory and always try to do something new, so if you have a space to quickly jot down notes about what you've tried, it can help you in future passes.
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## More on writing in design
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-Words appear in a design for one reason: to make it easier to understand, and therefore easier to use. They are design material, not decoration. Bring the same intentionality to copy that you would bring to spacing and color. Before writing anything, ask what the design needs to say, and how it can best be said to help the person navigate the experience.
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+Words appear in a design for one reason: to make it easier to understand and use. They are design content, not decoration. Bring the same intentionality and minimalism to copywriting that you would bring to spacing and color. Before writing anything, ask what the design needs to say, and how it can best be said to help the person navigate the experience.
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-Write from the end user's side of the screen. Name things by what people control and recognize, never by how the system is built. A person manages notifications, not webhook config. Describe what something does in plain terms rather than selling it. Being specific is always better than being clever.
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+Write from the end user's perspective. Name things by what users will understand in simple language, not by how the system is built. A user manages notifications, not webhook config. Describe what something is or does in plain terms rather than selling it. Being specific and legible to new users is always better than being clever.
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-Use active voice as default. A control should say exactly what happens when it's used: "Save changes," not "Submit." An action keeps the same name through the whole flow, so the button that says "Publish" produces a toast that says "Published." The vocabulary of an interface is the signposting for someone navigating the product. Cohesion and consistency are how people learn their way around.
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+Use active voice as default. A CTA says exactly what happens when it is used: "Save changes," not "Submit." An action keeps the same name through the whole flow, so the button that says "Publish" produces a toast that says "Published." The vocabulary of an interface is the signposting for someone navigating the product. Cohesion and consistency are how people learn their way around.
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Treat failure and emptiness as moments for direction, not mood. Explain what went wrong and how to fix it, in the interface's voice rather than a person's. Errors don't apologize, and they are never vague about what happened. An empty screen is an invitation to act.
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-Keep the register conversational and tuned: plain verbs, sentence case, no filler, with tone matched to the brand and the audience. Let each element do exactly one job. A label labels, an example demonstrates, and nothing quietly does double duty.
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+Keep the tone conversational: plain verbs, sentence case, no filler, with tone matched to the brand and the audience. Let each written element do exactly one job.
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Barron Webster