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# Build brief — an original marketing website in the taste of Beauty of Joseon
> Reference: https://beautyofjoseon.com · UIDiscovery: https://uidiscovery.com/sites/beauty-of-joseon · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/beauty-of-joseon/full.webp) · [scroll video](https://uidiscovery.com/media/captures/beauty-of-joseon/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Beauty of Joseon — 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 Beauty of Joseon: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Beauty of Joseon'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
- Beauty of Joseon (beautyofjoseon.com): Fashion & Beauty marketing website, light.
- 7 sections: Hero → Features → Showcase → Content → Footer.
- Spacing: about a screen per idea (median section ≈595px).
- Hero headline: 3 words — short and punchy; keep yours under ~9.
- Type: one family (Inter). 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. Half to one screen (675px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~3 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Pore Firming Serum”
- [Screenshot](https://uidiscovery.com/media/captures/beauty-of-joseon/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 (578px at 1440), page background; 16 image elements (photo collage/gallery + small graphics); inline form (2 fields, e.g. email capture), 12 links (link lists / navigation).
- Slots: Section title (~3 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Best Sellers”
- [Screenshot](https://uidiscovery.com/media/captures/beauty-of-joseon/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 (270px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Section title (~7 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Experience the new standard of tinted SPF”
- [Screenshot](https://uidiscovery.com/media/captures/beauty-of-joseon/s-03.webp) · imagery: slot 3
### 4. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. About one full screen (802px at 1440), page background; 14 images/icons (a set of cards or a small gallery); 3 buttons (tabs, toggles or per-card actions), 15 links (link lists / navigation).
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Find Your Tinted Mineral Dayscreen Shade”
- [Screenshot](https://uidiscovery.com/media/captures/beauty-of-joseon/s-04.webp)
### 5. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Half to one screen (595px at 1440), page background; 7 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Heading (~3 words, like the reference); Body copy; Supporting visual (see image plan); Text link action.
- Topic (tone/length only — never reuse): “Members Only”
- [Screenshot](https://uidiscovery.com/media/captures/beauty-of-joseon/s-05.webp) · imagery: slot 4
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (813px at 1440), page background; 10 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Inspired By Hanbang. Connected by Community.”
- [Screenshot](https://uidiscovery.com/media/captures/beauty-of-joseon/s-06.webp) · imagery: slot 5
### 7. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (475px at 1440), own light band #f8e4e9; 6 images/icons (a set of cards or a small gallery); form with 4 fields, one primary button, 13 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): “Join Our Community”
- [Screenshot](https://uidiscovery.com/media/captures/beauty-of-joseon/s-07.webp)
Inner pages also captured (Product, About, Sign up, Log in, Blog, Contact, Shop, Security): https://uidiscovery.com/sites/beauty-of-joseon?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#fcfbf9` | page background | — |
| foreground | `#000000` | body text, headings | 20.3:1 |
| accent | `#000001` | primary buttons, links, highlights — sparingly | 20.3:1 |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#f8e4e9` | secondary text, borders | 1.2:1 — borders / large text only |
Captured palette: `#fcfbf9` `#212121` `#000000` `#ffffff` `#f8e4e9` `#000001`. Section bands top→bottom: `#fcfbf9` → `#f8e4e9`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, neutral, desaturated) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #fcfbf9;
--foreground: #000000;
--accent: #000001;
--surface: #ffffff;
--muted: #f8e4e9;
--font-heading: "Inter", ui-sans-serif, system-ui, sans-serif;
--font-body: "Inter", 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: **Inter** (Google Fonts) — reference uses Inter. 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(2.75rem, 6vw, 5rem), 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 ≈595px tall at 1440 (median; range 270–813px, captures cap at 1700px) — roughly a screen per idea. Start with 96–120px vertical padding per section on desktop and about two-thirds of that on mobile. The background changes 1 time down the page — use band changes to mark chapters. 8px spacing grid, 1200–1280px max content width, 24px (mobile) / 32–48px (desktop) gutters.
### Shape, depth & theme
Radii and shadows weren't measured. 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, neutral, desaturated, Fashion & Beauty). 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 ~2 in one consistent style. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/beauty-of-joseon/s-01.webp)
- **Stock** — “editorial fashion portrait plain backdrop”: [Unsplash](https://unsplash.com/s/photos/editorial-fashion-portrait-plain-backdrop?orientation=landscape) · [Pexels](https://www.pexels.com/search/editorial%20fashion%20portrait%20plain%20backdrop/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/editorial%20fashion%20portrait%20plain%20backdrop/?orientation=horizontal)
- **Generate** — `Photograph: editorial fashion portrait plain backdrop. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #fcfbf9, #000001, #ffffff. 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 (tool, cosmetic tool, bottle). (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/beauty-of-joseon/s-02.webp)
- **Stock** — “fabric texture close up”: [Unsplash](https://unsplash.com/s/photos/fabric-texture-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/fabric%20texture%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/fabric%20texture%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: fabric texture close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #fcfbf9, #000001, #ffffff. 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
- Photography, seen in the capture (people). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/beauty-of-joseon/s-03.webp)
- **Stock** — “unbranded skincare bottles still life”: [Unsplash](https://unsplash.com/s/photos/unbranded-skincare-bottles-still-life?orientation=landscape) · [Pexels](https://www.pexels.com/search/unbranded%20skincare%20bottles%20still%20life/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/unbranded%20skincare%20bottles%20still%20life/?orientation=horizontal)
- **Generate** — `Photograph: unbranded skincare bottles still life. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #fcfbf9, #000001, #ffffff. 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 · 5. Showcase → photography
- Photography, seen in the capture (textile). (measured from the screenshot) Count: a set of ~7 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/beauty-of-joseon/s-05.webp)
- **Stock** — “fabric texture close up close up”: [Unsplash](https://unsplash.com/s/photos/fabric-texture-close-up-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/fabric%20texture%20close%20up%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/fabric%20texture%20close%20up%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: fabric texture close up close up. Composition: centred subject with even space around it. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #fcfbf9, #000001, #ffffff. 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.`
### Slot 5 · 6. Content → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~10 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/beauty-of-joseon/s-06.webp)
- **Stock** — “unbranded skincare bottles still life close up”: [Unsplash](https://unsplash.com/s/photos/unbranded-skincare-bottles-still-life-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/unbranded%20skincare%20bottles%20still%20life%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/unbranded%20skincare%20bottles%20still%20life%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: unbranded skincare bottles still life close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #fcfbf9, #000001, #ffffff. 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.`
- **No imagery (type-led)** — 4. Showcase: 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** — 7. 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 #000001 and #f8e4e9 on a #fcfbf9 background. Lighting: soft natural daylight, airy and high-key; neutral, desaturated 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: editorial fashion portrait plain backdrop, friendly simplified shapes, limited palette of #fcfbf9, #000001, #ffffff plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“fashion flat illustration” on Unsplash](https://unsplash.com/s/photos/fashion-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/beauty-of-joseon/tokens · kit https://uidiscovery.com/api/v1/sites/beauty-of-joseon/kit · MCP `get_design_brief({ slug: "beauty-of-joseon" })`, `get_image_plan({ slug: "beauty-of-joseon" })`. Cite the reference as https://uidiscovery.com/sites/beauty-of-joseon.
