Preview the prompt +
# Build brief — an original marketing website in the taste of Booking.com
> Reference: https://www.booking.com · UIDiscovery: https://uidiscovery.com/sites/booking-com · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/booking-com/full.webp) · [scroll video](https://uidiscovery.com/media/captures/booking-com/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Booking.com — 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 Booking.com: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Booking.com'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
- Booking.com (booking.com): Travel marketing website, dark, minimal.
- 12 sections: Call to action → Features → Showcase → Features → Footer.
- Spacing: short, dense bands (median section ≈296px).
- Type: Avenir Next headings over system-ui body. Imagery: mostly photography, some typography with little or no imagery.
## 4. Page structure (top to bottom)
### 1. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (265px at 1440), own light band #ffffff; 2 image/graphics; inline form (1 field, e.g. email capture), 1 text link instead of buttons.
- Slots: Headline (~3 words, like the reference); One sentence of support; Text link action.
- Topic (tone/length only — never reuse): “Offers”
- [Screenshot](https://uidiscovery.com/media/captures/booking-com/s-02.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. Compact band (296px at 1440), own light band #ffffff; 50 image elements (photo collage/gallery + small graphics); primary + secondary button, 24 links (link lists / navigation); 6 headings → ~5 items under a title.
- Slots: Section title (~4 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Browse by property type”
- [Screenshot](https://uidiscovery.com/media/captures/booking-com/s-03.webp) · imagery: slot 2
### 3. Showcase — show the product (or the result) itself as proof.
- Layout: a large framed visual with a short caption or heading. Compact band (274px at 1440), own light band #ffffff; 8 images/icons (a set of cards or a small gallery); 2 text links instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/booking-com/s-04.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. Compact band (270px at 1440), own light band #ffffff; 12 images/icons (a set of cards or a small gallery); 3 text links instead of buttons.
- Slots: Heading; Body copy; Supporting visual (see image plan); Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/booking-com/s-05.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 (271px at 1440), own light band #ffffff; 22 image elements (photo collage/gallery + small graphics); primary + secondary button; 6 headings → ~5 items under a title.
- Slots: Section title (~3 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Explore Canada”
- [Screenshot](https://uidiscovery.com/media/captures/booking-com/s-06.webp) · imagery: slot 5
### 6. 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 (339px at 1440), own light band #ffffff; 23 image elements (photo collage/gallery + small graphics); 11 buttons (tabs, toggles or per-card actions); 6 headings → ~5 items under a title.
- Slots: Section title (~5 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Quick and easy trip planner”
- [Screenshot](https://uidiscovery.com/media/captures/booking-com/s-07.webp) · imagery: slot 6
### 7. 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 (458px at 1440), own light band #ffffff; 183 image elements (photo collage/gallery + small graphics); 26 buttons (tabs, toggles or per-card actions), 15 links (link lists / navigation); 6 headings → ~5 items under a title.
- Slots: Section title (~6 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Stay at our top unique properties”
- [Screenshot](https://uidiscovery.com/media/captures/booking-com/s-08.webp) · imagery: slot 7
### 8. 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 (482px at 1440), own light band #ffffff; 43 image elements (photo collage/gallery + small graphics); 14 buttons (tabs, toggles or per-card actions), 12 links (link lists / navigation); 6 headings → ~5 items under a title.
- Slots: Section title (~5 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Save more with weekend deals”
- [Screenshot](https://uidiscovery.com/media/captures/booking-com/s-09.webp) · imagery: slot 8
### 9. 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 (412px at 1440), own light band #ffffff; 32 image elements (photo collage/gallery + small graphics); 12 buttons (tabs, toggles or per-card actions), 11 links (link lists / navigation); 6 headings → ~5 items under a title.
- Slots: Section title (~3 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Homes guests love”
- [Screenshot](https://uidiscovery.com/media/captures/booking-com/s-10.webp)
### 10. 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 (178px at 1440), own light band #ffffff; 2 image/graphics; 2 text links instead of buttons.
- Slots: Section title (~4 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Travel more, spend less”
- [Screenshot](https://uidiscovery.com/media/captures/booking-com/s-11.webp)
### 11. 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 (282px at 1440), own light band #ffffff; 1 image/graphic; 7 buttons (tabs, toggles or per-card actions), 165 links (link lists / navigation).
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Popular with travelers from Canada”
- [Screenshot](https://uidiscovery.com/media/captures/booking-com/s-12.webp)
### 12. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (328px at 1440), own light band #f5f5f5; no images (type-led); 31 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): “Support”
- [Screenshot](https://uidiscovery.com/media/captures/booking-com/s-13.webp)
Inner pages also captured (About, Sign up, Blog, Docs, Contact, Shop, Security): https://uidiscovery.com/sites/booking-com?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#1a1a1a` | page background | — |
| foreground | `#ffffff` | body text, headings | 17.4:1 |
| accent | `#ffffff` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#1a1a1a` | cards, inputs, alternate bands | text on it 17.4:1 |
| muted | `#ffffff` | secondary text, borders | 17.4:1 |
Captured palette: `#1a1a1a` `#ffffff`. Section bands top→bottom: `#ffffff` → `#f5f5f5`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, neutral, desaturated) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #1a1a1a;
--foreground: #ffffff;
--accent: #ffffff;
--surface: #1a1a1a;
--muted: #ffffff;
--font-heading: "Jost", 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: **Jost** (Google Fonts) — reference uses Avenir Next. “Avenir Next” is a licensed face — use Jost (or Outfit) as the free stand-in, or license the original.
- Body: **Inter** (Google Fonts) — reference uses system-ui. “system-ui” is a licensed face — use Inter as the free stand-in, or license the original.
- 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 ≈296px tall at 1440 (median; range 178–482px, 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. 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
Flat surfaces, hairline 1px borders in the muted colour, small radii (4–8px), almost no shadow. Read exact corner radius, border and shadow treatment from the screenshots. Dark-first; for a light mode swap background ↔ foreground, lighten the surface, keep the accent and re-check contrast.
## 6. Imagery plan
Measured from 11 section screenshots: mostly **photography**, some typography with little or no imagery (dark, neutral, desaturated, Travel). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Call to action → photography
- Photography, seen in the capture (people, adult). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/booking-com/s-02.webp)
- **Stock** — “coastal landscape aerial dark”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial%20dark/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial. Composition: low-detail texture so overlaid text stays readable. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #1a1a1a. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 21:9. 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 (furniture, curtain, land). (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/booking-com/s-03.webp)
- **Stock** — “boutique hotel room daylight dark”: [Unsplash](https://unsplash.com/s/photos/boutique-hotel-room-daylight-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/boutique%20hotel%20room%20daylight%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/boutique%20hotel%20room%20daylight%20dark/?orientation=horizontal)
- **Generate** — `Photograph: boutique hotel room daylight. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #1a1a1a. 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. Showcase → photography
- Photography, seen in the capture (land, beach, people). (measured from the screenshot) Count: a set of ~8 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/booking-com/s-04.webp)
- **Stock** — “traveler on mountain trail dark”: [Unsplash](https://unsplash.com/s/photos/traveler-on-mountain-trail-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/traveler%20on%20mountain%20trail%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/traveler%20on%20mountain%20trail%20dark/?orientation=horizontal)
- **Generate** — `Photograph: traveler on mountain trail. Composition: centred subject with even space around it. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #1a1a1a. 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 4 · 4. Showcase → photography
- Photography, seen in the capture (blue sky, rocks, building). (measured from the screenshot) Count: a set of ~12 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/booking-com/s-05.webp)
- **Stock** — “coastal landscape aerial close up dark”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial close up. Composition: centred subject with even space around it. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #1a1a1a. 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 · 5. Features → photography
- Photography, seen in the capture (blue sky, building, cityscape). (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/booking-com/s-06.webp)
- **Stock** — “boutique hotel room daylight close up dark”: [Unsplash](https://unsplash.com/s/photos/boutique-hotel-room-daylight-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/boutique%20hotel%20room%20daylight%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/boutique%20hotel%20room%20daylight%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: boutique hotel room daylight close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #1a1a1a. 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 6 · 6. Features → photography
- Photography, seen in the capture (blue sky, land, grass). (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/booking-com/s-07.webp)
- **Stock** — “traveler on mountain trail close up dark”: [Unsplash](https://unsplash.com/s/photos/traveler-on-mountain-trail-close-up-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/traveler%20on%20mountain%20trail%20close%20up%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/traveler%20on%20mountain%20trail%20close%20up%20dark/?orientation=horizontal)
- **Generate** — `Photograph: traveler on mountain trail close up. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #1a1a1a. 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 7 · 7. Features → photography
- Photography, seen in the capture (blue sky, conveyance, portal). (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/booking-com/s-08.webp)
- **Stock** — “coastal landscape aerial wide shot dark”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #1a1a1a. 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 8 · 8. Features → photography
- Photography, seen in the capture (blue sky, land, road). (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/booking-com/s-09.webp)
- **Stock** — “boutique hotel room daylight wide shot dark”: [Unsplash](https://unsplash.com/s/photos/boutique-hotel-room-daylight-wide-shot-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/boutique%20hotel%20room%20daylight%20wide%20shot%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/boutique%20hotel%20room%20daylight%20wide%20shot%20dark/?orientation=horizontal)
- **Generate** — `Photograph: boutique hotel room daylight wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: low-key, moody directional light with deep shadows. Neutral, desaturated colour grade that sits on #ffffff, #1a1a1a. 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.`
- **No imagery (type-led)** — 10. Features, 11. 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** — 12. 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, glossy glass-like shapes and a smooth gradient in #ffffff on a #1a1a1a background. Lighting: low-key, moody directional light with deep shadows; 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 dark gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-dark-gradient-3d?orientation=landscape) (same query works on Pexels/Pixabay)
- **illustration** — generate `Flat vector illustration: coastal landscape aerial, friendly simplified shapes, limited palette of #ffffff, #1a1a1a 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: [“travel flat illustration” on Unsplash](https://unsplash.com/s/photos/travel-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/booking-com/tokens · kit https://uidiscovery.com/api/v1/sites/booking-com/kit · MCP `get_design_brief({ slug: "booking-com" })`, `get_image_plan({ slug: "booking-com" })`. Cite the reference as https://uidiscovery.com/sites/booking-com.
