Preview the prompt +
# Build brief — an original marketing website in the taste of Carfax
> Reference: https://www.carfax.com · UIDiscovery: https://uidiscovery.com/sites/carfax · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/carfax/full.webp) · [scroll video](https://uidiscovery.com/media/captures/carfax/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Carfax — 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 Carfax: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Carfax'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
- Carfax (carfax.com): Shopping marketing website, dark, colorful.
- 8 sections: Call to action → Features → How it works → Call to action → Features → Content → Footer.
- Spacing: short, dense bands (median section ≈442px).
- Type: one family (Roboto). Imagery: mostly typography with little or no imagery, some product UI screenshots/mockups.
## 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. Half to one screen (535px at 1440), page background; 2 image/graphics; primary + secondary button.
- Slots: Headline (~5 words, like the reference); One sentence of support; Primary + secondary action.
- Topic (tone/length only — never reuse): “Shopping for a Used Car?”
- [Screenshot](https://uidiscovery.com/media/captures/carfax/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. Compact band (318px at 1440), page background; 2 image/graphics; one primary button.
- Slots: Section title (~4 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “CARFAX Vehicle History Reports”
- [Screenshot](https://uidiscovery.com/media/captures/carfax/s-02.webp)
### 3. How it works — show the path from sign-up to value as numbered steps.
- Layout: numbered steps in a row or vertical timeline. Compact band (318px at 1440), own light band #f5f5f5; 2 image/graphics; one primary button.
- Slots: Section title (~7 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Sell Your Car in 3 Easy Steps!”
- [Screenshot](https://uidiscovery.com/media/captures/carfax/s-03.webp) · imagery: slot 2
### 4. Call to action — close the page with one clear next step.
- Layout: short headline + one primary action on a contrasting band. Compact band (388px at 1440), page background; 4 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Headline (~4 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “Already Own a Car?”
- [Screenshot](https://uidiscovery.com/media/captures/carfax/s-04.webp) · imagery: slot 2
### 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 (320px at 1440), own light band #ffffff; 2 image/graphics; one primary button.
- Slots: Section title (~5 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Need Help Finding a Car?”
- [Screenshot](https://uidiscovery.com/media/captures/carfax/s-05.webp)
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (926px at 1440), own light band #ffffff; no images (type-led); primary + secondary button, 164 links (link lists / navigation).
- Slots: Heading (~5 words, like the reference); Body copy; Primary + secondary action.
- Topic (tone/length only — never reuse): “Search for Cars by Brand”
- [Screenshot](https://uidiscovery.com/media/captures/carfax/s-06.webp)
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (442px at 1440), own light band #ffffff; no images (type-led); 3 buttons (tabs, toggles or per-card actions), 88 links (link lists / navigation).
- Slots: Heading (~4 words, like the reference); Body copy; Primary + secondary action.
- Topic (tone/length only — never reuse): “Popular Cars by Type”
- [Screenshot](https://uidiscovery.com/media/captures/carfax/s-07.webp)
### 8. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (478px at 1440), page background; 12 images/icons (a set of cards or a small gallery); primary + secondary button, 32 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- [Screenshot](https://uidiscovery.com/media/captures/carfax/s-08.webp)
Inner pages also captured (About, Sign up, Blog, Shop): https://uidiscovery.com/sites/carfax?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#212121` | page background | — |
| foreground | `#ffffff` | body text, headings | 16.1:1 |
| accent | `#005cb2` | primary buttons, links, highlights — sparingly | 2.4:1 ⚠ not for text; use as a fill with #ffffff text (6.6:1) |
| surface | `#005005` | cards, inputs, alternate bands | text on it 9.8:1 |
| muted | `#f5f5f5` | secondary text, borders | 14.8:1 |
Captured palette: `#212121` `#ffffff` `#005cb2` `#005005` `#f5f5f5`. Section bands top→bottom: `#f5f5f5` → `#ffffff` → `#212121`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (dark, cool) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #212121;
--foreground: #ffffff;
--accent: #005cb2;
--surface: #005005;
--muted: #f5f5f5;
--font-heading: "Roboto", ui-sans-serif, system-ui, sans-serif;
--font-body: "Roboto", 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: **Roboto** (Google Fonts) — reference uses Roboto. 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(2.5rem, 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 ≈442px tall at 1440 (median; range 318–926px, 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
Confident colour blocks — let full-bleed colour bands and big shapes carry the personality. 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 7 section screenshots: mostly **typography with little or no imagery**, some product UI screenshots/mockups (dark, cool, Shopping). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Call to action → photography
- Photography, seen in the capture (animal, mammal, canine). (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/carfax/s-01.webp)
- **Stock** — “product flat lay neutral background dark”: [Unsplash](https://unsplash.com/s/photos/product-flat-lay-neutral-background-dark?orientation=landscape) · [Pexels](https://www.pexels.com/search/product%20flat%20lay%20neutral%20background%20dark/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/product%20flat%20lay%20neutral%20background%20dark/?orientation=horizontal)
- **Generate** — `Photograph: product flat lay neutral background. Composition: low-detail texture so overlaid text stays readable. Lighting: low-key, moody directional light with deep shadows. Cool colour grade that sits on #212121, #005cb2, #005005. 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 · 3. How it works, 4. Call to action → product UI
- Shopping sections with many image elements — most likely product UI screenshots/mockups plus icons. Count: one consistent treatment across these sections. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/carfax/s-03.webp) [ref 2](https://uidiscovery.com/media/captures/carfax/s-04.webp)
- **Stock** — “laptop blank screen minimal desk”: [Unsplash](https://unsplash.com/s/photos/laptop-blank-screen-minimal-desk?orientation=landscape) · [Pexels](https://www.pexels.com/search/laptop%20blank%20screen%20minimal%20desk/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/laptop%20blank%20screen%20minimal%20desk/?orientation=horizontal)
- **Generate** — `Product-shot backdrop for a UI screenshot: smooth dark gradient from #212121 to #005005 with a soft #005cb2 glow behind the centre, subtle floor shadow, empty centre area where a screenshot will be placed. Lighting: low-key, moody directional light with deep shadows. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people. No UI elements.`
- Build the UI itself in HTML/CSS with realistic sample data from YOUR product (or screenshot your real app). Don't generate UI as an image and don't reuse the reference's screenshots. Stock/AI is only for the backdrop or device frame.
- **No imagery (type-led)** — 2. Features, 5. Features, 6. Content, 7. Content: 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** — 8. 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 #005cb2 and #f5f5f5 on a #212121 background. Lighting: low-key, moody directional light with deep shadows; cool 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: product flat lay neutral background, friendly simplified shapes, limited palette of #212121, #005cb2, #005005 plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“shopping flat illustration” on Unsplash](https://unsplash.com/s/photos/shopping-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/carfax/tokens · kit https://uidiscovery.com/api/v1/sites/carfax/kit · MCP `get_design_brief({ slug: "carfax" })`, `get_image_plan({ slug: "carfax" })`. Cite the reference as https://uidiscovery.com/sites/carfax.
