Casper — The Best Bed for Better Sleep

# Build brief — an original marketing website in the taste of Casper

> Reference: https://casper.com · UIDiscovery: https://uidiscovery.com/sites/casper · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/casper/full.png) · [scroll video](https://uidiscovery.com/media/captures/casper/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Casper — 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 Casper: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Casper'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
- Casper (casper.com): Lifestyle marketing website, light, colorful.
- 15 sections: Call to action → Statement → Features → Testimonials → Features → Content → Features → Showcase → Content → FAQ → Footer.
- Spacing: about a screen per idea (median section ≈513px).
- Type: New Kansas headings over Calibre body. Imagery: mostly typography with little or no imagery, some photography.

## 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 (238px at 1440), page background; 4 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Headline (~5 words, like the reference); One sentence of support; Primary + secondary action.
- Topic (tone/length only — never reuse): “Save 20% on select mattresses.*”
- [Screenshot](https://uidiscovery.com/media/captures/casper/s-01.webp)

### 2. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (628px at 1440), page background; 5 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “Discover the Casper difference.”
- [Screenshot](https://uidiscovery.com/media/captures/casper/s-02.webp) · imagery: slot 1

### 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 (303px at 1440), page background; 4 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Section title; 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/casper/s-03.webp)

### 4. Testimonials — let real customers make the case in their own words.
- Layout: quote cards or a featured quote with name, role and avatar. Half to one screen (456px at 1440), page background; 1 image/graphic; one primary button.
- Slots: Section title; 2 quotes: 1–3 sentences, name, role, company, avatar; Use real customer quotes only.
- Topic (tone/length only — never reuse): “Over 110,000+ 5-star reviews”
- [Screenshot](https://uidiscovery.com/media/captures/casper/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. Half to one screen (563px at 1440), page background; 20 image elements (photo collage/gallery + small graphics); 3 buttons (tabs, toggles or per-card actions), 19 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): “Save up to 25% sitewide.”
- [Screenshot](https://uidiscovery.com/media/captures/casper/s-05.webp) · imagery: slot 3

### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (181px at 1440), page background; no images (type-led); primary + secondary button.
- Slots: Heading (~6 words, like the reference); Body copy; Primary + secondary action.
- Topic (tone/length only — never reuse): “What's keeping you up at night?”
- [Screenshot](https://uidiscovery.com/media/captures/casper/s-06.webp)

### 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 (469px at 1440), page background; 3 image/graphics; 3 text links instead of buttons.
- Slots: Section title; 2 items: icon or visual + short title + 1–2 line description; Text link action.
- [Screenshot](https://uidiscovery.com/media/captures/casper/s-07.webp) · imagery: slot 4

### 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 (417px at 1440), page background; 2 image/graphics; primary + secondary button.
- Slots: Section title (~8 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Let's find the perfect sleep solution for you.”
- [Screenshot](https://uidiscovery.com/media/captures/casper/s-08.webp) · imagery: slot 5

### 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. About one full screen (1003px at 1440), own light band #f3f6fd; 4 images/icons (a set of cards or a small gallery); no interactive controls; 3 headings → ~2 items under a title.
- Slots: Section title (~4 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “4 out of 5”
- [Screenshot](https://uidiscovery.com/media/captures/casper/s-09.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. Half to one screen (513px at 1440), page background; 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): “Sleep now, pay over time.”
- [Screenshot](https://uidiscovery.com/media/captures/casper/s-10.webp)

### 11. 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 (795px at 1440), page background; 80 image elements (photo collage/gallery + small graphics); 5 buttons (tabs, toggles or per-card actions), 27 links (link lists / navigation).
- Slots: Heading (~5 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Your story is our story.”
- [Screenshot](https://uidiscovery.com/media/captures/casper/s-11.webp) · imagery: slot 6

### 12. Content — supporting content that deepens one idea.
- Layout: text + media block. Compact band (346px at 1440), page background; no images (type-led); 5 buttons (tabs, toggles or per-card actions).
- Slots: Heading; Body copy; Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/casper/s-12.webp)

### 13. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (831px at 1440), page background; 2 image/graphics; 3 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Find a Casper store near you”
- [Screenshot](https://uidiscovery.com/media/captures/casper/s-13.webp) · imagery: slot 7

### 14. FAQ — remove the last objections before the call to action.
- Layout: question list with disclosure (accordion), often two columns on desktop. Half to one screen (555px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 4 text links instead of buttons.
- Slots: Title; 5 question/answer pairs; Link to support/contact.
- Topic (tone/length only — never reuse): “Frequently Asked Questions”
- [Screenshot](https://uidiscovery.com/media/captures/casper/s-14.webp)

### 15. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (884px at 1440), page background; 9 images/icons (a set of cards or a small gallery); form with 4 fields, 3 buttons (tabs, toggles or per-card actions), 60 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/casper/s-15.webp)

Inner pages also captured (Product, About, Sign up, Log in, Blog, Docs, Contact, Shop): https://uidiscovery.com/sites/casper?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#151515` | body text, headings | 18.3:1 |
| accent | `#012169` | primary buttons, links, highlights — sparingly | 14.8:1 |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 18.3:1 |
| muted | `#526699` | secondary text, borders | 5.6:1 |

Captured palette: `#ffffff` `#1e306e` `#151515` `#012169` `#526699` `#3c619e`. Section bands top→bottom: `#ffffff` → `#f3f6fd`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, cool) and proportions; swap the accent for the user's brand colour.

### Tokens
```css
:root {
  --background: #ffffff;
  --foreground: #151515;
  --accent: #012169;
  --surface: #ffffff;
  --muted: #526699;
  --font-heading: "Inter", ui-sans-serif, system-ui, sans-serif;
  --font-body: "Manrope", 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 New Kansas. “New Kansas” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- Body: **Manrope** (Google Fonts) — reference uses Calibre. “Calibre” is a licensed face — use Manrope (or Figtree) 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 ≈513px tall at 1440 (median; range 181–1003px, 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 2 times 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. 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 11 section screenshots: mostly **typography with little or no imagery**, some photography (light, cool, Lifestyle). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 2. Statement → photography
- Photography, seen in the capture (people, adult, plant). (measured from the screenshot) Count: a set of ~5 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/casper/s-02.webp)
- **Stock** — “hands holding coffee cup”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup?orientation=portrait) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup/?orientation=vertical)
- **Generate** — `Photograph: hands holding coffee cup. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #012169. 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.`

### Slot 2 · 4. Testimonials → portraits
- Testimonial section with 1 image — usually portraits/avatars. Count: 1. Aspect: 1:1 (avatars) or 4:5 (portraits). Look first: [ref 1](https://uidiscovery.com/media/captures/casper/s-04.webp)
- **Stock** — “portrait headshot natural light”: [Unsplash](https://unsplash.com/s/photos/portrait-headshot-natural-light?orientation=portrait) · [Pexels](https://www.pexels.com/search/portrait%20headshot%20natural%20light/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/portrait%20headshot%20natural%20light/?orientation=vertical)
- **Generate** — `Natural headshot of a fictional professional, head-and-shoulders, eye level, plain soft background, soft natural daylight, airy and high-key, background tinted #ffffff, cool colour grade. Aspect ratio 1:1. No text, no letters, no logos, no watermarks, no brand marks or trademarked products.`
- Placeholders only: a testimonial needs a real customer, their real photo and consent. Never attach a real quote to a stock or AI face.

### Slot 3 · 5. Features → photography
- Photography, seen in the capture (bedding, housewares, pillow). (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/casper/s-05.webp)
- **Stock** — “hands holding coffee cup close up”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: hands holding coffee cup close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #012169. 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 · 7. Features → photography
- Photography, seen in the capture (furniture, bed, bedroom). (measured from the screenshot) Count: a set of ~3 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/casper/s-07.webp)
- **Stock** — “cozy home interior morning light wide shot”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: cozy home interior morning light wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #012169. 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 5 · 8. Features → photography
- Photography, seen in the capture (people, adult, bedding). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/casper/s-08.webp)
- **Stock** — “hands holding coffee cup wide shot”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: hands holding coffee cup wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #012169. 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 · 11. Showcase → photography
- Photography, seen in the capture (people, adult, plant). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/casper/s-11.webp)
- **Stock** — “hands holding coffee cup wide shot”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: hands holding coffee cup wide shot. Composition: centred subject with even space around it. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #012169. 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 7 · 13. Content → photography
- Lifestyle references lean on photography. Count: a set of ~2 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/casper/s-13.webp)
- **Stock** — “cozy home interior morning light wide shot”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: cozy home interior morning light wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #ffffff, #012169. 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)** — 1. Call to action, 3. Features, 6. Content, 9. Features, 10. Features, 12. 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** — 14. FAQ, 15. 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 #012169 and #526699 on a #ffffff background. Lighting: soft natural daylight, airy and high-key; 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 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: cozy home interior morning light, friendly simplified shapes, limited palette of #ffffff, #012169 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: [“lifestyle flat illustration” on Unsplash](https://unsplash.com/s/photos/lifestyle-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/casper/tokens · kit https://uidiscovery.com/api/v1/sites/casper/kit · MCP `get_design_brief({ slug: "casper" })`, `get_image_plan({ slug: "casper" })`. Cite the reference as https://uidiscovery.com/sites/casper.