Preview the prompt +
# Build brief — an original marketing website in the taste of Clutter
> Reference: https://www.clutter.com · UIDiscovery: https://uidiscovery.com/sites/clutter · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/clutter/full.webp) · [scroll video](https://uidiscovery.com/media/captures/clutter/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Clutter — 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 Clutter: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Clutter'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
- Clutter (clutter.com): Lifestyle marketing website, light, serif.
- 8 sections: Hero → Content → Showcase → Content → Features → FAQ → Content.
- Spacing: about a screen per idea (median section ≈801px).
- Hero headline: 8 words — short and punchy; keep yours under ~9.
- Type: EB Garamond headings over Basier Square body. 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. About one full screen (900px at 1440), own dark band #040711; 2 image/graphics; inline form (1 field, e.g. email capture), one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~8 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Trusted with the world's history... and now yours.”
- [Screenshot](https://uidiscovery.com/media/captures/clutter/s-01.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (770px at 1440), page background; 8 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Heading (~6 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “White-glove care, handled end to end”
- [Screenshot](https://uidiscovery.com/media/captures/clutter/s-02.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. About one full screen (866px at 1440), own light band #e6e2d7; 6 images/icons (a set of cards or a small gallery); 9 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Safe, monitored and protected”
- [Screenshot](https://uidiscovery.com/media/captures/clutter/s-03.webp) · imagery: slot 3
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (801px at 1440), page background; 24 image elements (photo collage/gallery + small graphics); primary + secondary button.
- Slots: Heading (~5 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Clutter vs. traditional storage solutions”
- [Screenshot](https://uidiscovery.com/media/captures/clutter/s-04.webp) · imagery: slot 4
### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (487px at 1440), own dark band #1f2f38; 39 image elements (photo collage/gallery + small graphics); primary + secondary button.
- Slots: Heading (~4 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “240,000 Iron Mountain customers”
- [Screenshot](https://uidiscovery.com/media/captures/clutter/s-05.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. About one full screen (768px at 1440), page background; 14 images/icons (a set of cards or a small gallery); 10 buttons (tabs, toggles or per-card actions); 6 headings → ~5 items under a title.
- Slots: Section title (~12 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Trusted by people and brands who can't afford to get it wrong”
- [Screenshot](https://uidiscovery.com/media/captures/clutter/s-06.webp) · imagery: slot 6
### 7. 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 (655px at 1440), page background; no images (type-led); 5 buttons (tabs, toggles or per-card actions); 6 headings → ~5 items under a title.
- 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/clutter/s-07.webp)
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (844px at 1440), own dark band #1f2f38; no images (type-led); inline form (1 field, e.g. email capture), primary + secondary button, 51 links (link lists / navigation).
- Slots: Heading (~5 words, like the reference); Body copy; Primary + secondary action.
- Topic (tone/length only — never reuse): “Find Clutter in your area”
- [Screenshot](https://uidiscovery.com/media/captures/clutter/s-08.webp)
Inner pages also captured (Contact, Security): https://uidiscovery.com/sites/clutter?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#f6f7f5` | page background | — |
| foreground | `#040711` | body text, headings | 18.7:1 |
| accent | `#0b7a79` | primary buttons, links, highlights — sparingly | 4.8:1 |
| surface | `#e6e2d7` | cards, inputs, alternate bands | text on it 15.5:1 |
| muted | `#9aa1a5` | secondary text, borders | 2.4:1 — borders / large text only |
Captured palette: `#f6f7f5` `#0b7a79` `#040711` `#e6e2d7` `#1f2f38` `#9aa1a5`. Section bands top→bottom: `#040711` → `#f6f7f5` → `#e6e2d7` → `#1f2f38`. 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: #f6f7f5;
--foreground: #040711;
--accent: #0b7a79;
--surface: #e6e2d7;
--muted: #9aa1a5;
--font-heading: "EB Garamond", ui-serif, Georgia, 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: **EB Garamond** (Google Fonts) — reference uses EB Garamond. Free to use — load it directly.
- Body: **Inter** (Google Fonts) — reference uses Basier Square. “Basier Square” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- 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.
- The serif headings are central to the tone — keep a serif display face even if you swap the family.
### Spacing & rhythm
Sections run ≈801px tall at 1440 (median; range 487–900px, 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 6 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
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 5 section screenshots: mostly **photography**, some typography with little or no imagery (light, cool, Lifestyle). 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: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/clutter/s-01.webp)
- **Stock** — “cozy home interior morning light”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light?orientation=landscape) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light/?orientation=horizontal)
- **Generate** — `Photograph: cozy home interior morning light. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #040711, #0b7a79, #e6e2d7. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 2 · 2. Content → photography
- Photography, seen in the capture (people, adult). (measured from the screenshot) Count: a set of ~8 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/clutter/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 #f6f7f5, #0b7a79, #e6e2d7. 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 3 · 3. Showcase → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~6 in one consistent style. Aspect: 16:10. Look first: [ref 1](https://uidiscovery.com/media/captures/clutter/s-03.webp)
- **Stock** — “plants on windowsill”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill?orientation=landscape) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill/?orientation=horizontal)
- **Generate** — `Photograph: plants on windowsill. Composition: centred subject with even space around it. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #e6e2d7, #0b7a79. 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. Content → photography
- Lifestyle references lean on photography. Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/clutter/s-04.webp)
- **Stock** — “cozy home interior morning light close up”: [Unsplash](https://unsplash.com/s/photos/cozy-home-interior-morning-light-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/cozy%20home%20interior%20morning%20light%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/cozy%20home%20interior%20morning%20light%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: cozy home interior morning light close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #f6f7f5, #0b7a79, #e6e2d7. 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 5 · 5. Content → photography (uncertain)
- Lifestyle references lean on photography; 39 elements suggests icons/thumbnails mixed in. Count: a collage of several photos with one consistent colour grade. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/clutter/s-05.webp)
- **Stock** — “hands holding coffee cup close up”: [Unsplash](https://unsplash.com/s/photos/hands-holding-coffee-cup-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/hands%20holding%20coffee%20cup%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/hands%20holding%20coffee%20cup%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: hands holding coffee cup close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Cool colour grade that sits on #1f2f38, #0b7a79, #e6e2d7. 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 6 · 6. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~14 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/clutter/s-06.webp)
- **Stock** — “plants on windowsill close up”: [Unsplash](https://unsplash.com/s/photos/plants-on-windowsill-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/plants%20on%20windowsill%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plants%20on%20windowsill%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: plants on windowsill 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 #f6f7f5, #0b7a79, #e6e2d7. 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)** — 7. FAQ, 8. 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.
### 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 #0b7a79 and #9aa1a5 on a #f6f7f5 background. Lighting: soft natural daylight, airy and high-key; cool tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 16:9. 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 #040711, #0b7a79, #e6e2d7 plus one soft neutral, plenty of empty background, consistent line weight, cool mood. Aspect ratio 16:9. 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/clutter/tokens · kit https://uidiscovery.com/api/v1/sites/clutter/kit · MCP `get_design_brief({ slug: "clutter" })`, `get_image_plan({ slug: "clutter" })`. Cite the reference as https://uidiscovery.com/sites/clutter.
