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# Build brief — an original marketing website in the taste of Factor
> Reference: https://www.factor75.com · UIDiscovery: https://uidiscovery.com/sites/factor · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/factor/full.png) · [scroll video](https://uidiscovery.com/media/captures/factor/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Factor — 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 Factor: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Factor'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
- Factor (factor75.com): Food & Drink marketing website, light, minimal.
- 10 sections: Hero → Features → Content → Statement → Features → Content → Statement → FAQ → Footer.
- Spacing: about a screen per idea (median section ≈622px).
- Hero headline: 3 words — short and punchy; keep yours under ~9.
- Type: one family (Plus jakarta sans). 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 (600px at 1440), own light band #f9f9f3; 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): “Let's Eat Real”
- [Screenshot](https://uidiscovery.com/media/captures/factor/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 (600px at 1440), own light band #f9f9f3; 1 image/graphic; no interactive controls; 4 headings → ~3 items under a title.
- Slots: Section title (~5 words, like the reference); 3 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “Real food you'll actually crave”
- [Screenshot](https://uidiscovery.com/media/captures/factor/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. Half to one screen (625px at 1440), own light band #f9f9f3; 6 images/icons (a set of cards or a small gallery); one primary button.
- Slots: Section title (~4 words, like the reference); 6 items: icon or visual + short title + 1–2 line description; One primary action.
- Topic (tone/length only — never reuse): “Here’s how Factor works”
- [Screenshot](https://uidiscovery.com/media/captures/factor/s-03.webp) · imagery: slot 3
### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (1101px at 1440), own light band #f9f9f3; 12 images/icons (a set of cards or a small gallery); 8 buttons (tabs, toggles or per-card actions).
- Slots: Heading (~9 words, like the reference); Body copy; Supporting visual (see image plan); Primary + secondary action.
- Topic (tone/length only — never reuse): “Loved by 2+ million for making healthier eating easy”
- [Screenshot](https://uidiscovery.com/media/captures/factor/s-04.webp)
### 5. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (430px at 1440), own light band #f9f9f3; 2 image/graphics; no interactive controls.
- Slots: Heading (~8 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “Join Factor. Reclaim your time and energy with:”
- [Screenshot](https://uidiscovery.com/media/captures/factor/s-05.webp) · imagery: slot 4
### 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. Half to one screen (623px at 1440), own light band #f9f9f3; 8 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Section title (~6 words, like the reference); 8 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “The right meal for every moment”
- [Screenshot](https://uidiscovery.com/media/captures/factor/s-06.webp) · imagery: slot 5
### 7. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (622px at 1440), own light band #f9f9f3; no images (type-led); no interactive controls.
- Slots: Heading (~4 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “Clinically proven. Customer loved.”
- [Screenshot](https://uidiscovery.com/media/captures/factor/s-07.webp)
### 8. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Half to one screen (450px at 1440), own light band #f9f9f3; 2 image/graphics; one primary button.
- Slots: Heading (~8 words, like the reference); Body copy; Supporting visual (see image plan); One primary action.
- Topic (tone/length only — never reuse): “More time for living. More energy for you.”
- [Screenshot](https://uidiscovery.com/media/captures/factor/s-08.webp) · imagery: slot 6
### 9. 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 (736px at 1440), own light band #f9f9f3; 10 images/icons (a set of cards or a small gallery); 10 buttons (tabs, toggles or per-card actions).
- Slots: Title; 9 question/answer pairs; Link to support/contact.
- Topic (tone/length only — never reuse): “More Questions About Our Prepared Meal Delivery?”
- [Screenshot](https://uidiscovery.com/media/captures/factor/s-09.webp)
### 10. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (523px at 1440), own light band #f9f9f3; 8 images/icons (a set of cards or a small gallery); primary + secondary button, 38 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/factor/s-10.webp)
Inner pages also captured (Pricing, Product, Customers, About, Log in, Contact, Security): https://uidiscovery.com/sites/factor?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#000000` | body text, headings | 21.0:1 |
| accent | `#000000` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 21.0:1 |
| muted | `#656565` | secondary text, borders | 5.8:1 |
Captured palette: `#ffffff` `#000000` `#141414` `#343434` `#656565` `#242424`. 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: #ffffff;
--foreground: #000000;
--accent: #000000;
--surface: #ffffff;
--muted: #656565;
--font-heading: "Plus Jakarta Sans", ui-sans-serif, system-ui, sans-serif;
--font-body: "Plus Jakarta Sans", 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: **Plus Jakarta Sans** (Google Fonts) — reference uses Plus jakarta sans. 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 ≈622px tall at 1440 (median; range 430–1101px, 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. One continuous background — separate sections with space and type, not colour bands. 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. 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 7 section screenshots: mostly **photography**, some typography with little or no imagery (light, neutral, desaturated, Food & Drink). 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/factor/s-01.webp)
- **Stock** — “plated dish overhead natural light”: [Unsplash](https://unsplash.com/s/photos/plated-dish-overhead-natural-light?orientation=landscape) · [Pexels](https://www.pexels.com/search/plated%20dish%20overhead%20natural%20light/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/plated%20dish%20overhead%20natural%20light/?orientation=horizontal)
- **Generate** — `Photograph: plated dish overhead natural 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. Neutral, desaturated colour grade that sits on #f9f9f3, #000000, #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
- Food & Drink references lean on photography. Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/factor/s-02.webp)
- **Stock** — “restaurant interior warm evening”: [Unsplash](https://unsplash.com/s/photos/restaurant-interior-warm-evening?orientation=landscape) · [Pexels](https://www.pexels.com/search/restaurant%20interior%20warm%20evening/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/restaurant%20interior%20warm%20evening/?orientation=horizontal)
- **Generate** — `Photograph: restaurant interior warm evening. 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 #f9f9f3, #000000, #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: a set of ~6 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/factor/s-03.webp)
- **Stock** — “fresh ingredients on linen”: [Unsplash](https://unsplash.com/s/photos/fresh-ingredients-on-linen?orientation=landscape) · [Pexels](https://www.pexels.com/search/fresh%20ingredients%20on%20linen/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/fresh%20ingredients%20on%20linen/?orientation=horizontal)
- **Generate** — `Photograph: fresh ingredients on linen. 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 #f9f9f3, #000000, #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. Statement → photography
- Photography, seen in the capture (tableware, utensil, plate). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/factor/s-05.webp)
- **Stock** — “restaurant interior warm evening close up”: [Unsplash](https://unsplash.com/s/photos/restaurant-interior-warm-evening-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/restaurant%20interior%20warm%20evening%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/restaurant%20interior%20warm%20evening%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: restaurant interior warm evening close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #f9f9f3, #000000, #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.`
### Slot 5 · 6. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~8 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/factor/s-06.webp)
- **Stock** — “fresh ingredients on linen close up”: [Unsplash](https://unsplash.com/s/photos/fresh-ingredients-on-linen-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/fresh%20ingredients%20on%20linen%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/fresh%20ingredients%20on%20linen%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: fresh ingredients on linen 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 #f9f9f3, #000000, #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 6 · 8. Statement → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~2 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/factor/s-08.webp)
- **Stock** — “restaurant interior warm evening wide shot”: [Unsplash](https://unsplash.com/s/photos/restaurant-interior-warm-evening-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/restaurant%20interior%20warm%20evening%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/restaurant%20interior%20warm%20evening%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: restaurant interior warm evening wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #f9f9f3, #000000, #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. Content, 7. Content, 9. FAQ: 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** — 10. 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 #656565 on a #ffffff 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: plated dish overhead, friendly simplified shapes, limited palette of #f9f9f3, #000000, #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: [“food flat illustration” on Unsplash](https://unsplash.com/s/photos/food-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/factor/tokens · kit https://uidiscovery.com/api/v1/sites/factor/kit · MCP `get_design_brief({ slug: "factor" })`, `get_image_plan({ slug: "factor" })`. Cite the reference as https://uidiscovery.com/sites/factor.
