Preview the prompt +
# Build brief — an original marketing website in the taste of Jotform
> Reference: https://www.jotform.com · UIDiscovery: https://uidiscovery.com/sites/jotform · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/jotform/full.webp) · [scroll video](https://uidiscovery.com/media/captures/jotform/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Jotform — 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 Jotform: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Jotform'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
- Jotform (jotform.com): Productivity marketing website, light.
- 5 sections: Hero → Logo cloud → Content → Call to action → Footer.
- Spacing: about a screen per idea (median section ≈682px).
- Hero headline: 6 words — short and punchy; keep yours under ~9.
- Type: one family (Circular). Imagery: mostly photography, some illustration.
## 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 (840px at 1440), page background; 7 images/icons (a set of cards or a small gallery); inline form (1 field, e.g. email capture), 9 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~6 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Create forms with AI in seconds”
- [Screenshot](https://uidiscovery.com/media/captures/jotform/s-01.webp) · imagery: slot 1
### 2. Logo cloud — borrow trust from recognisable customers or partners.
- Layout: a single row or wall of monochrome marks with a one-line lead-in. Compact band (345px at 1440), page background; 30 image elements (icons, logos, product UI — not 30 photos); no interactive controls.
- Slots: One-line lead-in (e.g. “Trusted by…”); 6–10 monochrome customer/partner marks (your own, with permission).
- Topic (tone/length only — never reuse): “See why Jotform is trusted by 40+ million users”
- [Screenshot](https://uidiscovery.com/media/captures/jotform/s-02.webp)
### 3. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (694px at 1440), own light band #fcf1e1; 3 image/graphics; no interactive controls.
- Slots: Heading (~7 words, like the reference); Body copy; Supporting visual (see image plan).
- Topic (tone/length only — never reuse): “Build the form you need in minutes”
- [Screenshot](https://uidiscovery.com/media/captures/jotform/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. Half to one screen (645px at 1440), own dark band #0c174e; 3 image/graphics; 3 buttons (tabs, toggles or per-card actions).
- Slots: Headline; One sentence of support; Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/jotform/s-04.webp) · imagery: slot 3
### 5. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (682px at 1440), page background; 3 image/graphics; 12 buttons (tabs, toggles or per-card actions), 137 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/jotform/s-05.webp)
Inner pages also captured (Product, Customers, Blog, Docs, Enterprise, Changelog, Contact, Security): https://uidiscovery.com/sites/jotform?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#0c174e` | body text, headings | 16.8:1 |
| accent | `#ff6100` | primary buttons, links, highlights — sparingly | 3.0:1 (large text / UI only) |
| surface | `#f3f3fe` | cards, inputs, alternate bands | text on it 15.3:1 |
| muted | `#f3e2ff` | secondary text, borders | 1.2:1 — borders / large text only |
Captured palette: `#ffffff` `#f3e2ff` `#0c174e` `#ff6100` `#fcf1e1` `#f3f3fe`. Section bands top→bottom: `#ffffff` → `#fcf1e1` → `#0c174e`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, warm) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #0c174e;
--accent: #ff6100;
--surface: #f3f3fe;
--muted: #f3e2ff;
--font-heading: "DM Sans", ui-sans-serif, system-ui, sans-serif;
--font-body: "DM 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: **DM Sans** (Google Fonts) — reference uses Circular. “Circular” is a licensed face — use DM Sans (or Plus Jakarta Sans) as the free stand-in, or license the original.
- 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 ≈682px tall at 1440 (median; range 345–840px, 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
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
Best guess: mostly **photography**, some illustration (light, warm, Productivity). Inferred from element counts, colours and industry — not from the pixels — so open the linked screenshots and match the real style before sourcing anything.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (toy, stuffed animals). (measured from the screenshot) Count: a set of ~7 in one consistent style. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/jotform/s-01.webp)
- **Stock** — “abstract gradient mesh”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20mesh/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20mesh/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient mesh. Composition: wide shot, subject off-centre to one side, generous clean negative space for the headline. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #ff6100, #f3f3fe. 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 · 3. Content → illustration (uncertain)
- Light Productivity section with a few graphics — illustration, icon art or a product shot. Count: a set of ~3 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/jotform/s-03.webp)
- **Stock** — “technology flat illustration”: [Unsplash](https://unsplash.com/s/photos/technology-flat-illustration?orientation=portrait) · [Pexels](https://www.pexels.com/search/technology%20flat%20illustration/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/technology%20flat%20illustration/?orientation=vertical)
- **Generate** — `Flat vector illustration: abstract gradient mesh, friendly simplified shapes, limited palette of #fcf1e1, #ff6100, #f3f3fe plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- Uncertain: this could equally be photography, a product shot or icon art — open the reference screenshots and match what you see.
### Slot 3 · 4. Call to action → abstract 3D / gradient (uncertain)
- Dark Productivity section with a few graphics — typically abstract 3D/gradient art or a product shot. Count: a set of ~3 in one consistent style. Aspect: 21:9 (background). Look first: [ref 1](https://uidiscovery.com/media/captures/jotform/s-04.webp)
- **Stock** — “abstract gradient 3d”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%203d/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%203d/?orientation=horizontal)
- **Generate** — `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #ff6100 and #f3e2ff on a #ffffff background. Lighting: soft natural daylight, airy and high-key; warm tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 21:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- **Logos** — 2. Logo cloud: Never generate or stock-source logos. Use your real customers'/partners' marks with permission (monochrome, equal height), or neutral wordmark placeholders until you have them. Integration icons: each tool's official brand kit (Simple Icons is a quick start; trademarks still apply).
- **Icons** — 5. 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.
- **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).
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More: tokens https://uidiscovery.com/api/v1/sites/jotform/tokens · kit https://uidiscovery.com/api/v1/sites/jotform/kit · MCP `get_design_brief({ slug: "jotform" })`, `get_image_plan({ slug: "jotform" })`. Cite the reference as https://uidiscovery.com/sites/jotform.
