Preview the prompt +
# Build brief — an original marketing website in the taste of Kayak
> Reference: https://www.kayak.com · UIDiscovery: https://uidiscovery.com/sites/kayak · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/kayak/full.webp) · [scroll video](https://uidiscovery.com/media/captures/kayak/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Kayak — 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 Kayak: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Kayak'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
- Kayak (kayak.com): Travel marketing website, light.
- 5 sections: Hero → Content → Features → FAQ → Footer.
- Spacing: short, dense bands (median section ≈445px).
- Hero headline: 8 words — short and punchy; keep yours under ~9.
- Type: one family (TT Hoves). 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 (445px at 1440), own light band #ffffff; 19 image elements (photo collage/gallery + small graphics); inline form (2 fields, e.g. email capture), 7 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~8 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Find the right flight from 100s of sites.”
- [Screenshot](https://uidiscovery.com/media/captures/kayak/s-01.webp) · imagery: slot 1
### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (624px at 1440), own light band #f9fafb; 11 images/icons (a set of cards or a small gallery); 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): “Travel deals under C$ 248”
- [Screenshot](https://uidiscovery.com/media/captures/kayak/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 (626px at 1440), own light band #ffffff; 8 images/icons (a set of cards or a small gallery); primary + secondary button; 6 headings → ~5 items under a title.
- Slots: Section title (~3 words, like the reference); 5 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “For travel pros”
- [Screenshot](https://uidiscovery.com/media/captures/kayak/s-03.webp)
### 4. FAQ — remove the last objections before the call to action.
- Layout: question list with disclosure (accordion), often two columns on desktop. Compact band (190px at 1440), own light band #ffffff; 4 images/icons (a set of cards or a small gallery); no interactive controls.
- Slots: Title; 5 question/answer pairs; Link to support/contact.
- Topic (tone/length only — never reuse): “Frequently asked questions about KAYAK”
- [Screenshot](https://uidiscovery.com/media/captures/kayak/s-04.webp)
### 5. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Compact band (404px at 1440), own light band #ffffff; 9 images/icons (a set of cards or a small gallery); 4 buttons (tabs, toggles or per-card actions), 19 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/kayak/s-05.webp)
Inner pages also captured (Pricing, About, Blog, Docs, Enterprise, Careers, Contact, Security): https://uidiscovery.com/sites/kayak?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#fafbfc` | page background | — |
| foreground | `#000000` | body text, headings | 20.3:1 |
| accent | `#212a30` | primary buttons, links, highlights — sparingly | 14.1:1 |
| surface | `#f9fafb` | cards, inputs, alternate bands | text on it 20.1:1 |
| muted | `#ffffff` | secondary text, borders | 1.0:1 — borders / large text only |
Captured palette: `#fafbfc` `#000000` `#192024` `#f9fafb` `#ffffff` `#212a30`. Section bands top→bottom: `#ffffff` → `#f9fafb`. 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: #fafbfc;
--foreground: #000000;
--accent: #212a30;
--surface: #f9fafb;
--muted: #ffffff;
--font-heading: "Inter", ui-sans-serif, system-ui, sans-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: **Inter** (Google Fonts) — reference uses TT Hoves. “TT Hoves” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- 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 ≈445px tall at 1440 (median; range 190–626px, 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 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
Measured from 3 section screenshots: mostly **photography**, some typography with little or no imagery (light, neutral, desaturated, Travel). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (people, adult, blue sky). (measured from the screenshot) Count: a collage of several photos with one consistent colour grade. Aspect: 3:2. Look first: [ref 1](https://uidiscovery.com/media/captures/kayak/s-01.webp)
- **Stock** — “coastal landscape aerial”: [Unsplash](https://unsplash.com/s/photos/coastal-landscape-aerial?orientation=landscape) · [Pexels](https://www.pexels.com/search/coastal%20landscape%20aerial/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/coastal%20landscape%20aerial/?orientation=horizontal)
- **Generate** — `Photograph: coastal landscape aerial. 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 #ffffff, #212a30, #f9fafb. 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. Content → photography
- Photography, seen in the capture (blue sky, land, hill). (measured from the screenshot) Count: a set of ~11 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/kayak/s-02.webp)
- **Stock** — “boutique hotel room daylight”: [Unsplash](https://unsplash.com/s/photos/boutique-hotel-room-daylight?orientation=portrait) · [Pexels](https://www.pexels.com/search/boutique%20hotel%20room%20daylight/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/boutique%20hotel%20room%20daylight/?orientation=vertical)
- **Generate** — `Photograph: boutique hotel room daylight. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Neutral, desaturated colour grade that sits on #f9fafb, #212a30. 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)** — 3. Features: 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** — 4. FAQ, 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.
### 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 #212a30 and #ffffff on a #fafbfc 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: coastal landscape aerial, friendly simplified shapes, limited palette of #ffffff, #212a30, #f9fafb 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: [“travel flat illustration” on Unsplash](https://unsplash.com/s/photos/travel-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).
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More: tokens https://uidiscovery.com/api/v1/sites/kayak/tokens · kit https://uidiscovery.com/api/v1/sites/kayak/kit · MCP `get_design_brief({ slug: "kayak" })`, `get_image_plan({ slug: "kayak" })`. Cite the reference as https://uidiscovery.com/sites/kayak.
