Perplexity — AI for the Curious

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

> Reference: https://www.perplexity.ai/hub · UIDiscovery: https://uidiscovery.com/sites/perplexity · captured 2026-09-21 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/perplexity/full.webp) · [scroll video](https://uidiscovery.com/media/captures/perplexity/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Perplexity — 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 Perplexity: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Perplexity'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
- Perplexity (perplexity.ai): AI marketing website, light.
- 7 sections: Hero → Features → Content → Features → FAQ → Footer.
- Spacing: about a screen per idea (median section ≈991px).
- Hero headline: 4 words — short and punchy; keep yours under ~9.
- Type: one family (GT Canon). Imagery: mostly product UI screenshots/mockups, some abstract 3D / gradient art.

## 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. Tall, ≈1.7 screens (1569px at 1440), own dark band #010101; 14 images/icons (a set of cards or a small gallery); inline form (1 field, e.g. email capture), one primary button.
- Slots: Eyebrow / announcement pill (optional); H1 (~4 words, like the reference); Supporting line, 1–2 sentences; One primary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “AI for the curious”
- [Screenshot](https://uidiscovery.com/media/captures/perplexity/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. Tall, ≈1.9 screens (1700px at 1440), own dark band #010101; no images (type-led); no interactive controls; 5 headings → ~4 items under a title.
- Slots: Section title (~3 words, like the reference); 4 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “What we do”
- [Screenshot](https://uidiscovery.com/media/captures/perplexity/s-02.webp)

### 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. Tall, ≈1.5 screens (1370px at 1440), own dark band #010101; 8 images/icons (a set of cards or a small gallery); 4 text links instead of buttons.
- Slots: Section title (~7 words, like the reference); 8 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “One place to research, build, and ship”
- [Screenshot](https://uidiscovery.com/media/captures/perplexity/s-03.webp) · imagery: slot 2

### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (832px at 1440), page background; 28 image elements (icons, logos, product UI — not 28 photos); 4 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): “From first question to finished work”
- [Screenshot](https://uidiscovery.com/media/captures/perplexity/s-04.webp)

### 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. About one full screen (991px at 1440), own light band #ece9e4; 8 images/icons (a set of cards or a small gallery); 7 text links instead of buttons.
- Slots: Section title (~7 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “Used daily by individuals, trusted by organizations”
- [Screenshot](https://uidiscovery.com/media/captures/perplexity/s-05.webp) · imagery: slot 2

### 6. 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 (760px at 1440), own dark band #010101; 7 images/icons (a set of cards or a small gallery); 7 buttons (tabs, toggles or per-card actions).
- Slots: Title; 7 question/answer pairs; Link to support/contact.
- Topic (tone/length only — never reuse): “Frequently asked questions”
- [Screenshot](https://uidiscovery.com/media/captures/perplexity/s-06.webp)

### 7. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. About one full screen (974px at 1440), own dark band #010101; 10 images/icons (a set of cards or a small gallery); 46 links (link lists / navigation).
- Slots: Brand mark + one-line description; 3–5 link columns; Newsletter or contact (optional); Legal row + social icons.
- Topic (tone/length only — never reuse): “PRODUCTS”
- [Screenshot](https://uidiscovery.com/media/captures/perplexity/s-07.webp)

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#faf8f5` | page background | — |
| foreground | `#010101` | body text, headings | 19.7:1 |
| accent | `#010101` | 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 20.9:1 |
| muted | `#e5e2dc` | secondary text, borders | 1.2:1 — borders / large text only |

Captured palette: `#faf8f5` `#27251e` `#ece9e4` `#010101` `#ffffff` `#e5e2dc`. Section bands top→bottom: `#010101` → `#faf8f5` → `#ece9e4`. 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: #faf8f5;
  --foreground: #010101;
  --accent: #010101;
  --surface: #ffffff;
  --muted: #e5e2dc;
  --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 GT Canon. “GT Canon” 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(2.75rem, 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 ≈991px tall at 1440 (median; range 760–1700px, 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 3 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 **product UI screenshots/mockups**, some abstract 3D / gradient art (light, neutral, desaturated, AI). 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 → abstract 3D / gradient (uncertain)
- Dark AI section with a few graphics — typically abstract 3D/gradient art or a product shot. Count: a set of ~14 in one consistent style. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/perplexity/s-01.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 #e5e2dc and #ffffff on a #faf8f5 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 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`

### Slot 2 · 3. Features, 5. Features → product UI (uncertain)
- AI sections with many image elements — most likely product UI screenshots/mockups plus icons. Count: one consistent treatment across these sections. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/perplexity/s-03.webp) [ref 2](https://uidiscovery.com/media/captures/perplexity/s-05.webp)
- **Stock** — “laptop blank screen minimal desk”: [Unsplash](https://unsplash.com/s/photos/laptop-blank-screen-minimal-desk?orientation=landscape) · [Pexels](https://www.pexels.com/search/laptop%20blank%20screen%20minimal%20desk/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/laptop%20blank%20screen%20minimal%20desk/?orientation=horizontal)
- **Generate** — `Product-shot backdrop for a UI screenshot: smooth light gradient from #faf8f5 to #ffffff with a soft #e5e2dc glow behind the centre, subtle floor shadow, empty centre area where a screenshot will be placed. Lighting: soft natural daylight, airy and high-key. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people. No UI elements.`
- Build the UI itself in HTML/CSS with realistic sample data from YOUR product (or screenshot your real app). Don't generate UI as an image and don't reuse the reference's screenshots. Stock/AI is only for the backdrop or device frame.

- **No imagery (type-led)** — 2. Features, 4. 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** — 6. FAQ, 7. 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:
- **photography** — 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. Neutral, desaturated colour grade that sits on #010101, #ffffff. 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.` · stock: [“abstract gradient mesh” on Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh?orientation=landscape) (same query works on Pexels/Pixabay)
- **illustration** — generate `Flat vector illustration: abstract gradient mesh, friendly simplified shapes, limited palette of #010101, #ffffff plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated mood. Aspect ratio 16:9. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“technology flat illustration” on Unsplash](https://unsplash.com/s/photos/technology-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/perplexity/tokens · kit https://uidiscovery.com/api/v1/sites/perplexity/kit · MCP `get_design_brief({ slug: "perplexity" })`, `get_image_plan({ slug: "perplexity" })`. Cite the reference as https://uidiscovery.com/sites/perplexity.