Properprompts — Proper Prompts

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

> Reference: https://www.properprompts.ai · UIDiscovery: https://uidiscovery.com/sites/properprompts · captured 2026-09-22 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/properprompts/full.webp) · [scroll video](https://uidiscovery.com/media/captures/properprompts/preview.mp4)

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Properprompts — 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 Properprompts: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Properprompts'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
- Properprompts (properprompts.ai): AI marketing website, light, award winner.
- 8 sections: Hero → Features → Content → Features → Content.
- Spacing: long, content-rich sections (median ≈1356px tall at 1440).
- Hero headline: 3 words — short and punchy; keep yours under ~9.
- Type: one family (Gza Compressed). Imagery: mostly photography.

## 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, ≈1.5 screens (1356px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 1 text link instead of buttons.
- Slots: Eyebrow / announcement pill (optional); H1 (~3 words, like the reference); Supporting line, 1–2 sentences; Text link action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Midjourney Prompt Builder”
- [Screenshot](https://uidiscovery.com/media/captures/properprompts/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. About one full screen (900px at 1440), page background; 1 image/graphic; 1 text link instead of buttons.
- Slots: Section title (~4 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Text link action.
- Topic (tone/length only — never reuse): “GENERATIVE AI PROMPT BUILDER”
- [Screenshot](https://uidiscovery.com/media/captures/properprompts/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. Tall, ≈1.9 screens (1700px at 1440), page background; 9 images/icons (a set of cards or a small gallery); primary + secondary button.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “AI GUIDE”
- [Screenshot](https://uidiscovery.com/media/captures/properprompts/s-03.webp) · imagery: slot 3

### 4. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (413px at 1440), page background; 1 image/graphic; no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/properprompts/s-04.webp) · imagery: slot 4

### 5. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.9 screens (1700px at 1440), page background; 14 images/icons (a set of cards or a small gallery); 6 buttons (tabs, toggles or per-card actions).
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/properprompts/s-05.webp) · imagery: slot 5

### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. About one full screen (1136px at 1440), page background; 6 images/icons (a set of cards or a small gallery); 4 buttons (tabs, toggles or per-card actions).
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/properprompts/s-06.webp) · imagery: slot 6

### 7. 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), page background; 8 images/icons (a set of cards or a small gallery); no interactive controls; 3 headings → ~2 items under a title.
- Slots: Section title (~3 words, like the reference); 2 items: icon or visual + short title + 1–2 line description.
- Topic (tone/length only — never reuse): “LIGHTS”
- [Screenshot](https://uidiscovery.com/media/captures/properprompts/s-07.webp) · imagery: slot 7

### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (614px at 1440), page background; 1 image/graphic; no interactive controls.
- Slots: Heading; Body copy; Supporting visual (see image plan).
- [Screenshot](https://uidiscovery.com/media/captures/properprompts/s-08.webp) · imagery: slot 8

Inner pages also captured (Sign up, Docs): https://uidiscovery.com/sites/properprompts?view=pages

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#333333` | body text, headings | 12.6:1 |
| accent | `#d40027` | primary buttons, links, highlights — sparingly | 5.5:1 |
| surface | `#ffffff` | cards, inputs, alternate bands | text on it 12.6:1 |
| muted | `#777777` | secondary text, borders | 4.5:1 — borders / large text only |

Captured palette: `#ffffff` `#333333` `#363636` `#d40027` `#777777`. 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: #333333;
  --accent: #d40027;
  --surface: #ffffff;
  --muted: #777777;
  --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 Gza Compressed. “Gza Compressed” 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 ≈1356px tall at 1440 (median; range 413–1700px, captures cap at 1700px) — long, content-rich chapters. Start with 96–128px 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
Expressive layout and motion are part of the appeal — study the scroll video, but keep motion subtle and respect prefers-reduced-motion. 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 6 section screenshots: mostly **photography** (light, warm, AI). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 1. Hero → photography
- Photography, seen in the capture (rocks, blue sky). (measured from the screenshot) Count: a set of ~4 in one consistent style. Aspect: 16:9 full-bleed (or 21:9). Look first: [ref 1](https://uidiscovery.com/media/captures/properprompts/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, #d40027. 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. Features → photography
- Photography, seen in the capture (art, illustrations). (measured from the screenshot) Count: 1. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/properprompts/s-02.webp)
- **Stock** — “3d glass shapes render”: [Unsplash](https://unsplash.com/s/photos/3d-glass-shapes-render?orientation=landscape) · [Pexels](https://www.pexels.com/search/3d%20glass%20shapes%20render/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/3d%20glass%20shapes%20render/?orientation=horizontal)
- **Generate** — `Photograph: 3d glass shapes render. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #d40027. 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 → product UI (uncertain)
- AI features with 9 image elements — most likely product UI screenshots/mockups plus icons. Count: a set of ~9 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/properprompts/s-03.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 #ffffff to #ffffff with a soft #d40027 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.

### Slot 4 · 4. Content → illustration (uncertain)
- Light AI section with a few graphics — illustration, icon art or a product shot. Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/properprompts/s-04.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 #ffffff, #d40027 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 5 · 5. Content → photography
- Photography, seen in the capture (people, adult). (measured from the screenshot) Count: a set of ~14 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/properprompts/s-05.webp)
- **Stock** — “3d glass shapes render close up”: [Unsplash](https://unsplash.com/s/photos/3d-glass-shapes-render-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/3d%20glass%20shapes%20render%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/3d%20glass%20shapes%20render%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: 3d glass shapes render close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #d40027. 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. Content → photography
- Photography, seen in the capture (container, luggage, purse). (measured from the screenshot) Count: a set of ~6 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/properprompts/s-06.webp)
- **Stock** — “minimal desk with laptop close up”: [Unsplash](https://unsplash.com/s/photos/minimal-desk-with-laptop-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/minimal%20desk%20with%20laptop%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/minimal%20desk%20with%20laptop%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: minimal desk with laptop close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #d40027. 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 7 · 7. Features → photography
- Photography, seen in the capture (furniture, stool). (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/properprompts/s-07.webp)
- **Stock** — “abstract gradient mesh wide shot”: [Unsplash](https://unsplash.com/s/photos/abstract-gradient-mesh-wide-shot?orientation=landscape) · [Pexels](https://www.pexels.com/search/abstract%20gradient%20mesh%20wide%20shot/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/abstract%20gradient%20mesh%20wide%20shot/?orientation=horizontal)
- **Generate** — `Photograph: abstract gradient mesh wide shot. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #d40027. 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 8 · 8. Content → photography
- Photography, seen in the capture (sunset sunrise, land, mountain). (measured from the screenshot) Count: 1. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/properprompts/s-08.webp)
- **Stock** — “3d glass shapes render wide shot”: [Unsplash](https://unsplash.com/s/photos/3d-glass-shapes-render-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/3d%20glass%20shapes%20render%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/3d%20glass%20shapes%20render%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: 3d glass shapes render wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #d40027. 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.`


### 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 #d40027 and #777777 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 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)

- **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/properprompts/tokens · kit https://uidiscovery.com/api/v1/sites/properprompts/kit · MCP `get_design_brief({ slug: "properprompts" })`, `get_image_plan({ slug: "properprompts" })`. Cite the reference as https://uidiscovery.com/sites/properprompts.