Typeform — Form Builder with AI Automation

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

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

## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Typeform — 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 Typeform: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Typeform'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
- Typeform (typeform.com): AI marketing website, light.
- 11 sections: Hero → Content → Features → Statement → Features → Logo cloud → Content → Integrations → Call to action → Footer.
- Spacing: about a screen per idea (median section ≈764px).
- Hero headline: 7 words — short and punchy; keep yours under ~9.
- Type: one family (Tobias). Imagery: mostly typography with little or no imagery, some 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, ≈1.6 screens (1409px at 1440), own dark band #2a222b; 3 image/graphics; 4 buttons (tabs, toggles or per-card actions).
- Slots: Eyebrow / announcement pill (optional); H1 (~7 words, like the reference); Supporting line, 1–2 sentences; Primary + secondary action; Hero visual (see image plan).
- Topic (tone/length only — never reuse): “Your favorite forms. Now with AI automation.”
- [Screenshot](https://uidiscovery.com/media/captures/typeform/s-01.webp)

### 2. Content — supporting content that deepens one idea.
- Layout: text + media block. Tall, ≈1.4 screens (1260px 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/typeform/s-02.webp) · imagery: slot 1

### 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. About one full screen (847px at 1440), page background; 7 images/icons (a set of cards or a small gallery); 4 buttons (tabs, toggles or per-card actions); 4 headings → ~3 items under a title.
- Slots: Section title (~8 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Build forms at the drop of a prompt”
- [Screenshot](https://uidiscovery.com/media/captures/typeform/s-03.webp) · imagery: slot 2

### 4. Statement — a large-type moment that sets tone and pace.
- Layout: oversized typography with lots of space. Compact band (285px at 1440), own dark band #2a222b; no images (type-led); no interactive controls.
- Slots: Heading (~7 words, like the reference); Body copy.
- Topic (tone/length only — never reuse): “When the form ends, the flow begins...”
- [Screenshot](https://uidiscovery.com/media/captures/typeform/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 (807px at 1440), own dark band #2a222b; 7 images/icons (a set of cards or a small gallery); 4 buttons (tabs, toggles or per-card actions); 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; Primary + secondary action.
- Topic (tone/length only — never reuse): “Be proactive with customer data”
- [Screenshot](https://uidiscovery.com/media/captures/typeform/s-05.webp) · imagery: slot 3

### 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. About one full screen (807px at 1440), own dark band #2a222b; 7 images/icons (a set of cards or a small gallery); 4 buttons (tabs, toggles or per-card actions); 4 headings → ~3 items under a title.
- Slots: Section title (~6 words, like the reference); 3 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Run fast research, moderated by AI”
- [Screenshot](https://uidiscovery.com/media/captures/typeform/s-07.webp) · imagery: slot 4

### 7. 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 (313px at 1440), page background; 10 images/icons (a set of cards or a small gallery); 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): “Join 150,000+ businesses driving revenue with Typeform”
- [Screenshot](https://uidiscovery.com/media/captures/typeform/s-08.webp)

### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (764px at 1440), page background; 27 image elements (icons, logos, product UI — not 27 photos); 10 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/typeform/s-09.webp) · imagery: slot 2

### 9. Integrations — show that it fits the tools the visitor already uses.
- Layout: a grid of app icons around a short explanation. Half to one screen (621px at 1440), page background; 144 image elements (icons, logos, product UI — not 144 photos); one primary button.
- Slots: Title + explanation; Icon grid of tools you truly integrate with; One primary action.
- Topic (tone/length only — never reuse): “Integrate with your tech stack”
- [Screenshot](https://uidiscovery.com/media/captures/typeform/s-10.webp)

### 10. 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 (492px at 1440), own dark band #2a222b; 1 image/graphic; one primary button.
- Slots: Headline (~7 words, like the reference); One sentence of support; One primary action.
- Topic (tone/length only — never reuse): “AI forms and automation. All in Typeform.”
- [Screenshot](https://uidiscovery.com/media/captures/typeform/s-11.webp)

### 11. Footer — navigation, legal and contact — the page's index.
- Layout: multi-column link groups, brand line, legal row. Half to one screen (737px at 1440), own dark band #2a222b; 18 image elements (icons, logos, product UI — not 18 photos); 13 buttons (tabs, toggles or per-card actions), 74 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): “PRODUCT”
- [Screenshot](https://uidiscovery.com/media/captures/typeform/s-12.webp)

## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#faf9fb` | page background | — |
| foreground | `#2a222b` | body text, headings | 14.7:1 |
| accent | `#2a222b` | none captured — monochrome. Primary buttons invert (foreground fill, background text); add your brand colour only for small highlights | — |
| surface | `#f9f2fd` | cards, inputs, alternate bands | text on it 14.1:1 |
| muted | `#655d67` | secondary text, borders | 6.0:1 |

Captured palette: `#faf9fb` `#2a222b` `#d4d1d5` `#f9f2fd` `#eccffa` `#655d67`. Section bands top→bottom: `#2a222b` → `#faf9fb`. 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: #faf9fb;
  --foreground: #2a222b;
  --accent: #2a222b;
  --surface: #f9f2fd;
  --muted: #655d67;
  --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 Tobias. “Tobias” 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 ≈764px tall at 1440 (median; range 285–1409px, 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 4 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 6 section screenshots: mostly **typography with little or no imagery**, some photography (light, neutral, desaturated, AI). Still glance at the linked screenshots to match the exact mood.

### Slot 1 · 2. 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/typeform/s-02.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 #faf9fb, #2a222b, #f9f2fd plus one soft neutral, plenty of empty background, consistent line weight, neutral, desaturated 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 2 · 3. Features, 8. Content → 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/typeform/s-03.webp) [ref 2](https://uidiscovery.com/media/captures/typeform/s-09.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 #faf9fb to #f9f2fd with a soft #655d67 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 3 · 5. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~7 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/typeform/s-05.webp)
- **Stock** — “3d glass shapes render close up”: [Unsplash](https://unsplash.com/s/photos/3d-glass-shapes-render-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/3d%20glass%20shapes%20render%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/3d%20glass%20shapes%20render%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: 3d glass shapes render 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 #2a222b, #f9f2fd. 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 · 6. Features → photography
- Photography, seen in the capture (people). (measured from the screenshot) Count: a set of ~7 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/typeform/s-07.webp)
- **Stock** — “minimal desk with laptop close up”: [Unsplash](https://unsplash.com/s/photos/minimal-desk-with-laptop-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/minimal%20desk%20with%20laptop%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/minimal%20desk%20with%20laptop%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: minimal desk with laptop 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 #2a222b, #f9f2fd. 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.`

- **No imagery (type-led)** — 1. Hero, 4. Statement, 10. Call to action: 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.
- **Logos** — 7. Logo cloud, 9. Integrations: 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** — 11. 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 #655d67 and #f9f2fd on a #faf9fb 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.` · 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).

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