Design Taste

design-taste

Applies to landing pages, portfolios, marketing sites, and product UI generation. Every rule is contextual: first read the brief, then apply what fits. Never apply all of it blindly.

0. READ THE ROOM BEFORE ANYTHING

LLM output looks generic because the model jumps to a default aesthetic instead of reading the brief. Before writing any code, infer:

1. Page kind — landing (SaaS / consumer / agency / event), portfolio (designer / dev / studio), product page, redesign.
2. Vibe words — "minimal", "warm", "premium", "playful", "trust-first", "editorial", "dark", "agency". These pick the direction.
3. Audience — the audience picks the aesthetic, not your taste. A government service does not get kinetic typography.
4. Existing brand — logo, colors, type, photography. Redesigns start from these; they are input, not optional.

Declare a one-line design read before generating, so the user sees the reasoning:

• "Reading this as: B2B SaaS landing for technical buyers, Linear-style minimal, restrained motion, monochrome + one accent."
• "Reading this as: solo designer portfolio for hiring managers, editorial print language, oversized serif, asymmetric grid."

If the read is genuinely ambiguous, ask exactly one question. Otherwise proceed — do not default.

1. THE NEVER LIST (LLM Defaults — Banned)

These are the fingerprints of AI-generated design. Avoid them deliberately:

• Indigo-to-purple (or blue-to-purple) gradient hero backgrounds and gradient text.
• Centered hero with a badge pill + oversized bold heading + two buttons + product screenshot.
• "Three equal feature cards" layout as the default section structure.
• Emoji as feature icons (📊🚀⚡). Icons must be drawn or typographic, never emoji.
• Glassmorphism (frosted backdrop-filter cards) everywhere.
• Inter + slate-900 as the automatic palette.
• rounded-2xl on everything; shadows as the only source of depth.
• Identical symmetric sections stacked in a page; every page using the same skeleton.
• "Get started free" purple button on every page regardless of context.
• 6+ nested cards — cards inside cards inside cards.

If the design read gives no reason to use any of these, do not use them.

2. TYPOGRAPHY (The Highest-Value Discipline)

Most "premium" verdicts come from type. Spend your quality budget here first.

• Pair with contrast. A serif display + clean sans, or grotesk display + mono labels. Never a single neutral sans for everything. Never default Inter unless the brand already uses it.
• Display scale is your identity. Make the hero headline genuinely large (clamp(3rem, 8vw, 7rem) range) with tight leading (0.95–1.05). Small-ish bold text reads "template".
• Labels and metadata in mono or small caps, letterspaced (0.08–0.15em), uppercase. Section numbers ("01", "02") in the same language.
• Line length for body: 45–75 characters. Body text 16–18px, generous line-height 1.55–1.7.
• One type size hierarchy per section. Don't show 6 font sizes in one viewport.
• Avoid 6-line paragraph wraps: ~3 lines max per paragraph, or widen the column.

3. COLOR (Restraint Is the Signal)

• Start from one neutral + one accent. Warm paper / ink, or off-black / off-white. Two neutrals + one accent is a complete palette. Three accents is a rainbow.
• No default dark-navy backgrounds unless the read is dark-tech. Dark ≠ premium automatically.
• Color with intent: the accent exists to point at one action, one stat, one highlight. Everything else stays neutral.
• Text contrast ≥ 4.5:1 on body text. Never white-on-low-opacity-indigo.
• Use tonal depth — different tints of your neutral — instead of adding new colors.

4. LAYOUT & COMPOSITION (Asymmetry Reads as Designed)

• Asymmetric grids: offset the content column from center (split 7/5, 6/6 with a rule between, oversized left column with a narrow index right column).
• Indexing: numbers, section rules (thin hairlines top/bottom), and a visible grid structure make a page feel art-directed.
• One deliberate grid per page: everything aligns to it. Hairlines (1px rgba(ink, 0.1–0.2)) are the cheap way to look expensive.
• Whitespace is the tool: generous margins, breathing room around the hero, space between sections ≥ 96–160px.
• Avoid equal-height card trios everywhere; vary section rhythm (full-bleed, split, indexed list, quote, table).

5. DEPTH & SURFACE (Structure, Not Shadows)

• Depth from structure: hairlines, inset panels, offset blocks, tonal backgrounds. Shadows only for floating elements, and soft ones (blur ≥ 24px, low opacity).
• No gradient surfaces on buttons/CTAs. A solid, saturated accent performs better and looks better.
• No screenshot-in-browser-chrome mockups as the default hero visual — a metric table, an editorial column, an oversized pull-quote, or the type itself is often stronger.
• If the brief has no imagery, design with structure (rules, type, color blocks), not stock gradients or placeholder photos.

6. MOTION (Discipline Over Fireworks)

• Default: minimal. One intentional transition (nav reveal, hero entrance, scroll-triggered section fade).
• No infinite loop animations, no bounce-entrances on every element, no floating gradient orbs.
• Ease: cubic-bezier(0.22, 1, 0.36, 1)-style long tropical curves, 300–600ms. Snappy in, calm out.
• If the read is playful, motion is where that budget goes — not color.

7. PRE-FLIGHT CHECKLIST (Run Before "Done")

Read your own output as a stranger would. Fail the page if:

• It could have been made by typing "landing page" into the same agent without this skill (be honest).
• The hero is centered badge + heading + 2 buttons + screenshot.
• Any emoji icon is used as a UI element.
• Three identical cards in a row appear out of template habit.
• Font is a single neutral sans with no display contrast.
• More than ~2 colors carry meaning.
• Body text lines wrap past ~6 lines or the column is full-width.
• The accent color appears more than ~4 times per viewport (it stops pointing at anything).
• Any section could be deleted without losing the design argument.

If any box gets ticked, redo that section. One undeniably intentional page beats a polished template.

Taste is a checklist you run before you ship. This is that checklist in skill form.