design-web

name	design-web
description	Marketing sites, landing pages, campaign pages — register `brand` (design IS the product). Structure comes from the register's POV + a macrostructure pick, never from copying an inspiration site's section flow. Hero discipline, deviated section order, asymmetric grids, and a silhouette lookalike-test gate before ship.
when-to-use	Building or revising a marketing/landing/campaign page after design-method's Gate 0 has locked register `brand`. If the surface is a logged-in dashboard/app screen, use design-webapp instead — design-method's routing table decides which.
keywords	web, marketing, landing, hero, macrostructure, anti-slop, lookalike-test, asymmetric
priority	critical
related	design-method, design-system, design-webapp, design-motion, design-review, ux-copy

Design Web — Marketing & Landing, Register Brand

When

After design-system tokens exist and design-method's Gate 0 has locked register brand (one dominant, expressive message). Read design-method's routing table first — a dashboard/app/utility surface routes to design-webapp instead. Exception: a marketing-adjacent surface living inside an app shell (e.g. an in-app pricing page) still routes here for that one page (see design-webapp's reciprocal note).

Input

• design-system.md — OKLCH palette, type pair, spacing density, the 3 dials.
• design-method/references/register/brand.md — the page's POV sentence and the per-section Competitor Lift Test (loaded once per task, not re-read per step).
• The generate move report (design-method/references/moves/generate.md) if this task started from Gate 0 — steps 1-4 of that report (register, inspiration, tokens, macrostructure) are inputs here, not repeated.

Steps

1. Structure comes from register + macrostructure, never from template reproduction. references/design-inspiration.md browsing extracts palette, typography, and depth cues ONLY — section flow, spacing rhythm, and layout are never copied from a reference site. The actual skeleton is the macrostructure picked in design-method's generate move (references/macrostructure-bank.md) filtered through the POV in register/brand.md. Reproducing an inspiration site's structure verbatim is the single biggest source of templated output — treat it as a hard boundary, not a style preference.

2. Deviate the section order. The canonical skeleton (nav → hero → features → testimonials → pricing → faq → cta → footer) is a detectable flag when used verbatim end-to-end. Reorder, merge, or drop at least one section against the POV — state which one moved and why in the generate-move report's macrostructure line. register/brand.md §2 (Body ≠ SaaS Furniture) governs which sections are safe to cut or fold.

3. Hero discipline (nngroup visual-hierarchy, lawsofux, refactoringui): headline < 10 words, subhead < 20 words, 1 primary CTA, real product/brand visual (not a stock abstraction). This word-count floor is tighter than references/layout-discipline.md's hero hard numbers (≤ 2 lines, ≤ 4-element stack) — both apply; the tighter one wins on conflict. CTAs stay ≤ 3 touchpoints on the whole page, secondaries visually subordinate to the one primary. Von Restorff: exactly one visually distinct focal element per viewport reads as memorable — see the Focal-Block Floor (layout-discipline.md rule 9), mandatory in this register.

4. Break grid and padding sameness. Prefer asymmetric column splits (2/1, 1/2, span-2, bento) over a uniform 3-column grid reused section after section. Vary section padding for rhythm — tight groupings inside a section, generous separation between sections — instead of one uniform value applied everywhere. layout-discipline.md still owns the numeric caps (eyebrow restraint, zigzag cap, bento N=N, section-repetition ban) once a skeleton is chosen; don't re-derive those here.

5. Anti-slop mechanical flags (lintable, check the rendered markup — sources: sailop ai-slop research, superdesign):

   Slop signal	Mechanical flag	Antidote
   Canonical section order	The 8-section skeleton above, used verbatim, in that order	Step 2 — deviate
   Uniform 3-col grid	Same grid-cols-3 (or equivalent) reused across ≥3 unrelated sections	Step 4 — asymmetric splits
   Uniform section padding	Identical py-20/py-24 (or equivalent) on every section	Step 4 — vary per section
   Eyebrow over every H1	See layout-discipline.md Eyebrow Restraint (max 1 per 3 sections)	Already governed there — don't restate
   Signature entrance motion	opacity:0 + translateY(20px) + ease-in-out scroll-reveal — found on ~83% of AI-generated pages	Vary offset/easing/stagger — design-motion/references/entrance-patterns.md
   Reflex palette+font+shape combo	Tailwind blue/indigo (hue 200–290°) + Inter + rounded-2xl used together as the default	Banned outright — pull real tokens from design-system.md/sector-palettes.md/typography-pairs.md

6. Select components against the brief, not by default. Pull component patterns from references/cards-guide.md, references/buttons-guide.md, references/component-composition-ref.md, and 2-3 matching entries from references/premium-patterns/PATTERNS.md — each pattern's AI Generation Prompt is subordinated to the POV from register/brand.md, never dropped in unedited. No component earns a place because it's common; each maps to a real content need.

7. Ship HTML/CSS directly (default path, same method as Anthropic's frontend-design skill: commit to a point of view, verify with tools not vibes). Gemini Design MCP (references/gemini/), Magic (21st.dev), and shadcn MCP are optional fallback tools, never a requirement.

Output Gate — Lookalike Test

Before calling this done: shrink the shipped page to a ~200px silhouette (blur or scale down) and compare it against 5 competitor/sector silhouettes. Indistinguishable from the set = structural slop — send it back to step 1 (macrostructure choice), not step 4 (cosmetic tweaks). This is a structure-level check; it runs after step 6, before handoff.

Failure Handling

• Gemini Design MCP (if chosen) unavailable → fall back to direct generation, note it in the report.
• No usable inspiration source found after the browse budget in references/design-inspiration.md → proceed on macrostructure + register alone, flag the gap in the generate-move report; never block generation on inspiration browsing.
• Lookalike test fails twice on the same macrostructure choice → escalate to a different alternative in macrostructure-bank.md, don't re-attempt the same skeleton a 3rd time.

Output

• HTML/CSS for the page/component, section order deviated from canonical, asymmetric grid(s), hero within the word/element caps, anti-slop table above checked, lookalike test passed.
• Ready for design-motion.

Next → design-motion, then design-review.

References

File	Purpose
references/layout-discipline.md	Hard numeric layout rules (hero, eyebrow, zigzag, bento, CTA, measure, focal-block)
references/ui-visual-design.md	2026 visual design principles, hierarchy, trends
references/cards-guide.md	Card anatomy, layouts, content priority
references/buttons-guide.md	Button states, sizing, CTA discipline
references/premium-patterns/PATTERNS.md	10 premium patterns with CSS specs + AI prompts, sector-mapped
references/design-inspiration.md	Browsing workflow — palette/typography/depth extraction only (see step 1)
references/component-composition-ref.md	Component composition rules
references/grids-layout.md, forms-guide.md, icons-guide.md, photos-images.md	Supporting component guides
references/reference-index.md	Full index of this skill's references and templates
../design-method/references/register/brand.md	POV lock, Body ≠ SaaS Furniture, Competitor Lift Test
../design-method/references/macrostructure-bank.md	Macrostructure alternatives (step 1)

Shared with design-webapp (load from there, don't duplicate)

File	Purpose
../design-webapp/references/layouts/patterns/empty-state.md	Empty-state pattern, if this page has a data surface
../design-webapp/references/responsive-dashboard.md	Only if a marketing page embeds an app-shell preview