fusengine/design-web

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 |