Visual-Direction
> Current visual direction: color palettes, font pairings, layout compositions, and visual language (as of Q1/Q2 2026). Structured for periodic updates.
Scope
Use this skill when:
- You are defining a color palette for a new project
- You are selecting font pairings
- You are planning layout compositions and visual rhythms
- You are establishing a consistent visual language
- You are implementing dark/light theming
Principles
1. Color Communicates Brand, Not Trend
Derive palettes from brand identity. Trends inform the framework; the brand determines the execution.
2. Typography Sets the Mood
Font choice defines the emotional tone more strongly than any other element. Grotesque = modern, serif = trust, display = creative.
3. White Space is Design
Empty space directs the eye, creates hierarchy, and signals premium quality.
4. Consistency Beats Creativity
A cohesive visual system looks more professional than sporadic brilliance.
5. Contrast Drives Hierarchy
Visual contrast (size, color, weight, space) is the primary tool for information hierarchy.
Rules
Color Palettes
- DO: Define a structured palette with clear roles:
- Primary: Brand color, used sparingly (CTAs, active states)
- Neutral: Gray gradations (minimum 5 steps)
- Semantic: Success (green), warning (yellow/orange), error (red), info (blue)
- Accent: Optional, for highlights
- DO: Deep darks for tech/SaaS: #0A0A0A to #1A1A1A (not #000000).
- DO: Warm neutrals for lifestyle/brand: off-whites (#FAFAF5 to #F5F0EB).
- DO: Monochrome accents -- one strong color is sufficient.
- DON'T: More than 2 chromatic colors in the main palette.
- DON'T: Saturated colors on large areas. High saturation only for small accents.
- DON'T: Contrast ratio below 4.5:1 for text (WCAG AA).
Font Pairings
- DO: Maximum 2 font families:
- Option A: Geometric grotesque + humanist sans (e.g., Inter + DM Sans)
- Option B: Modern serif + neutral sans (e.g., Fraunces + Inter)
- Option C: Monospace + sans for developer tools (e.g., JetBrains Mono + Inter)
- DO: Strong size contrast: display at least 3x larger than body (72-120px vs. 16-18px).
- DO: Variable fonts where possible -- one file, many weights.
- DON'T: Pair fonts with similar character. Contrast is essential.
- DON'T: More than 4 weight levels per typeface.
- DON'T: Body text below 16px.
Layout Composition
- DO: Asymmetric balance -- not everything centered.
- DO: Generous vertical rhythms: 120-200px section spacing on desktop.
- DO: 12- or 16-column grid as a base, then break it deliberately.
- DO: Full width for images, constrained (max 720px) for text (65-75 characters per line).
- DON'T: Equal columns without variation. 50/50 splits appear static.
- DON'T: More than 3 container widths per page.
Visual Language
- DO: Consistent image treatment: same filters, perspective, style.
- DO: 3D elements used selectively and subtly.
- DO: Brand-specific illustrations (no generic libraries).
- DO: Authentic photography with natural lighting.
- DON'T: AI-generated images as primary visuals.
- DON'T: Uncompressed images. WebP/AVIF with lazy loading.
- DON'T: Images without alt text.
Palette archetypes and typography trends: see references/archetypen.md
Patterns
Dark Mode First
When: Tech products, developer tools, premium brands.
What: Design starts with dark mode. Light mode is derived. CSS Custom Properties for theme switching.
Typographic Hero
When: Statement landing pages, agency sites, portfolios.
What: No image, only typography. 100px+ headline, negative space as a design element.
Visual Rhythm Section
When: Long landing pages with multiple sections.
What: Alternating background colors: dark > light > dark. Same palette, different temperature.
Monochrome + Accent
When: Minimalist products, luxury brands.
What: Black-and-white/grayscale + a single accent color for CTAs and highlights.
Oversized Typography Grid
When: Portfolios, creative agencies, editorial.
What: Large typography as a grid element. Letters break columns; text becomes a visual pattern.
Anti-Patterns
- Trend collage -- Glassmorphism + neubrutalism + neumorphism on one page. One style per project.
- Oversaturated gradients -- The purple-pink-orange of 2023 looks generic in 2026. Subtle monochrome gradients instead.
- Stock photo mix -- Images from different sources with inconsistent aesthetics.
- Font overload -- 4+ font families appear chaotic.
- Icon inconsistency -- Outlined + filled + duotone mixed. One style, one set.
- Shadow overkill -- Too many levels and directions. 3-5 levels suffice.
- Purely decorative elements -- Shapes without purpose. Every element must support hierarchy or mood.
- Contrast poverty -- Text on images without overlay. Use automated contrast checking.
Checklist
- [ ] Color palette has defined roles: primary, neutral (5+ steps), semantic, accent
- [ ] All text-background combinations meet WCAG AA (4.5:1)
- [ ] Maximum 2 font families in the project
- [ ] Body text at least 16px
- [ ] Display text at least 3x larger than body
- [ ] Section spacing consistent (e.g., 120px desktop, 64px mobile)
- [ ] Images treated consistently (filter, perspective, style)
- [ ] All images as WebP/AVIF with lazy loading
- [ ] Icon set stylistically uniform
- [ ] Shadow system maximum 5 levels
- [ ] Dark mode implemented or used as primary theme
- [ ] Color system uses CSS Custom Properties
- [ ] No stock photos in hero or feature sections
Cross-References
design-trends-- Overarching trends shaping this visual directionui-patterns-- Patterns designed with this visual directioncomponent-patterns-- Token system for component themingcolor-theory-- Color system fundamentals and token structureweb-typography-- Typography system and scalingbranding-identity-- Brand identity as the foundation of visual directionimages-media-- Image optimization and formats
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