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art-direction

Use when a website needs a strong visual point of view, distinct concept routes, composition, typography, color/materiality, imagery direction, spatial rhythm, or a memorable signature idea.

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SKILL.md (original)

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Art Direction

Core deliverable

Define a coherent design POV that can explain the major visual choices without naming trendy libraries.

When direction is open

Create three structurally different routes. Each route must specify:

  • one-sentence POV;
  • emotional register;
  • composition grammar;
  • typography strategy;
  • color/materiality;
  • imagery strategy;
  • density/rhythm;
  • navigation posture;
  • interaction and motion language;
  • signature visual idea;
  • signature interaction;
  • anti-direction.

Do not submit three palette variants of the same layout.

Visual energy curve

Plan the page as tension and release. Alternate emphasis intentionally: peak → pause → dense evidence → quiet bridge → signature moment → resolution. Avoid a page where every section has equal visual volume.

Signature rule

Choose one memorable idea that could be described 24 hours later. It must be connected to the product/brand, not novelty for novelty's sake.

Anti-direction

Write what the site must not feel like. Examples: “not a generic SaaS dashboard”, “not card-heavy”, “not luxury-through-black-and-gold cliché”. Use this to reject plausible but wrong choices.

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