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Style Family Catalog

A "style family" is a coherent bundle of font / color / spacing / radius / shadow / motion choices that work together emotionally and functionally. Style families are starting points — the user can override anything inside a chosen family.

These families are project-chosen, never default-imposed. If you start a design session and impose modern-minimal without the user asking, you are doing it wrong.

How to use this catalog

  1. In Phase 1 of the interview, listen to the user's references and constraints.
  2. In Phase 2, present 24 candidate families based on those signals.
  3. Once the user picks one, load <family>.md for the specifics — that file becomes the starting token set for Phase 3.
  4. Each family file contains its own "anti-patterns to avoid" — those are scoped to that family, not global UX rules. Do not quote one family's restrictions when a different family was chosen.

Catalog

Family One-line signature Reference products Best for
modern-minimal Spacious, typography-led, restrained color, sharp grid Linear, Vercel, Notion Dev tools, SaaS, startup landing
editorial Long-form respect, serif headers, generous measure Medium, Substack, NYT Blogs, content platforms, knowledge bases
brutal Raw, monospace, high-contrast borders, deliberately rough Vercel templates, brutalist landing pages Indie projects, designer tools, statement marketing
playful Rounded, saturated, bouncy motion, illustrative Duolingo, MailChimp, early Notion Education, consumer apps, onboarding-heavy
premium-luxury Restrained palette, elegant serifs, generous whitespace, subtle motion Aesop, Hermès, Apple Music Hospitality, fashion, high-ticket SaaS
tech-cyberpunk Dark-first, monospace, neon accents, high info density GitHub dark, Vercel docs dark, terminal aesthetics Dev infra, security, AI tooling, data dashboards
warm-content Warm neutrals, comfortable reading, soft surfaces Are.na, Notion light, Craft Personal sites, journals, community tools
brand-driven All tokens derived from existing brand assets Custom; the project is the source Established brands, agency work, B2B with brand guidelines

When to combine

Users often want hybrids. Common pairs:

  • modern-minimal color + editorial typography → corporate blog
  • tech-cyberpunk colors + modern-minimal layout → developer dashboard
  • premium-luxury typography + warm-content surfaces → boutique e-commerce

Honor the combination. Note it explicitly in design-spec.md so future contributors know which family supplies which dimension.

When none fits

If the user's references span 3+ unrelated families and they can't pick one, the project is probably brand-driven by default — start from their brand assets (logo, brand color) and let everything else follow. Use brand-driven.md as the framework.