18 lines
1.4 KiB
Markdown
18 lines
1.4 KiB
Markdown
## Design Context
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### Users
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Owner-led regional small and medium-sized businesses in Germany, especially trades, salons, practices, and service companies. They need a credible website that helps local prospects understand the business quickly and take contact without friction.
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### Brand Personality
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Bodenstaendig, regional, glaubwuerdig. The interface should feel direct, calm, precise, and human rather than polished like a startup template or loud like an agency pitch.
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### Aesthetic Direction
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Use a light theme with restrained contrast, warm neutrals, and clear left-aligned structure. Favor quiet hierarchy, asymmetry, and editorial spacing over centered fullscreen hero patterns, decorative card grids, or theatrical gradients. Trust should appear early through concrete signals: direct contact, regional proximity, experience, response speed, and transparent delivery.
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### Design Principles
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- Trust before spectacle: lead with concrete proof, not abstract claims.
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- Regional and human: show the person and working style behind the service early.
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- Calm hierarchy: use spacing, alignment, and clear grouping instead of oversized centered compositions.
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- Practical clarity: every section should answer what is offered, why it is credible, and what the next step is.
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- Keep it grounded: avoid startup tropes, generic hero metrics, and decorative noise without informational value.
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