1.4 KiB
Design Context
Users
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.
Brand Personality
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.
Aesthetic Direction
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.
Design Principles
- Trust before spectacle: lead with concrete proof, not abstract claims.
- Regional and human: show the person and working style behind the service early.
- Calm hierarchy: use spacing, alignment, and clear grouping instead of oversized centered compositions.
- Practical clarity: every section should answer what is offered, why it is credible, and what the next step is.
- Keep it grounded: avoid startup tropes, generic hero metrics, and decorative noise without informational value.