Site Verticals
Restaurant / Food Service
Color Tone: generally warm palettes are common, or a cool palette with a warm color accent
Background: most commonly white, sometimes off-white or light beige unless dark theme is requested
Font Specs: Use circular geometric sans, rounded display sans or blocky sans in the hero paired with sans serif or condensed subheadings
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Color Tone: generally warm palettes are common, or a cool palette with a warm color accent
Background: most commonly white, sometimes off-white or light beige unless dark theme is requested
Font Specs: Use circular geometric sans, rounded display sans or blocky sans in the hero paired with sans serif or condensed subheadings
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Real Estate
Color Tone: both warm and cool tones are equally common
Background: white background is standard
Font Specs: Use circular geometric sans, rounded display sans or bold serif in the hero paired with sans serif subheadings
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Color Tone: both warm and cool tones are equally common
Background: white background is standard
Font Specs: Use circular geometric sans, rounded display sans or bold serif in the hero paired with sans serif subheadings
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Products (for promotion or sale) / Info / Catalog
Color Tone: either warm or cool are fine depending on the kind of product being promoted/sold and the audience its being advertised to
Background: most commonly white, sometimes off-white or light gray unless dark theme has been requested
Font Specs: Use circular geometric sans, blocky sans or bold serif in the hero paired with sans serif, or slab subheadings
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Color Tone: either warm or cool are fine depending on the kind of product being promoted/sold and the audience its being advertised to
Background: most commonly white, sometimes off-white or light gray unless dark theme has been requested
Font Specs: Use circular geometric sans, blocky sans or bold serif in the hero paired with sans serif, or slab subheadings
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Medical
Color Tone: generally cool tones, or a cool overall palette with a warm color accent (e.g. orange accent on a teal palette)
Background: white background is standard
Font Specs: Use circular geometric sans, standard sans, squared sans, bold serif or slab serif in the hero paired with sans serif, or slab subheadings
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Color Tone: generally cool tones, or a cool overall palette with a warm color accent (e.g. orange accent on a teal palette)
Background: white background is standard
Font Specs: Use circular geometric sans, standard sans, squared sans, bold serif or slab serif in the hero paired with sans serif, or slab subheadings
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Home Services / Construction
Color Tone: generally cool tones, or a cool overall palette with a warm color accent (e.g. red accent on a gray palette)
Background: most commonly white, sometimes off-white or light beige unless dark theme has been requested
Font Specs: Use circular geometric sans, condensed sans, a squared sans, bold serif or slab serif in the hero paired with sans serif, condensed or slab subheadings
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Color Tone: generally cool tones, or a cool overall palette with a warm color accent (e.g. red accent on a gray palette)
Background: most commonly white, sometimes off-white or light beige unless dark theme has been requested
Font Specs: Use circular geometric sans, condensed sans, a squared sans, bold serif or slab serif in the hero paired with sans serif, condensed or slab subheadings
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Health / Beauty / Spa / Fashion
Color Tone: health, spas or hi fashion sites generally have cooler toned palettes - beauty, hair/makeup sites generally have warmer palettes or cool shaded palettes with a warm accent color
Background: most commonly white, sometimes off-white or light beige unless dark theme has been requested
Font Specs: Use circular geometric sans, light decorative sans, fancy serif or script accents in the hero paired with sans serif or condensed subheadings
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Color Tone: health, spas or hi fashion sites generally have cooler toned palettes - beauty, hair/makeup sites generally have warmer palettes or cool shaded palettes with a warm accent color
Background: most commonly white, sometimes off-white or light beige unless dark theme has been requested
Font Specs: Use circular geometric sans, light decorative sans, fancy serif or script accents in the hero paired with sans serif or condensed subheadings
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General / Tech / Web
Color Tone: generally cool unless branding is warm, can also be warm accents on a cool overall palette (e.g. yellow accent on a blue palette)
Background: most commonly white, sometimes off-white or light gray unless dark theme has been requested
Font Specs: Use circular geometric sans, condensed sans, a squared sans or slab serif in the hero, paired with sans serif subheadings
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Color Tone: generally cool unless branding is warm, can also be warm accents on a cool overall palette (e.g. yellow accent on a blue palette)
Background: most commonly white, sometimes off-white or light gray unless dark theme has been requested
Font Specs: Use circular geometric sans, condensed sans, a squared sans or slab serif in the hero, paired with sans serif subheadings
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Finance, Law
Color Tone: either warm or cool toned palettes work here
Background: most commonly white, sometimes off-white or light gray unless dark theme has been requested
Font Specs: Use either a bold circular geometric sans, or a bold serif in the hero paired with sans serif subheadings
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Color Tone: either warm or cool toned palettes work here
Background: most commonly white, sometimes off-white or light gray unless dark theme has been requested
Font Specs: Use either a bold circular geometric sans, or a bold serif in the hero paired with sans serif subheadings
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Corporate/Professional Services
Color Tone: Maintain overall cool tones unless logo is warm
Background: White or light gray only, unless specific request for dark theme
Font Specs: Use sans serifs unless logo/branding is serif
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Color Tone: Maintain overall cool tones unless logo is warm
Background: White or light gray only, unless specific request for dark theme
Font Specs: Use sans serifs unless logo/branding is serif
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