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General / Tech / Web

Site Colors

General 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)

Site Background: most commonly white, sometimes off-white or light gray unless dark theme has been requested

Primary Colors

Black
Blue
Green
Orange
Yellow

Secondary Colors

Black
Blue
Gray
Green
White
Yellow

Font Recommends

Use circular geometric sans, condensed sans, a squared sans or slab serif in the hero, paired with sans serif subheadings

Fonts for Headings

Circular Geometric Sans
Condensed Sans
Squared Sans
Slab Serif

Fonts for Body

Circular Geometric Sans
Standard Sans

Fonts for Nav Links

Circular Geometric Sans
Standard Sans

Header Specs

  • Background: most commonly white, can be black if dark theme is requested or transparent if logo works that way
  • Height (pixels): no more than 160px tall
  • Main Elements: search, logo, primary navigation
  • Optional Elements: secondary navigation, icons, banner with cta/phone/location depending on the services they provide
  • Sticky (Y/N): not common – use only if specifically requested and if the following criteria apply: header is less than 80px tall or all extra header elements are in a hamburger menu

Header Templates

The following are header and top bar template suggestions based on the components of the templates that match with the research done by site vertical. These are only suggestions, other headers not listed can also be used if the content provided by the customer fits those better.

If you use a certain header from this list, make sure to read its details and setup to see whether or not it should be paired with a top bar. Be mindful not to repeat elements in both a header and top bar combination.

Site Topbar – secondary menu [ 3 ]
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Site Topbar – phone, icons, search [ 2 ]
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Site Topbar – phone, icons [ 1 ]
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Footer Specs

The following are the most common elements found in footers of this site vertical:

  • an abundance of menus
  • social icons
  • copyright
  • categories

Footer Templates

The following are footer template suggestions based on the components of the templates that match with the research done by site vertical. These are only suggestions, other footers not listed can also be used if the content provided by the customer fits those better. Feel free use these as base templates and add/remove or adjust positioning of the elements within them per request of the customer or per their site goal. 

Hero Specs

  • Height: 3/4 to full height hero is standard, however, use hero media to make layout decision
  • Background: image/parallax or solid color with graphic are the most common options – other hero options may be used and styled if requested as such
  • Text alignment: left or center are standard – use page layout flow guidelines to change it if hero media better suits a different alignment
  • Call to action (Y/N): any kind of cta is required in the top-fold unless specifically requested not to, or if a wireframe is being replicated that doesn’t include one or if a clear cta is already somewhere in the top-fold
  • Element Padding: medium padding (30px-60px) – clear separation between elements

Home Hero Templates

The following homepage hero layouts are only suggestions based on the kinds of hero layouts recorded during design research per vertical.  Ultimately, the media chosen for the hero row background will determine what kind of hero layout will work best. You can also pair the hero with a row separator or create a layout of your choosing that isn't shown here, if the content and media provided by the customer fits it better.

Home Hero – Product Slider
Components: ,
Details & Setup
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Home Hero – Blog Slider
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Home Hero – Floating Image
Components:
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Home Hero – Split Screen
Components:
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Home Hero – Rule of Thirds
Components:
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Other Elements

Relevant Site Templates

The following are site template suggestions for built-in post types like blogs or products based research done by site vertical. These are only suggestions, other templates not listed can also be used or pages/templates can be custom built if the content provided by the customer fits those better. If you use a certain template from this list, make sure to read its details and setup to see how it should be configured and/or modified.

Contact Layout 7 – Personality
Components:
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Contact Layout 3 – Singular Contact
Components: , ,
Details & Setup
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Contact Layout 2 – Leads
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Details & Setup
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Contact Layout 1 – Basic
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Home Hero – Product Slider
Components: ,
Details & Setup
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Home Hero – Blog Slider
Components: ,
Details & Setup
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Home Hero – Floating Image
Components:
Details & Setup
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Home Hero – Split Screen
Components:
Details & Setup
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Home Hero – Rule of Thirds
Components:
Details & Setup
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Product Singular – Standard
Components: , , ,
Details & Setup
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Shop Archive Grid – Sidebar, SF, Sort [Filterable]
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Shop Archive Grid – Sidebar, featured, search [Standard]
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Details & Setup
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Post Archive Grid – Sidebar, search, widgets
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Details & Setup
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Site Topbar – secondary menu [ 3 ]
Components:
Details & Setup
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Site Topbar – phone, icons, search [ 2 ]
Components: , ,
Details & Setup
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Site Topbar – phone, icons [ 1 ]
Components: ,
Details & Setup
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Relevant Pre-built Pods

The following are suggestions for pre-built pods layouts. These are only suggestions based on what post types the site verticals commonly have. Other pods layouts not listed can also be used or pods can be custom built if the content provided by the customer requires something not yet made. If you use a certain prebuilt pod from this list, make sure to read its details and setup to see how it should be imported, configured and/or modified.

Testimonials
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Team Members
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