Discovering and Filtering Visual Preferences

Website design isn't so much about designing how content looks, it's about designing the framing of the content. Good design puts the content in a context that reinforces and extends the brand, and underscores the message.

In a perfect world, every company and organization would have branding design and guidelines that run as deep as the Coca Cola Company's. But in world of limited resources, web designers and their clients sometimes need to extend the brand to a website without visual precedent. In order to aid this process of determining the right look without reference, the examples below have been collected to help narrow down visual preferences.

Color Palette: Cool/Warm/Complementary

Cool Color Palettes




Warm Color Palettes




Complementary Color Palettes




Color Palette: Neutral/Vibrant

Neutral Color Palettes




Vibrant Color Palettes




Tonal Value: Light/Dark/Really Dark

Light Tonal Palette




Dark Tonal Palette




Really Dark Tonal Palette




Pattern & Texture: Rich/Smooth and Flat

Rich Patterns & Textures




Smooth and Flat Patterns & Textures




Line: Irregular and Organic/Smooth and Straight

Ireegular and Organic Lines




Smooth and Straight Lines




Framing: Boxed/Breaking the Box

Boxed Framing




Breaking the Box Framing




Dimensionality: 2D/2.5 D/3D Things

2D Dimensionality




2.5D Dimensionality




3D Dimensionality/Things




Photo Use: Max/Minimal

Maximum Photo Use (NOTE: this requires investment in quality photography)




Minimal Photo Use