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design-md/elevenlabs/DESIGN.md
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design-md/elevenlabs/DESIGN.md
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# Design System: ElevenLabs
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## 1. Visual Theme & Atmosphere
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ElevenLabs' website is a study in restrained elegance — a near-white canvas (`#ffffff`, `#f5f5f5`) where typography and subtle shadows do all the heavy lifting. The design feels like a premium audio product brochure: clean, spacious, and confident enough to let the content speak (literally, given ElevenLabs makes voice AI). There's an almost Apple-like quality to the whitespace strategy, but warmer — the occasional warm stone tint (`#f5f2ef`, `#777169`) prevents the purity from feeling clinical.
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The typography system is built on a fascinating duality: Waldenburg at weight 300 (light) for display headings creates ethereal, whisper-thin titles that feel like sound waves rendered in type — delicate, precise, and surprisingly impactful at large sizes. This light-weight display approach is the design's signature — where most sites use bold headings to grab attention, ElevenLabs uses lightness to create intrigue. Inter handles all body and UI text with workmanlike reliability, using slight positive letter-spacing (0.14px–0.18px) that gives body text an airy, well-spaced quality. WaldenburgFH appears as a bold uppercase variant for specific button labels.
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What makes ElevenLabs distinctive is its multi-layered shadow system. Rather than simple box-shadows, elements use complex stacks: inset border-shadows (`rgba(0,0,0,0.075) 0px 0px 0px 0.5px inset`), outline shadows (`rgba(0,0,0,0.06) 0px 0px 0px 1px`), and soft elevation shadows (`rgba(0,0,0,0.04) 0px 4px 4px`) — all at remarkably low opacities. The result is a design where surfaces seem to barely exist, floating just above the page with the lightest possible touch. Pill-shaped buttons (9999px) with warm-tinted backgrounds (`rgba(245,242,239,0.8)`) and warm shadows (`rgba(78,50,23,0.04)`) add a tactile, physical quality.
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**Key Characteristics:**
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- Near-white canvas with warm undertones (`#f5f5f5`, `#f5f2ef`)
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- Waldenburg weight 300 (light) for display — ethereal, whisper-thin headings
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- Inter with positive letter-spacing (0.14–0.18px) for body — airy readability
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- Multi-layered shadow stacks at sub-0.1 opacity — surfaces barely exist
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- Pill buttons (9999px) with warm stone-tinted backgrounds
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- WaldenburgFH bold uppercase for specific CTA labels
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- Warm shadow tints: `rgba(78, 50, 23, 0.04)` — shadows have color, not just darkness
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- Geist Mono / ui-monospace for code snippets
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## 2. Color Palette & Roles
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### Primary
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- **Pure White** (`#ffffff`): Primary background, card surfaces, button backgrounds
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- **Light Gray** (`#f5f5f5`): Secondary surface, subtle section differentiation
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- **Warm Stone** (`#f5f2ef`): Button background (at 80% opacity) — the warm signature
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- **Black** (`#000000`): Primary text, headings, dark buttons
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### Neutral Scale
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- **Dark Gray** (`#4e4e4e`): Secondary text, descriptions
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- **Warm Gray** (`#777169`): Tertiary text, muted links, decorative underlines
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- **Near White** (`#f6f6f6`): Alternate light surface
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### Interactive
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- **Grid Cyan** (`#7fffff`): `--grid-column-bg`, at 25% opacity — decorative grid overlay
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- **Ring Blue** (`rgb(147 197 253 / 0.5)`): `--tw-ring-color`, focus ring
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- **Border Light** (`#e5e5e5`): Explicit borders
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- **Border Subtle** (`rgba(0, 0, 0, 0.05)`): Ultra-subtle bottom borders
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### Shadows
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- **Inset Border** (`rgba(0,0,0,0.075) 0px 0px 0px 0.5px inset`): Internal edge definition
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- **Inset Dark** (`rgba(0,0,0,0.1) 0px 0px 0px 0.5px inset`): Stronger inset variant
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- **Outline Ring** (`rgba(0,0,0,0.06) 0px 0px 0px 1px`): Shadow-as-border
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- **Soft Elevation** (`rgba(0,0,0,0.04) 0px 4px 4px`): Gentle lift
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- **Card Shadow** (`rgba(0,0,0,0.4) 0px 0px 1px, rgba(0,0,0,0.04) 0px 4px 4px`): Button/card elevation
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- **Warm Shadow** (`rgba(78,50,23,0.04) 0px 6px 16px`): Warm-tinted button shadow
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- **Edge Shadow** (`rgba(0,0,0,0.08) 0px 0px 0px 0.5px`): Subtle edge definition
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- **Inset Ring** (`rgba(0,0,0,0.1) 0px 0px 0px 1px inset`): Strong inset border
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## 3. Typography Rules
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### Font Families
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- **Display**: `Waldenburg`, fallback: `Waldenburg Fallback`
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- **Display Bold**: `WaldenburgFH`, fallback: `WaldenburgFH Fallback`
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- **Body / UI**: `Inter`, fallback: `Inter Fallback`
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- **Monospace**: `Geist Mono` or `ui-monospace, SFMono-Regular, Menlo, Monaco, Consolas`
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### Hierarchy
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| Role | Font | Size | Weight | Line Height | Letter Spacing | Notes |
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|------|------|------|--------|-------------|----------------|-------|
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| Display Hero | Waldenburg | 48px (3.00rem) | 300 | 1.08 (tight) | -0.96px | Whisper-thin, ethereal |
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| Section Heading | Waldenburg | 36px (2.25rem) | 300 | 1.17 (tight) | normal | Light display |
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| Card Heading | Waldenburg | 32px (2.00rem) | 300 | 1.13 (tight) | normal | Light card titles |
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| Body Large | Inter | 20px (1.25rem) | 400 | 1.35 | normal | Introductions |
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| Body | Inter | 18px (1.13rem) | 400 | 1.44–1.60 | 0.18px | Standard reading text |
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| Body Standard | Inter | 16px (1.00rem) | 400 | 1.50 | 0.16px | UI text |
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| Body Medium | Inter | 16px (1.00rem) | 500 | 1.50 | 0.16px | Emphasized body |
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| Nav / UI | Inter | 15px (0.94rem) | 500 | 1.33–1.47 | 0.15px | Navigation links |
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| Button | Inter | 15px (0.94rem) | 500 | 1.47 | normal | Button labels |
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| Button Uppercase | WaldenburgFH | 14px (0.88rem) | 700 | 1.10 (tight) | 0.7px | `text-transform: uppercase` |
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| Caption | Inter | 14px (0.88rem) | 400–500 | 1.43–1.50 | 0.14px | Metadata |
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| Small | Inter | 13px (0.81rem) | 500 | 1.38 | normal | Tags, badges |
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| Code | Geist Mono | 13px (0.81rem) | 400 | 1.85 (relaxed) | normal | Code blocks |
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| Micro | Inter | 12px (0.75rem) | 500 | 1.33 | normal | Tiny labels |
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| Tiny | Inter | 10px (0.63rem) | 400 | 1.60 (relaxed) | normal | Fine print |
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### Principles
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- **Light as the hero weight**: Waldenburg at 300 is the defining typographic choice. Where other design systems use bold for impact, ElevenLabs uses lightness — thin strokes that feel like audio waveforms, creating intrigue through restraint.
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- **Positive letter-spacing on body**: Inter uses +0.14px to +0.18px tracking across body text, creating an airy, well-spaced reading rhythm that contrasts with the tight display tracking (-0.96px).
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- **WaldenburgFH for emphasis**: A bold (700) uppercase variant of Waldenburg appears only in specific CTA button labels with 0.7px letter-spacing — the one place where the type system gets loud.
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- **Monospace as ambient**: Geist Mono at relaxed line-height (1.85) for code blocks feels unhurried and readable.
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## 4. Component Stylings
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### Buttons
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**Primary Black Pill**
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- Background: `#000000`
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- Text: `#ffffff`
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- Padding: 0px 14px
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- Radius: 9999px (full pill)
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- Use: Primary CTA
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**White Pill (Shadow-bordered)**
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- Background: `#ffffff`
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- Text: `#000000`
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- Radius: 9999px
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- Shadow: `rgba(0,0,0,0.4) 0px 0px 1px, rgba(0,0,0,0.04) 0px 4px 4px`
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- Use: Secondary CTA on white
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**Warm Stone Pill**
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- Background: `rgba(245, 242, 239, 0.8)` (warm translucent)
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- Text: `#000000`
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- Padding: 12px 20px 12px 14px (asymmetric)
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- Radius: 30px
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- Shadow: `rgba(78, 50, 23, 0.04) 0px 6px 16px` (warm-tinted)
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- Use: Featured CTA, hero action — the signature warm button
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**Uppercase Waldenburg Button**
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- Font: WaldenburgFH 14px weight 700
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- Text-transform: uppercase
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- Letter-spacing: 0.7px
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- Use: Specific bold CTA labels
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### Cards & Containers
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- Background: `#ffffff`
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- Border: `1px solid #e5e5e5` or shadow-as-border
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- Radius: 16px–24px
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- Shadow: multi-layer stack (inset + outline + elevation)
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- Content: product screenshots, code examples, audio waveform previews
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### Inputs & Forms
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- Textarea: padding 12px 20px, transparent text at default
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- Select: white background, standard styling
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- Radio: standard with tw-ring focus
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- Focus: `var(--tw-ring-offset-shadow)` ring system
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### Navigation
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- Clean white sticky header
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- Inter 15px weight 500 for nav links
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- Pill CTAs right-aligned (black primary, white secondary)
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- Mobile: hamburger collapse at 1024px
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### Image Treatment
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- Product screenshots and audio waveform visualizations
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- Warm gradient backgrounds in feature sections
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- 20px–24px radius on image containers
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- Full-width sections alternating white and light gray
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### Distinctive Components
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**Audio Waveform Sections**
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- Colorful gradient backgrounds showcasing voice AI capabilities
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- Warm amber, blue, and green gradients behind product demos
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- Screenshots of the ElevenLabs product interface
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**Warm Stone CTA Block**
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- `rgba(245,242,239,0.8)` background with warm shadow
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- Asymmetric padding (more right padding)
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- Creates a physical, tactile quality unique to ElevenLabs
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## 5. Layout Principles
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### Spacing System
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- Base unit: 8px
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- Scale: 1px, 3px, 4px, 8px, 9px, 10px, 11px, 12px, 16px, 18px, 20px, 24px, 28px, 32px, 40px
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### Grid & Container
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- Centered content with generous max-width
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- Single-column hero, expanding to feature grids
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- Full-width gradient sections for product showcases
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- White card grids on light gray backgrounds
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### Whitespace Philosophy
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- **Apple-like generosity**: Massive vertical spacing between sections creates a premium, unhurried pace. Each section is an exhibit.
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- **Warm emptiness**: The whitespace isn't cold — the warm stone undertones and warm shadows give empty space a tactile, physical quality.
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- **Typography-led rhythm**: The light-weight Waldenburg headings create visual "whispers" that draw the eye through vast white space.
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### Border Radius Scale
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- Minimal (2px): Small links, inline elements
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- Subtle (4px): Nav items, tab panels, tags
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- Standard (8px): Small containers
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- Comfortable (10px–12px): Medium cards, dropdowns
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- Card (16px): Standard cards, articles
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- Large (18px–20px): Featured cards, code panels
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- Section (24px): Large panels, section containers
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- Warm Button (30px): Warm stone CTA
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- Pill (9999px): Primary buttons, navigation pills
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## 6. Depth & Elevation
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| Level | Treatment | Use |
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|-------|-----------|-----|
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| Flat (Level 0) | No shadow | Page background, text blocks |
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| Inset Edge (Level 0.5) | `rgba(0,0,0,0.075) 0px 0px 0px 0.5px inset, #fff 0px 0px 0px 0px inset` | Internal border definition |
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| Outline Ring (Level 1) | `rgba(0,0,0,0.06) 0px 0px 0px 1px` + `rgba(0,0,0,0.04) 0px 1px 2px` + `rgba(0,0,0,0.04) 0px 2px 4px` | Shadow-as-border for cards |
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| Card (Level 2) | `rgba(0,0,0,0.4) 0px 0px 1px, rgba(0,0,0,0.04) 0px 4px 4px` | Button elevation, prominent cards |
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| Warm Lift (Level 3) | `rgba(78,50,23,0.04) 0px 6px 16px` | Featured CTAs — warm-tinted |
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| Focus (Accessibility) | `var(--tw-ring-offset-shadow)` blue ring | Keyboard focus |
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**Shadow Philosophy**: ElevenLabs uses the most refined shadow system of any design system analyzed. Every shadow is at sub-0.1 opacity, many include both outward cast AND inward inset components, and the warm CTA shadows use an actual warm color (`rgba(78,50,23,...)`) rather than neutral black. The inset half-pixel borders (`0px 0px 0px 0.5px inset`) create edges so subtle they're felt rather than seen — surfaces define themselves through the lightest possible touch.
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## 7. Do's and Don'ts
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### Do
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- Use Waldenburg weight 300 for all display headings — the lightness IS the brand
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- Apply multi-layer shadows (inset + outline + elevation) at sub-0.1 opacity
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- Use warm stone tints (`#f5f2ef`, `rgba(245,242,239,0.8)`) for featured elements
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- Apply positive letter-spacing (+0.14px to +0.18px) on Inter body text
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- Use 9999px radius for primary buttons — pill shape is standard
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- Use warm-tinted shadows (`rgba(78,50,23,0.04)`) on featured CTAs
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- Keep the page predominantly white with subtle gray section differentiation
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- Use WaldenburgFH bold uppercase ONLY for specific CTA button labels
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### Don't
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- Don't use bold (700) Waldenburg for headings — weight 300 is non-negotiable
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- Don't use heavy shadows (>0.1 opacity) — the ethereal quality requires whisper-level depth
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- Don't use cool gray borders — the system is warm-tinted throughout
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- Don't skip the inset shadow component — half-pixel inset borders define edges
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- Don't apply negative letter-spacing to body text — Inter uses positive tracking
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- Don't use sharp corners (<8px) on cards — the generous radius is structural
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- Don't introduce brand colors — the palette is intentionally achromatic with warm undertones
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- Don't make buttons opaque and heavy — the warm translucent stone treatment is the signature
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## 8. Responsive Behavior
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### Breakpoints
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| Name | Width | Key Changes |
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|------|-------|-------------|
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| Mobile | <1024px | Single column, hamburger nav, stacked sections |
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| Desktop | >1024px | Full layout, horizontal nav, multi-column grids |
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### Touch Targets
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- Pill buttons with generous padding (12px–20px)
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- Navigation links at 15px with adequate spacing
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- Select dropdowns maintain comfortable sizing
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### Collapsing Strategy
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- Navigation: horizontal → hamburger at 1024px
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- Feature grids: multi-column → stacked
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- Hero: maintains centered layout, font scales proportionally
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- Gradient sections: full-width maintained, content stacks
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- Spacing compresses proportionally
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### Image Behavior
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- Product screenshots scale responsively
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- Gradient backgrounds simplify on mobile
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- Audio waveform previews maintain aspect ratio
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- Rounded corners maintained across breakpoints
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## 9. Agent Prompt Guide
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### Quick Color Reference
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- Background: Pure White (`#ffffff`) or Light Gray (`#f5f5f5`)
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- Text: Black (`#000000`)
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- Secondary text: Dark Gray (`#4e4e4e`)
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- Muted text: Warm Gray (`#777169`)
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- Warm surface: Warm Stone (`rgba(245, 242, 239, 0.8)`)
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- Border: `#e5e5e5` or `rgba(0,0,0,0.05)`
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### Example Component Prompts
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- "Create a hero on white background. Headline at 48px Waldenburg weight 300, line-height 1.08, letter-spacing -0.96px, black text. Subtitle at 18px Inter weight 400, line-height 1.60, letter-spacing 0.18px, #4e4e4e text. Two pill buttons: black (9999px, 0px 14px padding) and warm stone (rgba(245,242,239,0.8), 30px radius, 12px 20px padding, warm shadow rgba(78,50,23,0.04) 0px 6px 16px)."
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- "Design a card: white background, 20px radius. Shadow: rgba(0,0,0,0.06) 0px 0px 0px 1px, rgba(0,0,0,0.04) 0px 1px 2px, rgba(0,0,0,0.04) 0px 2px 4px. Title at 32px Waldenburg weight 300, body at 16px Inter weight 400 letter-spacing 0.16px, #4e4e4e."
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- "Build a white pill button: white bg, 9999px radius. Shadow: rgba(0,0,0,0.4) 0px 0px 1px, rgba(0,0,0,0.04) 0px 4px 4px. Text at 15px Inter weight 500."
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- "Create an uppercase CTA label: 14px WaldenburgFH weight 700, text-transform uppercase, letter-spacing 0.7px."
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- "Design navigation: white sticky header. Inter 15px weight 500. Black pill CTA right-aligned. Border-bottom: rgba(0,0,0,0.05)."
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### Iteration Guide
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1. Start with white — the warm undertone comes from shadows and stone surfaces, not backgrounds
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2. Waldenburg 300 for headings — never bold, the lightness is the identity
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3. Multi-layer shadows: always include inset + outline + elevation at sub-0.1 opacity
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4. Positive letter-spacing on Inter body (+0.14px to +0.18px) — the airy reading quality
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5. Warm stone CTA is the signature — `rgba(245,242,239,0.8)` with `rgba(78,50,23,0.04)` shadow
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6. Pill (9999px) for buttons, generous radius (16px–24px) for cards
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