{
  "recipe": {
    "palette_roles": [
      {
        "role": "{palette.paper}",
        "share": 0.5,
        "job": "Default page ground; most reading happens here"
      },
      {
        "role": "{palette.surface}",
        "share": 0.2,
        "job": "Alternate section ground that separates bands without adding color"
      },
      {
        "role": "{palette.ink}",
        "share": 0.18,
        "job": "All copy and headings, button strokes and offset depth, and full dark bands for contrast moments"
      },
      {
        "role": "{palette.accent}",
        "share": 0.1,
        "job": "The hero color: primary buttons and one hero band per page; it means the brand or the next action, nothing else"
      },
      {
        "role": "{palette.accent_secondary}",
        "share": 0.02,
        "job": "Pale tints for occasional feature cards and illustration grounds, never for text"
      },
      {
        "role": "{palette.on_accent}",
        "share": 0,
        "job": "Text on the hero color; resolves to ink, not white, so the hero color stays loud"
      }
    ],
    "type_scale": {
      "base_px": "{params.base_px}",
      "body_scale": "{typography.body.scale}",
      "size_rule": "body size in px = base_px * body_scale; each level's size = body size * its size_ratio",
      "levels": [
        {
          "level": "h1",
          "size_ratio": 3,
          "face": "display",
          "weight": "{typography.display.weight}",
          "line_height": 1,
          "tracking_em": -0.02
        },
        {
          "level": "h2",
          "size_ratio": 2.5,
          "face": "display",
          "weight": "{typography.display.weight}",
          "line_height": 1,
          "tracking_em": -0.02
        },
        {
          "level": "h3",
          "size_ratio": 2,
          "face": "display",
          "weight": "{typography.display.weight}",
          "line_height": 1.25,
          "tracking_em": -0.03
        },
        {
          "level": "h5",
          "size_ratio": 1.5,
          "face": "body",
          "weight": "{typography.body.weight}",
          "line_height": 1.333
        },
        {
          "level": "h6",
          "size_ratio": 1.25,
          "face": "body",
          "weight": "{typography.body.weight}",
          "line_height": 1.2
        },
        {
          "level": "body",
          "size_ratio": 1,
          "face": "body",
          "weight": "{typography.body.weight}",
          "line_height": "{typography.body.line_height}"
        },
        {
          "level": "info",
          "size_ratio": 0.8125,
          "face": "body",
          "weight": "{typography.body.weight}"
        },
        {
          "level": "legal",
          "size_ratio": 0.6875,
          "face": "body",
          "weight": "{typography.body.weight}"
        }
      ],
      "display_weight_rule": "set the display face at its regular weight, not bold; size and the serif-versus-sans contrast carry the hierarchy",
      "large_screen_rule": "on wide layouts, let h1 to h3 scale with viewport width instead of stepping",
      "casing": "sentence case for every heading and button"
    },
    "logo_rules": {
      "lockup": "wordmark always travels with the brand's icon or mascot mark when the customer has one",
      "reverse": "on {palette.ink} or {palette.night} grounds use the reverse version, never the default lockup",
      "clear_space": "generous and unmeasured: no type, imagery or edge crowds the lockup; use the customer's own published unit when they have one",
      "min_size": "use the customer's published minimum; this system publishes none",
      "misuse": [
        "Never redraw, recolor or restyle the supplied logo files",
        "Never combine the logo with another graphic into a new mark",
        "Never place the logo where it implies an endorsement the brand did not give",
        "Never split or respell the brand name to make product names"
      ]
    },
    "voice_rules": [
      {
        "id": "plainspoken",
        "kind": "guidance",
        "text": "Be plainspoken: clarity first, no hype, no upsell, no overpromise, no fluffy metaphor or cheap emotional appeal"
      },
      {
        "id": "genuine",
        "kind": "guidance",
        "text": "Be genuine: speak warmly and accessibly to the reader's actual challenges"
      },
      {
        "id": "translator",
        "kind": "guidance",
        "text": "Translate industry jargon into plain language and teach as you go, without patronizing"
      },
      {
        "id": "dry-humor",
        "kind": "guidance",
        "text": "Use dry humor sparingly: straight-faced, inclusive, a wink rather than a shout; if a joke does not come naturally, leave it out"
      },
      {
        "id": "tone-by-state",
        "kind": "guidance",
        "text": "Read the reader's state of mind before choosing a tone; default informal, but drop humor in errors, billing, legal and help content"
      },
      {
        "id": "active-positive",
        "kind": "guidance",
        "text": "Write in active voice and prefer positive phrasing over negative"
      },
      {
        "id": "no-slang",
        "kind": "guidance",
        "text": "Avoid slang and jargon; write in plain English"
      },
      {
        "id": "mascot-silent",
        "kind": "guidance",
        "text": "Never write in the voice of a mascot or icon; it can gesture, not talk"
      },
      {
        "id": "no-generic-link-text",
        "kind": "avoid",
        "terms": [
          "click here",
          "read this"
        ],
        "instead": "link the relevant keywords",
        "why": "generic link text says nothing about the destination"
      },
      {
        "id": "headline-case",
        "kind": "headline_case",
        "value": "sentence"
      }
    ],
    "messaging_hierarchy": {
      "goals_in_order": [
        "empower",
        "respect",
        "educate",
        "guide",
        "speak truth"
      ],
      "page_order": [
        "title that says what follows",
        "short introduction",
        "body in small reusable chunks under headings",
        "additional links"
      ],
      "heading_rules": [
        "one h1 per page",
        "nest levels in order",
        "no end punctuation unless a question",
        "headings carry the page's main point and its keywords"
      ],
      "cta_rules": [
        "lead with a verb",
        "sentence case",
        "short",
        "one primary action per band, filled with {palette.accent}"
      ],
      "related_links_max": 4,
      "claims_rule": "state real strengths, skip dramatic storytelling and exaggerated claims"
    }
  },
  "fallbacks": {
    "palette.surface": "{palette.paper}",
    "palette.accent_secondary": "{palette.surface}",
    "palette.on_accent": "{palette.ink}",
    "palette.night": "{palette.ink}",
    "typography.body.scale": 1,
    "typography.body.line_height": 1.5
  },
  "steps": [
    "Pick the customer's single most ownable color as {palette.accent} and give it about a tenth of any page: primary buttons and one hero band, nothing decorative.",
    "Ground pages in {palette.paper}, alternate bands with {palette.surface}, and set all copy and headings in {palette.ink}; use one full {palette.ink} band per page for contrast.",
    "Put text on the accent in {palette.ink} rather than white so the accent stays saturated and legible.",
    "Set h1 to h3 in the display face at its regular weight with slightly negative tracking, sized at 3, 2.5 and 2 times the body size ({params.base_px} px times {typography.body.scale}); set h5, h6 and body in the body face.",
    "Write every heading and button in sentence case; start each button with a verb.",
    "Lock the customer's wordmark to its icon if they have one, switch to the reverse lockup on dark bands, and keep wide empty space around it.",
    "Rewrite the customer's copy in a plainspoken, warm, jargon-free voice; allow at most one dry, inclusive aside per page and none in errors, billing or help text.",
    "Order each page as title, short intro, chunked body under headings, then related links (four at most); order the message goals as empower, respect, educate, guide, speak truth."
  ]
}