Visual design

Landing page and visual asset aesthetic.

Aesthetic direction

Quiet farm journal. Warm, editorial, lots of whitespace, photography-led. Not a SaaS product page. Not a conversion-optimized template.

What matters

• The human side is central. Real photos of real farmers and real fields carry the page. Imagery is not decoration, it's content.
• Human simplicity. Clean, calm, uncomplicated. If a visual element feels clever or busy, cut it.

Reference

• The Market Gardener's Institute is visually beautiful: human, editorial feel.

Anti-reference

• The Market Gardener's Institute's voice and copy is too salesy and feels inauthentic. Take the visual inspiration, leave the tone.
• Complicated visuals generally. Busy layouts, dense grids, too many competing elements, marketing-illustration clutter.

UX principles

How the page behaves, not just how it looks.

• Efficiency. The fewest steps to value. Don't make the reader work for what they came for.
• Simplicity. One clear thing per screen. No alternate paths, no clever toggles, no UI to learn.
• Discoverability. A clear next step toward what the reader is trying to achieve is always visible, exactly where they're looking for it. Progressive disclosure is fine for the rest, hide what isn't always useful.

How to apply

• Lead with photography from assets/clients/ferme-decembre/. Faces, hands, fields, light.
• Generous whitespace. Let text breathe. Let images breathe.
• Typography should feel editorial, not corporate.
• Avoid decorative icons, gradients, or ornamental UI that doesn't serve the story.
• When in doubt, simpler beats fancier.