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.

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.