Domains, Tones & UX Goals Reference

## Domains The MCP tools validate against the canonical taxonomy used in code. Treat this page as the human-readable guide to those same values, not a separate source of truth. Every domain has typical tones, UX goals, and preferred patterns. Use this to guide selection.

Domain	Typical Tones	Key UX Goals	Preferred Patterns
legal	serious, approachable_professional	build_trust, highlight_expertise, drive_contact	team, testimonials, contact
healthcare	serious, approachable, friendly	build_trust, reduce_friction, drive_contact	appointment, team, faq
education	friendly, approachable, technical	structure_learning, guide_stepwise, highlight_expertise, provide_overview	steps, pricing, changelog
finance	serious, premium, modern	build_trust, explain_offer, reduce_friction	pricing, comparison, testimonials
saas	modern, technical, friendly	explain_offer, drive_signup, reduce_friction, demonstrate_value	pricing, integrations, changelog, help-center, roadmap, waitlist
ecommerce	modern, friendly, premium	drive_purchase, reduce_friction, build_trust	product-bundle, product-compare, cart-progress, deal-of-the-day, trust-strip
agency	modern, premium, editorial	showcase_work, highlight_expertise, drive_contact	portfolio, case-study, awards-list, services
consulting	serious, premium, approachable_professional	build_trust, highlight_expertise, drive_contact	services, case-study, team, contact
nonprofit	approachable, friendly, serious	build_trust, drive_contact, tell_story	stats, testimonials, cta
gastronomy	friendly, premium, approachable	drive_contact, explain_offer, demonstrate_value	gallery, pricing, appointment
realestate	premium, serious, modern	build_trust, showcase_work, drive_contact	gallery, contact, team, testimonials
personal	modern, editorial, approachable	showcase_work, highlight_expertise, drive_contact	portfolio, resume, link-in-bio, case-study

## Tones Tones describe the communicative attitude, not specific pixels.

Tone	When to Use	Visual Signals	Avoid With
serious	Formal, trustworthy, authoritative. For regulated industries, law, finance.	muted colors, generous whitespace, serif or clean sans-serif, minimal decoration, subtle animations	playful animations, bright accent colors, emoji-heavy content, gamification elements
premium	High-end, exclusive, refined. For luxury brands, premium services.	dark backgrounds, gold/silver accents, high contrast, generous spacing, minimal text	discount badges, countdown timers, dense grids, bright colors
modern	Clean, current, tech-forward. For SaaS, startups, tech companies.	rounded corners, gradient accents, glassmorphism, smooth animations, card layouts	ornamental decoration, serif fonts, heavy borders
friendly	Warm, welcoming, accessible. For community, education, health.	warm colors, rounded shapes, illustration-style graphics, casual language	corporate jargon, dark themes, aggressive CTAs
approachable	Professional but not intimidating. For services where trust + warmth matter.	warm neutrals, people photos, conversational headlines, clear hierarchy	complex layouts, technical jargon, abstract visuals
approachable_professional	Balances warmth with authority. For consulting, legal, healthcare.	clean layouts, professional photography, subtle color accents, clear typography	overly casual language, playful animations, bright saturated colors
technical	Precise, data-driven, developer-focused. For dev tools, APIs, infrastructure.	monospace fonts, code snippets, dark themes, terminal aesthetics, minimal decoration	stock photography, marketing superlatives, lifestyle imagery
editorial	Magazine-like, content-first. For blogs, publications, media.	large typography, text-first layouts, pull quotes, reading-optimized widths	sidebar widgets, banner ads, dense navigation
playful	Fun, creative, energetic. For kids, games, creative consumer products.	bright colors, rounded shapes, animations, illustrations, emoji	formal language, dark themes, dense text blocks
institutional	Official, government-like, bureaucratic. For public sector, universities.	structured layouts, breadcrumbs, table-based content, formal language	marketing CTAs, testimonials, social proof
industrial	Raw, angular, manufacturing-inspired. For B2B, engineering, construction.	zero border-radius, bold typography, dark backgrounds, high contrast, angular shapes	soft gradients, rounded cards, pastel colors
casual	Relaxed, informal, conversational. For blogs, personal sites, lifestyle.	hand-drawn elements, casual photography, relaxed spacing, conversational copy	corporate layouts, formal language, data tables

## UX Goals UX goals are the axis where different domains converge. A lawyer and a doctor both need build_trust.

UX Goal	Description	Supporting Patterns
build_trust	Establish credibility and reduce perceived risk	testimonials, trust-strip, awards-list, social-proof, logo-cloud, team
drive_contact	Get the visitor to reach out, call, or fill a form	contact, appointment, cta, sticky-bar
drive_signup	Convert visitors into registered users or subscribers	auth, pricing, waitlist, newsletter, cta
drive_purchase	Convert visitors into paying customers	pricing, product-detail, product-compare, cart-progress, trust-strip, deal-of-the-day
explain_offer	Help visitors understand what is offered and why it matters	features, comparison, steps, services
highlight_expertise	Demonstrate knowledge, experience, and authority	case-study, portfolio, awards-list, resume, blog, features
showcase_work	Display portfolio, projects, or case studies	portfolio, case-study, gallery
reduce_friction	Make it easy to take the next step	faq, help-center, steps, onboarding, search
provide_overview	Give a clear picture of what's available	bento, features, stats, dashboard, page-header
structure_learning	Organize educational content for progressive understanding	steps, accordion, tabs, timeline
guide_stepwise	Walk users through a process	steps, onboarding, timeline, roadmap
tell_story	Convey a narrative, history, or mission	about, timeline, blog-timeline, quote
demonstrate_value	Show ROI, results, or impact clearly	stats, comparison, testimonials, case-study

Typical Combinations

Law Firm Landing

domain: legal
tone: [serious, approachable_professional]
ux_goals: [build_trust, drive_contact, highlight_expertise]

Recommended sections: hero → services → credentials/awards-list → testimonials → faq → contact

SaaS Product Page

domain: saas
tone: [modern, friendly]
ux_goals: [explain_offer, drive_signup, reduce_friction]

Recommended sections: hero → features → pricing → integrations → testimonials → faq → cta

Creative Agency

domain: agency
tone: [modern, premium]
ux_goals: [showcase_work, highlight_expertise, drive_contact]

Recommended sections: hero → portfolio → services → case-study → awards-list → team → contact

E-Commerce Shop

domain: ecommerce
tone: [modern, friendly]
ux_goals: [drive_purchase, build_trust, reduce_friction]

Recommended sections: hero → deal-of-the-day → product-grid → trust-strip → testimonials → cart-progress → faq