presented below are annotated images of the mockup i created for the home page of Delicate, a flower boutique looking to rebrand themselves to be less tacky and more aesthetic. Delicate asked for their page to be based on pastel colors and minimalistic patterns. the brand prides themselves in simple typography for easy readability.

to align with their needs and requirements, i chose to utilize a simple pastel color as the background with a light grain effect. the light grain effect applied to the background increases contrast and also follows their requirement of utilizing minimalistic patterns. the fonts i chose to use are Freight Disp Book and Neue Haas Grotesk Display Pro, which are both simple fonts that make it easy for readers to read. while white on light gray would sometimes be hard to read, i chose to increase the font weight to have easier readability and also increase the accessibility of the website. pairing a serif font with a sans serif font creates a bit of contrast between different types of text, emphasizing the difference between headings and other text types.

for the third section, while headings are written in black, paragraph and bullet points are written in a slightly lighter gray shade. the difference in color further emphasizes the difference between the different types of text as well as creates a hierarchy of importance.

the annotated images below provide a bit more explanation and detail into each design choice. feel free to click on the images for an enlarged version for easier readability.

presented below are the designs without annotations. again, feel free to click into each image for an enlarged view.

presented below is a first draft idea where i “squeezed” everything into the same section. i ended up scrapping the idea and creating the one above because i felt like it did not fit with the company’s minimalistic aesthetic.