Design Personas
Four Personalities.
Infinite Coherence.
Each persona is a complete design direction. Emotional tone, typography intent, spacing philosophy, and the things to avoid. Pick one. Apply it everywhere.
Minimal
apple-minimal
Apple Minimal
Quiet Confidence · Precision · Space
"Premium restraint — the design says more by showing less. Every element earns its place."
Typography
Large, confident display type. Generous tracking on headlines. Body text is lean — say it once, clearly.
Space
Extreme white space. Breathing room is not waste — it is the design. 80px+ section gaps.
Best For
Avoid
Inspired by
apple.com — SF Pro, large hero, single focal point per screen
Warm
airbnb-warm
Airbnb Warm
Human · Inviting · Community
"Warmth and belonging. Feels like a conversation, not a pitch. The user feels seen and welcomed."
Typography
Rounded, friendly type. Moderate size hierarchy. Conversational tone in headings — ask questions, tell stories.
Space
Comfortable, not sparse. Content breathes but sections feel connected. Warm off-white backgrounds.
Best For
Avoid
Inspired by
airbnb.com — photography-driven, coral accents, rounded corners
Energy
spotify-energy
Spotify Energy
Bold · Dynamic · Cultural Force
"Kinetic, expressive energy. The design moves. Colors pop. It feels like something is happening right now."
Typography
Big, bold, compressed type. Tight leading. Headlines can be massive. Mix weights dramatically.
Space
Dark canvas creates drama. Bright accents punch hard against dark. Sections can be dense with energy.
Best For
Avoid
Inspired by
spotify.com — dark mode, green neon, oversized type, album art as design element
Future
spacex-future
SpaceX Future
Engineered · Cinematic · Mission-Driven
"Technical credibility meets cinematic scale. The mission is real. The stakes are high. The design reflects that weight."
Typography
Military precision in typography. Mono for data and specs. Display for mission statements. All caps for section labels.
Space
Dark, vast backgrounds. Information delivered with precision — data tables, specs, timelines. No decoration.
Best For
Avoid
Inspired by
spacex.com — full-bleed video, monospace specs, stark black, mission language
How to Use Personas
Persona + DESIGN.md = complete design spec
# In your Claude Code prompt:
Read: design-systems/lighthope/DESIGN.md
Read: personas/airbnb-warm.md
Task: Build the homepage for {product}
→ Output respects both brand rules and emotional tone
See them side by side
Four personas, one content sample.
The playground renders the same hero or pricing layout under each persona simultaneously — the fastest way to decide which one fits a given project brief.