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status: draft

Design Soul — studio (Jang)

Declared stance. Every /ui:* flow reads this BEFORE picking personas or tokens. Precedence: brief > soul > memory prior > knowledge floors. Short beats long.

Drafted 2026-07-14 from measured evidence: live captures of easeui.design, traicaybentre.com, gravityhive.com, hvs.care, sodeal.vn (1440×900 shots + scroll recordings, docs/assets/readme/). Owner: review, edit, set status: ratified.

Never

• Stock photography or decorative illustration where a real artifact could stand — evidence: 0/5 live sites use stock imagery; every hero shows the real thing.
• Purple-blue gradient heroes, mesh blobs, glassmorphism-for-its-own-sake — evidence: 0/5 sites; color arrives as one loud flat brand field instead.
• Timid display type — a hero headline that could be body text — evidence: 5/5 sites lead with oversized display (traicaybentre 3-line caps; gravityhive condensed black; hvs/sodeal large VN display; easeui two-line statement).
• Corporate-mush copy ("giải pháp toàn diện", "nâng tầm trải nghiệm") — evidence: 5/5 heroes speak in concrete, colloquial claims instead.

Always

• One saturated brand hue per surface, laid FLAT, paired with ink — evidence: traicaybentre yellow · sodeal teal · hvs blue+orange · gravityhive cream+black · easeui light+ink pill.
• Real evidence IN the hero: live data card (hvs CT-VILLA-8821 · 84% RH), purchase toast (traicaybentre "Anh Nghĩa mua 8 trái…"), named testimonials with city (sodeal), product variants on screen (easeui) — evidence: 5/5.
• Display-first hierarchy: the headline is the composition; everything else orbits — evidence: 5/5 folds read headline-first at thumbnail size.
• Paired CTAs: one solid high-contrast + one outlined secondary, side by side — evidence: 5/5 heroes.
• Vietnamese-first copy when the audience is Vietnamese; plain-spoken either way — evidence: 3/5 sites VN-language ("Bác sĩ cho villa", "Không sót deal, không quên căn"); 2/5 EN products keep the same directness.

Voice

• Thẳng và cụ thể — nói bằng chi tiết đời thường, không sáo: "Anh Phúc nghe máy từ 4h sáng tới tối" (traicaybentre), "Không sót deal, không quên căn" (sodeal).
• Claim ngắn, danh từ thật, số thật — không hứa "toàn diện", chỉ nói việc làm được: "Describe a UI. Get production code." (easeui).
• Bằng chứng đứng cạnh lời nói: mọi claim lớn đều có ảnh thật / số liệu / tên người thật ngay trong tầm mắt.