light · sans · friendly · marketplace · ecommerce · practical
Instacart
Grocery-shopping-list practical — Instacart Sans on white, signature carrot green
By webdesignhot · www.instacart.com
$ npx design-md add instacart
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Adidas Pure-black sport-utility, AdihausDIN/adidasFG uppercase, three-stripe geometry — the engineering canon for global sportswear. Adobe Creative-suite chrome — paper-white canvas, magenta-to-orange wordmark gradient, and Adobe Clean carrying every product grid. AgentKit Three swappable themes for AI agent products — editorial dark, daylight bright, fintech cool-blue. Airbnb Pure-white marketplace canvas with one Rausch coral and Cereal — generous photography, soft pills, modest type. Airtable White-canvas editorial workflow software with full-bleed coral and forest signature cards punctuating a near-black pill-CTA system. Alibaba Electric orange `#ff6a00` + dense merchant grids — the global B2B wholesale floor as a website. Amazon Smile-orange CTA, Amazon Ember sans, dense product grids — the canonical everything-store interface. Amazon Web Services Squid-ink navy with Smile-orange CTAs — the densest tile-portal on the cloud-platform internet. Anthropic Editorial broadsheet for AI safety — cream canvas, Anthropic Serif body, terracotta clay accent, magazine geometry. Apple White-canvas product theatre — SF Pro Text, 980px pill CTAs, and a single-blue accent system. Apple Music Pink-red gradient hero with album-grid kinesthetics — SF Pro precision, signature `#fa233b` brand pink, glassy dark canvas. Apple TV+ Pure-black cinematic theatre with SF Pro and ruthless minimalism — content as the only voice. Arc Browser-as-personality marketing — buttery cream canvas, Marlin Soft display, hand-tooled blue-and-coral palette. Are.na Bare grey-and-orange minimalism — a single Helvetica-class sans, hairline borders, and a stubborn refusal to optimise for engagement. Asana Approachable work management in soft purple — Asana Sans at modest weights with a rainbow accent palette and warm sky-tinted whitespace. Astro Cosmos navy canvas with violet-to-orange brand gradient — Mona Sans display, Inter body, Astro''s star-chart MPA framework dressed as an observatory dashboard. ASUS Republic of Gamers red `#cd0000` on black with bold sans — Taiwan engineering meets esports brutalism. Audi Vorsprung durch Technik on near-black — Audi Type sans, four-rings precision, and a near-monochrome canvas with `#bb0a30` reserved for sport. Auth0 Twilight-blue dark canvas with TWK Lausanne 300 display + Aeonik body — the original identity-platform aesthetic. Axiom Deep-navy observability with a cyan electric accent — Inter for body, JetBrains Mono for every event label, and a structural grid that reads as logs at planet scale. Axios Smart-brevity in chromatic form — blocky white canvas, Tiempos-flavored Atiza serif, signature `Why it matters:` time-bars and bullet-first prose. Base Coinbase-adjacent L2 minimalism — coinbaseSans on white, signature electric blue Baseten White canvas with Inter and a signature `#6c5ce7` purple — ML model deployment dressed in approachable workshop chrome. BBC News Signature BBC red (`#bb1919`), Reith Sans + Reith Serif, the global broadcaster authority typography of the world''s public-service news. Bear Off-white canvas, a custom bearsans display, a red bear icon, and tealish handwritten underlines — a Markdown notes app dressed as a Mac Pro magazine. beehiiv Aggressive black-on-yellow newsletter punch — heavy display sans, hyper-flat cards, and a `#ffd60a` highway-yellow that reads like a tabloid front page. Binance Trading-floor near-black with a single high-voltage Binance Yellow doing all the brand work — BinanceNova for type, BinancePlex for numbers. Bloomberg Iconic black-orange financial broadsheet — BWHaasHead headlines, AvenirNextPForBBG chrome, terminal-grade data density. Bluesky Sky-blue `#0085ff` on bright white with Inter sans — the AT-Protocol social network rendered as airy, federated, open. Blur Pure-black canvas, neon `#ff8700` orange voltage, and JetBrains-Mono-default everywhere — brutalist NFT trader terminal as competitive instrument. BMW Corporate-blue calm — BMW Type Next on a cream-tinted white, dark navy hero bands, and the M-stripe triplet in reserve. BMW M Performance black on M-blue/M-violet/M-red — the motorsport variant that turns BMW corporate into track-day theatre. Booking.com Deep-blue commerce engine — Bookin Sans on white, yellow CTA voltage, dense booking-funnel maximalism. Bose Pure black canvas, Helvetica restraint, and premium-audio confidence — sound presented as engineering art. Brex Cool grey-blue surfaces, magenta-to-purple-to-indigo gradient, Söhne 600 — fintech as fast, modern, slightly flashy. Bugatti French-engineered austerity — pure black canvas, three Bugatti typefaces, and full-bleed photography as the only voltage. Bun Cream canvas with chunky pink accents and the wide-eyed mascot — a JS runtime dressed as a 1970s bakery sign. Cal.com Open-source calendly with one bold custom font — Cal Sans on a soft `#f4f4f4` paper canvas. Calm Signature `#0066ff` deep blue + Aktiv Grotesk + meditation-deep cool atmospheric calm. Capacities Cream-yellow canvas, Inter at 700 with a Crimson Pro serif fallback, and a yellow underline as page ornament — a PKM that thinks like a sketchbook. Cartesia Bright clinical white with a single deep-blue action — voice-AI presented as scientific instrument rather than consumer product. Cash App Electric `#00d54b` green on near-black, Cash Sans monospace-flavoured geometry, and p2p-money youth aesthetic. Character.AI Cool zinc canvas, custom atHauss sans, and dark pill CTAs — a roleplay social product dressed in TikTok-grade neutrality. Chevrolet Gold-cross American classic — Louis sans on white with a `#cd9834` bowtie, a `#003876` corporate blue, and Camaro/Corvette red drama in reserve. Claude.ai Cream paper canvas, Anthropic Sans for body and Anthropic Serif for the headline — an AI assistant set in literary type. Clerk Geist + Suisse on near-black canvas with `#6c47ff` violet CTA — the drop-in-auth dev-tool aesthetic. ClickHouse Near-pure black canvas with electric yellow as the brand voltage — database performance dressed in voltmeter chrome. Cloudinary Media-API technical infrastructure in confident blue — Inter at modest weights with a deep navy-blue brand and a single chromatic accent for media moments. Cohere Stark white editorial canvas with deep green-black product bands and a CohereText/Unica77 type split. Coinbase Institutional-grade calm — pure white canvas, a single Coinbase Blue, and Coinbase Display set at weight 400 instead of 700. Composio Near-black canvas with deep-electric-blue voltage and a 2x2 terminal-mockup hero — agent infrastructure dressed as developer instrumentation. Corsair Yellow `#ffff00` lightning on black with Roboto — RGB-everything peripherals and PC components. Costco Warehouse blue + signature red, Helvetica utilitarian — bulk-buying signage translated to web. Coursera University-blue `#0056d2` on warm-white parchment with Source Sans — the canonical online-degree marketplace. Cursor Warm cream IDE-marketing — `#f7f7f4` canvas, `#26251e` ink, custom CursorGothic display, JetBrains Mono code, vivid orange accent. Datadog NationalWeb on white with the iconic `#632ca6` purple — observability dressed as an enterprise dashboard, structurally dense, chromatically restrained, multicolour where the data demands it. Deel A warm dark canvas with electric coral and orange accents — global payroll dressed as a confident product portrait. DeepSeek Deep-blue Chinese-tech minimalism — a research lab dressed in `#4d6bfe` and stark white space. Dell Pragmatic blue `#007db8` with custom Roboto-derivative — business-first PC commerce since the dorm room. Deno Inkwell black on warm white with the dinosaur mascot — TypeScript runtime as Eric Carle children's book. Descript Cream-pink canvas, a custom Brett display serif, and a wine-dark CTA — an AI video editor that ships like a magazine. Discord Indigo-ground hangout — gg sans body, ABC Ginto Nord display, 12-16px tile radii, white pill CTAs. Disney+ Deep navy gradient streaming hall with custom Inspire display sans and the unmistakable Disney+ wordmark arc. DoorDash Signature red-orange CTA, custom DoorDash Sans, delivery-funnel commerce — the dominant on-demand local marketplace. ElevenLabs Near-black voice-tech ground with white voice-wave aesthetic — Inter at studio scale, pill CTAs, and a single saturated accent that reads as both wayfinding and brand. Epic Games Pure-black canvas with custom Brutal Type / Heading Now display — Fortnite-saturated marketing meets PC-storefront merchandising. Ethereum Off-white canvas, ethereum-blue `#1c64f2` voltage, and Inter + serif duet — community-owned protocol as open documentation. Etsy Burnt-orange CTA, Graphik humanist sans, handcrafted-warmth aesthetic — the marketplace for makers and small batch. Excalidraw Literal hand-drawn whiteboard — wobbly SVG strokes, Virgil-style handwriting, and a deliberately primitive UI that turns digital sketching into nostalgia. Expedia Navy commerce + Mango yellow voltage — Expedia Sans, dense travel-funnel density with One Key loyalty colour-coding. Fantastical White paper, Effra geometric sans, full-round blue pills, and a rainbow of app-icon glass squares — a calendar app marketed like Apple''s Pro Apps. Ferrari Cinematic editorial in near-black — Rosso Corsa restraint, FerrariSans 500, and full-bleed cavallino photography. Figma Bright multi-color section bands with figmaSans display and figmaMono eyebrows — a marketing site that designs in scenes. Financial Times Salmon-pink page (`#fff1e5`) — the world''s most recognizable newspaper background, paired with Financier display + MetricWeb sans for global markets coverage. Fireworks AI Light canvas with Inter sans and a signature `#6720ff` purple-amber-orange spark — fast-inference platform dressed in speed-of-light kinetic chrome. Fly.io Mackinac display + Fragment Mono on a violet-saturated canvas — a PaaS that dresses like a small-press magazine. Ford American-truck heritage in corporate blue — Antenna sans, oval-script wordmark, and a deep `#003478` voltage that has carried the brand since 1927. Framer Black-on-white maximalism with electric gradient floods — Inter Display at heroic sizes, motion as a first-class material. Frontegg PP Neue Machina display + Neue Montreal body — plug-and-play user-management with deep-blue gravitas. Gemini (Google) Blue-into-violet gradient, Google Sans, soft Material 3 surfaces — Google''s house style applied to a chat interface. Ghost Warm-cream content CMS aesthetic — Inter for chrome, a soft serif for the writing surface, and a single confident green for action. GitHub Dark-canvas developer-platform marketing — Mona Sans variable headings, lime-green accent, near-black ground. GitHub Copilot Pure-white canvas, pure-black inverted CTAs, Mona Sans display — GitHub's editorial confidence applied to AI tooling. Grafana Dark observability canvas with the iconic `#f46800` orange — Inter for body, Roboto Mono everywhere a label hides, multi-colour chart palette ripped straight from a real dashboard. Granola White paper, a custom Quadrant book serif, and an olive-green CTA — an AI notepad that dresses like a stationery shop. Grubhub Friendly red-orange CTA, Sentinel display + Avenir body, dense delivery-app commerce — the long-running incumbent. HashiCorp Black canvas hosting a per-product color portfolio — Terraform purple, Vault yellow, Consul red, Waypoint cyan — multi-product identity made literal. Hashnode Developer publishing platform — deep navy canvas, electric blue brand, Inter sans + JetBrains Mono code chrome. HBO Max Deep purple-black premium streaming canvas with custom Sharp Grotesk and the unmistakable Max wordmark. Headspace Signature `#ffac1d` orange + custom round display + meditation-friendly playful warmth. Height AI-PM workspace dressed in chalk pastels — Inter at modest weights over a near-paper canvas, with a single confident accent and an AI-purple voltage moment. Honda Reliability-first restraint — HondaGlobalFont on white, signature red HP Cyan-blue `#0096d6` HP-circle on white with Forma DJR — the 84-year-old technology brand''s mainstream face. Hugging Face AI community canvas — deep blue-black ground, Source Sans Pro headlines, pill auth + 8px tile cards. Hulu Near-black canvas anchored on Hulu Green `#1ce783` with Graphik sans — the bright, cable-meets-streaming UI. IBM Carbon Design System made literal — pure-white canvas, IBM Plex Sans at light 300, square corners, and one assertive `#0f62fe` blue. Ideogram A bright white canvas with a single saturated violet cue — a typography-first AI image tool that lets the gallery do all the talking. Kagi A premium search engine dressed in warm cream and Plex — the indie answer to ad-funded search. KAYAK Burnt-orange flight-search density — Open Sans on white, comparison-engine maximalism, price-graph data viz. Khan Academy Signature `#14bf96` mint green on white with Lato sans — free-for-everyone education in a warm, encouraging register. Kinde White canvas with Inter 72/500 display + dev-friendly pink-coral accent — the approachable auth-billing-access platform. Kit A cream newsletter canvas with a custom KitSans display, a Libre Franklin secondary, and a pastel-rainbow chip set — the editorial register reborn from ConvertKit. Kraken Kraken Purple `#7132f5` on white — Kraken-Brand display + Kraken-Product UI for a calmer, less-bombastic crypto exchange. Krea A pure-black studio with Suisse Intl set quietly at 60px — a creative-AI gallery that lets the work and the cobalt CTA carry the colour. Lamborghini Cathedral of darkness — true black canvas, Lamborghini Gold accents, and LamboType angled-terminal display. LangChain Deep navy canvas with Inter precision and a quietly confident teal accent — agent orchestration dressed as engineering documentation. Linear Dark-canvas product surface — pure-black ground, indigo accent, custom Inter weights, pill CTAs. LiveKit Realtime audio-video infra — Public Sans 300 weight on near-black, signature cyan LlamaIndex White canvas with Inter and a signature `#1b9aff` blue — RAG infrastructure dressed as a clean technical reference card. Logitech Soft consumer-tech blue gradients with Brown sans — design for the way you work, play, and create. Lovable Pink-into-violet gradient on white — vibe-coding dressed in playful, friendly chromatics. Magic Eden Mint-cream canvas, magenta-mint accent duet, and a custom Foundry display — Solana-native marketplace as boutique gallery. Mailchimp Cavendish-yellow chunkiness — a custom display serif (Cooper Light), the signature `#ffe01b` block, and a brand voice that hugs you while it ships campaigns. Mastercard Cream-canvas editorial fintech, circular-portrait orbits, MarkForMC at 450 weight — institutional-but-warm payments brand. MasterClass Pure-black cinema with custom display serif and editorial reverence — celebrity-instructor learning as a premium streaming product. Medium Editorial reading-first publishing — magazine-grade serif body, GT Super display, signature green-on-white pill CTAs. Mercedes-Benz Three-pointed-star authority — MBCorpo on near-black canvas, silver-blue Mercury A near-pure white canvas with a literary serif headline and a signature mercury-mint accent — banking dressed as a quiet magazine. Meta Optimistic blue (#0467df) on a white corporate canvas — Optimistic Display headlines, generous space, social-platform conglomerate at rest. Microsoft Fluent surfaces — off-white canvas, Segoe UI Variable Display, and a Cortana-blue action color carrying every product. Midjourney A deep cosmic canvas where JetBrains Mono headlines float over a wide-gamut OKLCH rainbow — a research lab dressed as a chapel. MiniMax Stark monochrome canvas broken open by vibrant gradient product cards — coral, magenta, blue, purple as model identity. Mintlify Documentation-platform marketing — pure white canvas, mint-green accent, Inter at tight tracking, near-black pill CTAs. Miro Canary-yellow Mistral Butter-yellow canvas, Arial as a deliberate anti-tech statement, and zero-radius rectangles — French AI as a brutalist art-school manifesto. Modal Serverless GPU infra in lime-green — `#0c0c0c` canvas, electric `#7fee64` accent, custom Modal Mono on every chip and code block. Monday.com Project management in confident red-pink — Poppins display at bold weights with a colorful saturated palette and a playfully energetic visual rhythm. MongoDB Signature MongoDB green Motion AI-calendar productivity in green-and-purple — Inter at modest weights with a green-to-purple voltage gradient signaling the AI scheduler, anchored by a clean white canvas. MSI Dragon-red `#ff0000` on jet black with bold display sans — the Taipei dragon-heritage gaming hardware brand. Mux Video API for developers — Aeonik on light-cream, Rotonto display, JetBrainsMono CTAs, sharp 0px corners. Neon Serverless Postgres dressed in late-night green — a near-black canvas with a single electric mint accent. Netflix Pure-black streaming theatre with signature `#e50914` red and Netflix Sans — the canonical media-tile grid. Nike Pure black, pure white, Helvetica Now — pill CTAs and full-bleed athletic photography on a single soft cloud gray. Notion Off-white canvas with Lyon serif accents and a custom NotionInter — a workspace dressed as a literary magazine. Nuxt Forest-green `#00dc82` glow on a near-black canvas — Vue-flavored warmth dressed for the cosmos. NVIDIA Engineering-grade canvas — pure black hero / paper-white body / one violently saturated `#76b900` green that carries every CTA and corner square. Omnivore Open-source read-it-later — near-white reading canvas, focused emerald-on-paper brand, archival elegance after the Eleven Labs sunset. OpenAI Pure white canvas, OpenAI Sans set in calm 500-weight, and a single black pill for the only action that matters — try ChatGPT. OpenRouter Pure-black canvas with custom display typography and pragmatic mono — LLM-router infrastructure dressed as a terminal billing dashboard. OpenSea Pure-black canvas, electric `#2081e2` blue, and Inter at trader-pro density — the original NFT marketplace as financial terminal. Optimism Pure-white canvas, signature `#ff0420` red voltage, and Inter at confident L2 register — Ethereum rollup as bold optimistic infrastructure. Ory White canvas with Inter 48/400 display + signature deep-navy `#0f172a` CTA — open-source-first identity for technical teams. Oura Pure-black canvas with Inter precision and gold-stamped scores — the premium-ring health-precision aesthetic. Paper Website A literal sheet-of-paper website — single literary serif, off-white sheet canvas, narrow reading columns, ink-blue links. PayPal Dual-blue corporate trust — PayPal Sans Big over white, with a deep-navy ink and a sky-blue counterpoint. Peloton Signature `#cb1e4e` red on midnight ink, Inter display, instructor-led premium-fitness storefront. Perplexity Cream paper canvas, custom pplxSans, and the unmistakable Tropic-cyan accent — a reference-library answer engine dressed in warm tones. Pinecone White canvas with Inter and a signature `#1cb0d0` cyan — vector database technical-marketing dressed in clean blueprint chrome. Plaid Pale blue trust on white, classical Stripe-adjacent type, and a Benjamin-Franklin-as-mascot moment of personality. Plain B2B support tool with a Dinamo grotesk and a single radioactive `#1ad379` action — Linear-restraint applied to support. PlanetScale Pure-black canvas, blood-red accent, mono-set numerals — a database brand styled like a financial terminal. Polar Dev-tool obsidian — 8rem editorial display headlines, indigo accents, Louize serif moments. Polygon Deep purple `#8247e5` voltage, soft surface ladder, and Inter at enterprise calm — Ethereum L2 as institutional infrastructure. Porsche Engineering-purity black-on-white — Porsche Next at 96px regular, Rosso PostHog Cream-canvas analytics with mustard-yellow CTAs and IBM Plex — open-source craft, not SaaS gloss. Postmark Postal-yellow #ffde00 + warm-black #1c1d1f + paper-white canvas — the transactional email API designed like a friendly post office sign. Prime Video Amazon-blue streaming canvas with Ember sans and the dense, utility-first marketplace UI vocabulary. PropelAuth White canvas with SF Pro Rounded display 60/900 + deep-navy ink — B2B multi-tenant auth with Apple-tinted polish. Qwik Electric purple-to-blue gradient on near-black — resumable execution dressed as a lightning bolt. Railway Ship software peacefully — IBM Plex Serif headlines on a deep eggplant canvas, with a single confident violet for action. Raindrop.io White paper, system-ui sans, soft watercolor blob backgrounds, and a vivid `#0b7ed0` blue CTA — a bookmark manager that ships like a creative-tool sketch. Ramp Off-yellow `#fcfb70` and black-on-white editorial — finance ops dressed as a printed annual report. Raycast Near-black canvas, glowing keycaps, monospaced shortcut chips — a marketing site that thinks like a launcher. Razer Neon `#44d62c` snake-green on jet black with Roboto — the For Gamers, By Gamers visual signature. Readwise Pastel-orange book-club warmth — soft cream canvas, friendly Tiempos serif accents, and a tangerine that signals 'this is your library.' Reddit Front-page-of-the-internet orange — community-card density, IBM Plex Sans display, and a confident Remix Signature `#3992ff` blue on pure white with Inter — a nested-routes web framework dressed as a manifesto poster. Render Lavender on white — a PaaS that swapped Heroku purple for a candy-bright #8a05ff and kept the airy whitespace. Replicate AI-API marketing — light page chrome, dark hero canvas, rb-Freigeist Neue display, JetBrains Mono code, sharp 0px corners. Replit Saturated turquoise on `#0e1525` ink — the cloud-IDE aesthetic with IBM Plex DNA and a JetBrains Mono soul. Resend Pure-black canvas with Domaine Display serif at 96px and Commit Mono code chips — email infra that thinks in italics. Retool Pragmatic blue #3a55fc + Inter + dense product mocks — the internal-tool platform that designed itself like a well-organised admin panel. Reuters Global newswire restraint — signature orange (`#ff8000`), Knowledge Medium custom sans, broadsheet rigor for the world''s oldest news agency. Riot Games Crimson `#d13639` red on near-black with custom Riot Beam display — esports-tournament drama and competitive-MOBA editorial. Rive Chunky animated display type and saturated playful colour — interactive graphics platform that wears its motion design on its sleeve. Roblox Bright `#ed1d24` red on white with Builder Sans — the youth-block-builder playground turned multi-billion-game social platform. RunPod Deep slate canvas with Inter and a signature `#673ab7` purple — accessible GPU cloud dressed in friendly developer chrome. Runway A near-black research canvas with ABC Normal headlines pulled tight at -2.5px — a film studio, an ML lab, and a brutalist gallery in one shell. Salesforce Cloud-trust dashboards — Salesforce Sans on a sky-blue ground, with Astro the bear standing guard over a dense CRM portal. SAP Enterprise-ERP precision in cobalt — SAP72 sans, signal-blue accents, and a calm white canvas built for trust. Segment Twilio Segment's customer-data-platform canvas — Whitney SSm humanist sans, navy-on-white, single confident `#1866ee` blue. Semafor Paper-cream canvas (`#f8f5d7`) with FeatureFlatHeadline serif and signature flag-style topic columns — global-news editorial built for the post-Twitter era. SendGrid Functional API-blue on white — the email-platform dashboard aesthetic, now folded under the Twilio umbrella. Sentry Deep-aubergine observability — Dammit Sans display, Rubik body, JetBrains Mono code, signature violet #7553ff and pill CTAs. shadcn/ui Copy-paste components in pure black-on-white — the most influential design system not actually shipped as a library. Shopify Dark-first commerce theatre — 96px NeueHaasGrotesk at weight 330, electric mint focus rings, and stacked multi-layer shadows. Signal Privacy-first messaging in `#3a76f0` Signal blue with Inter sans — minimal, ad-free, end-to-end-encrypted by default. Slack Aubergine workspace marketing — Salesforce-Avant-Garde headlines, all-caps 4px CTAs, white canvas with `#4a154b` accents. SolidJS Deep navy with a blue-to-cyan brand gradient — reactive primitives dressed as a circuit diagram. Sonos Pure black canvas, Inter typography, and audio-system minimalism — speakers presented as gallery objects. SoundCloud Signature `#ff5500` orange on `#f2f2f2` paper with Interstate sans — waveform-first audio social UI. SpaceX Pure-black cinematic photography, D-DIN aerospace stencil type, ghost-button minimalism — the interface disappears. Spotify Electric `#1ed760` green on near-black canvas with Spotify Mix sans — the canonical streaming-audio tile grid. Square Pure black on pure white, Square Sans grids, and retail-POS minimalism — commerce as black-and-white geometry. Starbucks Forest-green storefront — SoDoSans, full-pill buttons, warm-cream canvas, and a floating Frap CTA the brand calls home. Steam Deep blue-gray `#1b2838` with Motiva Sans — the utilitarian PC-gaming library that runs the world's largest digital storefront. SteelSeries Esports orange `#ff6900` on near-black with Inter — Danish precision peripherals for competitive play. Strava Signature `#fc4c02` orange + Inter on white — endurance-athlete data-driven storefront with map-overlay heritage. Stripe Editorial fintech polish — light Söhne headlines at weight 300, navy-not-black text, signature `#533afd` purple CTAs. Stytch Paper-cream canvas with Booton display + Chivo Mono body — passwordless-modern auth, joined Twilio. Substack Magazine-on-the-internet — Spectral serif body at 19px, Cahuenga display, signature `#ff6719` orange CTAs. Suno A near-black booth with cream Neue Montreal and a hot-pink cue light — a music studio, a record sleeve, and a chat app fused into one canvas. Sunsama Thoughtful daily planning in warm cream and ink — Inter at modest weights over a paper-cream canvas with sage and rose accents and a calm, unhurried voice. Supabase Off-black canvas, signature emerald `#3ecf8e`, Circular as display, Postgres-grade type discipline. Superhuman White paper canvas, a custom Super Sans variable, and a single confident lavender — premium email dressed as a stationery brand. Supreme Box-logo red, Courier monospace, skate-deadpan minimalism — the most influential streetwear store on the web. Svelte Hot orange #ff3e00 against clean white with a confident sans — the framework that wears its flame as a wordmark. Tailwind CSS The system applied to itself — Inter Variable on white canvas, signature cyan #06b6d4, every component built from Tailwind utilities. Tana Pure black canvas, a custom tanaClassic serif at 83px, and a pale-pistachio CTA — a knowledge graph dressed as a literary supplement. Target Bullseye red CTA, Helvetica Neue, photographic hero — friendly mass-market design with confident chromatic restraint. Telegram Cloud-blue messaging — Tesla Cinematic showroom on white — one Electric Blue CTA, Universal Sans, and viewport-height car photography. The Atlantic Modern serif headlines on cream-paper, signature Atlantic orange `#fbb33b`, long-form magazine reading rendered for the web. The Economist Deep cinnabar red `#e3120b`, Milo serif body, Econ Sans labels — the global-affairs weekly rendered with cover-illustration discipline. The Guardian Guardian Egyptian slab serif, signature navy `#052962`, structured ruled hierarchy with bold section accents. The New York Times Cheltenham serif headlines on paper-white, signature breaking-news red, the canonical American broadsheet rendered for the web. The New Yorker Adobe Caslon Pro + Irvin headline cap — a century of editorial gravitas in cream paper, ink black, and signature cartoon line. The Washington Post Postoni serif blackletter masthead, "Democracy Dies in Darkness" tagline, sober ink-on-paper political broadsheet. Things Cool light-blue canvas, system-ui sans, vivid Things-blue accent — a task manager that ships like an Apple Pro Display. Threads Instagram-adjacent text-first social — pure-black canvas, system-sans clarity, and a quiet brand restraint built from the @ glyph alone. TikTok Electric cyan-magenta on pure black — vertical-video voltage with custom Proxima Nova display and a bold neon brand grammar. tldraw Casual whiteboard sketchy — hand-drawn UI primitives, dotted-grid canvas, and a soft pastel palette that wears its toy-like energy with confidence. Together AI Deep navy on near-white with Inter sans — open-source LLM cloud rendered as developer-platform infrastructure. Toyota Japanese-reliability mainstream — `#eb0a1e` Toyota red on white, ToyotaType sans, and a calm-confident marketing surface for the world's most-sold automotive brand. Turbo Vercel-grade pure-black canvas with a magenta-to-blue Turbo gradient — the build system that wears its speed as a sweep. Turso SQLite at the edge — a deep-teal canvas with a CRT-bright cyan accent (#00face) that reads as a glowing edge node. Twilio Signal-red `#f22f46` against clean white — communications APIs given the visual weight of a broadcast colour. Twitch Purple `#9146ff` on `#0e0e10` canvas with Inter — the live-streaming UI built around chat, raids, and gaming density. Uber Eats Pure-black ground, Uber Move custom sans, Uber-app continuity — the operating system of food delivery. Udemy Signature `#a435f0` purple on white with Sailec sans — the open course-marketplace bazaar made approachable. Uniqlo Signature red `#ff0000`, Helvetica Neue system stack, japanese-utility-functional grid — the LifeWear engine. v0 A near-white prompt canvas with GeistSans and pure OKLCH grayscale — Vercel''s AI builder dressed as the calmest text editor on the internet. Venmo A single confident `#3d95ce` blue, Aktiv Grotesk geometry, and a social-feed informality — payments dressed as group chat. Vercel Brutalist developer-product polish — near-white canvas, near-pure black-on-near-white type, Geist sans + mono, conic-gradient accents. Vite Electric purple #646cff + Manrope display + a literal lightning-bolt mark — the build tool that designed itself to feel as fast as it is. Vodafone Vodafone Red broadcast band, monumental 144px display, two-tier button system — corporate-newsroom telecom design. Volkswagen People's-car blue — the deep `#001e50` corporate hue, custom VW Sans, and a friendly-German marketing surface that sells everyday mobility with confidence. Walmart Spark-yellow on big-box blue, Antonio Display + Bogle sans — everyday low prices made loud. Warp Near-black canvas, neon-lime cursor, real terminal screenshots — a marketing site that boots like a shell. Weaviate White canvas with Inter and a signature `#1cdb46` open-source green — modular vector database dressed in approachable engineering chrome. webdesignhot AI-era editorial dark — pure black with one acid-lime accent. Webflow Indigo-to-purple gradient discipline with a precise structural sans — the visual builder that markets itself like a design conference. WHOOP Lime `#a0d10b` voltage on jet-black, Inter precision, recovery-data athlete-grade aesthetic. WIRED Newsstand-density editorial grid, sharp-corner buttons, mono ALL-CAPS kickers — Conde Nast meets engineering lab. Wise A flexible bright-lime green on cream-white — money that travels in sans-serif and a single confident accent. Workday HR-warm professional in tangerine — Adelle Sans humanist curves, signature `#f37721` orange, and a calm white people-first canvas. WorkOS Pure-white canvas with Untitled Sans 80/500 display + indigo-violet h2 — the B2B-enterprise gravitas aesthetic. X Pure-black canvas with Chirp display — algorithmic minimalism, single-letter wordmark, ruthless type discipline. Y Combinator Brutalist orange monolith — system-font sans on white canvas, signature `#f26625` orange-red blocks with hard 0px corners. You.com Crisp white developer-doc canvas, custom Lumen Sans, and the indigo `#5368EE` accent — a search API rebrand done as enterprise infrastructure. YouTube YouTube Sans + Roboto + signature `#ff0000` red — content-density at planetary scale. Zora Cream-white canvas, electric purple-orange duet, and a custom display — onchain creator network as zine cover.
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Tokens design.md/v1.5
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#005a3e - text AAA · 21.0
#000000 - text-strong
#000000 - text-body
#1a1a1a - text-muted
#666666 - text-faint — · 2.8
#999999 - text-on-dark
#ffffff - brand AA·LG · 3.0
#0aad0a - brand-hover
#089408 - brand-active
#067a06 - brand-soft
#e3f5e3 - brand-deep
#003d2a - on-brand
#ffffff - accent-orange
#ff7a00 - accent-yellow
#ffce5e - accent-red
#e6483d - border — · 1.3
#e0e0e0 - border-soft
#ededed - border-strong — · 2.8
#999999 - link
#0aad0a - link-hover
#067a06 - ring
#0aad0a - success
#0aad0a - warning
#ff7a00 - danger
#e6483d - info
#3b82f6 - rating-gold
#fcb53b
Ship faster than ever.
display-mega "Instacart Sans" 56px w700 -0.5px
Ship faster than ever.
display-xl "Instacart Sans" 44px w700 -0.4px
Ship faster than ever.
display-lg "Instacart Sans" 32px w700 -0.2px
The quick brown fox jumps over the lazy dog.
price-large "Instacart Sans" 28px w700 -0.2px
Ship faster than ever.
display-md "Instacart Sans" 26px w600
Ship faster than ever.
display-sm "Instacart Sans" 22px w600
The quick brown fox jumps over the lazy dog.
title-md "Instacart Sans" 18px w600
The quick brown fox jumps over the lazy dog.
body-lg "Instacart Sans" 18px w400
The quick brown fox jumps over the lazy dog.
price "Instacart Sans" 18px w700
The quick brown fox jumps over the lazy dog.
title-sm "Instacart Sans" 16px w600
The quick brown fox jumps over the lazy dog.
body "Instacart Sans" 16px w400
The quick brown fox jumps over the lazy dog.
button "Instacart Sans" 16px w600
The quick brown fox jumps over the lazy dog.
body-sm "Instacart Sans" 14px w400
The quick brown fox jumps over the lazy dog.
button-sm "Instacart Sans" 14px w600
The quick brown fox jumps over the lazy dog.
nav-link "Instacart Sans" 14px w500
The quick brown fox jumps over the lazy dog.
price-strikethrough "Instacart Sans" 14px w400
npx design-md add linear
code "SF Mono" 14px w400
OUR DESIGN SYSTEM
caption "Instacart Sans" 12px w400
The quick brown fox jumps over the lazy dog.
eyebrow "Instacart Sans" 12px w600 0.6px
- step-0 4px
- step-1 8px
- step-2 12px
- step-3 16px
- step-4 20px
- step-5 24px
- step-6 32px
- step-7 40px
- step-8 48px
- step-9 64px
- step-10 80px
- step-11 96px
- step-12 128px
- none
0px - xs
4px - sm
8px - md
12px - lg
16px - xl
24px - xxl
32px - pill
9999px
Text link →
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A complete kit — everything your product needs.
Hero, pricing, FAQ, dashboard, docs — every layout your product needs.
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v1.0
Instacart's site is the grocery-shopping list elevated to marketplace UX. The discipline borrows from the friendly-functional vocabulary of consumer marketplaces (Etsy, Airbnb, DoorDash) — pill CTAs, soft radius, photography-led, scannable typography — but cuts the cute factor to keep the focus on getting groceries home. The signature carrot-green `#0aad0a` is one of the most committed single-accent brand voltages on the web — Instacart uses it everywhere green can possibly appear. Pill-shaped CTAs (radius 9999) reinforce the friendly-marketplace voice; the search bar is a dominant pill anchor. What it rejects: enterprise-SaaS rectangle CTAs, dense data tables (item cards are visual not tabular), monotone color schemes, anything that competes with the produce photography or the green voltage.
- Marketplace-CTA pill geometry, item-card visual conventions, delivery-time front-and-center
- Photography-led card aesthetic, friendly-marketplace voice, soft radius
- Fresh-produce visual language, warm-cream surface tones
- Marketplace eyebrow + headline + search-as-anchor pattern
- Single-color brand voltage discipline (green vs purple)
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---
name: Instacart
tagline: Grocery-shopping-list practical — Instacart Sans on white, signature carrot green #0aad0a, friendly-functional clarity.
author: webdesignhot
source_url: https://www.instacart.com
spec: design.md/v1.5
quality: curated
featured: false
categories: [marketplace]
tags: [light, sans, friendly, marketplace, ecommerce, practical]
preview_swatch: ['#ffffff', '#0aad0a', '#000000']
related: [stripe, shopify, etsy]
description: 'Instacart''s site reads as the grocery-shopping list elevated to a marketplace product — paper-white canvas, friendly-but-functional photography of fresh produce, and the iconic carrot-green `#0aad0a` voltage that has identified the brand since 2012. The base canvas is `#ffffff` paper-white carrying display headlines in pure black `#000000` Instacart Sans (a custom rounded sans cut for retail clarity). The single chromatic voltage is the Instacart green — used on primary CTAs, the carrot-shaped logo, in-stock badges, and selected-state indicators. Body copy at 16/400 in pure black with normal tracking — Instacart prioritizes scannability over editorial atmosphere because the user is hunting for groceries, not reading a magazine. Section rhythm alternates white editorial bands with green-tinted promotional bands and full-bleed produce photography. Pill-shaped CTAs (radius 9999) reinforce the friendly-marketplace voice — softer than enterprise SaaS, more approachable than fintech.'
colors:
bg: '#ffffff' # paper-white canvas
bg-elevated: '#fafafa' # near-white surface variant
bg-promo: '#003d2a' # dark green promotional bands (sale callouts, hero)
bg-cream: '#f7f4ee' # warm cream tone for fresh-produce sections
surface: '#f6f6f6' # neutral grey panel — store cards, item cards
surface-hover: '#ededed' # hover state on light surface
surface-strong: '#e4e4e4' # heavier panel
surface-on-promo: '#005a3e' # card surface on dark green promotional band
text: '#000000' # ink — primary text on light canvas
text-strong: '#000000' # body-strong (same hex)
text-body: '#1a1a1a' # default running body copy
text-muted: '#666666' # captions, metadata, secondary list copy
text-faint: '#999999' # disabled, footer secondary
text-on-dark: '#ffffff' # text on green promo bands
brand: '#0aad0a' # Instacart Green — carrot-green primary
brand-hover: '#089408' # press state
brand-active: '#067a06' # deeper press
brand-soft: '#e3f5e3' # softest tint — selected nav, badge bg
brand-deep: '#003d2a' # deep forest green — promotional bands
on-brand: '#ffffff' # white on Instacart Green
accent-orange: '#ff7a00' # carrot-orange accent — fresh-produce callouts, highlights
accent-yellow: '#ffce5e' # warm yellow — featured-item highlights
accent-red: '#e6483d' # sale/discount callout (used scarcely)
border: '#e0e0e0' # standard 1px hairline on light
border-soft: '#ededed' # soft divider, item-card separator
border-strong: '#999999' # input border, section divider
link: '#0aad0a' # links default to brand green
link-hover: '#067a06' # darker green on hover
ring: '#0aad0a' # focus ring — Instacart green
success: '#0aad0a' # confirmation (shares brand)
warning: '#ff7a00' # validation warnings (shares carrot-orange)
danger: '#e6483d' # form errors (shares sale-red)
info: '#3b82f6' # info badges
rating-gold: '#fcb53b' # store rating stars
typography:
display:
family: '"Instacart Sans", "Instacart Sans Fallback", -apple-system, "system-ui", "Segoe UI", Helvetica, Arial, sans-serif'
weights: [400, 500, 600, 700]
opentype-features: []
body:
family: '"Instacart Sans", "Instacart Sans Fallback", -apple-system, "system-ui", "Segoe UI", Helvetica, Arial, sans-serif'
weights: [400, 500, 600, 700]
opentype-features: []
mono:
family: '"SF Mono", Menlo, Consolas, monospace'
weights: [400]
scale:
display-mega: { size: 56, weight: 700, lineHeight: 1.10, tracking: '-0.5px', family: display, notes: 'Homepage hero h1 over produce photography' }
display-xl: { size: 44, weight: 700, lineHeight: 1.15, tracking: '-0.4px', family: display, notes: 'Subsidiary heroes' }
display-lg: { size: 32, weight: 700, lineHeight: 1.20, tracking: '-0.2px', family: display, notes: 'Section heads, feature band headlines' }
display-md: { size: 26, weight: 600, lineHeight: 1.30, tracking: 'normal', family: display, notes: 'Sub-section heads, store-card titles' }
display-sm: { size: 22, weight: 600, lineHeight: 1.35, tracking: 'normal', family: display, notes: 'Component titles' }
title-md: { size: 18, weight: 600, lineHeight: 1.40, tracking: 'normal', family: body, notes: 'Item-card titles, list section labels' }
title-sm: { size: 16, weight: 600, lineHeight: 1.45, tracking: 'normal', family: body, notes: 'Small section titles' }
body-lg: { size: 18, weight: 400, lineHeight: 1.55, tracking: 'normal', family: body, notes: 'Editorial body, intro paragraphs' }
body: { size: 16, weight: 400, lineHeight: 1.50, tracking: 'normal', family: body, notes: 'Default running text — scannable' }
body-sm: { size: 14, weight: 400, lineHeight: 1.50, tracking: 'normal', family: body, notes: 'Footer body, fine print, table cells' }
caption: { size: 12, weight: 400, lineHeight: 1.45, tracking: 'normal', family: body, notes: 'Photo captions, metadata' }
eyebrow: { size: 12, weight: 600, lineHeight: 1.40, tracking: '0.6px', family: body, notes: 'Section eyebrows — uppercase' }
button: { size: 16, weight: 600, lineHeight: 1.00, tracking: 'normal', family: body, notes: 'CTA labels — sentence-case' }
button-sm: { size: 14, weight: 600, lineHeight: 1.00, tracking: 'normal', family: body, notes: 'Compact CTAs in cards' }
nav-link: { size: 14, weight: 500, lineHeight: 1.40, tracking: 'normal', family: body, notes: 'Top-nav menu items' }
price: { size: 18, weight: 700, lineHeight: 1.20, tracking: 'normal', family: body, notes: 'Item prices — bold for scannability' }
price-large: { size: 28, weight: 700, lineHeight: 1.10, tracking: '-0.2px', family: display, notes: 'Featured prices, totals' }
price-strikethrough: { size: 14, weight: 400, lineHeight: 1.40, tracking: 'normal', family: body, notes: 'Crossed-out original price on sale items' }
code: { size: 14, weight: 400, lineHeight: 1.50, tracking: 'normal', family: mono }
radius:
none: 0 # rare; spec/data containers
xs: 4 # tight badges
sm: 8 # text inputs, small badges
md: 12 # secondary cards
lg: 16 # primary feature cards, item cards
xl: 24 # store cards, photo containers
xxl: 32 # promotional cards
pill: 9999 # CTAs (dominant), badge pills, chip selectors
spacing:
base: 4
scale: [4, 8, 12, 16, 20, 24, 32, 40, 48, 64, 80, 96, 128]
layout:
page-width: 1280
prose-width: 720
header-height: 64
hero-height: '480px on desktop; 360px on mobile'
section-padding: 64
card-grid-gutter: 16
components:
top-nav:
bg: '#ffffff'
text: '#000000'
typography: 'Instacart Sans 14/500'
height: 64
layout: 'carrot logo left + horizontal menu (Stores / Departments / Pickup / Delivery / Help) + utility (cart, account) right'
border-bottom: '1px solid #e0e0e0'
sticky: true
carrot-logo:
height: 32
placement: 'top-left of nav, in #0aad0a Instacart Green'
notes: 'The orange-and-green carrot icon + "instacart" wordmark — non-negotiable nav element'
button-primary:
bg: '#0aad0a'
text: '#ffffff'
padding: '12px 24px'
height: 48
radius: 9999
border: 'none'
font: 'Instacart Sans 16/600'
transition: 'background-color 200ms ease, transform 200ms ease'
use: 'Sign Up, Get Started, Add to Cart, Order Now'
button-primary-hover:
bg: '#089408'
notes: 'Color-only hover, optional 1.02 scale on signup CTAs'
button-primary-sm:
bg: '#0aad0a'
text: '#ffffff'
padding: '8px 16px'
height: 36
radius: 9999
font: 'Instacart Sans 14/600'
use: 'In-card Add to Cart, item action'
button-secondary:
bg: '#000000'
text: '#ffffff'
padding: '12px 24px'
height: 48
radius: 9999
use: 'Secondary primary action when green is reserved'
button-outline:
bg: 'transparent'
text: '#000000'
border: '1px solid #000000'
padding: '11px 23px'
height: 48
radius: 9999
use: 'Tertiary action paired with primary'
button-text:
bg: 'transparent'
text: '#0aad0a'
font: 'Instacart Sans 16/600'
decoration: 'underline-offset 4px, underline grows on hover'
use: 'Inline editorial actions (View All, See More)'
hero-band-light:
bg: '#ffffff'
text: '#000000'
photo: 'fresh produce or grocery photography, full-bleed at 480px desktop'
headline: 'Instacart Sans 56/700 -0.5px'
cta-arrangement: 'one Instacart Green primary + one outline secondary'
padding: '64px 24px'
hero-band-promo:
bg: '#003d2a'
text: '#ffffff'
headline: 'Instacart Sans 44/700 -0.4px white'
notes: 'Used for sale events, Instacart+ membership promos'
padding: 80
hero-band-cream:
bg: '#f7f4ee'
text: '#000000'
notes: 'Warm cream tone for fresh-produce sections'
store-card:
bg: '#ffffff'
text: '#000000'
radius: 24
border: '1px solid #e0e0e0'
padding: 16
layout: 'logo top-left + store name + delivery time + rating stars + "Shop now" CTA'
hover: 'border shifts to #999999, shadow fades in, lift 2px'
item-card:
bg: '#ffffff'
text: '#000000'
radius: 16
border: '1px solid #ededed'
padding: 12
layout: 'product photo top + price + name + Add to Cart compact button'
feature-card:
bg: '#ffffff'
text: '#000000'
radius: 16
border: '1px solid #e0e0e0'
padding: 24
notes: 'Marketing feature card — title + body + button-text'
promo-card:
bg: '#0aad0a'
text: '#ffffff'
radius: 32
padding: 32
notes: 'Bright-green promotional card — Instacart+ membership upsell'
text-input:
bg: '#ffffff'
text: '#000000'
border: '1px solid #999999'
radius: 8
padding: '12px 16px'
height: 48
font: 'Instacart Sans 16/400'
focus: 'border-color shifts to #0aad0a; ring 2px solid #0aad0a at 2px offset'
search-input:
bg: '#f6f6f6'
text: '#000000'
border: 'none'
radius: 9999
padding: '12px 20px 12px 44px'
height: 48
icon: 'magnifying glass left at 20×20'
placeholder: 'Search products at...'
notes: 'Pill-shaped search bar — central UX element'
badge-pill:
bg: '#e3f5e3'
text: '#0aad0a'
radius: 9999
padding: '4px 12px'
font: 'eyebrow 12/600 0.6px uppercase'
badge-sale:
bg: '#fef2f2'
text: '#e6483d'
radius: 9999
padding: '4px 12px'
notes: 'Sale/discount callout'
chip-selector:
bg: '#ffffff'
text: '#000000'
border: '1px solid #e0e0e0'
radius: 9999
padding: '8px 16px'
selected:
bg: '#000000'
text: '#ffffff'
border: 'none'
use: 'Filter chips, category navigation'
rating-stars:
icon-color: '#fcb53b'
icon-color-empty: '#e0e0e0'
notes: 'Five-star rating display under store card name'
cta-band:
bg: '#003d2a'
text: '#ffffff'
typography: 'Instacart Sans 36/700 -0.3px'
padding: 80
cta: 'single Instacart Green primary, centered'
footer-light:
bg: '#ffffff'
text: '#666666'
columns: 4
padding: '64px 24px'
border-top: '1px solid #e0e0e0'
lineage:
summary: 'Instacart''s site is the grocery-shopping list elevated to marketplace UX. The discipline borrows from the friendly-functional vocabulary of consumer marketplaces (Etsy, Airbnb, DoorDash) — pill CTAs, soft radius, photography-led, scannable typography — but cuts the cute factor to keep the focus on getting groceries home. The signature carrot-green `#0aad0a` is one of the most committed single-accent brand voltages on the web — Instacart uses it everywhere green can possibly appear. Pill-shaped CTAs (radius 9999) reinforce the friendly-marketplace voice; the search bar is a dominant pill anchor. What it rejects: enterprise-SaaS rectangle CTAs, dense data tables (item cards are visual not tabular), monotone color schemes, anything that competes with the produce photography or the green voltage.'
influences:
- name: 'DoorDash'
role: 'Marketplace-CTA pill geometry, item-card visual conventions, delivery-time front-and-center'
url: 'https://www.doordash.com'
- name: 'Airbnb'
role: 'Photography-led card aesthetic, friendly-marketplace voice, soft radius'
url: 'https://www.airbnb.com'
- name: 'Whole Foods Market / Trader Joe''s'
role: 'Fresh-produce visual language, warm-cream surface tones'
url: 'https://www.wholefoodsmarket.com'
- name: 'Etsy'
role: 'Marketplace eyebrow + headline + search-as-anchor pattern'
url: 'https://www.etsy.com'
- name: 'Stripe'
role: 'Single-color brand voltage discipline (green vs purple)'
url: 'https://stripe.com'
motion:
ease-standard: 'cubic-bezier(0.4, 0, 0.2, 1)'
ease-emphasized: 'cubic-bezier(0.2, 0, 0, 1)'
ease-bounce: 'cubic-bezier(0.34, 1.56, 0.64, 1)'
duration-fast: 150
duration-standard: 200
duration-slow: 300
duration-cart-add: 400
cart-bump: 'cart-icon scales 1.0 → 1.15 → 1.0 over 400ms ease-bounce on Add-to-Cart'
card-hover-lift: '2px translateY over 200ms with shadow fade-in'
signup-cta-pulse: 'optional 1.0 → 1.02 scale pulse on primary CTAs every 4s (subtle)'
reduced-motion: 'respects prefers-reduced-motion: reduce — cart-bump becomes static, card-lift becomes shadow-only, pulse disabled'
breakpoints:
mobile: 640
tablet: 1024
desktop: 1280
wide: 1536
shadows:
flat: 'none'
card: 'rgba(0,0,0,0.04) 0 2px 8px'
hover-card: 'rgba(0,0,0,0.10) 0 4px 16px'
raised: 'rgba(0,0,0,0.15) 0 8px 24px'
modal: 'rgba(0,0,0,0.20) 0 24px 48px -12px'
ring: '0 0 0 2px #0aad0a'
notes: 'Subtle marketplace shadow ladder — soft enough to read on white, present enough to lift cards off canvas'
accessibility:
contrast-text-on-bg: 21.0 # #000000 on #ffffff — AAA
contrast-body-on-bg: 19.7 # #1a1a1a on #ffffff — AAA
contrast-text-on-brand: 4.6 # #ffffff on #0aad0a — AA Normal at body 14px+, AAA Large
contrast-link-on-bg: 4.5 # #0aad0a on #ffffff — AA Normal at body 14px+
contrast-text-on-promo: 21.0 # #ffffff on #003d2a — AAA
focus-ring: '2px solid #0aad0a at 2px offset'
reduced-motion-honored: true
touch-target-min: 48 # CTA height — exceeds WCAG 44
dark-mode: 'no global dark toggle — Instacart is light-by-default. Dark sections are scoped contextual surfaces (promotional bands at #003d2a deep forest green, footer in some experiments). Token swap is local: bg #ffffff → #003d2a, text #000000 → #ffffff, border #e0e0e0 → #005a3e. brand and on-brand stay unchanged.'
---
## 1. Visual Theme & Atmosphere
Instacart's website is the grocery-shopping list elevated to a marketplace product. The page opens onto a paper-white canvas (`#ffffff`) carrying display headlines in pure black `#000000` Instacart Sans at weight 700 — this is the practical-marketplace voice, not the editorial-publication voice. Where Notion uses a 64px display headline with negative tracking to feel like a magazine, Instacart uses a 56px display at weight 700 with `-0.5px` tracking to feel like a confident retail anchor. The user is hunting for tomatoes; the typography knows.
The chromatic discipline is committed-monochrome with the famous carrot-green `#0aad0a` voltage. Instacart Green appears everywhere green can possibly appear: primary CTA fills, the carrot-shaped logo, in-stock badges, delivery-time indicators, sale-banner accents, link colors, focus rings, success-state confirmations. There is no second green; there is no second voltage. The carrot-orange (`#ff7a00`) appears only as a tertiary accent on fresh-produce highlights and the carrot-icon detail itself. Sale red and rating gold appear in scoped contexts only.
Section rhythm alternates white editorial bands with green-tinted promotional bands and warm-cream produce sections (`#f7f4ee`). Full-bleed produce photography (overhead shots of farmer's-market tomatoes, hands packing a paper bag of groceries, a milk carton on a kitchen counter) carries the atmospheric warmth. Dark green promotional bands (`#003d2a` deep forest green) appear inside Instacart+ membership upsells, sale events, and the closing pre-footer CTA — the dark-green is where the brand voice gets emphatic.
The CTAs are pill-shaped (radius 9999). Every primary CTA, every "Add to Cart" button, every chip selector, every search input. The pill geometry is the brand button signal — softer than enterprise SaaS rectangles, more approachable than fintech rounded-corners, more committed than consumer-tech 8px softness. The pill says: friendly marketplace, click here, get groceries, the workflow is fast.
Typography runs **Instacart Sans** as the single sans family across every text role. It's a custom rounded sans cut for retail clarity — geometric construction with rounded terminals that feel approachable rather than engineered. Weight 700 dominates display (because retail headlines need to anchor, not whisper), 600 powers CTAs and titles, 400 runs body. Letter-spacing is normal at body sizes (the user is scanning, not reading), with light negative tracking on display sizes for compression.
Item cards are the dominant content unit. Photo + price (bold) + name + small "Add to Cart" pill. Cards stack into 4-up grids at desktop, 2-up at mobile. The grid IS the marketplace. Store cards are larger — logo + store name + delivery time + 5-star rating + "Shop now" CTA — the equivalent of a restaurant card on DoorDash.
**Key Characteristics:**
- Paper-white `#ffffff` canvas — marketplace ground
- Single chromatic voltage: carrot-green `#0aad0a` — committed brand discipline, used everywhere green can appear
- Pill-shaped CTAs (radius 9999) — the dominant button geometry
- Custom Instacart Sans — rounded terminals, retail-clarity construction
- Display copy at weight 700 — bold retail anchors, not editorial whisper
- Body copy at 16/400 normal tracking — scannability over editorial atmosphere
- Item cards as the dominant content unit — photo + bold price + name + compact CTA
- Pill-shaped search bar with grey `#f6f6f6` fill — central UX element
- Warm-cream surface (`#f7f4ee`) for fresh-produce sections
- Dark forest green `#003d2a` for promotional bands
- Cart icon bumps with bounce easing on Add-to-Cart
## 2. Color Palette & Roles
### Primary
- **Paper White** (`#ffffff`): The canvas. Marketplace ground.
- **Pure Black** (`#000000`): Primary ink. Display headlines, body strong, item card text. No charcoal-headline conventions.
- **Instacart Green** (`#0aad0a`): The single high-voltage chromatic moment. Primary CTA fills, the carrot logo, success badges, in-stock indicators, link colors, focus rings.
### Brand & Dark
- **Brand Hover** (`#089408`): Press state for green CTAs.
- **Brand Active** (`#067a06`): Deep press feedback. Also link-hover color.
- **Brand Soft** (`#e3f5e3`): Selected-tab background, in-stock badge tint.
- **Brand Deep** (`#003d2a`): Deep forest green — promotional bands, Instacart+ membership upsells, pre-footer CTA band.
### Accent
- **Carrot Orange** (`#ff7a00`): Fresh-produce callouts, the carrot icon detail itself. Used scarcely.
- **Warm Yellow** (`#ffce5e`): Featured-item highlights, "Best Seller" callouts.
- **Sale Red** (`#e6483d`): Sale and discount callouts. Used scarcely; reserved for actual price reductions.
- **Rating Gold** (`#fcb53b`): Store rating stars. Used only inside rating contexts.
### Interactive
- **Link** (`#0aad0a`): Inline body links default to Instacart Green.
- **Link Hover** (`#067a06`): Darker green on hover.
- **Button Primary** (`#0aad0a`): Primary CTA fill.
- **Button Hover** (`#089408`): Press state.
- **Disabled** (`#999999`): Faint — disabled CTAs and form fields.
### Neutral Scale
- **Ink** `#000000` — display, headlines, primary CTA labels on light
- **Body** `#1a1a1a` — running paragraph text on light canvas
- **Muted** `#666666` — captions, photo metadata, secondary list copy
- **Faint** `#999999` — disabled, footer secondary, form placeholder
- **Border Strong** `#999999` — input border, section divider where strength is needed
- **Border Default** `#e0e0e0` — standard 1px hairline
- **Border Soft** `#ededed` — soft divider, item-card separator
- **Surface** `#f6f6f6` — neutral grey panel — store cards, item cards, search bar fill
- **Surface Strong** `#e4e4e4` — heavier panel surface
- **Bg Cream** `#f7f4ee` — warm cream tone for fresh-produce sections
- **Bg Promo** `#003d2a` — deep forest green for promotional bands
### Surface & Borders
- **bg** is `#ffffff` paper-white — the canvas.
- **bg-elevated** `#fafafa` is a near-white tier above bg.
- **bg-cream** `#f7f4ee` provides warm-tone variation in fresh-produce contexts.
- **bg-promo** `#003d2a` for dark green promotional bands.
- **surface** `#f6f6f6` is the search-bar fill and neutral panel ground.
- **border** is `#e0e0e0` 1px hairline default; `#ededed` for soft dividers; `#999999` for input borders.
### Shadow Colors
Subtle marketplace shadow ladder:
- **Card**: `rgba(0,0,0,0.04) 0 2px 8px` — default soft tier on item cards.
- **Hover Card**: `rgba(0,0,0,0.10) 0 4px 16px` — stronger on hover.
- **Raised**: `rgba(0,0,0,0.15) 0 8px 24px` — for elevated cards.
- **Modal**: `rgba(0,0,0,0.20) 0 24px 48px -12px` — single deep tier for dialogs.
- **Focus Ring**: `0 0 0 2px #0aad0a`.
### Semantic
- **Success** (`#0aad0a`): Confirmation states — order placed, item added, address saved. Shares brand green hex.
- **Warning** (`#ff7a00`): Validation warnings — shares carrot-orange.
- **Danger** (`#e6483d`): Form errors — shares sale-red.
- **Info** (`#3b82f6`): Info badges, neutral callouts.
## 3. Typography Rules
### Font Family
- **Primary**: `Instacart Sans` — the custom rounded sans cut for retail clarity. Geometric construction with rounded terminals; engineered for fast scannability at small sizes and confident anchoring at display sizes.
- **Fallback chain**: `"Instacart Sans Fallback", -apple-system, "system-ui", "Segoe UI", Helvetica, Arial, sans-serif` — system-ui ensures cross-platform consistency when web-fonts fail.
- **Mono companion**: `"SF Mono", Menlo, Consolas` — appears only on developer surfaces (rare).
- **OpenType features**: Default ligatures only. Tabular figures emerge from the typeface naturally — Instacart Sans's figures align well in price tables.
- **No italics in marketing context.**
### Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | OT Features | Notes |
|------|------|------|--------|-------------|----------------|-------------|-------|
| Display Mega | Instacart Sans | 56 | 700 | 1.10 | -0.5px | — | Homepage hero h1 over produce photography |
| Display XL | Instacart Sans | 44 | 700 | 1.15 | -0.4px | — | Subsidiary heroes |
| Display Lg | Instacart Sans | 32 | 700 | 1.20 | -0.2px | — | Section heads, feature band headlines |
| Display Md | Instacart Sans | 26 | 600 | 1.30 | normal | — | Sub-section heads, store-card titles |
| Display Sm | Instacart Sans | 22 | 600 | 1.35 | normal | — | Component titles |
| Title Md | Instacart Sans | 18 | 600 | 1.40 | normal | — | Item-card titles, list section labels |
| Title Sm | Instacart Sans | 16 | 600 | 1.45 | normal | — | Small section titles |
| Body Lg | Instacart Sans | 18 | 400 | 1.55 | normal | — | Editorial body, intro paragraphs |
| Body | Instacart Sans | 16 | 400 | 1.50 | normal | — | Default running text |
| Body Sm | Instacart Sans | 14 | 400 | 1.50 | normal | — | Footer body, fine print |
| Caption | Instacart Sans | 12 | 400 | 1.45 | normal | — | Photo captions, metadata |
| Eyebrow | Instacart Sans | 12 | 600 | 1.40 | 0.6px | — | Section eyebrows — uppercase |
| Button | Instacart Sans | 16 | 600 | 1.00 | normal | — | CTA labels — sentence-case |
| Button Sm | Instacart Sans | 14 | 600 | 1.00 | normal | — | Compact CTAs in cards |
| Nav Link | Instacart Sans | 14 | 500 | 1.40 | normal | — | Top-nav menu items |
| Price | Instacart Sans | 18 | 700 | 1.20 | normal | — | Item prices — bold for scannability |
| Price Large | Instacart Sans | 28 | 700 | 1.10 | -0.2px | — | Featured prices, totals |
| Price Strikethrough | Instacart Sans | 14 | 400 | 1.40 | normal | — | Crossed-out original price on sale items |
| Code | SF Mono | 14 | 400 | 1.50 | normal | — | Rare — developer surfaces |
### Principles
- **Display weight 700.** Retail headlines need to anchor — Instacart's hero is a confident retail voice, not an editorial whisper. Where Stripe uses 300 (luxury-light) and Notion uses 700 with negative tracking (bulletin-bold), Instacart uses 700 with light negative tracking for confident-retail anchoring.
- **Body at 16/400 normal tracking.** The user is scanning for grocery items, not reading a magazine. Normal letter-spacing maximizes scannability.
- **Sentence-case CTAs.** "Sign Up", "Get Started", "Add to Cart", "Order Now". Never uppercase. The voice is friendly, not announce-y.
- **Prices bold at 18/700.** Price scannability is the marketplace primary affordance — bold weight on prices is the universal e-commerce convention.
- **Strikethrough prices in 14/400 with line-through.** Smaller and lighter than the active price; the line-through is the discount signal.
- **Light negative tracking on display only.** -0.2px to -0.5px on display sizes; body stays at 0.
- **Single typeface discipline.** Instacart Sans handles every text role. No serif accent, no monospace except in developer contexts.
- **Instacart Sans is licensed.** Open-source substitute: **Inter** at weight 700 with `-1%` letter-spacing for display, **Inter** at 400 for body. Or **Manrope** for closer rounded-terminal proportion.
## 4. Component Stylings
### Buttons
All buttons use **pill geometry (radius 9999)** — the dominant brand button shape.
**Primary (Instacart Green)** — the singular high-voltage action:
- Background `#0aad0a`, text `#ffffff`, font `Instacart Sans 16/600 sentence-case`
- Padding `12px 24px`, height `48px`, border-radius `9999px` (pill), no border
- Transition `background-color 200ms ease, transform 200ms ease`
- Hover: background `#089408` (color-only)
- Active: background `#067a06`
- Use case: Sign Up, Get Started, Add to Cart, Order Now
**Primary Sm** — compact CTA in cards:
- Background `#0aad0a`, text `#ffffff`, padding `8px 16px`, height `36px`, radius `9999px`
- Font `Instacart Sans 14/600`
- Use case: in-card "Add to Cart" pill on item cards
**Secondary (Black)** — primary action when green is reserved:
- Background `#000000`, text `#ffffff`, same dimensions and typography
- Use case: secondary primary action in dual-CTA hero blocks
**Outline** — alternative action paired with primary:
- Background transparent, text `#000000`, border `1px solid #000000`
- Padding `11px 23px` (1px less for border), height `48px`, radius `9999px`
- Same `Instacart Sans 16/600 sentence-case` typography
- Hover: background `rgba(0,0,0,0.04)` fill
- Use case: tertiary CTA paired with primary
**Text** — inline editorial actions:
- Background transparent, text `#0aad0a`, no border
- Same `Instacart Sans 16/600`
- Decoration: `underline-offset: 4px` underline grows from invisible to visible on hover
- Use case: "View All", "See More" inside body copy
### Hero Bands
**Light Hero** — primary hero on most pages:
- Background `#ffffff`, text `#000000`
- Full-bleed produce photography at 480px on desktop, 360px on mobile
- Display headline in `Instacart Sans 56/700 -0.5px` pure black
- One Instacart Green primary + one outline secondary, side-by-side
- Padding `64px 24px`
**Promo Hero** — dark green promotional variant:
- Background `#003d2a` deep forest green, text `#ffffff`
- Headline in `Instacart Sans 44/700 -0.4px` white
- Used for Instacart+ membership promos, sale events
- Padding `80px`
**Cream Hero** — warm-tone fresh-produce variant:
- Background `#f7f4ee` warm cream, text `#000000`
- Used for fresh-produce category pages
### Cards
**Store Card** — the dominant marketplace card:
- Background `#ffffff`, text `#000000`, radius `24px`, border `1px solid #e0e0e0`, padding `16px`
- Layout: store logo top-left + store name (`Instacart Sans 18/600`) + delivery time (`14/400 muted`) + 5-star rating + "Shop now" pill CTA right-aligned
- Hover: border shifts to `#999999`, shadow `rgba(0,0,0,0.10) 0 4px 16px` fades in, card lifts 2px translateY over 200ms
- Use case: store grid on the homepage and category pages
**Item Card** — product card in grocery aisle grids:
- Background `#ffffff`, text `#000000`, radius `16px`, border `1px solid #ededed`, padding `12px`
- Layout: product photo top (square aspect) + price bold (`Instacart Sans 18/700`) + product name (`14/400`) + compact "Add to Cart" pill
- Subtle `rgba(0,0,0,0.04) 0 2px 8px` default shadow
- Use case: item grid in 4-up at desktop, 2-up at mobile
**Feature Card** — marketing card on landing pages:
- Background `#ffffff`, text `#000000`, radius `16px`, border `1px solid #e0e0e0`, padding `24px`
- Title `display-md 26/600` + body `body 16/400` + button-text below
**Promo Card** — bright-green promotional card:
- Background `#0aad0a`, text `#ffffff`, radius `32px`, padding `32px`
- Title in `Instacart Sans 32/700 -0.2px` white + body white + outline-on-green CTA
- Use case: Instacart+ membership upsell cards
### Search & Forms
**Search Input** — pill-shaped search bar (the central UX element):
- Background `#f6f6f6` neutral grey, text `#000000`, border none, radius `9999px`
- Padding `12px 20px 12px 44px` (extra left for icon), height `48px`
- Magnifying-glass icon left at 20×20 in `#666666`
- Placeholder: "Search products at..."
- Focus: ring `2px solid #0aad0a` at 2px offset
- The search bar dominates the homepage hero and persists in the top nav after scroll
**Text Input** — standard text input:
- Background `#ffffff`, text `#000000`, border `1px solid #999999`, radius `8px`
- Padding `12px 16px`, height `48px`
- Font `Instacart Sans 16/400`
- Focus: border-color shifts to `#0aad0a`; ring `2px solid #0aad0a`
### Tags & Badges
**Badge Pill (Brand)** — green-tinted badge:
- Background `#e3f5e3` (brand-soft), text `#0aad0a`, radius `9999px`
- Padding `4px 12px`, font `eyebrow 12/600 0.6px uppercase`
- Use: "In Stock", "Same-Day", "EBT" callouts
**Badge Sale** — red-tinted sale badge:
- Background `#fef2f2`, text `#e6483d`, radius `9999px`
- Same dimensions
- Use: "20% off", "Sale" callouts
**Chip Selector** — filter/category chip:
- Default: background `#ffffff`, text `#000000`, border `1px solid #e0e0e0`, radius `9999px`, padding `8px 16px`
- Selected: background `#000000`, text `#ffffff`, no border
- Use: filter chips at top of category pages, "All / Produce / Dairy / Meat" navigation
### Rating
**Rating Stars** — five-star rating display:
- Filled icons in `#fcb53b` rating-gold
- Empty icons in `#e0e0e0` border-default
- Used inside store cards and item-detail pages
### CTA Band
**CTA Band Promo** — pre-footer band:
- Background `#003d2a` deep forest green, text `#ffffff`
- Centered display headline `Instacart Sans 36/700 -0.3px`
- Single Instacart Green CTA centered below
- Padding `80px` vertical
### Navigation
**Top Nav** — default nav on every page:
- Background `#ffffff`, text `#000000`, height `64px`, border-bottom `1px solid #e0e0e0`, sticky
- Layout: carrot logo top-left (32px height) + horizontal menu (Stores / Departments / Pickup / Delivery / Help) + utility (cart icon with badge, account) right
- Menu items in `Instacart Sans 14/500`
- Search bar appears in nav after scroll past hero
### Footer
**Footer Light** — closing footer on every page:
- Background `#ffffff`, text `#666666`, border-top `1px solid #e0e0e0`
- 4-column link list at desktop covering Get to Know Us / For Shoppers / For Stores / Help
- Padding `64px 24px`
- App-store badges (App Store, Google Play) at bottom
## 5. Layout Principles
### Spacing System
- **Base unit:** 4px.
- **Scale:** `4 / 8 / 12 / 16 / 20 / 24 / 32 / 40 / 48 / 64 / 80 / 96 / 128`.
- **Section padding:** 64px for major bands (lighter than luxury automotive — Instacart prioritizes density).
- **Card internal padding:** 16px for store cards, 12px for item cards, 24-32px for marketing feature cards.
- **Gutters:** 16px between item cards in 4-up grids; 24px between store cards in 3-up grids.
### Grid & Container
- Max content width: **1280px** on editorial bands.
- Editorial body: 12-column grid.
- Item card grids: 4-up at desktop, 3-up at tablet, 2-up at mobile.
- Store card grids: 3-up at desktop, 2-up at tablet, 1-up at mobile.
- Footer: 4-column at desktop, accordion at mobile.
### Whitespace Philosophy
Practical-marketplace pacing. Hero photography occupies a confident 480px (not full-viewport — Instacart is friendly-functional, not flagship-cinematic). Body sections sit in tight grids with item cards densely packed. The grid IS the marketplace; tight density is a feature, not a bug. Section padding stays at 64px (lighter than 96px luxury or 128px flagship) — the user is shopping, not browsing a magazine.
### Section Cadence
The homepage rhythm: light hero with search → store grid (3-up) → category chip nav → item grid (4-up) → promo card (Instacart+ membership) → cream-section (fresh produce) → CTA band promo → footer. The sequence prioritizes commerce flow: discover stores → choose category → select items → upgrade to membership.
## 6. Shapes & Radius Scale
| Tier | Token | Value | Use |
|------|-------|-------|-----|
| None | `none` | 0 | Spec/data containers (rare) |
| Tight | `xs` | 4 | Tight badges (rare) |
| Standard | `sm` | 8 | Text inputs, small badges |
| Comfortable | `md` | 12 | Secondary cards |
| Card | `lg` | 16 | Item cards, primary feature cards |
| Photo | `xl` | 24 | Store cards, photo containers |
| Promo | `xxl` | 32 | Promotional cards |
| Pill | `pill` | 9999 | CTAs (dominant), badge pills, chip selectors, search bar |
The **pill geometry on CTAs** is the brand's primary button signal. There is no compound-radius geometry on the site.
## 7. Depth & Elevation
| Level | Treatment | Use |
|-------|-----------|-----|
| 0 (Flat) | `#ffffff` canvas, no shadow | Body bands, footer link rows |
| 1 (Card Default) | `#ffffff` background, `1px solid #ededed` border, `rgba(0,0,0,0.04) 0 2px 8px` shadow | Item cards |
| 2 (Hover Card) | Border `#999999`, `rgba(0,0,0,0.10) 0 4px 16px` shadow + 2px translateY | Hovered item/store cards |
| 3 (Raised) | `rgba(0,0,0,0.15) 0 8px 24px` | Elevated promo cards, dropdowns |
| 4 (Modal) | `rgba(0,0,0,0.20) 0 24px 48px -12px` | Dialogs, item-detail modals |
| 5 (Photographic) | Full-bleed produce imagery | Hero band — depth via lens |
### Shadow Philosophy
Subtle marketplace shadow ladder. Item cards carry a gentle default shadow (`0.04` alpha) so they read as elevated even at rest — distinguishing them from the white canvas. Hover intensifies to `0.10`. The depth ladder reinforces the marketplace browsing UX where cards are tappable surfaces, not flat layouts.
### Decorative Depth
- **Full-bleed produce photography** — the brand's primary atmospheric depth.
- **Brand-green promo cards** carry depth through saturation rather than shadow.
- **Surface brightness steps** (`#ffffff` → `#fafafa` → `#f7f4ee` → `#f6f6f6`) carry structural elevation.
## 8. Interaction & Motion
### Easing Curves
- **Standard**: `cubic-bezier(0.4, 0, 0.2, 1)` — material-style ease for most micro-interactions
- **Emphasized**: `cubic-bezier(0.2, 0, 0, 1)` — stronger entrance for hero bands and modals
- **Bounce**: `cubic-bezier(0.34, 1.56, 0.64, 1)` — overshoot bounce used on cart-add interactions
### Duration Buckets
- **Fast** (150ms): button background-color transitions, hover shifts
- **Standard** (200ms): card hover-lift, shadow fade-in
- **Slow** (300ms): section entrance fades, modal entrance
- **Cart Add** (400ms): cart-icon bump animation
### Per-Component Micro-States
- **Button Primary (Green)** — hover: background-color transitions to `#089408` over 150ms. Optional 1.02 scale on signup CTAs. Active: background drops to `#067a06`.
- **Button Outline** — hover: background fills to `rgba(0,0,0,0.04)` over 150ms.
- **Item Card** — hover: 2px translateY lift + shadow intensifies to `rgba(0,0,0,0.10) 0 4px 16px` over 200ms.
- **Store Card** — hover: border shifts to `#999999`, same shadow intensification, lift 2px.
- **Cart Icon** — Add-to-Cart trigger: cart icon scales `1.0 → 1.15 → 1.0` over 400ms ease-bounce. Cart badge count increments with a brief number-flip.
- **Chip Selector** — selected state: background fills from white to `#000000` over 150ms; text inverts to white.
- **Search Input** — focus: ring `2px solid #0aad0a` at 2px offset appears over 150ms.
### Page Transitions
Page-to-page: 200ms cross-fade between hero photographs. Item card grids stagger-fade-in on first paint at 50ms per card up to 12 cards.
### Reduced Motion Strategy
Respects `prefers-reduced-motion: reduce`. Under reduced motion:
- Cart-bump becomes static (no scale animation)
- Card hover-lift becomes shadow-only fade (no translateY)
- Signup CTA scale-pulse disabled
- Stagger-fade collapses to single fade-in over 200ms
- All scroll-triggered animations collapse to opacity transitions
## 9. Accessibility & A11y
### Contrast Pairs (WCAG)
- **Text on Canvas**: `#000000` on `#ffffff` = 21.0:1 — AAA at all sizes
- **Body on Canvas**: `#1a1a1a` on `#ffffff` = 19.7:1 — AAA at body sizes
- **Text on Brand**: `#ffffff` on `#0aad0a` = 4.6:1 — AA Normal at body sizes 14px+, AAA Large
- **Link on Canvas**: `#0aad0a` on `#ffffff` = 4.5:1 — AA Normal at body sizes 14px+
- **Text on Promo**: `#ffffff` on `#003d2a` = 21.0:1 — AAA
- **Muted on Canvas**: `#666666` on `#ffffff` = 5.7:1 — AA Normal
### Focus Indicators
- **Ring color**: `#0aad0a` (Instacart Green)
- **Ring style**: `2px solid` at `2px` offset from element's outer edge
- **Focus-visible only**: ring appears only on keyboard focus, not mouse-click focus
- **Pill CTAs** receive an outer ring that respects the pill geometry (rounded ring, not square)
### ARIA Patterns
- **Combobox** (search input): `role="combobox"` with `aria-expanded`, `aria-controls`, `aria-activedescendant` for autocomplete dropdown.
- **Listbox** (autocomplete results): `role="listbox"` with `aria-selected`.
- **Dialog** (item-detail modal, address-edit, sign-in): `role="dialog"` with `aria-modal="true"`, `aria-labelledby`, focus trap.
- **Tabs** (category navigation): `role="tablist"` with `aria-selected`. Arrow-key navigation.
- **Live region** (cart updates): `role="status"` with `aria-live="polite"` announces "Item added to cart" after Add-to-Cart.
### Keyboard Nav Order
Tab order: skip-to-content → carrot logo (home) → primary nav (Stores, Departments, Pickup, Delivery, Help) → search input → utility (cart, account) → hero CTAs → store/item grid (left-to-right, top-to-bottom) → footer columns.
### Screen Reader Hints
- Carrot logo: `aria-label="Instacart home"`.
- Cart icon: `aria-label="Cart, 3 items"` with item count read aloud.
- Item prices: `aria-label="$4.99 per pound"` for full unit context.
- Sale badges: `aria-label="On sale, 20 percent off"`.
- Store cards: keyboard focusable as a single tap target with `aria-label` summarizing store + delivery time.
- Star ratings: `aria-label="4.5 stars out of 5, 1,200 reviews"`.
### Reduced Motion Handling
`@media (prefers-reduced-motion: reduce)` overrides cart-bump, card-lift, signup CTA pulse. Documented in §8.
## 10. Responsive Behavior
### Breakpoints
| Name | Width | Key Changes |
|------|-------|-------------|
| Mobile | < 640px | Hero h1 56→32px; hero photo 360px tall; item grid 2-up; nav collapses (hamburger + persistent search); store grid 1-up |
| Tablet | 640–1024px | Hero h1 44px; item grid 3-up; nav still collapsed; store grid 2-up |
| Desktop | 1024–1280px | Hero h1 56px; item grid 4-up; horizontal nav appears; store grid 3-up |
| Wide | > 1280px | Editorial body content caps at 1280px |
### Touch Targets
- Primary CTA at 48px height — exceeds WCAG AAA (44 × 44).
- Compact item-card "Add to Cart" pill at 36px is paired with full-card tap target for the item detail.
- Chip selectors at 40px effective tap area.
### Collapsing Strategy
- **Top nav** collapses to hamburger + persistent search below 1024px.
- **Hero photo** reframes per breakpoint via art direction; mobile shifts to vertical-format imagery.
- **Item card grid**: 4-up → 3-up → 2-up.
- **Store card grid**: 3-up → 2-up → 1-up.
- **Footer**: 4-column at desktop, accordion-collapsed at mobile.
- **Search input**: persistent in nav at all breakpoints; on mobile, the nav row is search + cart only, with hamburger revealing menu.
### Image Behavior
- Hero photography uses `<picture>` with mobile-cropped + desktop-wide art direction.
- AVIF with WebP fallback and JPEG floor.
- Item photos use `loading="lazy"` except first 8 above-the-fold.
### Container Queries
Used selectively on item-card grids where the card content reflows based on container width.
## 11. Content & Voice
### Tone
**Friendly-functional, practical, warm.** The voice is the friend who actually knows where to find ripe avocados in February. Sentences are short and direct. There is no "innovative", no "revolutionary" — Instacart is service, not aspiration. The brand voice is helpful, slightly chatty, and committed to getting you groceries. Microcopy leans warm without being cute.
### Microcopy Patterns
- **Buttons**: action-verb + noun, sentence-case. "Sign Up", "Get Started", "Add to Cart", "Order Now", "Shop now", "View All". Never uppercase. Never "Click here".
- **Eyebrows**: uppercase context cue. "FRESH PICKS", "WEEKLY DEALS", "INSTACART+ EXCLUSIVE".
- **Error message recipe**: `[What happened]. [What to do.]` — e.g. "We couldn't add that item — it's out of stock. Try a similar product."
- **Success confirmations**: warm + brief. "Added to your cart." "Order placed — see you at 5:30." Light exclamation marks acceptable.
- **Form labels**: capitalized noun phrases above pill inputs. "Email", "Password", "Address".
### Empty States
- **Empty cart**: "Your cart is empty. Start shopping to see fresh picks here."
- **No search results**: "We couldn't find that — try checking your spelling or browse by category."
- **No nearby stores**: "No stores deliver to your address yet. Try a different ZIP or check back soon."
### CTA Verb Conventions
- **Sign Up** — primary verb on signup CTAs (not "Register" or "Create account")
- **Get Started** — alternative primary on landing pages
- **Add to Cart** — item-card CTA
- **Order Now** — checkout-flow CTA
- **Shop now** — store-card CTA
- **View All** — for editorial section endings
- **Sign In** — for returning users (never "Login")
## 12. Dark Mode & Theming
Instacart has **no global user-facing dark/light toggle**. The site is light-by-default. Dark sections are scoped contextual surfaces — promotional bands at `#003d2a` deep forest green, certain CTA bands, and Instacart+ membership upsells. The token swap is local:
- `bg`: `#ffffff` → `#003d2a`
- `text`: `#000000` → `#ffffff`
- `text-body`: `#1a1a1a` → `#ffffff`
- `border`: `#e0e0e0` → `#005a3e`
- `surface`: `#f6f6f6` → `#005a3e`
- `brand` and `on-brand` stay unchanged — green CTAs render identically on both grounds.
When dark green sections appear, they're sandwiched between white editorial bands or used as the closing pre-footer CTA. The site never inverts globally.
## 13. Lineage & Influences
Instacart's site is the grocery-shopping list elevated to marketplace UX. The discipline borrows from the friendly-functional vocabulary of consumer marketplaces (DoorDash, Airbnb, Etsy) — pill CTAs, soft radius, photography-led, scannable typography — but cuts the cute factor to keep focus on the workflow: discover stores, choose category, select items, checkout.
The signature carrot-green `#0aad0a` is one of the most committed single-accent brand voltages on the web. Where Stripe's purple shows up scarcely as a high-voltage moment, Instacart's green appears everywhere green can possibly appear: CTAs, badges, links, focus rings, in-stock indicators, success states, the carrot logo. The brand discipline is "if it could be green and serves the marketplace, it is green."
What it rejects: enterprise-SaaS rectangle CTAs, dense data tables, monotone color schemes, anything that competes with the produce photography or the green voltage.
**Named influences:**
- DoorDash — marketplace-CTA pill geometry, item-card visual conventions (https://www.doordash.com)
- Airbnb — photography-led card aesthetic, friendly-marketplace voice (https://www.airbnb.com)
- Whole Foods Market / Trader Joe's — fresh-produce visual language (https://www.wholefoodsmarket.com)
- Etsy — marketplace eyebrow + headline + search-as-anchor pattern (https://www.etsy.com)
- Stripe — single-color brand voltage discipline (https://stripe.com)
## 14. Do's and Don'ts
### Do
- Use Instacart Green `#0aad0a` everywhere green can appear — primary CTAs, badges, links, focus rings, in-stock indicators, success states, the carrot logo. The committed brand discipline is the brand voice.
- Use pill geometry (radius 9999) on every CTA, chip, badge, and the search input. Pill is the brand button signal.
- Render CTA labels in sentence-case Instacart Sans 16/600 — never uppercase.
- Bold prices at 18/700 — price scannability is the marketplace primary affordance.
- Use Instacart Sans at weight 700 for display sizes (retail anchor, not editorial whisper).
- Body copy at 16/400 normal tracking — scannability over editorial atmosphere.
- Use `#003d2a` deep forest green for promotional bands and Instacart+ membership upsells.
- Use `#f7f4ee` warm cream for fresh-produce category sections.
- Use 5-star ratings in `#fcb53b` rating-gold inside store cards.
- Cart icon bumps with bounce easing on Add-to-Cart — the cart is the user's outcome.
### Don't
- Don't use rectangle CTAs. Pill is the brand button shape.
- Don't introduce a saturated brand color other than Instacart Green and the scoped accents (orange, yellow, sale-red, rating-gold).
- Don't use uppercase CTA labels. Sentence-case is the friendly-marketplace voice.
- Don't use blue links. Instacart links are brand green.
- Don't use 8px or smaller radius on CTAs. The brand button is pill.
- Don't compress prices. Bold 18/700 prices are non-negotiable for scannability.
- Don't use editorial-magazine display weight (300 or 400). Display is 700 for retail anchoring.
- Don't crowd item cards with too much text — photo + price + name + Add-to-Cart pill is the canonical layout.
- Don't use sale-red `#e6483d` outside actual price reductions. Reserved.
- Don't add ornamental gradients. Single-color blocks + photography are the visual vocabulary.
## 15. Agent Prompt Guide
### Quick Color Reference
- Primary CTA / Links / Brand: `#0aad0a` (Instacart Green)
- Background: `#ffffff` (Paper White)
- Body text: `#1a1a1a` (Body Black)
- Display text: `#000000` (Pure Black)
- Surface / Search bg: `#f6f6f6` (Neutral Panel)
- Cream surface: `#f7f4ee` (Warm Cream)
- Promo dark: `#003d2a` (Deep Forest Green)
- CTA hover: `#089408`
- Brand soft (badges): `#e3f5e3`
- Sale red: `#e6483d`
- Rating gold: `#fcb53b`
### Example Component Prompts
- "Create an Instacart hero band on `#ffffff` paper-white canvas, 480px tall on desktop, with a full-bleed photograph of overhead farmer's-market produce (tomatoes, basil, peaches in shallow wooden crates). The headline 'Order groceries for delivery or pickup today' floats over the lower-third in Instacart Sans 56px weight 700 with -0.5px letter-spacing in pure black. Below it, a pill-shaped search input with `#f6f6f6` neutral grey fill, magnifying-glass icon left, placeholder 'Search products at...' (48px tall, radius 9999, 12×20 padding with 44px left-padding for icon). Two CTAs below: an Instacart Green `#0aad0a` 'Sign Up' pill (Instacart Sans 16/600 sentence-case, 12×24 padding, 48px tall, radius 9999) and an outline 'Sign In' pill (1px solid black border, transparent fill)."
- "Design an Instacart store card on `#ffffff` background: 24px radius, 1px solid `#e0e0e0` border, 16px padding, default `rgba(0,0,0,0.04) 0 2px 8px` shadow. Layout: store logo top-left at 64×64, store name in Instacart Sans 18/600 right of logo, delivery time in 14/400 muted `#666666` below name, 5-star rating in `#fcb53b` rating-gold below time, 'Shop now' Instacart Green pill CTA right-aligned. Hover: border shifts to `#999999`, shadow intensifies to `rgba(0,0,0,0.10) 0 4px 16px`, card lifts 2px translateY over 200ms."
- "Create an Instacart item card on `#ffffff`: 16px radius, 1px solid `#ededed` border, 12px padding. Layout: square product photograph at top (organic tomatoes), bold price in Instacart Sans 18/700 black ('$4.99'), product name in 14/400 black ('Organic Roma Tomatoes, lb'), small unit-pricing caption in 12/400 muted `#666666`, and a compact Instacart Green 'Add to Cart' pill (Instacart Sans 14/600, 8×16 padding, 36px tall, radius 9999) right-aligned at bottom."
- "Build an Instacart category-chip selector row: horizontal scrollable row of pill-shaped chips on `#ffffff` background. Default chip: white fill, 1px solid `#e0e0e0` border, black text in Instacart Sans 14/500, padding 8×16, radius 9999. Selected chip (e.g. 'All'): black fill `#000000`, white text, no border. Categories: 'All / Fresh produce / Dairy & eggs / Meat & seafood / Bakery / Pantry'."
- "Design an Instacart Instacart+ promo card: bright Instacart Green `#0aad0a` background, 32px radius, 32px padding, white text. Headline 'Try Instacart+ free for 14 days' in Instacart Sans 32/700 white with -0.2px tracking, body in 16/400 white explaining unlimited free delivery on orders over $35, and an outline-on-green CTA 'Start Free Trial' (1px solid white border, transparent fill, white text in Instacart Sans 16/600, padding 12×24, 48px tall, radius 9999)."
- "Build an Instacart top nav: 64px tall on `#ffffff`, sticky, 1px solid `#e0e0e0` border-bottom. Carrot logo top-left at 32px height (carrot icon + 'instacart' wordmark in Instacart Green). Pill-shaped search input center (48px tall, radius 9999, `#f6f6f6` fill). Right side: cart icon with badge count (cart bumps 1.0→1.15→1.0 on Add-to-Cart) and account icon. After scroll past the hero search, the search persists at center."
### Iteration Guide
1. Focus on ONE component at a time. Reference its YAML key (`button-primary`, `store-card`, `item-card`).
2. Variants live as separate entries inside `components:`.
3. CTAs default to PILL (radius 9999) — the brand button shape. No rectangle, no 8px softened.
4. Use color tokens (`brand`, `text`, `surface`) — never inline hex on multiple components.
5. Hover states change color on CTAs; cards lift 2px with shadow intensification.
6. Instacart Sans 700 for display, 600 for CTAs/titles, 700 for prices, 400 for body. Sentence-case CTAs.
7. Instacart Green appears EVERYWHERE green can appear — committed brand discipline.
8. Use the explicit spacing ladder (4 / 8 / 12 / 16 / 20 / 24 / 32 / 40 / 48 / 64 / 80 / 96 / 128). Section padding 64px.
9. Item card grid is 4-up at desktop — the dominant marketplace pattern.
10. Cart icon is the user's outcome — bump it with bounce easing on every Add-to-Cart.
1. Visual Theme & Atmosphere
Instacart’s website is the grocery-shopping list elevated to a marketplace product. The page opens onto a paper-white canvas (#ffffff) carrying display headlines in pure black #000000 Instacart Sans at weight 700 — this is the practical-marketplace voice, not the editorial-publication voice. Where Notion uses a 64px display headline with negative tracking to feel like a magazine, Instacart uses a 56px display at weight 700 with -0.5px tracking to feel like a confident retail anchor. The user is hunting for tomatoes; the typography knows.
The chromatic discipline is committed-monochrome with the famous carrot-green #0aad0a voltage. Instacart Green appears everywhere green can possibly appear: primary CTA fills, the carrot-shaped logo, in-stock badges, delivery-time indicators, sale-banner accents, link colors, focus rings, success-state confirmations. There is no second green; there is no second voltage. The carrot-orange (#ff7a00) appears only as a tertiary accent on fresh-produce highlights and the carrot-icon detail itself. Sale red and rating gold appear in scoped contexts only.
Section rhythm alternates white editorial bands with green-tinted promotional bands and warm-cream produce sections (#f7f4ee). Full-bleed produce photography (overhead shots of farmer’s-market tomatoes, hands packing a paper bag of groceries, a milk carton on a kitchen counter) carries the atmospheric warmth. Dark green promotional bands (#003d2a deep forest green) appear inside Instacart+ membership upsells, sale events, and the closing pre-footer CTA — the dark-green is where the brand voice gets emphatic.
The CTAs are pill-shaped (radius 9999). Every primary CTA, every “Add to Cart” button, every chip selector, every search input. The pill geometry is the brand button signal — softer than enterprise SaaS rectangles, more approachable than fintech rounded-corners, more committed than consumer-tech 8px softness. The pill says: friendly marketplace, click here, get groceries, the workflow is fast.
Typography runs Instacart Sans as the single sans family across every text role. It’s a custom rounded sans cut for retail clarity — geometric construction with rounded terminals that feel approachable rather than engineered. Weight 700 dominates display (because retail headlines need to anchor, not whisper), 600 powers CTAs and titles, 400 runs body. Letter-spacing is normal at body sizes (the user is scanning, not reading), with light negative tracking on display sizes for compression.
Item cards are the dominant content unit. Photo + price (bold) + name + small “Add to Cart” pill. Cards stack into 4-up grids at desktop, 2-up at mobile. The grid IS the marketplace. Store cards are larger — logo + store name + delivery time + 5-star rating + “Shop now” CTA — the equivalent of a restaurant card on DoorDash.
Key Characteristics:
- Paper-white
#ffffffcanvas — marketplace ground - Single chromatic voltage: carrot-green
#0aad0a— committed brand discipline, used everywhere green can appear - Pill-shaped CTAs (radius 9999) — the dominant button geometry
- Custom Instacart Sans — rounded terminals, retail-clarity construction
- Display copy at weight 700 — bold retail anchors, not editorial whisper
- Body copy at 16/400 normal tracking — scannability over editorial atmosphere
- Item cards as the dominant content unit — photo + bold price + name + compact CTA
- Pill-shaped search bar with grey
#f6f6f6fill — central UX element - Warm-cream surface (
#f7f4ee) for fresh-produce sections - Dark forest green
#003d2afor promotional bands - Cart icon bumps with bounce easing on Add-to-Cart
2. Color Palette & Roles
Primary
- Paper White (
#ffffff): The canvas. Marketplace ground. - Pure Black (
#000000): Primary ink. Display headlines, body strong, item card text. No charcoal-headline conventions. - Instacart Green (
#0aad0a): The single high-voltage chromatic moment. Primary CTA fills, the carrot logo, success badges, in-stock indicators, link colors, focus rings.
Brand & Dark
- Brand Hover (
#089408): Press state for green CTAs. - Brand Active (
#067a06): Deep press feedback. Also link-hover color. - Brand Soft (
#e3f5e3): Selected-tab background, in-stock badge tint. - Brand Deep (
#003d2a): Deep forest green — promotional bands, Instacart+ membership upsells, pre-footer CTA band.
Accent
- Carrot Orange (
#ff7a00): Fresh-produce callouts, the carrot icon detail itself. Used scarcely. - Warm Yellow (
#ffce5e): Featured-item highlights, “Best Seller” callouts. - Sale Red (
#e6483d): Sale and discount callouts. Used scarcely; reserved for actual price reductions. - Rating Gold (
#fcb53b): Store rating stars. Used only inside rating contexts.
Interactive
- Link (
#0aad0a): Inline body links default to Instacart Green. - Link Hover (
#067a06): Darker green on hover. - Button Primary (
#0aad0a): Primary CTA fill. - Button Hover (
#089408): Press state. - Disabled (
#999999): Faint — disabled CTAs and form fields.
Neutral Scale
- Ink
#000000— display, headlines, primary CTA labels on light - Body
#1a1a1a— running paragraph text on light canvas - Muted
#666666— captions, photo metadata, secondary list copy - Faint
#999999— disabled, footer secondary, form placeholder - Border Strong
#999999— input border, section divider where strength is needed - Border Default
#e0e0e0— standard 1px hairline - Border Soft
#ededed— soft divider, item-card separator - Surface
#f6f6f6— neutral grey panel — store cards, item cards, search bar fill - Surface Strong
#e4e4e4— heavier panel surface - Bg Cream
#f7f4ee— warm cream tone for fresh-produce sections - Bg Promo
#003d2a— deep forest green for promotional bands
Surface & Borders
- bg is
#ffffffpaper-white — the canvas. - bg-elevated
#fafafais a near-white tier above bg. - bg-cream
#f7f4eeprovides warm-tone variation in fresh-produce contexts. - bg-promo
#003d2afor dark green promotional bands. - surface
#f6f6f6is the search-bar fill and neutral panel ground. - border is
#e0e0e01px hairline default;#edededfor soft dividers;#999999for input borders.
Shadow Colors
Subtle marketplace shadow ladder:
- Card:
rgba(0,0,0,0.04) 0 2px 8px— default soft tier on item cards. - Hover Card:
rgba(0,0,0,0.10) 0 4px 16px— stronger on hover. - Raised:
rgba(0,0,0,0.15) 0 8px 24px— for elevated cards. - Modal:
rgba(0,0,0,0.20) 0 24px 48px -12px— single deep tier for dialogs. - Focus Ring:
0 0 0 2px #0aad0a.
Semantic
- Success (
#0aad0a): Confirmation states — order placed, item added, address saved. Shares brand green hex. - Warning (
#ff7a00): Validation warnings — shares carrot-orange. - Danger (
#e6483d): Form errors — shares sale-red. - Info (
#3b82f6): Info badges, neutral callouts.
3. Typography Rules
Font Family
- Primary:
Instacart Sans— the custom rounded sans cut for retail clarity. Geometric construction with rounded terminals; engineered for fast scannability at small sizes and confident anchoring at display sizes. - Fallback chain:
"Instacart Sans Fallback", -apple-system, "system-ui", "Segoe UI", Helvetica, Arial, sans-serif— system-ui ensures cross-platform consistency when web-fonts fail. - Mono companion:
"SF Mono", Menlo, Consolas— appears only on developer surfaces (rare). - OpenType features: Default ligatures only. Tabular figures emerge from the typeface naturally — Instacart Sans’s figures align well in price tables.
- No italics in marketing context.
Hierarchy
| Role | Font | Size | Weight | Line Height | Letter Spacing | OT Features | Notes |
|---|---|---|---|---|---|---|---|
| Display Mega | Instacart Sans | 56 | 700 | 1.10 | -0.5px | — | Homepage hero h1 over produce photography |
| Display XL | Instacart Sans | 44 | 700 | 1.15 | -0.4px | — | Subsidiary heroes |
| Display Lg | Instacart Sans | 32 | 700 | 1.20 | -0.2px | — | Section heads, feature band headlines |
| Display Md | Instacart Sans | 26 | 600 | 1.30 | normal | — | Sub-section heads, store-card titles |
| Display Sm | Instacart Sans | 22 | 600 | 1.35 | normal | — | Component titles |
| Title Md | Instacart Sans | 18 | 600 | 1.40 | normal | — | Item-card titles, list section labels |
| Title Sm | Instacart Sans | 16 | 600 | 1.45 | normal | — | Small section titles |
| Body Lg | Instacart Sans | 18 | 400 | 1.55 | normal | — | Editorial body, intro paragraphs |
| Body | Instacart Sans | 16 | 400 | 1.50 | normal | — | Default running text |
| Body Sm | Instacart Sans | 14 | 400 | 1.50 | normal | — | Footer body, fine print |
| Caption | Instacart Sans | 12 | 400 | 1.45 | normal | — | Photo captions, metadata |
| Eyebrow | Instacart Sans | 12 | 600 | 1.40 | 0.6px | — | Section eyebrows — uppercase |
| Button | Instacart Sans | 16 | 600 | 1.00 | normal | — | CTA labels — sentence-case |
| Button Sm | Instacart Sans | 14 | 600 | 1.00 | normal | — | Compact CTAs in cards |
| Nav Link | Instacart Sans | 14 | 500 | 1.40 | normal | — | Top-nav menu items |
| Price | Instacart Sans | 18 | 700 | 1.20 | normal | — | Item prices — bold for scannability |
| Price Large | Instacart Sans | 28 | 700 | 1.10 | -0.2px | — | Featured prices, totals |
| Price Strikethrough | Instacart Sans | 14 | 400 | 1.40 | normal | — | Crossed-out original price on sale items |
| Code | SF Mono | 14 | 400 | 1.50 | normal | — | Rare — developer surfaces |
Principles
- Display weight 700. Retail headlines need to anchor — Instacart’s hero is a confident retail voice, not an editorial whisper. Where Stripe uses 300 (luxury-light) and Notion uses 700 with negative tracking (bulletin-bold), Instacart uses 700 with light negative tracking for confident-retail anchoring.
- Body at 16/400 normal tracking. The user is scanning for grocery items, not reading a magazine. Normal letter-spacing maximizes scannability.
- Sentence-case CTAs. “Sign Up”, “Get Started”, “Add to Cart”, “Order Now”. Never uppercase. The voice is friendly, not announce-y.
- Prices bold at 18/700. Price scannability is the marketplace primary affordance — bold weight on prices is the universal e-commerce convention.
- Strikethrough prices in 14/400 with line-through. Smaller and lighter than the active price; the line-through is the discount signal.
- Light negative tracking on display only. -0.2px to -0.5px on display sizes; body stays at 0.
- Single typeface discipline. Instacart Sans handles every text role. No serif accent, no monospace except in developer contexts.
- Instacart Sans is licensed. Open-source substitute: Inter at weight 700 with
-1%letter-spacing for display, Inter at 400 for body. Or Manrope for closer rounded-terminal proportion.
4. Component Stylings
Buttons
All buttons use pill geometry (radius 9999) — the dominant brand button shape.
Primary (Instacart Green) — the singular high-voltage action:
- Background
#0aad0a, text#ffffff, fontInstacart Sans 16/600 sentence-case - Padding
12px 24px, height48px, border-radius9999px(pill), no border - Transition
background-color 200ms ease, transform 200ms ease - Hover: background
#089408(color-only) - Active: background
#067a06 - Use case: Sign Up, Get Started, Add to Cart, Order Now
Primary Sm — compact CTA in cards:
- Background
#0aad0a, text#ffffff, padding8px 16px, height36px, radius9999px - Font
Instacart Sans 14/600 - Use case: in-card “Add to Cart” pill on item cards
Secondary (Black) — primary action when green is reserved:
- Background
#000000, text#ffffff, same dimensions and typography - Use case: secondary primary action in dual-CTA hero blocks
Outline — alternative action paired with primary:
- Background transparent, text
#000000, border1px solid #000000 - Padding
11px 23px(1px less for border), height48px, radius9999px - Same
Instacart Sans 16/600 sentence-casetypography - Hover: background
rgba(0,0,0,0.04)fill - Use case: tertiary CTA paired with primary
Text — inline editorial actions:
- Background transparent, text
#0aad0a, no border - Same
Instacart Sans 16/600 - Decoration:
underline-offset: 4pxunderline grows from invisible to visible on hover - Use case: “View All”, “See More” inside body copy
Hero Bands
Light Hero — primary hero on most pages:
- Background
#ffffff, text#000000 - Full-bleed produce photography at 480px on desktop, 360px on mobile
- Display headline in
Instacart Sans 56/700 -0.5pxpure black - One Instacart Green primary + one outline secondary, side-by-side
- Padding
64px 24px
Promo Hero — dark green promotional variant:
- Background
#003d2adeep forest green, text#ffffff - Headline in
Instacart Sans 44/700 -0.4pxwhite - Used for Instacart+ membership promos, sale events
- Padding
80px
Cream Hero — warm-tone fresh-produce variant:
- Background
#f7f4eewarm cream, text#000000 - Used for fresh-produce category pages
Cards
Store Card — the dominant marketplace card:
- Background
#ffffff, text#000000, radius24px, border1px solid #e0e0e0, padding16px - Layout: store logo top-left + store name (
Instacart Sans 18/600) + delivery time (14/400 muted) + 5-star rating + “Shop now” pill CTA right-aligned - Hover: border shifts to
#999999, shadowrgba(0,0,0,0.10) 0 4px 16pxfades in, card lifts 2px translateY over 200ms - Use case: store grid on the homepage and category pages
Item Card — product card in grocery aisle grids:
- Background
#ffffff, text#000000, radius16px, border1px solid #ededed, padding12px - Layout: product photo top (square aspect) + price bold (
Instacart Sans 18/700) + product name (14/400) + compact “Add to Cart” pill - Subtle
rgba(0,0,0,0.04) 0 2px 8pxdefault shadow - Use case: item grid in 4-up at desktop, 2-up at mobile
Feature Card — marketing card on landing pages:
- Background
#ffffff, text#000000, radius16px, border1px solid #e0e0e0, padding24px - Title
display-md 26/600+ bodybody 16/400+ button-text below
Promo Card — bright-green promotional card:
- Background
#0aad0a, text#ffffff, radius32px, padding32px - Title in
Instacart Sans 32/700 -0.2pxwhite + body white + outline-on-green CTA - Use case: Instacart+ membership upsell cards
Search & Forms
Search Input — pill-shaped search bar (the central UX element):
- Background
#f6f6f6neutral grey, text#000000, border none, radius9999px - Padding
12px 20px 12px 44px(extra left for icon), height48px - Magnifying-glass icon left at 20×20 in
#666666 - Placeholder: “Search products at…”
- Focus: ring
2px solid #0aad0aat 2px offset - The search bar dominates the homepage hero and persists in the top nav after scroll
Text Input — standard text input:
- Background
#ffffff, text#000000, border1px solid #999999, radius8px - Padding
12px 16px, height48px - Font
Instacart Sans 16/400 - Focus: border-color shifts to
#0aad0a; ring2px solid #0aad0a
Tags & Badges
Badge Pill (Brand) — green-tinted badge:
- Background
#e3f5e3(brand-soft), text#0aad0a, radius9999px - Padding
4px 12px, fonteyebrow 12/600 0.6px uppercase - Use: “In Stock”, “Same-Day”, “EBT” callouts
Badge Sale — red-tinted sale badge:
- Background
#fef2f2, text#e6483d, radius9999px - Same dimensions
- Use: “20% off”, “Sale” callouts
Chip Selector — filter/category chip:
- Default: background
#ffffff, text#000000, border1px solid #e0e0e0, radius9999px, padding8px 16px - Selected: background
#000000, text#ffffff, no border - Use: filter chips at top of category pages, “All / Produce / Dairy / Meat” navigation
Rating
Rating Stars — five-star rating display:
- Filled icons in
#fcb53brating-gold - Empty icons in
#e0e0e0border-default - Used inside store cards and item-detail pages
CTA Band
CTA Band Promo — pre-footer band:
- Background
#003d2adeep forest green, text#ffffff - Centered display headline
Instacart Sans 36/700 -0.3px - Single Instacart Green CTA centered below
- Padding
80pxvertical
Navigation
Top Nav — default nav on every page:
- Background
#ffffff, text#000000, height64px, border-bottom1px solid #e0e0e0, sticky - Layout: carrot logo top-left (32px height) + horizontal menu (Stores / Departments / Pickup / Delivery / Help) + utility (cart icon with badge, account) right
- Menu items in
Instacart Sans 14/500 - Search bar appears in nav after scroll past hero
Footer
Footer Light — closing footer on every page:
- Background
#ffffff, text#666666, border-top1px solid #e0e0e0 - 4-column link list at desktop covering Get to Know Us / For Shoppers / For Stores / Help
- Padding
64px 24px - App-store badges (App Store, Google Play) at bottom
5. Layout Principles
Spacing System
- Base unit: 4px.
- Scale:
4 / 8 / 12 / 16 / 20 / 24 / 32 / 40 / 48 / 64 / 80 / 96 / 128. - Section padding: 64px for major bands (lighter than luxury automotive — Instacart prioritizes density).
- Card internal padding: 16px for store cards, 12px for item cards, 24-32px for marketing feature cards.
- Gutters: 16px between item cards in 4-up grids; 24px between store cards in 3-up grids.
Grid & Container
- Max content width: 1280px on editorial bands.
- Editorial body: 12-column grid.
- Item card grids: 4-up at desktop, 3-up at tablet, 2-up at mobile.
- Store card grids: 3-up at desktop, 2-up at tablet, 1-up at mobile.
- Footer: 4-column at desktop, accordion at mobile.
Whitespace Philosophy
Practical-marketplace pacing. Hero photography occupies a confident 480px (not full-viewport — Instacart is friendly-functional, not flagship-cinematic). Body sections sit in tight grids with item cards densely packed. The grid IS the marketplace; tight density is a feature, not a bug. Section padding stays at 64px (lighter than 96px luxury or 128px flagship) — the user is shopping, not browsing a magazine.
Section Cadence
The homepage rhythm: light hero with search → store grid (3-up) → category chip nav → item grid (4-up) → promo card (Instacart+ membership) → cream-section (fresh produce) → CTA band promo → footer. The sequence prioritizes commerce flow: discover stores → choose category → select items → upgrade to membership.
6. Shapes & Radius Scale
| Tier | Token | Value | Use |
|---|---|---|---|
| None | none | 0 | Spec/data containers (rare) |
| Tight | xs | 4 | Tight badges (rare) |
| Standard | sm | 8 | Text inputs, small badges |
| Comfortable | md | 12 | Secondary cards |
| Card | lg | 16 | Item cards, primary feature cards |
| Photo | xl | 24 | Store cards, photo containers |
| Promo | xxl | 32 | Promotional cards |
| Pill | pill | 9999 | CTAs (dominant), badge pills, chip selectors, search bar |
The pill geometry on CTAs is the brand’s primary button signal. There is no compound-radius geometry on the site.
7. Depth & Elevation
| Level | Treatment | Use |
|---|---|---|
| 0 (Flat) | #ffffff canvas, no shadow | Body bands, footer link rows |
| 1 (Card Default) | #ffffff background, 1px solid #ededed border, rgba(0,0,0,0.04) 0 2px 8px shadow | Item cards |
| 2 (Hover Card) | Border #999999, rgba(0,0,0,0.10) 0 4px 16px shadow + 2px translateY | Hovered item/store cards |
| 3 (Raised) | rgba(0,0,0,0.15) 0 8px 24px | Elevated promo cards, dropdowns |
| 4 (Modal) | rgba(0,0,0,0.20) 0 24px 48px -12px | Dialogs, item-detail modals |
| 5 (Photographic) | Full-bleed produce imagery | Hero band — depth via lens |
Shadow Philosophy
Subtle marketplace shadow ladder. Item cards carry a gentle default shadow (0.04 alpha) so they read as elevated even at rest — distinguishing them from the white canvas. Hover intensifies to 0.10. The depth ladder reinforces the marketplace browsing UX where cards are tappable surfaces, not flat layouts.
Decorative Depth
- Full-bleed produce photography — the brand’s primary atmospheric depth.
- Brand-green promo cards carry depth through saturation rather than shadow.
- Surface brightness steps (
#ffffff→#fafafa→#f7f4ee→#f6f6f6) carry structural elevation.
8. Interaction & Motion
Easing Curves
- Standard:
cubic-bezier(0.4, 0, 0.2, 1)— material-style ease for most micro-interactions - Emphasized:
cubic-bezier(0.2, 0, 0, 1)— stronger entrance for hero bands and modals - Bounce:
cubic-bezier(0.34, 1.56, 0.64, 1)— overshoot bounce used on cart-add interactions
Duration Buckets
- Fast (150ms): button background-color transitions, hover shifts
- Standard (200ms): card hover-lift, shadow fade-in
- Slow (300ms): section entrance fades, modal entrance
- Cart Add (400ms): cart-icon bump animation
Per-Component Micro-States
- Button Primary (Green) — hover: background-color transitions to
#089408over 150ms. Optional 1.02 scale on signup CTAs. Active: background drops to#067a06. - Button Outline — hover: background fills to
rgba(0,0,0,0.04)over 150ms. - Item Card — hover: 2px translateY lift + shadow intensifies to
rgba(0,0,0,0.10) 0 4px 16pxover 200ms. - Store Card — hover: border shifts to
#999999, same shadow intensification, lift 2px. - Cart Icon — Add-to-Cart trigger: cart icon scales
1.0 → 1.15 → 1.0over 400ms ease-bounce. Cart badge count increments with a brief number-flip. - Chip Selector — selected state: background fills from white to
#000000over 150ms; text inverts to white. - Search Input — focus: ring
2px solid #0aad0aat 2px offset appears over 150ms.
Page Transitions
Page-to-page: 200ms cross-fade between hero photographs. Item card grids stagger-fade-in on first paint at 50ms per card up to 12 cards.
Reduced Motion Strategy
Respects prefers-reduced-motion: reduce. Under reduced motion:
- Cart-bump becomes static (no scale animation)
- Card hover-lift becomes shadow-only fade (no translateY)
- Signup CTA scale-pulse disabled
- Stagger-fade collapses to single fade-in over 200ms
- All scroll-triggered animations collapse to opacity transitions
9. Accessibility & A11y
Contrast Pairs (WCAG)
- Text on Canvas:
#000000on#ffffff= 21.0:1 — AAA at all sizes - Body on Canvas:
#1a1a1aon#ffffff= 19.7:1 — AAA at body sizes - Text on Brand:
#ffffffon#0aad0a= 4.6:1 — AA Normal at body sizes 14px+, AAA Large - Link on Canvas:
#0aad0aon#ffffff= 4.5:1 — AA Normal at body sizes 14px+ - Text on Promo:
#ffffffon#003d2a= 21.0:1 — AAA - Muted on Canvas:
#666666on#ffffff= 5.7:1 — AA Normal
Focus Indicators
- Ring color:
#0aad0a(Instacart Green) - Ring style:
2px solidat2pxoffset from element’s outer edge - Focus-visible only: ring appears only on keyboard focus, not mouse-click focus
- Pill CTAs receive an outer ring that respects the pill geometry (rounded ring, not square)
ARIA Patterns
- Combobox (search input):
role="combobox"witharia-expanded,aria-controls,aria-activedescendantfor autocomplete dropdown. - Listbox (autocomplete results):
role="listbox"witharia-selected. - Dialog (item-detail modal, address-edit, sign-in):
role="dialog"witharia-modal="true",aria-labelledby, focus trap. - Tabs (category navigation):
role="tablist"witharia-selected. Arrow-key navigation. - Live region (cart updates):
role="status"witharia-live="polite"announces “Item added to cart” after Add-to-Cart.
Keyboard Nav Order
Tab order: skip-to-content → carrot logo (home) → primary nav (Stores, Departments, Pickup, Delivery, Help) → search input → utility (cart, account) → hero CTAs → store/item grid (left-to-right, top-to-bottom) → footer columns.
Screen Reader Hints
- Carrot logo:
aria-label="Instacart home". - Cart icon:
aria-label="Cart, 3 items"with item count read aloud. - Item prices:
aria-label="$4.99 per pound"for full unit context. - Sale badges:
aria-label="On sale, 20 percent off". - Store cards: keyboard focusable as a single tap target with
aria-labelsummarizing store + delivery time. - Star ratings:
aria-label="4.5 stars out of 5, 1,200 reviews".
Reduced Motion Handling
@media (prefers-reduced-motion: reduce) overrides cart-bump, card-lift, signup CTA pulse. Documented in §8.
10. Responsive Behavior
Breakpoints
| Name | Width | Key Changes |
|---|---|---|
| Mobile | < 640px | Hero h1 56→32px; hero photo 360px tall; item grid 2-up; nav collapses (hamburger + persistent search); store grid 1-up |
| Tablet | 640–1024px | Hero h1 44px; item grid 3-up; nav still collapsed; store grid 2-up |
| Desktop | 1024–1280px | Hero h1 56px; item grid 4-up; horizontal nav appears; store grid 3-up |
| Wide | > 1280px | Editorial body content caps at 1280px |
Touch Targets
- Primary CTA at 48px height — exceeds WCAG AAA (44 × 44).
- Compact item-card “Add to Cart” pill at 36px is paired with full-card tap target for the item detail.
- Chip selectors at 40px effective tap area.
Collapsing Strategy
- Top nav collapses to hamburger + persistent search below 1024px.
- Hero photo reframes per breakpoint via art direction; mobile shifts to vertical-format imagery.
- Item card grid: 4-up → 3-up → 2-up.
- Store card grid: 3-up → 2-up → 1-up.
- Footer: 4-column at desktop, accordion-collapsed at mobile.
- Search input: persistent in nav at all breakpoints; on mobile, the nav row is search + cart only, with hamburger revealing menu.
Image Behavior
- Hero photography uses
<picture>with mobile-cropped + desktop-wide art direction. - AVIF with WebP fallback and JPEG floor.
- Item photos use
loading="lazy"except first 8 above-the-fold.
Container Queries
Used selectively on item-card grids where the card content reflows based on container width.
11. Content & Voice
Tone
Friendly-functional, practical, warm. The voice is the friend who actually knows where to find ripe avocados in February. Sentences are short and direct. There is no “innovative”, no “revolutionary” — Instacart is service, not aspiration. The brand voice is helpful, slightly chatty, and committed to getting you groceries. Microcopy leans warm without being cute.
Microcopy Patterns
- Buttons: action-verb + noun, sentence-case. “Sign Up”, “Get Started”, “Add to Cart”, “Order Now”, “Shop now”, “View All”. Never uppercase. Never “Click here”.
- Eyebrows: uppercase context cue. “FRESH PICKS”, “WEEKLY DEALS”, “INSTACART+ EXCLUSIVE”.
- Error message recipe:
[What happened]. [What to do.]— e.g. “We couldn’t add that item — it’s out of stock. Try a similar product.” - Success confirmations: warm + brief. “Added to your cart.” “Order placed — see you at 5:30.” Light exclamation marks acceptable.
- Form labels: capitalized noun phrases above pill inputs. “Email”, “Password”, “Address”.
Empty States
- Empty cart: “Your cart is empty. Start shopping to see fresh picks here.”
- No search results: “We couldn’t find that — try checking your spelling or browse by category.”
- No nearby stores: “No stores deliver to your address yet. Try a different ZIP or check back soon.”
CTA Verb Conventions
- Sign Up — primary verb on signup CTAs (not “Register” or “Create account”)
- Get Started — alternative primary on landing pages
- Add to Cart — item-card CTA
- Order Now — checkout-flow CTA
- Shop now — store-card CTA
- View All — for editorial section endings
- Sign In — for returning users (never “Login”)
12. Dark Mode & Theming
Instacart has no global user-facing dark/light toggle. The site is light-by-default. Dark sections are scoped contextual surfaces — promotional bands at #003d2a deep forest green, certain CTA bands, and Instacart+ membership upsells. The token swap is local:
bg:#ffffff→#003d2atext:#000000→#fffffftext-body:#1a1a1a→#ffffffborder:#e0e0e0→#005a3esurface:#f6f6f6→#005a3ebrandandon-brandstay unchanged — green CTAs render identically on both grounds.
When dark green sections appear, they’re sandwiched between white editorial bands or used as the closing pre-footer CTA. The site never inverts globally.
13. Lineage & Influences
Instacart’s site is the grocery-shopping list elevated to marketplace UX. The discipline borrows from the friendly-functional vocabulary of consumer marketplaces (DoorDash, Airbnb, Etsy) — pill CTAs, soft radius, photography-led, scannable typography — but cuts the cute factor to keep focus on the workflow: discover stores, choose category, select items, checkout.
The signature carrot-green #0aad0a is one of the most committed single-accent brand voltages on the web. Where Stripe’s purple shows up scarcely as a high-voltage moment, Instacart’s green appears everywhere green can possibly appear: CTAs, badges, links, focus rings, in-stock indicators, success states, the carrot logo. The brand discipline is “if it could be green and serves the marketplace, it is green.”
What it rejects: enterprise-SaaS rectangle CTAs, dense data tables, monotone color schemes, anything that competes with the produce photography or the green voltage.
Named influences:
- DoorDash — marketplace-CTA pill geometry, item-card visual conventions (https://www.doordash.com)
- Airbnb — photography-led card aesthetic, friendly-marketplace voice (https://www.airbnb.com)
- Whole Foods Market / Trader Joe’s — fresh-produce visual language (https://www.wholefoodsmarket.com)
- Etsy — marketplace eyebrow + headline + search-as-anchor pattern (https://www.etsy.com)
- Stripe — single-color brand voltage discipline (https://stripe.com)
14. Do’s and Don’ts
Do
- Use Instacart Green
#0aad0aeverywhere green can appear — primary CTAs, badges, links, focus rings, in-stock indicators, success states, the carrot logo. The committed brand discipline is the brand voice. - Use pill geometry (radius 9999) on every CTA, chip, badge, and the search input. Pill is the brand button signal.
- Render CTA labels in sentence-case Instacart Sans 16/600 — never uppercase.
- Bold prices at 18/700 — price scannability is the marketplace primary affordance.
- Use Instacart Sans at weight 700 for display sizes (retail anchor, not editorial whisper).
- Body copy at 16/400 normal tracking — scannability over editorial atmosphere.
- Use
#003d2adeep forest green for promotional bands and Instacart+ membership upsells. - Use
#f7f4eewarm cream for fresh-produce category sections. - Use 5-star ratings in
#fcb53brating-gold inside store cards. - Cart icon bumps with bounce easing on Add-to-Cart — the cart is the user’s outcome.
Don’t
- Don’t use rectangle CTAs. Pill is the brand button shape.
- Don’t introduce a saturated brand color other than Instacart Green and the scoped accents (orange, yellow, sale-red, rating-gold).
- Don’t use uppercase CTA labels. Sentence-case is the friendly-marketplace voice.
- Don’t use blue links. Instacart links are brand green.
- Don’t use 8px or smaller radius on CTAs. The brand button is pill.
- Don’t compress prices. Bold 18/700 prices are non-negotiable for scannability.
- Don’t use editorial-magazine display weight (300 or 400). Display is 700 for retail anchoring.
- Don’t crowd item cards with too much text — photo + price + name + Add-to-Cart pill is the canonical layout.
- Don’t use sale-red
#e6483doutside actual price reductions. Reserved. - Don’t add ornamental gradients. Single-color blocks + photography are the visual vocabulary.
15. Agent Prompt Guide
Quick Color Reference
- Primary CTA / Links / Brand:
#0aad0a(Instacart Green) - Background:
#ffffff(Paper White) - Body text:
#1a1a1a(Body Black) - Display text:
#000000(Pure Black) - Surface / Search bg:
#f6f6f6(Neutral Panel) - Cream surface:
#f7f4ee(Warm Cream) - Promo dark:
#003d2a(Deep Forest Green) - CTA hover:
#089408 - Brand soft (badges):
#e3f5e3 - Sale red:
#e6483d - Rating gold:
#fcb53b
Example Component Prompts
- “Create an Instacart hero band on
#ffffffpaper-white canvas, 480px tall on desktop, with a full-bleed photograph of overhead farmer’s-market produce (tomatoes, basil, peaches in shallow wooden crates). The headline ‘Order groceries for delivery or pickup today’ floats over the lower-third in Instacart Sans 56px weight 700 with -0.5px letter-spacing in pure black. Below it, a pill-shaped search input with#f6f6f6neutral grey fill, magnifying-glass icon left, placeholder ‘Search products at…’ (48px tall, radius 9999, 12×20 padding with 44px left-padding for icon). Two CTAs below: an Instacart Green#0aad0a‘Sign Up’ pill (Instacart Sans 16/600 sentence-case, 12×24 padding, 48px tall, radius 9999) and an outline ‘Sign In’ pill (1px solid black border, transparent fill).” - “Design an Instacart store card on
#ffffffbackground: 24px radius, 1px solid#e0e0e0border, 16px padding, defaultrgba(0,0,0,0.04) 0 2px 8pxshadow. Layout: store logo top-left at 64×64, store name in Instacart Sans 18/600 right of logo, delivery time in 14/400 muted#666666below name, 5-star rating in#fcb53brating-gold below time, ‘Shop now’ Instacart Green pill CTA right-aligned. Hover: border shifts to#999999, shadow intensifies torgba(0,0,0,0.10) 0 4px 16px, card lifts 2px translateY over 200ms.” - “Create an Instacart item card on
#ffffff: 16px radius, 1px solid#edededborder, 12px padding. Layout: square product photograph at top (organic tomatoes), bold price in Instacart Sans 18/700 black (‘$4.99’), product name in 14/400 black (‘Organic Roma Tomatoes, lb’), small unit-pricing caption in 12/400 muted#666666, and a compact Instacart Green ‘Add to Cart’ pill (Instacart Sans 14/600, 8×16 padding, 36px tall, radius 9999) right-aligned at bottom.” - “Build an Instacart category-chip selector row: horizontal scrollable row of pill-shaped chips on
#ffffffbackground. Default chip: white fill, 1px solid#e0e0e0border, black text in Instacart Sans 14/500, padding 8×16, radius 9999. Selected chip (e.g. ‘All’): black fill#000000, white text, no border. Categories: ‘All / Fresh produce / Dairy & eggs / Meat & seafood / Bakery / Pantry’.” - “Design an Instacart Instacart+ promo card: bright Instacart Green
#0aad0abackground, 32px radius, 32px padding, white text. Headline ‘Try Instacart+ free for 14 days’ in Instacart Sans 32/700 white with -0.2px tracking, body in 16/400 white explaining unlimited free delivery on orders over $35, and an outline-on-green CTA ‘Start Free Trial’ (1px solid white border, transparent fill, white text in Instacart Sans 16/600, padding 12×24, 48px tall, radius 9999).” - “Build an Instacart top nav: 64px tall on
#ffffff, sticky, 1px solid#e0e0e0border-bottom. Carrot logo top-left at 32px height (carrot icon + ‘instacart’ wordmark in Instacart Green). Pill-shaped search input center (48px tall, radius 9999,#f6f6f6fill). Right side: cart icon with badge count (cart bumps 1.0→1.15→1.0 on Add-to-Cart) and account icon. After scroll past the hero search, the search persists at center.”
Iteration Guide
- Focus on ONE component at a time. Reference its YAML key (
button-primary,store-card,item-card). - Variants live as separate entries inside
components:. - CTAs default to PILL (radius 9999) — the brand button shape. No rectangle, no 8px softened.
- Use color tokens (
brand,text,surface) — never inline hex on multiple components. - Hover states change color on CTAs; cards lift 2px with shadow intensification.
- Instacart Sans 700 for display, 600 for CTAs/titles, 700 for prices, 400 for body. Sentence-case CTAs.
- Instacart Green appears EVERYWHERE green can appear — committed brand discipline.
- Use the explicit spacing ladder (4 / 8 / 12 / 16 / 20 / 24 / 32 / 40 / 48 / 64 / 80 / 96 / 128). Section padding 64px.
- Item card grid is 4-up at desktop — the dominant marketplace pattern.
- Cart icon is the user’s outcome — bump it with bounce easing on every Add-to-Cart.
Drop instacart into your project, then ship the actual sections in an afternoon.
1 · install design
npx design-md add instacart 2 · ship landing page
npx agentkit init --design instacart light editorial
Stripe
Editorial fintech polish — light Söhne headlines at weight 300, navy-not-black text, sig…
Docs
Install
Stripe
webdesignhot
dark sans
Shopify
Dark-first commerce theatre — 96px NeueHaasGrotesk at weight 330, electric mint focus ri…
Docs
Install
Shopify
webdesignhot
light marketplace
Etsy
Burnt-orange CTA, Graphik humanist sans, handcrafted-warmth aesthetic — the marketplace…
Docs
Install
Etsy
webdesignhot