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Review board
All six complete pages side by side, full height. The comparison view.
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On a phone
The same six at 375px, where most giving actually happens.
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What the type has been doing
No web font has ever loaded in the earlier build. Worth seeing before judging any direction.
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Direction A
Quiet Room
Restraint as the argument. White ground, type carrying the emotional load, and the photograph given a full-bleed band of its own. A page this calm reads as an organization that is not anxious about money.
View direction A
Direction B
Evening Light
Warmth as the argument. Dusk at camp, string lights, warm paper below the fold. Gold behaves like light rather than a UI accent — the chosen amount glows.
View direction B
Direction C
Plain Spoken
Clarity as the argument. One hard edge, faces at full scale, and the institutional facts set directly beside the ask. Built for the donor who wants to know exactly what their money does.
View direction C
Direction D
Field Notes
Heritage as the argument. Eighty years of records, set with care — dates and provenance visible rather than hidden. An organization that keeps careful records can be trusted with your money.
View direction D
Direction E
The Water
The ripple as structure, not logo. Concentric rings centred on the giving widget, so the gift is the stone. Night water for the ask, daylight for everything it makes possible.
View direction E
Direction F
Testimony
The camper speaks first. The one verified quote is the largest type on the page, and the organization answers underneath it. Namelessness treated as integrity, with the source one click away.
View direction FWhat's fixed across all six
These came out of the research and are held constant so the comparison is genuinely about art direction. Details in DESIGN-PRINCIPLES.md.
- No amount is pre-selected. The largest field study on this — 683,910 visits — found defaults relocate gifts without lifting revenue, and a high default drives people away. The current hume.org page arms $79/month against a $24 sector average.
- Opens on “Give Once.” All three comparable ministries default to one-time. Monthly-default lifts recurring signups but drops average gift about 18%.
- The cards are the fund selector. No dropdown in the widget.
- Testimonials have no name field. The camper corpus records none — only year and programme. An empty name slot is what got a fabricated donor invented last time.
- Statistics sit low, beside the audit line. People don't respond proportionally to scale, and figures placed next to a personal story measurably weaken it.
- The gold button carries a border on light grounds. Gold on white is 2.44:1 and fails without it. It looks like a mistake and is not.
- The widget is a static mock at 480×470. The real Virtuous form can't render until the build domain is registered — a ten-minute admin task that should happen before this is presented.