Pinterest

Overview

Pinterest's marketing system is built around a single instructional principle: get out of the photograph's way. The chrome is a quiet warm-cream neutral palette ({colors.surface-soft}, {colors.surface-card}, {colors.canvas}) carrying typography in Pinterest's proprietary Pin Sans face, with Pinterest Red ({colors.primary} — #e60023) reserved exclusively for the "Sign up" CTA, the active-tab indicator, and the sticky top-nav anchor. Every other surface is allowed to fade behind the imagery — pin tiles, category tiles, content thumbnails, profile shots — that constitutes the actual product.

The design system has two distinct surface modes that alternate down the home page: the hero/CTA chrome (cream surfaces, large 70px Pin Sans display headlines, alternating left/right photo-illustrated feature cards) and the content masonry (a column-based grid of 16px-radius pin cards on {colors.surface-card} with no internal padding — the pin is the card). The search results page is almost pure masonry: a tight column grid of pin imagery in mixed aspect ratios, with a small filter-chip strip at the top and the sticky red Sign-up CTA in the upper-right corner. The create.pinterest.com business surface inverts the grid back to a more traditional editorial layout but keeps every other rule of the system: Pin Sans, cream chrome, red CTA, 16px-radius pills.

The system's signature gesture is shape geometry: 16px radius ({rounded.md}) for nearly every surface — buttons, inputs, pin cards, feature cards — and 32px radius ({rounded.lg}) reserved for pin-card-large and modal cards. There are exactly three radius values in active use: 16px, 32px, and pill (9999px). The system never goes flat (sharp corners) and never goes radius-medium — those two values are the entire shape vocabulary.

Key Characteristics:

• Single-accent CTA: Pinterest Red ({colors.primary}) carries every primary action; everything else is monochrome
• Pin Sans proprietary typography across every text role from {typography.display-xl} (70px) down to {typography.caption-sm} (12px) — no serif, no monospace anywhere
• Two-radius shape system: {rounded.md} (16px) for most components, {rounded.lg} (32px) for large cards and modals, {rounded.full} for circular elements
• Masonry pin grid as the load-bearing visual element — column-based layout where each pin's natural aspect ratio is preserved
• Warm-cream neutral chrome ({colors.surface-card} — #f6f6f3) that softly recedes behind imagery without competing
• Sticky top nav with the always-red Sign-up CTA anchored in the upper-right at every breakpoint
• Modal overlay (login/signup) using a soft scrim over the page content rather than a navigation jump

Colors

Source pages: / (home), /search/pins/?q=bold lip (search results), create.pinterest.com/ (creator marketing), create.pinterest.com/product-features/how-to-create-boards/ (creator article). The chrome palette is identical across all four pages.

Brand & Accent

• Pinterest Red ({colors.primary} — #e60023): the brand's only highly-saturated color. Sign-up CTAs, sticky top-nav anchor, active state in tab strips, and the brand wordmark.
• Pinterest Red Pressed ({colors.primary-pressed} — #cc001f): pressed state for the primary button — a single notch deeper than brand red.

Surface

• Canvas ({colors.canvas} — #ffffff): true white. The base surface for the primary nav, modals, feature cards, and content body.
• Soft Surface ({colors.surface-soft} — #fbfbf9): faintly cream-tinted off-white used for the page body wash on the home page hero.
• Surface Card ({colors.surface-card} — #f6f6f3): warm-cream card and pin-tile background. Carries category tiles, search-bar default fill, button-secondary default, and pin-card backgrounds.
• Secondary BG ({colors.secondary-bg} — #e5e5e0): the gray-cream used for {component.button-secondary} ("I already have an account") fill — a notch deeper than {colors.surface-card}.
• Secondary Pressed ({colors.secondary-pressed} — #c8c8c1): pressed state for the secondary button.
• Surface Dark ({colors.surface-dark} — #262622): warm near-black used in the rare dark CTA strip on create.pinterest.com.
• Hairline ({colors.hairline} — #dadad3): 1px row dividers, footer column rules.
• Hairline Soft ({colors.hairline-soft} — #e5e5e0): lighter inline divider; doubles as the secondary-button background.

Text

• Ink ({colors.ink} — #000000): primary headlines, button text, primary nav links.
• Ink Soft ({colors.ink-soft} — #211922): inline-link color in body prose. The brand's only "color" beyond Pinterest Red used in chrome — a near-black with a faint warm cast.
• Body ({colors.body} — #33332e): default paragraph text on {colors.canvas}.
• Charcoal ({colors.charcoal} — #262622): subtly softer body where pure ink is too heavy.
• Mute ({colors.mute} — #62625b): metadata text, footer links, secondary captions.
• Ash ({colors.ash} — #91918c): disabled button text, placeholder text in inputs.
• Stone ({colors.stone} — #c8c8c1): least-emphasis utility text, disabled-state borders.
• On Dark ({colors.on-dark} — #ffffff): primary text on {colors.surface-dark}.

Semantic

• Error ({colors.error} — #9e0a0a): validation messages, destructive confirmation copy.
• Error Deep ({colors.error-deep} — #cc001f): deepened error background where the regular error tone needs more contrast. Note: this matches the primary-pressed value but in error context represents semantic destructiveness.
• Success Deep ({colors.success-deep} — #103c25): in-product success messaging.
• Success Pale ({colors.success-pale} — #c7f0da): pale success-pill background.
• Focus Outer ({colors.focus-outer} — #435ee5): the system's focus-ring blue — appears as a 2px outer outline around focused inputs and buttons.
• Focus Inner ({colors.focus-inner} — #ffffff): white inner gap inside the focus-ring stack.

Editorial Accents (used sparingly inside content imagery and category badges)

• Accent Pressed Blue ({colors.accent-pressed-blue} — #617bff): pressed state for blue informational badges and editorial pin chips.
• Accent Purple ({colors.accent-purple} — #7e238b): editorial recommendation badge, in-product "Pinterest Predicts" callout.
• Accent Purple Deep ({colors.accent-purple-deep} — #6845ab): paired dark for purple lockups and "Performance+" iconography.

Typography

Font Family

Pin Sans is Pinterest's proprietary geometric sans-serif used across every text role on every page. It carries weights 400 (regular), 500 (medium), 600 (semibold), and 700 (bold), and falls back through a long stack — -apple-system → system-ui → Segoe UI → Roboto → Helvetica Neue → Arial plus emoji fallbacks. The face's distinctive trait is its tight letter-spacing at display sizes (-1.2px on {typography.display-xl} and {typography.heading-xl}), which gives 70px headlines a confident, friendly density rather than the airy spread of more conventional display geometric sans faces.

Hierarchy

Principles

The system has an unusually steep size jump between display and body — {typography.display-xl} (70px) drops directly to {typography.body-md} (16px) on the home hero with no intermediate tier between. The negative tracking on the largest tiers (-1.2px / -0.8px) creates a tighter, more confident headline than a default geometric sans would deliver, and the body copy sits at a generous 1.4 line-height to keep multi-line descriptions breathing.

Note on Font Substitutes

Pin Sans is proprietary. The closest open-source substitute is Inter (weights 400 / 500 / 600 / 700) — its geometry, x-height, and metric balance match Pin Sans within ~3% at body sizes. Manrope is a strong secondary substitute for the display tier where slightly tighter letterspacing helps the 70px headline feel weighted. Apply -1.2px tracking on the substitute at display sizes regardless of which substitute is chosen.

Layout

Spacing System

• Base unit: 8px (with finer 4/6/7px steps available for tight inline gaps in pill buttons and chips).
• Tokens (front matter): {spacing.xxs} (4px) · {spacing.xs} (6px) · {spacing.sm} (8px) · {spacing.md} (12px) · {spacing.lg} (16px) · {spacing.xl} (24px) · {spacing.xxl} (32px) · {spacing.section} (64px).
• Universal section rhythm: every page in the set uses {spacing.section} (64px) as the vertical gap between major content blocks. Pin grids use {spacing.sm} (8px) gutters between tiles — the tightest grid gutter in the system, designed so imagery effectively touches across columns.
• Modal padding: {component.modal-card} uses 32px internal padding ({spacing.xxl}) on all sides.

Grid & Container

• Max width: ~1280px content area at desktop with 24px gutters (~48px at ultrawide).
• Pin masonry grid: auto-fitting column-based layout — 5–6 columns at ultrawide, 4 columns at desktop, 3 at tablet, 2 at mobile-landscape, 1 at mobile. Each tile preserves its natural aspect ratio (square / 2:3 / 3:4 / 4:5 portrait — never landscape because pins are vertically-oriented). Gutters are {spacing.sm} (8px) horizontal and vertical.
• Home hero feature row: asymmetric 2-column split where text and imagery alternate left/right down the page (text-left + image-right, then image-left + text-right, etc.).
• Footer: 4-column link grid at desktop, collapsing to 2-up at tablet, 1-up at mobile.

Whitespace Philosophy

Whitespace is generous on the marketing surfaces and tight on the discovery surfaces. The home page sits sections 64px apart with photo-illustrated feature cards using 32px internal padding, while the search results page collapses to an 8px-gutter masonry grid that tiles imagery edge-to-edge. The system reads as two tools sharing the same chrome: a magazine (hero / feature / CTA / footer) and a search engine (top nav / filter row / pin grid / load more).

Elevation & Depth

Pinterest's system has effectively no shadow elevation in its content surfaces. Pin cards sit flat on the canvas; the only "elevation" appears on the modal layer where a 16px ambient shadow paired with a 50%-opacity scrim lifts the modal above the page content.

Decorative Depth

Depth comes entirely from the imagery itself, not from CSS effects:

• Pin photography carries cinematic depth through composition (food photography, fashion close-ups, interior shots) — the design lets each tile's image speak rather than adding chrome to it.
• Category tile thumbnails in the home page's feature rows use Pinterest's own pin imagery as composition assets, often with a small {component.pin-overlay-pill} ("Cherry red", "Preppy look", "Earthy space inspo") overlaid in the corner of the image.
• Modal scrim — a 50%-opacity dark overlay over the entire page content when the login modal opens, with a 16px ambient shadow underneath the modal card lifting it to the visual top.

Shapes

Border Radius Scale

The radius vocabulary is essentially three values: 16px for most things, 32px for big cards and modals, and pill for circular elements. There are no sharp-cornered buttons or sharp-cornered pin cards.

Photography Geometry

• Pin imagery: mixed aspect ratios — square (1:1), portrait (3:4, 2:3, 4:5), and rare landscape — preserved at their natural ratio inside {rounded.md} (16px) corners on small tiles and {rounded.lg} (32px) on large feature pins.
• Category tile thumbnails: square (1:1) with {rounded.md} corners.
• Avatar circles: 32–48px at {rounded.full} for in-pin attribution and profile chips.
• Feature card imagery: typically 4:5 portrait on home-page category cards, with the photo occupying ~60% of the card and the headline + CTA stacked beneath.

Components

No hover states documented per system policy. Each spec covers Default and Active/Pressed only.

Buttons

button-primary — the universal Pinterest CTA

• Background {colors.primary} (Pinterest Red), text {colors.on-primary}, type {typography.button-md}, padding 6px 14px, height ~40px, rounded {rounded.md} (16px).
• Used for "Sign up", "Join Pinterest for free", "Get started" — every primary action across every surface in the system.
• Pressed state lives in button-primary-pressed — background drops to {colors.primary-pressed} (#cc001f).

button-secondary — gray-cream alternative

• Background {colors.secondary-bg} (#e5e5e0), text {colors.on-secondary}, type {typography.button-md}, padding 6px 14px, height ~40px, rounded {rounded.md}.
• "I already have an account", "Continue", "Cancel" — second-tier actions paired with the red primary.
• Pressed state lives in button-secondary-pressed — background drops to {colors.secondary-pressed}.

button-tertiary — ghost link

• Background transparent, text {colors.ink}, type {typography.button-md}, rounded {rounded.md}.
• Used for low-emphasis actions inside dialogs ("Read the docs", "Learn more →" with a small chevron).

button-icon-circular — circular icon button

• Background {colors.surface-card}, icon {colors.ink}, rounded {rounded.full}, size 40px.
• Carousel paddles, modal close button, and small floating action buttons in pin imagery.

button-pill-on-image — small overlay pill on photography

• Background {colors.canvas}, text {colors.ink}, type {typography.button-md}, rounded {rounded.full}, padding 8px 14px.
• The signature "Cherry red" / "Preppy look" / "Earthy space inspo" overlay pill that anchors the corner of category-tile pin imagery.

button-disabled

• Background {colors.surface-card}, text {colors.ash} — flat soft-cream.

Filter & Tab Chips

filter-chip + filter-chip-active

• Default: background {colors.surface-card}, text {colors.ink}, type {typography.button-md}, rounded {rounded.full}, padding 8px 16px.
• Active: background {colors.ink}, text {colors.on-dark} — the chip flips fully inverted on selection.
• Used across the search results page filter strip ("Beauty makeup", "Lipstick", "Editorial makeup"...).

Inputs & Forms

text-input + text-input-focused

• Default: background {colors.canvas}, text {colors.ink}, 1px solid {colors.ash}, type {typography.body-md}, padding 11px 15px, height ~44px, rounded {rounded.md}.
• Focused: 2px {colors.ink} inner border + 4px {colors.focus-outer} outer outline — the signature double-ring focus signal.
• Used across the login/signup modal for email, password, birthdate, country fields.

search-bar + search-bar-focused

• Default: background {colors.surface-card}, text {colors.ink}, type {typography.body-md}, padding 11px 15px, height ~48px, rounded {rounded.full}.
• Focused: same dimensions, background flips to {colors.canvas} with a 1px {colors.ash} border.
• Anchored in the center of the primary nav with a magnifier glyph at the left edge and "Search for ideas, fashion..." placeholder.

Cards & Containers

pin-card — the standard masonry pin tile

• Container: background {colors.surface-card}, rounded {rounded.md} (16px), padding 0.
• Layout: full-bleed image at the card's natural aspect ratio with no internal padding. Optional {component.pin-overlay-pill} anchored to one corner of the image, optional 32px circular avatar with profile name in {typography.body-sm-strong} overlaid at the bottom-left.

pin-card-large — the home-page feature pin

• Identical to pin-card but rounded {rounded.lg} (32px) — used for the large editorial pins that anchor home-page feature rows.

pin-overlay-pill — anchored chip on pin imagery

• Background {colors.canvas}, text {colors.ink}, type {typography.button-sm}, rounded {rounded.full}, padding 6px 12px.
• Floats over a pin's bottom-left or top-left corner with the search-term label that surfaces if the pin matches a search ("Cherry red", "Preppy look", "Earthy space inspo").

category-tile

• Background {colors.surface-card}, rounded {rounded.md}, padding 16px.
• 3- or 4-up grid of small category thumbnails inside the home-page "Bring your favorite ideas to life" section. Each tile contains a category icon or composition photograph + a short label in {typography.body-strong}.

feature-card + feature-card-soft

• Standard: background {colors.canvas}, rounded {rounded.md}, padding 32px. Pairs a 4:5 portrait pin image (left or right) with a {typography.heading-xl} headline + body copy + {component.button-primary} red CTA.
• Soft: background {colors.surface-card} for the alternating-row variant where the cream surface is needed to break up content.

modal-card — login/signup overlay

• Background {colors.canvas}, rounded {rounded.lg} (32px), padding 32px.
• Layout: title in {typography.heading-lg} ("Welcome to Pinterest"), subtitle in {typography.body-md}, stacked {component.text-input} fields (Email, Password, Birthdate, Country), primary {component.button-primary} "Continue", small "Already a member? Log in" link below.
• Floats over a 50%-opacity scrim covering the entire page content with a 16px ambient shadow.

hero-cta-strip — dark CTA strip on create.pinterest.com

• Background {colors.surface-dark}, text {colors.on-dark}, type {typography.heading-xl}, padding 48px 32px, rounded {rounded.none}.
• Sits at the top of the creator marketing page with a single {component.button-primary} red CTA on the right.

Navigation

primary-nav

• Background {colors.canvas}, text {colors.ink}, height ~64px, type {typography.body-strong}, rounded {rounded.none}, with a 1px {colors.hairline} bottom rule on inner pages (no rule on the home hero).
• Layout (desktop home): Pinterest red wordmark at left + "Explore" link, centered {component.search-bar}, right cluster ("About / Businesses / Create / Log in" + the always-red {component.button-primary} "Sign up" CTA).
• Layout (search results): Pinterest red P-logo at left, centered search bar with the active query, right cluster ("Log in" + red Sign-up button).

Top Nav (Mobile)

• Hamburger menu icon at left, P-logo at center, search-glyph + Sign-up CTA at right. Search bar collapses into the magnifier icon and expands to full-width when tapped.

Footer

footer-section

• Background {colors.canvas}, text {colors.mute} in {typography.body-sm}, padding 32px 24px, rounded {rounded.none}, with a 1px {colors.hairline} top rule.
• Layout: 4-column link grid (Get the app — iOS / Android · Quick Links — Explore / Shop / Users / Collections / Shopping · Pinterest for · About — Privacy / Terms / Help Center) with column headers in {typography.body-sm-strong} and link lists in {typography.body-sm} {colors.mute}.
• Bottom row: Pinterest red wordmark + "© 2026 Pinterest" in {typography.caption-sm} {colors.mute}.

Inline

link-inline — body-prose anchor link

• {colors.ink-soft} text with no underline by default. Pinterest's only "color" beyond brand red on chrome — a near-black warm tint used inline to differentiate links from body without color contrast.

Do's and Don'ts

Do

• Reserve {colors.primary} (Pinterest Red) for primary CTAs, the active-tab indicator, and the brand wordmark only. It is never decorative.
• Use {rounded.md} (16px) on every interactive element and standard card; reserve {rounded.lg} (32px) for large pin cards and modals; reserve {rounded.full} for circular elements (search bar, chips, avatars).
• Stage every pin image inside a {component.pin-card} with no internal padding — the photograph IS the card.
• Stack content sections at {spacing.section} (64px) rhythm; tighten pin grids to {spacing.sm} (8px) gutters so imagery effectively touches.
• Use {component.pin-overlay-pill} to anchor a search-term tag in the corner of a category-tile pin photograph — the system's signature decorative gesture.
• Build hierarchy from font weight (400 → 600 → 700) and size, not from color tinting. Body stays {colors.body} regardless of section context.
• Apply -1.2px letter-spacing on {typography.display-xl} and {typography.heading-xl}. The negative tracking is part of the brand voice.

Don't

• Don't use sharp-cornered buttons or cards. There are no {rounded.none} interactive elements in the system.
• Don't introduce drop shadows on cards. The only shadow in the system is the 16px ambient under {component.modal-card}.
• Don't pad {component.pin-card} internally. The image is full-bleed; metadata sits over the image as an overlay pill, not below it.
• Don't replace {colors.primary} with another red. The brand red is precise — #e60023.
• Don't use {colors.ink-soft} (the body-prose link tint) outside of inline body anchor links. It is not a chrome color.
• Don't introduce a third radius value between 16px and 32px. The system jumps directly from md to lg with nothing in between.

Responsive Behavior

Breakpoints

Touch Targets

All interactive elements meet WCAG AA (≥ 44×44px). {component.button-primary} and {component.button-secondary} sit at ~40px height with 14px horizontal padding (effective ~40×80px tappable). {component.search-bar} sits at 48px. {component.text-input} sits at 44px. {component.filter-chip} is ~36–40px height with 16px padding — extends to 44px tappable via inline padding. {component.button-icon-circular} is exactly 40×40 with extended hit-target padding to 48×48 inside the parent.

Collapsing Strategy

• Primary nav: desktop horizontal cluster → tablet hamburger drawer at 768px. The red Sign-up CTA stays visible at every breakpoint.
• Search bar: desktop centered (~480px wide) → tablet compressed (~320px) → mobile collapses to a magnifier icon that expands to a full-width overlay on tap.
• Pin masonry grid: 5/6-up → 4-up → 3-up → 2-up → 1-up at 1920, 1024, 768, and 480px. Gutters drop from 8px to 6px on mobile.
• Home feature row: desktop alternating left/right 2-column → tablet vertical stack with text above image → mobile single-column with full-bleed image.
• Modal: desktop centered ~480px-wide card → mobile full-width sheet with rounded {rounded.lg} top-only and bottom-anchored CTA.
• Section padding: {spacing.section} (64px) desktop → 48px tablet → 32px mobile.
• Hero headline: {typography.display-xl} (70px) at desktop, scaling 56px / 44px / 36px down the breakpoint stack.
• Footer: 4-up link columns → 2-up at tablet → full accordion at mobile (each header becomes a tap-to-expand row).

Image Behavior

• Pin imagery preserves natural aspect ratio at every breakpoint; the column count changes, not the aspect.
• Category tile thumbnails maintain 1:1 across all sizes.
• Hero feature imagery uses art-direction crops on mobile (4:5 portrait → square) so the subject stays centered when the layout collapses to single-column.
• All non-critical imagery is lazy-loaded as the user scrolls into the next grid row.

Iteration Guide

1. Focus on ONE component at a time. Pull its YAML entry and verify every property resolves.
2. Reference component names and tokens directly ({colors.primary}, {component.button-primary-pressed}, {rounded.md}) — do not paraphrase.
3. Run npx @google/design.md lint DESIGN.md after edits — broken-ref, contrast-ratio, and orphaned-tokens warnings flag issues automatically.
4. Add new variants as separate component entries (-pressed, -disabled, -focused) — do not bury them inside prose.
5. Default body to {typography.body-md}; reach for {typography.body-strong} for emphasis; reserve {typography.display-xl} strictly for top-of-page hero headlines.
6. Keep {colors.primary} scarce — at most one Pinterest-red CTA per fold (counting nav, hero, and feature-card CTAs together).
7. When introducing a new component, ask whether it can be expressed with the existing pin-card + 16px-radius + cream-surface vocabulary before adding new tokens. The system's strength is that it almost never needs new ones.

Known Gaps

• Mobile screenshots not captured — responsive behavior synthesizes Pinterest's known mobile pattern (hamburger drawer, single-column grid, hero downscale) from desktop evidence and the documented breakpoint stack.
• Hover states not documented by system policy.
• Pin-detail close-up (single pin overlay) is not in the captured set — the in-product Pin detail view (with comments, related pins, save board picker) likely introduces components not documented here.
• Authenticated chrome (logged-in home feed, board pages, profile pages) not in the captured pages — the captured surfaces are the logged-out marketing and search experience.
• Pinterest mobile app screens not in the system documented here — this is the web-only chrome.
• Form validation states (success / error inline messages) not documented; only the focused-state field is captured.