---
id: dcard
name: Dcard
country: TW
category: consumer-tech
homepage: "https://www.dcard.tw"
primary_color: "#0086ff"
logo:
  type: github
  slug: Dcard
verified: "2026-05-15"
omd: "0.1"
---

# Design System Inspiration of Dcard

## 1. Visual Theme & Atmosphere

Dcard is Taiwan's largest anonymous social platform — and its design system is an exemplar of **Material Design adapted for East-Asian forum culture**. The page chrome is wrapped in a deep teal-navy (`#00324e`) header bar that frames a **clean light-gray content surface** (`#f2f2f2`), inside which posts sit on **pure white cards** (`#ffffff`). This editorial framing — dark exterior, clean interior — distinguishes Dcard from the all-light Western social platforms (Reddit, Facebook) and the all-dark gamer-chic alternatives. It feels closer to a curated digital magazine than an open feed.

Typography is **Roboto-led** with comprehensive Traditional Chinese fallbacks (`Roboto, "Helvetica Neue", Helvetica, Arial, "PingFang TC", 黑體-繁, "Heiti TC", 蘋果儷中黑, "Apple LiGothic Medium", 微軟正黑體, "Microsoft JhengHei"`). Headlines use **weight 500 (medium)**, not 700 — a Material Design convention that creates hierarchy through subtle weight shifts and color (`rgba(0,0,0,0.85)` for primary text). The typography scale is exhaustive: 4 headline tiers (32/28/24/20px), title (18px/600), 2 subtitles (16/14px/500), 2 body sizes (16/14px/400), and 2 caption sizes (12/10px/500).

What truly distinguishes Dcard is the **breadth of its semantic token system**. The site exposes 200+ CSS custom properties on `:root`, organized into clear namespaces: `--color-dcard-*` for brand, `--color-state-*` for status, `--color-text-*` for foreground, `--color-bg-*` for surfaces, `--color-gender-*` for forum-specific identity colors (a unique reflection of Dcard's gender-tagged posting culture), `--shadow-level-1` through `--shadow-level-5` for elevation, `--vars-*` for layout sizing, and `--animations-*` for motion. This isn't an internal-only design system — it's a public, semantically-named token layer that any agent can read directly from the live site.

**Key Characteristics:**
- Roboto-led typography stack with full Traditional Chinese (`PingFang TC`, `Heiti TC`, `微軟正黑體`) fallbacks
- **Weight 500 (medium)** as the headline default — Material Design convention, not bold-700
- 200+ semantic CSS custom properties exposed on `:root` (effectively a public design system)
- Deep teal-navy header (`#00324e`) framing a light-gray content area (`#f2f2f2`) with white post cards
- Blue-monochrome brand palette: primary `#3397cf`, secondary `#006aa6`, tertiary `#00324e`
- 5-level Material elevation shadow system (`--shadow-level-1` to `--shadow-level-5`)
- Material Design easing curve: `cubic-bezier(.4, 0, .2, 1)` with `.15s` short / `.3s` medium durations
- Unique **gender-coded color tokens** (`--color-gender-female: #cb3a6b`, `--color-gender-male: #1c7fac`) reflecting forum culture
- **Gold premium accent** (`#ffc51b`) reserved for subscription/premium features
- **Topic purple** (`#bf8ff0`) for cross-cutting interest groups
- 8px border-radius is the default (buttons, cards, chips); `--vars-max-page-width: 1280px` with 728px main content + 300px aside

## 2. Color Palette & Roles

Dcard exposes its color system via CSS custom properties on `:root`. All values below are extracted directly.

### Brand
- **Dcard Primary** (`#3397cf`): `--color-dcard-primary`. Main brand blue. Used for primary CTAs (Download App), brand icons, link accents.
- **Dcard Primary Hover** (`#5ab0db`): `--color-dcard-primary-hover`. Lighter blue for hover states.
- **Dcard Secondary** (`#006aa6`): `--color-dcard-secondary`. Deeper supporting blue, used in search submit buttons and active states.
- **Dcard Tertiary** (`#00324e`): `--color-dcard-tertiary`. The signature deep teal-navy. Used as the page header bg, sidebar hover bg (`--color-bg-sidebar-hover: #032133`), and brand chrome.
- **Dcard Hint** (`#e7f3f9`): `--color-dcard-hint`. Very light blue tint for hover backgrounds and subtle highlights.
- **Dcard Premium** (`#ffc51b`): `--color-dcard-premium`. Gold for premium subscribers and paid features.
- **Dcard Premium Hover** (`#ffd558`): `--color-dcard-premium-hover`.

### State (Status)
- **Success** (`#49bd69`): `--color-state-success`. Hover `#6fc985`, active `#339653`.
- **Danger** (`#ea5c5c`): `--color-state-danger`. Hover `#f78c88`, active `#c44347`.
- **Reminder / Warning** (`#f0a955`): `--color-state-reminder`. Hover `#f0b941`, active `#da9246`.

### Backgrounds (Surfaces)
- **Bg Base 1** (`#f2f2f2`): `--color-bg-base-1`. Default page content background — the gray frame inside the navy header.
- **Bg Base 2** (`#ffffff`): `--color-bg-base-2`. Card surface, post background.
- **Bg Base 3** (`#ffffff`): `--color-bg-base-3`. Same as base 2; reserved for layered cards.
- **Bg Light** (`#ffffff`): `--color-bg-light`. Pure white, modal/dropdown surfaces.
- **Bg Dark** (`#000000`): `--color-bg-dark`. Reserved for inverted contexts.
- **Bg Container** (`#0000000d`): `--color-bg-container`. Black 5% — chip backgrounds on light surfaces.
- **Bg Special** (`#f0b941`): `--color-bg-special`. Same as reminder hover — used for promotional/sponsored chips.
- **Bg Topic** (`#bf8ff0`): `--color-bg-topic`. Lavender-purple for topic tags (cross-cutting interest groups).
- **Bg Snackbar** (`#2c2c2c`): `--color-bg-snackbar`. Dark gray for toast notifications.
- **Bg Sidebar Hover** (`#032133`): `--color-bg-sidebar-hover`. Slightly darker than tertiary for sidebar item hover.
- **Bg Chip on Dark** (`#ffffff14`): `--color-bg-chip-on-dark`. White 8% for chips on the navy header.
- **Bg Spotlight** (`#00000059`): `--color-bg-spotlight`. Black 35% — modal backdrop.
- **Bg Sign-up Overlay** (`#000000b3`): `--color-bg-sign-up-overlay`. Black 70% — full-page CTA overlay.
- **Bg Btn Disabled** (`#e0e0e0`): `--color-bg-btn-disabled`.
- **Shimmer Bg / Fg** (`#f2f2f2` / `#fafafa`): Loading skeleton colors.

### Text (Foreground)
- **Text Primary** (`#000000d9`): `--color-text-primary`. Black at 85% opacity. Used for headings, post titles, primary body text.
- **Text Secondary** (`#00000080`): `--color-text-secondary`. Black at 50%. Captions, timestamps, metadata.
- **Text Hint** (`#00000059`): `--color-text-hint`. Black at 35%. Placeholder hints.
- **Text Disabled** (`#0003`): `--color-text-disabled`. Black at 20%.
- **Text Light Primary** (`#ffffff`): `--color-text-light-primary`. White text on the navy header.
- **Text Light Secondary** (`#ffffff8c`): `--color-text-light-secondary`. White at 55% on dark surfaces.
- **Text Light Hint** (`#fff6`): `--color-text-light-hint`. White at 40%.
- **Text Dark Primary / Secondary**: Same as primary / secondary, semantic aliases.
- **Text Default Hovered** (`#00000059`): `--color-text-default-hovered`.

### Borders & Separators
- **Border** (`#cacaca`): `--color-border`. Standard component border (inputs, dividers).
- **Border Disabled** (`#e0e0e0`): `--color-border-disabled`.
- **Separator** (`#0000001a`): `--color-separator`. Black 10% — row dividers on light surfaces.
- **Separator on Dark** (`#ffffffb3`): `--color-separator-on-dark`. White 70% — separators on the navy header.

### Gender-Coded (Unique to Dcard)
A reflection of Dcard's posting culture, where many forums (女孩 / 男生 / 心情) display gender-tagged author chips:
- **Female** (`#cb3a6b`): `--color-gender-female`. Light variant `#f48fb1`.
- **Male** (`#1c7fac`): `--color-gender-male`. Light variant `#81d4fa`.
- **Other** (`#2c2c2c`): `--color-gender-other`. Light variant `#e0e0e0`.

### Icon & Misc
- **Icon Button** (`#000000b3`): `--color-icon-button`. Black 70% — default icon color on light surfaces.
- **Crop Mask** (`#000000b3`): `--color-crop-mask`. Modal/crop UI backdrop.
- **Brand Sponsor Hovered** (`#fcd46d`): `--color-brand-sponsor-hovered`. Sponsored content highlight.

## 3. Typography Rules

### Font Stack
```
Roboto, "Helvetica Neue", Helvetica, Arial, "PingFang TC", 黑體-繁, "Heiti TC", 蘋果儷中黑, "Apple LiGothic Medium", 微軟正黑體, "Microsoft JhengHei", sans-serif
```

Roboto leads (Material Design convention), with full Traditional Chinese fallbacks for native rendering on TW/HK Chrome environments.

### Type Scale (verified from `:root` CSS custom properties)

| Role | Token | Size | Weight | Line Height |
|---|---|---|---|---|
| Headline 1 | `--typography-headline-1-font-size` | `32px` (mobile `30px`) | `500` | `42px` (mobile `40px`) |
| Headline 2 | `--typography-headline-2-font-size` | `28px` (mobile `24px`) | `500` | `40px` (mobile `33px`) |
| Headline 3 | `--typography-headline-3-font-size` | `24px` (mobile `20px`) | `500` | `28px` |
| Headline 4 | `--fonts-headline-4-font-size` | `20px` | `500` | `28px` |
| Title | `--typography-title-font-size` | `18px` | `600` | `25px` |
| Subtitle 1 | `--typography-subtitle-1-font-size` | `16px` | `500` | `22px` |
| Subtitle 2 | `--typography-subtitle-2-font-size` | `14px` | `500` | `20px` |
| Body 1 | `--typography-body-1-font-size` | `16px` | `400` | `22px` |
| Body 1 (lh-28 variant) | `--typography-body-1-lh-28-font-size` | `16px` | `400` | `28px` (article reading) |
| Body 2 | `--typography-body-2-font-size` | `14px` | `400` | `20px` |
| Caption | `--typography-caption-font-size` | `12px` | `500` | `17px` |
| Caption 2 | `--typography-caption-2-font-size` | `10px` | `500` | `16px` |

### Conventions
- **Weight 500 (medium)** is the headline default — never weight 700/800 like commerce or news sites. Material Design heritage.
- **Title is the only weight-600 tier** — used sparingly for section headers in modals and editors.
- **Body uses weight 400** — captions and small labels jump to weight 500 to remain readable at small sizes.
- **Mobile sizes step down by ~20%** for headlines but stay identical for body and below.
- **Line-heights are generous** (1.3–1.4× ratio for body, ~1.4× for headlines) — supports CJK glyph density.

## 4. Component Stylings

### Buttons

**Primary CTA (Download App)**
- Background: `#3397cf` (`--color-dcard-primary`)
- Text: `#ffffff`
- Radius: 8px
- Padding: 8px 20px
- Font: 14px / 500
- Use: Hero "Download App" CTA

**Secondary CTA (Search Submit)**
- Background: `#006aa6` (`--color-dcard-secondary`)
- Text: `#ffffff`
- Radius: 0px 4px 4px 0px (joined to search input)
- Padding: 8px 20px
- Font: 14px / 500
- Use: Search submit button (joined to input)

**Counter / Action**
- Background: transparent
- Text: `rgba(0,0,0,0.5)`
- Radius: 8px
- Padding: 1px 14px
- Font: 14px / 500
- Use: Like / comment counters (e.g., 584, 179)

**Disabled**
- Background: `#e0e0e0` (`--color-bg-btn-disabled`)
- Text: secondary text color
- Radius: 8px
- Use: Inactive button states

### Inputs

**Search Input**
- Background: `#ffffff`
- Border: 1px solid border
- Radius: 4px 0px 0px 4px (left side; joined to submit on right)
- Padding: 8px 12px
- Use: Header search field (joined with Secondary CTA submit)

### Cards

**Post Entry**
- Background: `#ffffff` (`--color-bg-base-2`)
- Radius: 4px
- Padding: 20px (`--vars-post-entry-padding`)
- Use: Main feed post card on `#f2f2f2` gray content bg (contrast handles separation, no border)

**Forum Card**
- Background: `#ffffff`
- Radius: 4px
- Padding: 16px
- Use: Forum directory cards — explicit `146px × 110px` (`--vars-forum-card-width` / `-height`)

### Badges

**Topic Chip**
- Background: `#bf8ff0` (`--color-bg-topic`)
- Text: `#ffffff`
- Radius: 4px
- Padding: 4px 8px
- Font: 12px / 500
- Use: Topic chips — lavender accent

**Sponsor / Special Chip**
- Background: `#f0b941` (`--color-bg-special`)
- Text: `#ffffff`
- Radius: 4px
- Padding: 4px 8px
- Use: Sponsored / special-promotion chips

**On-Dark Chip**
- Background: `#ffffff14` (`--color-bg-chip-on-dark`)
- Text: `#ffffff`
- Radius: 4px
- Padding: 4px 8px
- Use: Chips placed on dark surfaces (header, modal)

### Tabs

**All / Following**
- Active text: `#000000d9` (`--color-text-primary`)
- Inactive text: `#00000080` (`--color-text-secondary`)
- Indicator: underline
- Header height: 48px (`--vars-tabview-header-height`)
- Use: Feed view switcher

### Toasts

**Snackbar**
- Background: `#2c2c2c` (`--color-bg-snackbar`)
- Text: `#ffffff` (`--color-text-light-primary`)
- Radius: 4px
- Width: 250px (`--vars-toast-width`)
- Position: bottom 0px (or 16px when bottom bar present)
- Use: System feedback toasts

### Dialogs

**Post Modal**
- Background: `#ffffff`
- Radius: 8px
- Width: 728px (`--vars-post-modal-width`)
- Backdrop: `#00000059` (`--color-bg-spotlight`) or `#0006` (`--color-mask`)
- Use: Full post detail view

**Comment Modal**
- Background: `#ffffff`
- Radius: 8px
- Width: 720px (`--vars-comment-modal-width`)
- Use: Comment-thread modal

**Sign-Up Overlay**
- Background: `#000000b3` (`--color-bg-sign-up-overlay`, black 70%)
- Use: Full-page overlay triggered after scroll/engagement

### Header / Navigation

- Header: 48px height (`--vars-header-height`), 20px padding, bg `#00324e` (tertiary), white text
- Layout: Logo + Search + Sign In/Up + Download App (horizontal)
- Left Sider (forum nav): 208px width (`--vars-my-page-sider-width`), light bg, icon + text rows
- Right Aside (widgets/ads): 300px width (`--vars-forum-aside-section-width`), 10px gap (`--vars-forum-aside-section-gap`)

## 5. Layout Principles

### Page Structure
- **Max page width**: `--vars-max-page-width: 1280px`
- **Three-column layout**:
  - Left sider (forum nav): `208px` (`--vars-my-page-sider-width`)
  - Main content (post list): `728px` (`--vars-min-post-list-section-width`)
  - Right aside (widgets/ads): `300px` (`--vars-forum-aside-section-width`)
- Sections gap: `--vars-forum-sections-gap: 12px`

### Spacing
- **Header padding**: `20px`
- **Post entry padding**: `20px`
- **Post view padding**: `20px` vertical, `24px` horizontal
- **Post list section padding**: `20px` vertical, `24px` horizontal
- **Columns item horizontal**: `24px`
- Content title height: `60px` (`--vars-my-page-content-title-height`)

### Density
Dcard is **medium-density**. Posts are visually distinct (white card on gray bg), but the 728px main column packs efficiently — title + preview + thumbnail + actions in a single horizontal row at desktop sizes. Not as dense as Pinkoi commerce, not as airy as Medium articles.

## 6. Depth & Elevation

Dcard uses a **Material Design-style 5-level shadow system**, all keyed off black with low alpha for soft, neutral elevation.

| Level | Token | Value | Use |
|---|---|---|---|
| 1 | `--shadow-level-1` | `0px 1px 6px -2px #00000052` | Subtle lift (chips, hover cards) |
| 2 | `--shadow-level-2` | `0px 2px 8px -1px #0003` | Default card, dropdown |
| 3 | `--shadow-level-3` | `0px 3px 12px #0000002e` | Elevated card, popover |
| 4 | `--shadow-level-4` | `0px 4px 16px #00000029` | Modal, sticky bar |
| 5 | `--shadow-level-5` | `0px 6px 24px #0000001f` | Highest elevation: dialogs, full-screen overlays |

Note: Most post cards on the feed sit **flat without shadow** — the content area (`#f2f2f2`) provides separation against white cards via contrast. Shadows are reserved for genuinely floating elements.

### Z-Index
- Header is sticky and sits above content
- Modals use `--color-bg-spotlight` backdrop
- Sign-up overlay (`--color-bg-sign-up-overlay`) sits above all chrome
- Toast/snackbar at the highest level

### Animation
- Easing: `--animations-bezier: cubic-bezier(.4, 0, .2, 1)` — Material Design standard easing curve
- Short duration: `--animations-short-duration: .15s` (hover, press)
- Medium duration: `--animations-medium-duration: .3s` (page transitions, accordions)

## 7. Do's and Don'ts

- **DO** use weight 500 (medium) for headlines. Dcard never goes weight 700 — Material Design convention.
- **DON'T** use weight 700 except in legacy or one-off display contexts.
- **DO** use the semantic color token namespace: `--color-dcard-*` for brand, `--color-state-*` for status, `--color-text-*` for foreground, `--color-bg-*` for surfaces.
- **DON'T** introduce ad-hoc hex values. Dcard's 200+ tokens cover virtually every UI surface.
- **DO** wrap the page in the deep navy header (`#00324e`) and place content on the gray base (`#f2f2f2`) with white cards. The chrome/content contrast is the brand signature.
- **DON'T** use white-on-white nesting — the `#f2f2f2` content layer is what separates white cards visually.
- **DO** use `8px border-radius` as the default for buttons, cards, and chips.
- **DON'T** use 4px or sharp corners — Dcard's softer 8px radius is the brand's tactile signature.
- **DO** use `--shadow-level-2` (`0px 2px 8px -1px #0003`) for default cards that need elevation. Use higher levels only for genuinely floating UI.
- **DON'T** apply heavy shadows to feed posts — let the gray/white contrast separate them.
- **DO** use the gender colors (`--color-gender-female`, `--color-gender-male`, `--color-gender-other`) for author chips on gender-tagged posts. This is a culturally significant part of Dcard's UX.
- **DON'T** use gender colors for non-author contexts — it conflates identity with status.
- **DO** reserve gold (`#ffc51b`, `--color-dcard-premium`) for premium/subscription features only.
- **DON'T** use premium gold for warnings or general highlights — it weakens the subscription signal.
- **DO** use Material easing `cubic-bezier(.4, 0, .2, 1)` with `.15s` for hover/press and `.3s` for page transitions.
- **DON'T** use bouncy/elastic easing — Dcard's motion is restrained and platform-native.

## 8. Responsive Behavior

### Breakpoints (inferred from mobile-specific tokens)
Dcard provides explicit mobile typography sizes via `--typography-*-font-size-mobile` tokens, indicating a clear breakpoint at the tablet/mobile boundary (typically 768px in Material conventions).

| Width | Behavior |
|---|---|
| Desktop `>1280px` | Centered max-width container, three-column layout (208 / 728 / 300) |
| Desktop `1024–1280px` | Three-column compresses, asides may collapse |
| Tablet `768–1024px` | Right aside hidden, two-column (sider + main) |
| Mobile `<768px` | Single column. Headlines step down: H1 32px → 30px, H2 28px → 24px, H3 24px → 20px |

### Touch & Mobile
- Bottom navigation height token: `--vars-bottom-navigation-height: 0px` on web (used in app webviews)
- Safe area inset: `--safe-area-inset-bottom: 0px` (notch handling)
- Forum hero image: `--vars-forum-hero-image-height: 243px`

### Media Caps
- `--vars-max-post-media-vh: 60vh` — embedded videos/images cap at 60% viewport height
- Cover image: `width: 100%`, `object-fit: cover`, `height: 100%` (`--mixins-cover-image-*`)

### Text Truncation
- Single-line ellipsis: `--mixins-ellipsis-overflow: hidden; --mixins-ellipsis-text-overflow: ellipsis; --mixins-ellipsis-white-space: nowrap`
- Multi-line clamp: `--mixins-multi-ellipsis-display: -webkit-box`, `--mixins-multi-ellipsis--webkit-box-orient: vertical`, `--mixins-multi-ellipsis--webkit-line-clamp: 1`
- Line-clamp value can be customized per component

## 9. Agent Prompt Guide

### Quick Color Reference
- Primary CTA: `--color-dcard-primary` (`#3397cf`); hover `#5ab0db`
- Secondary CTA: `--color-dcard-secondary` (`#006aa6`)
- Page chrome (header bg): `--color-dcard-tertiary` (`#00324e`)
- Page content bg: `--color-bg-base-1` (`#f2f2f2`)
- Card / surface: `--color-bg-base-2` (`#ffffff`)
- Primary text: `--color-text-primary` (`#000000d9`, black 85%)
- Secondary text: `--color-text-secondary` (`#00000080`, black 50%)
- Border: `--color-border` (`#cacaca`)
- Separator: `--color-separator` (`#0000001a`, black 10%)
- Premium: `--color-dcard-premium` (`#ffc51b`) — subscription only
- Topic accent: `--color-bg-topic` (`#bf8ff0`)
- Success / Danger / Reminder: `#49bd69` / `#ea5c5c` / `#f0a955`

### Example Component Prompts
- "Create a Dcard-style post card: white bg (`#ffffff`), no border, no radius (sits on gray `#f2f2f2` page bg). Inner padding 20px. Layout: avatar (40px circle) + forum name (12px weight 500 colored per forum) + timestamp (12px weight 500 `#00000080`) on top row, post title H4 size (20px weight 500 `#000000d9`) on second row, body preview (14px weight 400 `#00000080` 2-line clamp), inline thumbnail (84px), action buttons (heart/comment/save/share) at bottom."
- "Build a Dcard primary button: bg `#3397cf`, white text, 8px border-radius, 14px weight 500, padding `8px 20px`. Hover: bg `#5ab0db`. Active: darken further. No shadow. Transition: `background .15s cubic-bezier(.4, 0, .2, 1)`."
- "Design the Dcard header: full-width sticky bar, height 48px, bg `#00324e` (tertiary navy), white logo on left (28px height), search input center (white bg, 8px radius left side, joined search submit `#006aa6` on right with `0px 8px 8px 0px` radius), Sign in/Sign up text link + Download App button (`#3397cf` bg, white text, 8px radius) on right."
- "Create a topic chip: bg `#bf8ff0` (lavender purple), white text, 12px weight 500, 8px radius, padding `4px 10px`. Use only for cross-cutting topics (e.g., '#study tips', '#dating advice')."
- "Build a sign-up overlay CTA: full-page absolute overlay with `#000000b3` (black 70%) bg, centered content card (white, 8px radius, `0px 6px 24px #0000001f` shadow level 5), heading 'From school to work, find your resonance on Dcard.' (24px weight 500 `#000000d9`), subhead 14px weight 400 `#00000080`, two buttons: Sign in (white border ghost) + Sign up (`#3397cf` filled). Triggers after 2 scroll lengths."

### Iteration Guide
1. **Always reference CSS variables, not hex values** — Dcard's design system is its `:root` token layer. `--color-dcard-primary` is more durable than `#3397cf`.
2. **Default headline weight is 500, never 700**. Dcard is Material Design-aligned.
3. **`8px` radius everywhere** (buttons, cards, chips). Don't use 4px or pill shapes.
4. **Wrap page in `#00324e` chrome + content on `#f2f2f2` + white cards** — this is the visual signature.
5. **Five shadow levels exist (`--shadow-level-1` to `-5`)** — use level 2 for cards by default, escalate only for floating UI.
6. **Roboto first, then Traditional Chinese fallbacks** — never hardcode `font-family` without including the TC stack.
7. **Material easing `cubic-bezier(.4, 0, .2, 1)`** with `.15s` (hover/press) or `.3s` (transitions). Don't use bounce.
8. **Gender colors (`--color-gender-*`) only for author chips** on gender-tagged forums (女孩/男生/感情). Never repurpose.
9. **Premium gold (`#ffc51b`) only for subscription/premium UI**. It's a finite signal.
10. **Three-column layout 208 / 728 / 300** at desktop. Right aside drops first on tablet, sider drops on mobile.

---

## 10. Voice & Tone

Dcard speaks like an older classmate on a university BBS — familiar, low-volume, Traditional-Chinese-native, with just enough informality to feel like peer conversation rather than an editorial voice. The default register is casual-polite Traditional Chinese (using `你` rather than `您`, but never colloquial internet slang on system surfaces). The platform's anonymity premise means the UI itself rarely uses the brand's first person; Dcard the product mostly *frames* user-generated content and stays out of the way. English strings exist on login/download flows for international visitors but are secondary — Traditional Chinese is the first-class voice.

| Context | Tone |
|---|---|
| CTAs | Short Traditional Chinese verb form. `登入`, `註冊`, `發文`, `下載 App`. English fallback on international flows: `Sign in`, `Sign up`. |
| Forum names (brand surface) | Single Traditional Chinese noun — `女孩`, `男生`, `心情`, `工作`, `感情`, `時事`. Never bilingual labels; the forum name IS the space. |
| Post-card metadata | Time + school/forum + anonymized author. Formatted as `B站大學 · 3 小時前` pattern. No decorative punctuation. |
| Empty states | Single-sentence explanation + one action. Blameless — never implies the user did something wrong. |
| Error messages | State the condition, never apologize with `不好意思` openers. Actionable single sentence. |
| Sign-up overlay | Aspirational-but-brief one-liner about finding your people. Avoids FOMO-framing ("Don't miss out"). |
| Comments / reactions | Counter numbers without units — just `584`, `179`, `12` with an icon. The icon is the unit. |
| Legal / policy | Formal `您` register + `敬啟` / `謹此` patterns. Single exception to the casual default. |

**Forbidden phrases.** `不好意思，系統發生錯誤` (generic apology opener), `很抱歉` on non-destructive failures, emoji in system-generated surfaces (emoji is *user* territory, not UI-chrome territory — exception: user-authored post content and sticker reactions), exclamation-mark-as-emphasis on buttons (`立即下載！` is wrong — `下載 App` is right), marketing adjectives `最佳`, `極致`, `革命性`, Simplified Chinese characters in TW surfaces (`网络` → always `網路`; `视频` → always `影片`). No cartoon illustrations on error screens — Dcard is a text-first forum, not an app mascot brand.

**Voice samples.**

- `下載 App` — primary CTA on the right of the desktop header. <!-- verified: https://www.dcard.tw/f via live Playwright recon 2026-04 (base DESIGN.md §1 confirms this CTA) -->
- `登入` / `註冊` — header auth links, Traditional Chinese verbs, no punctuation. <!-- verified: https://www.dcard.tw/f via live Playwright recon 2026-04 (base DESIGN.md §4 confirms auth chrome) -->
- `Binding Generations. Breaking Limitations. Building with Passion.` — public tagline on the engineering publication, the clearest first-person brand statement Dcard publishes. <!-- cited: https://medium.com/dcardlab masthead, fetched 2026-04 -->
- `還沒有文章` — illustrative empty-state pattern for a forum the user has just joined. Three characters, stated not apologized. <!-- illustrative: not verified as live Dcard copy; follows Traditional-Chinese UI convention observed in §14 pattern -->
- `這篇文章已被刪除` — illustrative post-removed state, factual single sentence, no blame. <!-- illustrative: not verified as live Dcard copy -->
- `搜尋 Dcard` — illustrative search input placeholder. Verb + brand; matches base DESIGN.md §4 header recon which confirms the search input component without quoting its placeholder. <!-- illustrative: not verified as live Dcard copy -->

## 11. Brand Narrative

Dcard began on **2011-12-16 at National Taiwan University** as a late-night "card-match" experiment: every midnight the app surfaces one profile to another, and the two students get 24 hours to decide whether to connect. The **`D`** in the name stands for *Destiny*. The founding premise was narrow — bored college students, the specific hour of 00:00, a single random pairing — and the product's entire structure flows from that origin. Dcard is built on the presumption that **online belonging in Taiwan is school-anchored and time-scoped**, not interest-anchored and always-on like Reddit or Facebook. ([en.wikipedia.org/wiki/Dcard](https://en.wikipedia.org/wiki/Dcard) — founding facts)

From that single-feature card-match, Dcard expanded into **topic forums** in 2012 — `女孩`, `男生`, `感情`, `心情`, `時事`, and dozens more — each moderated by volunteers drawn from the community. The company, Dcard Taiwan Ltd., was formally established in Taipei in **October 2015**, and by November 2022 the platform had **over 6 million members and 18 million monthly unique visitors** — a platform-scale audience inside a 23-million-person country. ([en.wikipedia.org/wiki/Dcard](https://en.wikipedia.org/wiki/Dcard)) <!-- source: Wikipedia via WebFetch 2026-04; not re-verified against live Dcard data. -->

The design language reflects three things the product must hold simultaneously. **One**, it must stay school-coded enough that a 21-year-old in Kaohsiung or Taipei doesn't feel like they're using a corporate social network — hence Material Design's restrained medium-weight typography rather than the bold-700 display type of commerce or news apps. **Two**, it must frame user content without competing with it — hence the dark-navy chrome (`#00324e`) + light-gray content area (`#f2f2f2`) + white post cards: the product is the frame, the posts are the picture. **Three**, it must surface *identity-under-anonymity* gracefully — the same user posts anonymously but is labeled by their school and gender forum affiliation, which is why Dcard invests in gender-coded author chips (`--color-gender-female: #cb3a6b`, `--color-gender-male: #1c7fac`) as first-class design tokens where other platforms would treat gender as metadata.

What Dcard refuses: the open-graph identity of Facebook (school-verified but anonymous-posting is the point), the karma-and-moderation-wars culture of Reddit (Taiwan forum culture is softer, more mutual), the full-dark aesthetic of gamer or crypto platforms (Dcard is a well-lit reading space), and the heavy illustration style of consumer super-apps (the content is the illustration).

The Dcard Tech Blog publishes under the tagline **"Binding Generations. Breaking Limitations. Building with Passion."** ([medium.com/dcardlab](https://medium.com/dcardlab)), which frames the brand's own ambition for its engineering — not a user-facing slogan, but the clearest first-person statement the company makes in public.

## 12. Principles

1. **The product is the frame, posts are the picture.** Every surface outside a post body is deliberately subdued — muted chrome, no decorative illustration, no brand mascots in the reading flow. Dcard earns attention only where attention is required (auth, composition, notifications). *UI implication:* No illustrations on post-list screens. No brand color inside the content area. The `#f2f2f2` content bg + `#ffffff` post card is the canonical composition; any UI that breaks that contrast must justify itself.

2. **Medium is the new bold.** Weight 500 is the highest weight Dcard UI uses for headlines; weight 600 is reserved for the `Title` tier (modal headers and editor labels); weight 700 is **forbidden** on product surfaces. Hierarchy is built through size, opacity, and vertical rhythm — not by making things fatter. *UI implication:* Headlines `font-weight: 500`. Never upgrade an H2 to 700 for emphasis; instead increase size from 28px → 32px or use the 85%-black text color instead of the 50%-black metadata color.

3. **Identity tokens are semantic, not decorative.** `--color-gender-female` and `--color-gender-male` exist because anonymous posting in a school-anchored community needs *some* axis of identity, and gender is the axis Dcard's community inherited from its origin forums. These tokens are never to be recycled as brand accent colors. *UI implication:* Use gender colors only on author chips and gender-forum headers. A danger toast must use `--color-state-danger`, never `--color-gender-female`, even if the pinks are similar.

4. **Gold is a subscription, not a highlight.** `--color-dcard-premium: #ffc51b` is reserved exclusively for subscription, paid, or verified-premium surfaces. Using it as a generic warning or "featured" accent devalues a finite economic signal. *UI implication:* Warnings use `--color-state-reminder` (`#f0a955`, orange). Featured-without-payment content uses topic lavender (`--color-bg-topic: #bf8ff0`). Premium gold appears only behind a paid wall.

5. **8px is tactile.** Every Dcard button, card, chip, and input uses 8px border-radius. This single radius token does the work of communicating "soft product, safe space" across the entire UI. 4px reads as utility/enterprise; 16px reads as playful/commerce; pill-shaped reads as iOS-native. Dcard sits at 8px. *UI implication:* `border-radius: 8px` is the default. Pills are for toggles only. Sharp corners are for nothing.

6. **Shadows are for floating, not for separating.** Post cards in the feed sit flat — the `#f2f2f2` content bg separates them from the `#ffffff` card surface via contrast. Shadows are reserved for UI that genuinely floats above the surface (dropdowns, modals, toasts). *UI implication:* No default shadow on feed cards. Use `--shadow-level-2` only for dropdowns and elevated cards. `--shadow-level-5` only for full-screen dialogs.

7. **Traditional Chinese first, English second.** The font stack starts with Roboto (Latin/numerals) and layers on `PingFang TC`, `黑體-繁`, `Heiti TC`, `微軟正黑體`. Simplified Chinese characters are never acceptable on TW surfaces — the distinction is culturally load-bearing, not cosmetic. *UI implication:* Every `font-family` declaration includes the TC fallback stack. String tables use `網路` not `网络`, `影片` not `视频`, `資料` not `数据`. Hardcoded `font-family: sans-serif` is a bug.

8. **Anonymity requires generous metadata.** The author is anonymous, but the context isn't. Every post surfaces school name + forum + timestamp + gender chip (if the forum warrants it). That metadata cluster is why a Dcard feed feels informative rather than chaotic — you know *where* and *when* without knowing *who*. *UI implication:* Every post-card component must render the school-forum-time triplet with consistent typography (12px weight 500 `--color-text-secondary`). Never hide it for density; never elaborate it with icons.

## 13. Personas

*Personas are fictional archetypes informed by publicly described Dcard user segments (Taiwanese college students and recent graduates, 2022 figure of 6M+ members reported by Wikipedia), not individual people.*

**宥廷 (You-Ting), 20, Taipei.** Second-year university student. Opens Dcard late at night on her phone — after class, before sleep — and reads the `女孩` and `感情` forums for an hour without posting. Comments anonymously maybe once a week, posts original content twice a semester. Treats Dcard as a quieter alternative to Threads or IG comments. Will not install another forum app — Dcard is the forum app.

**Kytu, 24, Hsinchu.** Recent engineering grad, first tech job at a semiconductor firm. Uses Dcard primarily on the `工作` and `科技業` forums for salary-transparency threads and interview-prep AMAs. Posts about work experiences under a throwaway-feel chip (still anonymous, but wants the school-verified credibility tag). Would never tag himself identifiably. Reads the Dcard Tech Blog on Medium for engineering posts and recognizes Kytu Lin's byline.

**小柔 (Xiao-Rou), 22, Taichung.** Third-year undergrad, active in the `美妝` and `購物` forums. Cross-references Dcard threads before any skincare purchase — treats the forum as peer-verified product reviews. Clicks into `Good Choice` when a thread recommends a product that's listed. Strong preference for Traditional Chinese interface; if a brand website is Simplified-Chinese-only she won't buy.

## 14. States

| State | Treatment |
|---|---|
| **Empty (new forum subscribed)** | Single paragraph of `--color-text-secondary` (`#00000080`) body text explaining what the forum covers + one CTA button in `--color-dcard-primary` bg to compose the first post. No illustration. Example pattern: `還沒有文章 · 成為第一個發文的人`. |
| **Empty (search no results)** | Single line of `--color-text-secondary` 14px caption — `找不到符合的文章`. No suggested searches, no autocomplete spam. The user refines the query themselves. |
| **Loading (feed first paint)** | Shimmer skeleton using `--color-bg-shimmer-bg` (`#f2f2f2`) → `--color-bg-shimmer-fg` (`#fafafa`) linear gradient. Card-shaped blocks matching final layout. Duration: `--animations-medium-duration` (300ms) shimmer cycle. |
| **Loading (infinite scroll)** | Centered spinner at bottom of feed, 24px, `--color-dcard-primary` stroke. No full-screen block; existing cards remain interactive. |
| **Error (inline form field)** | 1px border replaced with `--color-state-danger` (`#ea5c5c`), error caption below in `--color-state-danger` 12px weight 500. One actionable sentence. |
| **Error (toast)** | Snackbar: bg `--color-bg-snackbar` (`#2c2c2c`), white 14px weight 400 text, 3s auto-dismiss. Bottom of screen with 20px safe-area inset. No icon, no illustration. |
| **Error (post deleted)** | Full card replaced with single line `這篇文章已被刪除` in `--color-text-secondary` 14px, centered. Card chrome (radius, padding) preserved so feed rhythm is intact. |
| **Success (post published)** | Snackbar in `--color-bg-snackbar` with white text `文章已發布` + secondary action link `查看文章` in `--color-dcard-primary`. 4s auto-dismiss. |
| **Success (upvote/heart)** | Inline icon color transitions from `--color-icon-button` (`rgba(0,0,0,0.7)`) to `--color-state-danger` (heart) or `--color-dcard-primary` (upvote) over `--animations-short-duration` (150ms). Counter number increments without animation. |
| **Disabled (button)** | bg `--color-bg-btn-disabled` (`#e0e0e0`), text `--color-text-secondary` (`#00000080`). No opacity reduction — the swatch change is the signal. |
| **Skeleton (post body)** | Three shimmer lines at 100% / 90% / 70% width, 14px line height, 8px gap. `--animations-bezier` easing on the shimmer gradient. |
| **Sign-up overlay (anonymous scroll wall)** | Full-page backdrop `--color-bg-sign-up-overlay` (`#000000b3`). Centered card, `--shadow-level-5`, 8px radius. One headline (`--typography-headline-3` weight 500), one subhead (`--typography-body-2`), two buttons: ghost `Sign in` + primary `Sign up`. Triggers after ~2 scroll lengths of anonymous browsing. |

## 15. Motion & Easing

Dcard's motion system is Material-Design-standard. The entire runtime design token layer ships with exactly three motion tokens — `--animations-bezier`, `--animations-short-duration`, `--animations-medium-duration` — which is the whole point: restraint.

**Durations:**

| Token | Value | Use |
|---|---|---|
| `motion-instant` | 0ms | Toggle flips, checkbox state, counter increments |
| `motion-short` (`--animations-short-duration`) | 150ms | Hover, press, small reveals, icon color transitions |
| `motion-medium` (`--animations-medium-duration`) | 300ms | Accordion expand, dropdown open, tab switch, page transitions |
| `motion-long` | 500ms | Emphasized transitions only — sign-up overlay entrance, first-load shimmer fade-out |

**Easings:**

| Token | Curve | Use |
|---|---|---|
| `ease-standard` (`--animations-bezier`) | `cubic-bezier(0.4, 0, 0.2, 1)` | The default. Material Design standard. Used for 95%+ of Dcard's motion. |
| `ease-enter` | `cubic-bezier(0.0, 0.0, 0.2, 1)` | Sheets rising, toasts entering, modals appearing |
| `ease-exit` | `cubic-bezier(0.4, 0.0, 1, 1)` | Dismissals, pops, toast departures |

**Spring stance.** Spring / overshoot easing is **forbidden** on Dcard product surfaces. Rationale: Dcard is a reading platform for a community that uses it late at night, often to discuss sensitive topics (`感情`, `心情`, `工作壓力`). Kinetic overshoot on a card-flip or button-press contradicts the platform's emotional register. The community's culture is *quiet*; the motion design matches. The only place where Dcard's original card-match origin might have licensed overshoot — the midnight match reveal — sits inside a specific ritual surface, not the general UI; treat it as a legacy product moment, not a reusable motion token.

**Signature motions.**

1. **Feed card tap.** On press, card background transitions from `#ffffff` to a very subtle `--color-bg-base-3` tint over `motion-short / ease-standard`. No scale, no shadow pulse. The user's finger is the feedback, not the animation.

2. **Sign-up overlay entrance.** The backdrop fades from `rgba(0,0,0,0)` to `--color-bg-sign-up-overlay` (`#000000b3`) over `motion-long / ease-enter` while the centered card slides from `y+20px` to its final position over `motion-medium / ease-enter`. Coordinated, not simultaneous — the backdrop lands first.

3. **Infinite-scroll reveal.** Newly-loaded cards fade in with `opacity 0 → 1` over `motion-medium / ease-standard`. No slide — the feed is already scrolled, cards just materialize in place. A slide-in would read as "new content arrived" (social-feed paradigm); Dcard treats it as "your next page of reading" (forum paradigm).

4. **Sidebar forum-switch.** Selected forum item's left-indicator bar (2px) animates its height from collapsed to full over `motion-short / ease-standard`; the old selection's indicator collapses over the same duration. No color fade on the text — the indicator does the work.

**Reduce motion.** Under `prefers-reduced-motion: reduce`, all `motion-*` tokens collapse to `motion-instant`. Shimmer skeletons become static `#f2f2f2` blocks. Card fade-ins become immediate opacity-1. Sign-up overlay appears without coordinated entrance — just present. No exceptions.

<!--
OmD v0.1 Sources — Philosophy Layer (sections 10–15)
Augmented: 2026-04-20

⚠️ SOURCING CAVEAT: Dcard publishes almost no public brand-philosophy
documentation. The company is a college-community forum platform, not a
design-forward brand. Most of the Philosophy layer above is INFERRED from
three sources:

1. The base DESIGN.md §1–9 (UI patterns extracted from `:root` CSS variables
   via Playwright MCP runtime recon on 2026-04-17). This is the most
   authoritative source for what the product actually does; it is NOT the
   same as the company's self-stated philosophy.

2. Wikipedia's Dcard entry (https://en.wikipedia.org/wiki/Dcard), fetched
   2026-04-20. Used for founding year (2011-12-16), founding location
   (National Taiwan University, NOT NCCU as a common misconception),
   founder name (Kytu Lin / 林裕欽), the "D = Destiny" name origin, and
   the 6M members / 18M monthly UV figure from November 2022. None of these
   have been re-verified against primary Dcard sources.

3. The Dcard Tech Blog (https://medium.com/dcardlab), fetched 2026-04-20.
   Confirms the tagline "Binding Generations. Breaking Limitations. Building
   with Passion." as Dcard's clearest first-person public brand statement.
   The blog lists Kytu Lin as one of four editors, confirming he remains
   publicly associated with the engineering org.

Direct verification of live Dcard microcopy was NOT possible:
WebFetch against dcard.tw / about.dcard.tw / dcard.tw/service/about all
returned HTTP 403 (Cloudflare bot challenge, consistent with the base
recon's note that only Playwright MCP successfully passes the challenge).
Re-running this augmentation with Playwright MCP would allow direct voice
sample verification; that was out of scope for this pass.

Voice samples in §10:
- `下載 App`, `登入`, `註冊` — verified via base DESIGN.md §4 header recon
  (Playwright, 2026-04-17).
- `Binding Generations. Breaking Limitations. Building with Passion.` —
  cited from medium.com/dcardlab masthead, fetched 2026-04-20.
- `還沒有文章`, `這篇文章已被刪除`, `搜尋 Dcard` — ILLUSTRATIVE only.
  These follow Traditional-Chinese UI conventions observed in the base
  recon's component catalog, but were not confirmed as live Dcard strings.
  Do not present these to the brand owner as verbatim Dcard copy.

Interpretive claims (editorial readings, not documented Dcard statements):
- "The D in Dcard stands for Destiny" is from Wikipedia and treated as fact.
- "Taiwan forum culture is softer, more mutual" (§11 what-Dcard-refuses
  section) is an editorial reading of the product's tone, not a sourced
  Dcard statement.
- All §12 Principles are derived from observable UI patterns (8px radius,
  weight-500 defaults, gender color tokens, shadow-reserved-for-floating);
  they are not quotations from a Dcard design-principles document, which
  does not publicly exist.
- §13 Personas are fictional archetypes. Any resemblance to specific
  Dcard users is unintended.

NCCU vs NTU note: the augmentation brief suggested NCCU (National Chengchi
University) as the founding site, but Wikipedia attributes the founding to
National Taiwan University (NTU). This narrative uses NTU per Wikipedia; if
a more authoritative source (Dcard press page, founder interview) confirms
NCCU, §11 should be corrected.
-->

---

**Verified:** 2026-05-08 (omd:migrate run 21 — Apple-tier)
**Tier 1 sources:** dcard.tw/f (live DOM — `#3397cf` Dcard Blue 8px / 14×1 / 32px / 14px·500 Download App + Sign in CTAs); about.dcard.tw/ (corporate nav — same `#3397cf` accent text, 200+ token `:root` system).
**Tier 2 sources:** styles.refero.design / getdesign.md — no record.
**Tier 2 (Philosophy/founders):** Wikipedia (Dcard — Kytu Lin / 林裕欽 / NTU 2011-12-16 founding / D=Destiny / 6M+ members Nov 2022); medium.com/dcardlab masthead.
**Style ref:** `pinkoi` (TW Asian marketplace tone). **Conflicts unresolved:** none. NCCU/NTU founding origin remains a noted editorial-only research gap (NTU per Wikipedia is canonical here).

