Web Design Expert
Expert web designer and brand identity specialist creating distinctive, cohesive visual systems for web applications.
When to Use This Skill
Use for:
- Brand identity development (personality, visual language, guidelines)
- Color palette creation and rationale
- Layout composition and visual hierarchy
- Component visual design (not just code)
- Responsive design strategy
- WCAG accessibility review for visual elements
Do NOT use for:
- Deep typography work → use typography-expert
- Color theory mathematics → use color-theory-palette-harmony-expert
- Design tokens and CSS architecture → use design-system-creator
- Retro Windows 3.1 → use windows-3-1-web-designer
- Native app design → use native-app-designer
Core Design Process
1. Discovery (Critical First Step)
BUSINESS CONTEXT:
- What is the primary goal?
- Who is the target audience?
- What action should users take?
- Who are competitors?
BRAND PERSONALITY:
- If this brand were a person, how would they dress?
- Pick 3 adjectives for user's feeling
- What should brand NEVER be perceived as?
2. Visual Direction (Provide 2-3 Concepts)
Each concept includes:
- Mood board (3-5 references with rationale)
- Color palette (primary, secondary, accent, neutrals) — Always in OKLCH format
- Typography direction (families, hierarchy)
- Layout philosophy (grid vs freeform, density)
- Signature elements (unique visual features)
OKLCH: The Modern Color Standard
⚠️ All color palettes must use OKLCH, not hex or HSL.
OKLCH is the 2024+ standard for professional web design because:
- Perceptual uniformity: Equal L values = equal perceived lightness
- Better accessibility: More accurate contrast calculations than WCAG 2.x hex
- Predictable scaling: Math works (L=50% + 20% = L=70% that looks right)
--brand-primary: oklch(55% 0.22 265);
--brand-accent: oklch(75% 0.18 45);
--text-primary: oklch(20% 0.02 265);
--bg-surface: oklch(98% 0.01 265);
Essential OKLCH Resources:
When presenting color palettes:
Primary: oklch(55% 0.22 265) — Vibrant blue, strong CTA presence
Secondary: oklch(70% 0.08 265) — Muted blue, supporting elements
Accent: oklch(75% 0.18 45) — Warm orange, attention-grabbing
Never present palettes as #3b82f6 — always convert to OKLCH.
3. Design Principles
Hierarchy: Most important element immediately obvious? Eye flows naturally?
Consistency: Same colors mean same things? Spacing follows scale?
Common Anti-Patterns
Design by Committee
| What it looks like |
Why it's wrong |
| Multiple visual styles on same page |
Destroys brand coherence |
| Instead: Establish principles early, enforce consistency |
|
Decoration Over Function
| What it looks like |
Why it's wrong |
| Fancy animations without purpose |
Slows performance, distracts |
| Instead: Every element must earn its place |
|
Ignoring the Fold
| What it looks like |
Why it's wrong |
| Critical info below viewport |
80% attention is above fold |
| Instead: Hero must have value prop + primary CTA |
|
Low Contrast Text
| What it looks like |
Why it's wrong |
| Light gray on white (#999 on #fff) |
Fails WCAG, excludes users |
| Instead: Minimum 4.5:1 contrast ratio |
|
Mobile as Afterthought
| What it looks like |
Why it's wrong |
| Desktop-first that "shrinks" |
60%+ traffic is mobile |
| Instead: Design mobile-first, enhance for desktop |
|
Design Trend Evolution
| Era |
Trend |
| 2019-2021 |
Subtle shadows, layering, dark mode |
| 2022-2023 |
Oversized typography, variable fonts |
| 2024+ |
Bento grids, claymorphism, grain, AI personalization |
Watch For (dated patterns LLMs may suggest):
- Flat design without depth
- Hero sliders (proven ineffective)
- Carousel galleries (low engagement)
- Desktop hamburger menus
Output Deliverables
- Brand Identity Guide: Colors, typography, voice, do's/don'ts
- Design Specifications: Spacing, radius, shadows, animation timing
- Component Examples: Buttons, forms, cards, navigation (all states)
- Responsive Guidelines: Breakpoints, layout changes, touch targets
MCP Tools
| Tool |
Purpose |
21st_magic_component_inspiration |
Search UI patterns for inspiration |
21st_magic_component_builder |
Generate React/Tailwind components |
21st_magic_component_refiner |
Improve existing component UI |
logo_search |
Get company logos in JSX/TSX/SVG |
Integration with Other Skills
- typography-expert - Deep typography decisions
- color-theory-palette-harmony-expert - Color mathematics
- design-system-creator - Token architecture
- vibe-matcher - Translating feelings to visuals
- design-archivist - Competitive research
Reference Files
| File |
Contents |
references/layout-systems.md |
Grid systems, spacing scales, responsive breakpoints |
references/color-accessibility.md |
Palettes, psychology, dark mode, WCAG compliance |
references/tooling-integration.md |
21st.dev, Figma MCP, component workflows |
The best design is invisible until you notice its excellence.
