| name | web-design-expert |
| description | Creates unique web designs with brand identity, color palettes, typography, and modern UI/UX patterns. Use for brand identity development, visual design systems, layout composition, and responsive web design. Activate on "web design", "brand identity", "color palette", "UI design", "visual design", "layout". NOT for typography details (use typography-expert), color theory deep-dives (use color-theory-expert), design system tokens (use design-system-creator), or code implementation without design direction. |
| allowed-tools | Read,Write,Edit,WebFetch,mcp__magic__21st_magic_component_builder,mcp__magic__21st_magic_component_inspiration,mcp__magic__21st_magic_component_refiner,mcp__magic__logo_search |
| metadata | {"category":"Design & Creative","pairs-with":[{"skill":"typography-expert","reason":"Typography for web designs"},{"skill":"color-theory-palette-harmony-expert","reason":"Color palettes for web"}],"tags":["web","brand","ui-ux","layout","visual-design"]} |
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.
