Design tokens are standardized variables used to store design-related attributes like colors, fonts, spacing, and shadows in a format that’s easy for both developers and designers to use consistently across platforms. Instead of manually applying hex codes or font sizes throughout a website, design tokens act as reusable components that help maintain visual consistency and streamline updates.

Think of them as the foundation of a design system—tiny building blocks that translate brand identity into code. They’re typically stored in formats like JSON or YAML and are widely used in tools like Figma, Sketch, and code frameworks. As brands grow and scale their websites, design tokens allow for a more maintainable and scalable front-end design process.

Why are design tokens important?

Using design tokens ensures that your brand’s look and feel stays consistent across every page and screen, no matter who's working on the project. They eliminate guesswork, reduce redundancy, and make future redesigns or tweaks much smoother.

For example, if your brand color changes, you just update the token in one spot, and the change reflects everywhere that token is used. This helps your team move faster, whether you're working in-house or using a website builder like B12.

How do design tokens work in practice?

Design tokens are usually integrated into a design system or front-end framework. They’re referenced in CSS preprocessors (like Sass), JavaScript components, and design tools to sync style choices across all channels.

Here's a simple example:

json

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{

  "color-primary": "#FF5733",

  "font-base": "16px",

  "spacing-small": "8px"

}

``

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With this structure, developers and designers can both pull from the same source of truth—so what you see in the design mockup is exactly what ends up on the live site.

Benefits of using design tokens

• Consistency: Keep your visual style uniform across platforms and teams.
• Scalability: Easily manage large websites or apps with shared tokens.
• Efficiency: Speed up design and development with reusable elements.
• Accessibility: Centralized tokens make it easier to implement accessible design defaults.
• Cross-functional collaboration: Designers, developers, and marketers stay on the same page.

Whether you're launching a new brand site or revamping an old one, design tokens make it easier to collaborate and keep everything aligned—from SEO goals to client engagement.

FAQs about design tokens

What’s the difference between a variable and a design token?

A variable typically exists within a specific context (like CSS), while a design token is platform-agnostic and often serves as a single source of truth across tools, codebases, and teams.

Do design tokens only work for colors?

Nope! While colors are a common use case, tokens can define fonts, spacing, shadows, border radii, motion durations, and more.

Are design tokens only for developers?

Not at all. Tools like Figma allow designers to work with tokens visually, making it easier for both designers and developers to collaborate using the same system.

Can design tokens improve accessibility?

Yes. By standardizing contrast ratios, font sizes, and spacing, design tokens help ensure consistent and accessible experiences across your site or app.

How do design tokens relate to a design system?

Design tokens are a key part of a design system. They’re the raw values that power components, patterns, and templates—ensuring everything looks and feels unified.

Bringing design tokens into your workflow

Design tokens aren't just for big enterprise teams. They’re a smart move for any business that wants to scale its online presence while maintaining a strong visual identity. If you’re using an AI website builder like B12, integrating design tokens means faster updates, fewer bugs, and a smoother experience from mockup to launch.

They also make things easier when working on content creation, email marketing, or setting up online scheduling. With tokens, your visual brand stays consistent, no matter where you’re connecting with customers.

Ready to streamline your design process and build something that lasts? Get started with B12 today.