Design tokens are named, reusable variables, such as a specific color, font size, or spacing value, that store the visual decisions behind a design system. Changing a token in one place updates every component that references it, which keeps large sites consistent and easy to maintain.
Example
Changing the token color-accent from orange to green updates every button, link and highlight on the site in one place.
Related resources
Glossary
Design System
A design system is the shared library of components, styles, and rules that keeps a brand consistent.
Webflow is a visual web development platform that combines the design flexibility of custom code with a CMS non-developers can actually manage — a strong fit for growing businesses that need speed, design control, and easy content updates. Unlike WordPress, Webflow generates clean code without plugin bloat, meaning faster sites and fewer security issues. It's especially well-suited for marketing-driven businesses that update content often and need a site that scales without constant developer dependency.
How to translate a brand identity into a website without losing it: design tokens, components, typography, motion and a CMS your marketing team can run.
How Do I Know If a Web Design Agency Is Overcharging Me?
You're likely overpaying if the quote doesn't break down strategy, design, development, and SEO separately, or if the agency can't explain what specifically justifies the price beyond "custom design." Fair pricing ties directly to scope: page count, CMS complexity, integrations, and how much strategic work is involved. Ask for a breakdown. If an agency can't tell you why your project costs what it does, that's the red flag — not the number itself.
