What We Look for in Themes for WordPress.com

What kinds of themes do we look for when we add to our collection on WordPress.com? We get this question a lot, both from existing and potential theme shops. And while some of the specifics evolve over time, the principles of what makes a good theme good remain the same. Whether it’s on WordPress.com or not.

When reviewing themes for WordPress.com, we never accept a theme based on design alone. We want to see the entire theme experience and for that you have to look at the user experience and code too. Why? You can have a beautiful design, but still make a bad theme. So we always look at three aspects, what we call the Three Amigos, named after a popular American comedy movie.


We consider a lot of different design aspects. In general, we look for a strong grasp of design principles, especially methods that help establish harmony and unity:

  • Perspective: sense of distance between elements.
  • Similarity: repeating similar – but not identical – elements with strong visual connections.
  • Continuation: the sense of having a line or pattern extend throughout a design.
  • Repetition: elements being copied or mimicked numerous times.
  • Rhythm: achieved when recurring position, size, color, and use of a graphic element has a focal point interruption.
  • Altering the basic foundation of the design achieves unity and helps keep interest.


We look for themes that follow the WordPress.org Theme Requirements and WordPress.com Theme Requirements.

User Experience

We run through setup to see how challenging it is to make the theme look like the theme demo. Complicated theme setups cause a large amount of user frustration, refunds and theme switches. We look at theme options to see if they’re intuitive to set up, simple, or complex. Any patterns that may confuse WordPress.com users are noted. User experience might just be the most important thing. You can’t use a theme if you can’t use it.

We’re always open to exceptions, if they can be justified by an innovative or creative theme that users will love.

And one last note – whether our marketplace is officially accepting new theme shops or not, we’re always looking for amazing, new themes. Make one, put it out there, and we’ll probably find it.

Happy theming!

Powering Your Design With WordPress on WordPress.tv

If you enjoyed the Powering Your Design With WordPress article in spring you can now see the presentation that inspired it on WordPress.tv courtesy of the fine folks at the Future of Web Design. Go Check it out!

And speaking of FOWD, it’ll be rolling back into London May 14th – 16th, 2012. I heard some great presentations, met some awesome people, and had a great time there in 2011. I’m sure 2012’s FOWD London will be even better.

Powering Your Design With WordPress

Can you use WordPress to power your web design work? Of course you can. But how? That was the subject of a talk I gave at the 2011 Future of Web Design conference this May in London. If you missed FOWD you missed a great time and some awesome presentations but you didn’t miss everything. The video is available on WordPress.tv and I’m going to share some of the ideas I brought up in my talk right here. Including a free custom theme for you to use in your own projects.

I’ll presume here that you’re already interested in WordPress if you’re reading this but in case you’re not, why WordPress? What’s the big deal? Well, right now, about 14% of the web is built on top of WordPress. That means, as web designers, it’s important that we get this whole theming thing right. Tipping point numbers like that mean more and more of your clients are going to be asking for WordPress. It’s probably starting to happen to you right now.

You’re already a web design expert. You should be a WordPress theme expert too.

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