Abstract: Different aspects of a visual experience (e.g., a particular graphic and a particular color) may be separately selected, and then combined to create a theme. The theme may be applied to content, in order to provide a visual experience that is customized to a user's specifications. For example, a user may have an account with a web site. The web site may provide the user with controls that allow the user to select, separately, graphics and color (or some other aspects of the visual experience). The theme may be created based on the particular combination selected by the user. The created theme may be stored, or otherwise associated with, the user's account, so that the theme may be applied to content when the user visits a web site. Themes based on a combination of user selections may be applied to web content or any other type of content.