1. A method comprising: receiving a request for search results, where the request includes a search query submitted in an input field by a user; obtaining a search results page in response to the search query; identifying one or more features of the search query; selecting a first visual theme from among a plurality of visual themes, where each visual theme has respective trigger data, based on the one or more features of the search query matching the trigger data of the first visual theme, the first visual theme having theme data, the theme data specifying visual features; and applying the visual features to the search results page for display in a user interface.