NOTE: This is not an information request. I searched google, orgmode.org FAQ, org manual, and ran a search on this mailing list but could not find this useful information. Since it took me a few days to figure it out, I thought it might be worth documenting somewhere.
I wanted to customize HTML export. 1) to reduce the amount of empty space in org tables, and to put lines around all cells since white space was now minimal, I finally found adding this gets the job done: #+ATTR_HTML: :options border="2" rules="all" frame="border" cellpadding="0" cellspacing="0" 2) to change the color of the title on a per-org-file basis I found this works: #+HTML: <style>.title {color: blue;}</style> If I want to change the color of the title for all org files then adding this to my ~/.emacs file worked: (setq org-export-html-style-extra "<style>.title {color: blue;}</style>") OK go ahead and flame me if stuff like this is 'hidden' in plain sight.