Principles are presented for the design of functional near‐infrared (NIR) organic dye molecules composed of simple donor (D), spacer (π), and acceptor (A) building blocks in a D‐π‐A fashion. Quantitative Kohn–Sham molecular orbital analysis enables accurate fine‐tuning of the electronic properties of the π‐conjugated aromatic cores by effecting their size, including silaaromatics, adding donor and acceptor substituents, and manipulating the D‐π‐A torsional angle. The trends in HOMO–LUMO gaps of the model dyes correlate with the excitation energies computed with time‐dependent density functional theory at CAMY‐B3LYP. Design principles could be developed from these analyses, which led to a proof‐of‐concept linear D‐π‐A with a strong excited‐state intramolecular charge transfer and a NIR absorption at 879 nm. © 2018 The Authors. Journal of Computational Chemistry published by Wiley Periodicals, Inc.