Negative space/whitespace – use the blank area around a “positive” shape to create a figure/ground effect or calm the design overall. Shapes – use lines, different colors, etc. Lines (straight/curved/geometric/organic) – use these to create divisions, textures and shapes. These are some of the most common-and fundamental- elements and principles of visual design: For example, you use chunking to help users understand and remember information more easily.
A major factor in visual design is that you work to accommodate user limitations such as cognitive load. How you apply visual design will depend on your product, its organization/industry and its users (including their culture). Therefore, a visual design should draw their attention to the important aspects and strike the balance between a fresh, powerful design and something they expect to see. If your users have to stop and think about your design, they won’t trust it-or you. So, you must always show them the right things in the right way. The smallest and subtlest details will affect what users think and how they feel. For instance, designers compose and arrange website content around each page’s purpose and are careful to ensure that content gives off the right visual cues. Actually, you use visual design to create and organize elements to A) lead the user’s eye to an item’s functionality, and B) make the aesthetics consistent. Many people mistake it to mean that designers include attractive elements just to maximize an item’s appeal. So, visual design is a vital part of your work as a designer. If they don’t like what you show them in those critical moments, they will leave. This fact reflects the visceral level of emotional design-in other words, the user’s first impression of or gut reaction to a design.
Users’ first impressions typically form in 50 milliseconds. Jesse James Garrett, UX Designer & Co-founder of Adaptive Path Visual Design is Aesthetic, Strategic Design
“Problems with visual design can turn users off so quickly that they never discover all the smart choices you made with navigation or interaction design.” See why Visual Design is about more than product prettiness.
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