Visual design aims to improve a product’s aesthetic appeal and usability with suitable images, typography, space, layout and color. It is as essential as text and functionality because it’s what draws people in. It also helps users understand how to use your product which ultimately increases engagement and conversions.
Visual design can be one of the essential parts of the website as users make quick judgments about your brand based on how it looks. As users take 50 milliseconds to form an opinion about a website’s design. This highlights the importance of good visual design to improve engagement as it creates a positive first impression and builds trust. Think about it, Would you trust a website that looks unorganized or visually unappealing? In short no because when a site looks outdated or cluttered, visitors are more likely to leave without exploring further.
In this article, We’ll share some visual design elements that play a significant role in UX design including lines, shapes, color palette, texture and forms, we will also explore that how each principle is essential to achieving a well-balanced, functional design that supports a great UX experience and why Visual design matters.
The role of Visual design in UX
There’s a misconception that visual design has little effect on the overall user experience but it actually plays an important role in shaping user perception and the overall experience. As raw text and plain links are boring and unengaging, even if they function well, the colors, shapes, lines and the aesthetics enhance usability and creates an emotional connection as well chosen color contrasts and shapes influences perception, whitespace improves readability and aesthetics makes the experience enjoyable and interesting.
For example, In the Google Search button, technically you can press “Enter” after typing their query, but Google still provides a visually distinct button labeled “Google Search.” This button is styled with padding, contrast, and a clear call-to-action, making it immediately recognizable and easy to click. If it were just a plain text link, users might overlook it, reducing usability. This simple yet effective design choice enhances the overall user experience by making interactions more intuitive.
As many people perceive that if something looks visually appealing like a website or a product then they assume that it works better even if it’s not efficient or effective but because of the strong visual design it attracts them so users tend to trust the brand, this is known as aesthetic usability effect. Think to yourself: Would you trust a website that looks unprofessional even if it works perfectly? The answer is likely No because human psychology tells us that we judge things based on appearance before function.
For example, Apple’s devices are not just known for their functionality but also for their sleek, minimalistic design. This strong visual appeal creates a perception of high quality and innovation, making users trust the brand even before using the product.
Moreover, Visual designers don’t just create eye candy but it is a powerful tool that businesses can use to support the user experience as good visual design transforms the website from a simple information container into a powerful communication tool. And it helps businesses to tell a compelling story with their products. By translating abstract ideas into tangible visuals, designers bridge the gap between concept and reality which makes ideas more accessible and impactful.
For example, research shows that 94% of first impressions about a website are design related which highlights the importance of visual appeal in user engagement. So, how can businesses leverage design to not only attract visitors but also keep them engaged?
5 Key elements of Visual design
Good design strengthens branding and conveys the intended message whereas, poor visual design can confuse viewers which may also damage credibility. Therefore, understanding and applying visual design elements is crucial. Let’s explore the fundamental element that make effective visual design:
1. Line:
Line is a mark which connects two points. Designers use lines to create shapes, patterns and textures. These lines can be used in various ways like they establish perspective, movement, and rhythm. And different line types convey different feelings like horizontal lines suggest calmness, while diagonal lines suggest action.
There are many lines, but there are three main types: straight, curved, and angled but the most common type is straight lines. Websites often use horizontal lines to separate sections and improve readability as without proper use of lines content may feel unstructured and difficult to navigate. For example, Users spend 80% of their time looking at content above the fold, making strategic line placement is essential.
2. Shape:
shape defines objects in a composition. Shapes are two-dimensional and can be geometric, organic, abstract, or representational. Geometric shapes include circles, squares, and triangles. Organic shapes are found in nature like leaves and clouds. Abstract shapes are stylized or simplified versions of real objects. Have you noticed how brands like Instagram and Spotify use rounded icons to create a friendly, approachable feel?
Shapes are crucial elements that designers use for quick and effective communication. It also helps draw attention to some aspects of a design or make them stand out from the rest of the page as focal points that guide the viewer’s eye and emphasize key information. Different shapes evoke different emotions. For example, circles can represent completeness and triangles can represent stability or tension. The use of shape is important for effective visual communication.
3. Texture:
Texture is the surface quality of an object. Designers can work with two types of textures: tactile textures, where you can feel the texture, and implied textures, where you can only see but not feel the texture. Real texture involves the actual tactile feel of a surface. Examples include rough, smooth, or bumpy surfaces.
Texture is essential in visual design because it helps to make objects feel real and believable. For example, a digital painting of a leather jacket can feel more authentic when subtle creases and grainy details mimic real leather. Similarly, a website background with a rough, paper-like texture can create a handcrafted, vintage feel which can make the design more engaging and immersive. However, overuse of textures can make a design look messy and distract from key messages which can overwhelm the user and reduce readability as over use of texture can make it harder to focus on important elements of the design.
4. Color palette:
Colors do more than make things look nice as they help you understand what’s important on the page. For example, a red “Buy Now” button on a website stands out and creates urgency, while a blue background can give a sense of trust and professionalism.
Ever notice how certain websites just feel right when you’re reading them? That’s because they’ve nailed their color combinations. So choosing appropriate colors for your audience and the message you’re trying to convey is essential as colors influence emotions and perceptions which helps to create a visual experience that aligns with the brand’s identity and message.
Color theory involves understanding the color wheel. The color wheel shows relationships between colors. In a color palette, there are three colors:
- Primary color: This includes colors like red, yellow and blue.
- Secondary color: This color is made by mixing the primary colors.
- Tertiary color: This color is the mixing of primary and secondary color.
5. Form:
Form is a basic element. It refers to a three-dimensional object’s depth, height and width. It is different from the shape which is two-dimensional and flat. It creates depth and realism in digital and print design as it adds dimension which makes flat objects appear 3D through shading, lighting, and perspective. However, overuse of 3D elements can make a design feel outdated or visually heavy as a result it’s important to balance form with other design elements to maintain clarity and a modern aesthetic.
A study by the Design management studio found that design-driven companies outperformed the S&P 500 by 228% over ten years, highlighting the impact of good design choices, including the use of form.
How good design can improve business success
Good design speaks louder than words as research shows that 75% of consumers judge a company’s credibility based on its website design.
A visually appealing and well-structured design not only captures attention but also builds trust and encourages customer engagement. For example, brands like Airbnb use clean layouts, intuitive navigation and strong visuals to enhance user experience. Investing in good design can help businesses stand out, improve customer perception, and drive long-term success.
It increases satisfaction, usability and confidence:
As clear layouts and simple navigation helps users to find what they need quickly which reduces the confusion as a result they get satisfied and as aesthetics makes product visually appealing and enjoyable so they spend more time on website as a result usability increases and trust grows and the customers feel more confident using products from brands they trust.
Strengthens brand identity:
Consistent use of logos, colors and typography make a brand easy to spot. Visual elements can convey if a brand is modern, classic, fun, or serious. A well-designed brand identity builds recognition and trust which makes it easier for customers to connect with and remember your business. For example, Coca-Cola’s signature red and white colors instantly evoke familiarity and nostalgia, reinforcing its brand image. Maintaining consistency across websites, social media, packaging, and marketing materials ensures a cohesive and professional brand presence.
It makes product look professional:
It’s your design that sets your brand’s first impression and helps you stand out from the crowd. A strong visual design establishes a brand’s unique personality, attracts customers, and helps users identify what makes you different. High-quality visuals, consistent branding, and thoughtful design choices make your product look polished and trustworthy. When customers see a professional design, they are more likely to perceive your brand as reliable and high-quality. This not only attracts attention but also gives you a competitive edge which helps customers choose you over others in the market.
Increase brand awareness and recognition:
If you’re not getting noticed, good visual design can change that as design helps people see your brand and recognize it in their minds when they see it on the street or online. And once they recognize your brand, they know that if they see something with your logo, it will probably be good quality.
And over time, this recognition builds familiarity and trust. When customers associate your logo or design with positive experiences, they are more likely to choose your products or services which can improve your brand’s reputation and credibility.
However, Mastering visual design is not just about making things look good but it’s about creating a seamless, engaging experience that strengthens your brand and drives results. If you use these fundamental elements correctly, you can create experiences that guide users naturally through your content while supporting your brand messages. Careful attention to design fundamentals can impact important metrics like bounce rates, time on site and conversion rates. Research shows that well-designed websites can increase conversions by up to 200%.
Now that you understand the importance of visual design, take the next step by evaluating your own brand’s design elements. Is your website easy to navigate? Do your visual elements like colors, typography, and layout align with your brand identity? Consider conducting a design audit as investing in strong visual design today will not only improve user experience but also set your business apart in a competitive market.
