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The Relationship and Role of Visual Design in UX Design for Brands

Nov 23, 2022

After arriving at your website, visitors are first pulled in or turned off by the visuals of your user experience (UX) design.

Those are the potential consequences of your first impression. Where, on the one hand, visitors which might be visually pleased keep browsing and even make a purchase order. Or, alternatively, are displeased by overwhelming visuals, close the page, and go to a different website.

First impressions may not last, but they sure do matter in a digital world that’s demanding and simply distracted. Labor in promoting content, optimizing for search, and paying for ad placements could easily go down the drain simply because of bad visual treatments in your UX design.

The role of visual design in UX design

The broader purpose of any type of design is to create experiences that ease the lifetime of end-users.

In that sense, visual design and incorporating it in UX should synergistically work together to simplify the browsing experience of holiday makers. Nonetheless, many designers will fail at doing this, due to tendencies to overdo or get lazy with the visual design, or UX, or each.

Anchoring the design goal on the elemental purpose of design, and understanding some key elements of visuals, will assist you to avoid those situations.

Six key elements of visual design for UX design

Given the integral role of visual design in UX, let’s tackle the weather of what makes good visuals. Consequently, you’ll also understand how these are combined to make a web site comprehensible and functional.

  1. Lines. Essentially the most common element design, lines may be straight, crooked, continuous, broken, thick, or thin. These help convey stillness or movement in a design – especially for diagonal lines. Also they are used to convey division and hierarchy inside elements.
  2. Shapes. Other than lines, it’s equally common to utilize using shapes in graphic design. These can either be geometric – circles, squares, and triangles, or organic – the form of food, leaves, and trees. Either way, shapes are utilized in visual design so as to add dimension and emphasize a certain area.
  3. Colours. Probably essentially the most fun element to play with – colours! They establish the general mood of your design, may or not it’s a bluish calm or a fiery red. It will possibly even be used to separate your layout into sections and highlight the weather you would like to emphasise.
  4. Typography. Typography conveys the mood of the text and directs their hierarchy. To be more in sync in relaying the message, font shapes and sizes may be repetitive for equivalent parts of the design. But. while it may be fun to play with fonts, you’d need to watch out to make use of too many variations!
  5. Texture. Although often ignored, the feel of design also affects its overall look. It depicts how smooth or rough the general layout feels. Textures add depth to your image if appropriately used to enrich other elements.
  6. Space. It is straightforward to identify elements in a design, but it’s also necessary to think about the shortage of it – the negative space. The spacing below, above, or beside objects can contribute to the readability of your design. The strategic use of space may also help emphasize which images are significant.

Visual design principles

Other than the weather, visual design principles may also assist you to understand the role played by visual elements in a web site’s UX. These principles will assist you to achieve an efficient design with a transparent message.

  1. Emphasis. This pertains to identifying which elements are necessary to convey the message you would like. Adjusting your design to convey hierarchy is mandatory for users to simply discover your major idea.
  2. Balance and alignment. While there could also be multiple points that you simply would want to emphasise unexpectedly, it continues to be necessary to keep up balance in your design. Which means that you can not simply put all images in a single area, there should be symmetry between what lies on either side of the page.
  3. Contrast. The major elements of your design shouldn’t mix together with your background – there should be space and variation to attain contrast between them. An efficient use of contrast will mean that despite difference, your elements are in harmony with one another.
  4. Repetition. Not all the pieces needs to be different inside your design. Oftentimes, there’s repetition in elements and typography to place emphasis to the purpose you desire to pass on.
  5. Proportion. To attain balance, the scale and weight of your elements must even be considered in relation to one another. Whether there are chunks or none, you need to fastidiously place and resize your images to avoid having huge elements on one side and tiny images on the opposite.
  6. Movement. Behind every design is a story, and this may be told through anticipating the movements that your layout could make. This includes putting elements in such a way that the user’s eyes will follow your narrative.
  7. White space. It is necessary to provide your design a room to breathe through using white space, commonly often called negative space. Having an area with no element doesn’t all the time mean that your design is lacking, it could possibly also assist in organization and balance.

Impactful visuals compel actions

The impact of visual elements in achieving higher UX and UI design, higher rating on search result pages and overall business KPIs have been proven by various case studies conducted across different business areas. Are you up for it?

1. Music & Arts

With over 150 retail stores and greater than 300 affiliate locations, Music & Arts has deemed a UX redesign project necessary for his or her musical instruments business.

A radical case study of a three-month UX redesign project revealed a 30% increase of their online sales annually. Said redesign improved the web site’s consistency, simplicity, user flow, and system feedback – resulting in more sales generation for the business.

2. Continental Office B2B Website Redesign

Continental Office is a customized workplace solution provider who had a working website for six years prior to revamp, but needed to update their UI/UX design to inform and understand the whole thing of the client journey.

This thrust proved to be some of the strategic moves of the corporate, after a case study on the Continental Office B2B redesign revealed that constructing the web site around their customers increased website traffic by 103% year-over yr. Even their net-new contacts increased by a whooping 645%.

After the redesign, Marketing Vice President Rachel Iannarino was quick to comprehend, “In creating that great user experience, you will have to remain relevant with what persons are on the lookout for after which construct your website around that, which I feel is what we did and has allowed us to have these successful results.”

3. Jambb Social Platfrom by Finna Wang

An enormous portion of content creators’ success comes from their fans, and Jambb Social Platform wanted to acknowledge and reward these fans for his or her unwavering support. To do that, that they had to give attention to their UX and UI Design.

A UX case study on Jambb revealed how the team learned through user testing that visual hierarchy was effective in getting their goal users’ attention. With this information, they designed various symbols reused in the web site that included signature typography, colours, and buttons. The team also plans to re-think the design of their pages once they integrate the web site with other social media platforms.

Do you have to all the time prioritize visual design over UX design?

By now, you need to have probably understood the importance and impact of a superb visual design to the UI/UX of a web site. But while visual design principles should be heavily considered, it shouldn’t be the highest priority in UX design. Actually, it’s within the last level of Aaron Walter’s hierarchy of user needs.

arron walter's hierarchy of user needs

Photo courtesy of Nielsen Norman Group

Again, the top goal of UX and UI design continues to be to make the lives of the users easier. Which means that they have to still give you the chance to access and navigate your website with clarity and ease. An excellent design might be of no use in case your website or application doesn’t achieve these.

Suggestions for improving your visual design in UX design

With all of the visual design principles and elements you will have to recollect, it’s perfectly acceptable to search out your way first. Let these easy yet effective suggestions assist you to!

  1. Create emphasis. Your goal user will only spend a couple of minutes in your website before they determine to buy or close the window. So, you will need to highlight images and elements that you’re thinking that will speak to them best.
  2. Stay consistent. It is straightforward to get distracted with creativity, but it’s also necessary to persist with your branding. Be consistent together with your colours, typography, and logo to instill a greater recall to your audience.
  3. Think like your end user. Your users would need to feel control when browsing your website, so keep this in mind when occupied with the UX and UI design of 1. Put yourselves of their shoes and design your page in a way that may solve their queries and problems.

Key takeaways

Visuals in UX and UI Design may be extremely impactful, just ensure that that you will have the appropriate combination of elements that follow even essentially the most basic principles. The goal is to make your visual design in UX complement your content. To attain this, here’s what you need to remember:

  • Return to the fundamentals. Don’t be overconfident that you simply already know all the pieces about how design works. There’s beauty in simplicity. At all times check your foundation and revisit even essentially the most basic principles.
  • Design makes wonders. Your website’s visuals can either make or break the UX and UI design of your page. Be certain your website has what it takes to be effective and still stand out from the remaining!
  • Visuals are necessary, but not the highest priority. At all times do not forget that your end goal is to make your viewers’ lives easier through your website or application. Good visual design doesn’t guarantee a superb UI/UX. You continue to need to prioritize what your audience needs and needs.

Have you ever maximized the role of visuals in your UX and UI Design yet? Share what you’ve got with us on Facebook, Twitter, or LinkedIn! We’re excited to unleash more of that creativity!