Visual design aims to improve a design’s/product’s aesthetic appeal andusabilitywith suitable images, typography, space, layout and color. Visual design is about more than aesthetics. Designers place elements carefully to create interfaces that optimize user experience and drive conversion.
Design, Analyzed
These are some of the most common—and fundamental—elements and principles of visual design:
Elements
Lines(straight/curved/geometric/organic) – use these to create divisions, textures and shapes.
Shapes– use lines, different colors, etc. to create enclosed/self-contained areas.
Negative space/whitespace– use the blank area around a “positive” shape to create a figure/ground effect or calm the design overall.
Volume– use this to show the rich fullness of all three dimensions of elements on two-dimensional screens.
Value– use this to set the relationship between lightness and darkness, typically through a light source to create shadows and highlights.
Color– use this to set the theme/tone and attract attention.
Texture– use this to define an object’s surface.
Principles
Unity– use this to establish harmony between page elements, so they appear to belong together and users aren’t distracted by chaotic (e.g., misaligned) layouts.
Gestalt– use these principles of how people perceive objects to guide how users interpret your design.
Hierarchy– use placement, font, etc. to show importance.
Balance– use this to distribute elements evenly.
Contrast– use differences in color, etc. to accentuate elements.
Scale– use this to emphasize elements to establish importance or depth.
Dominance– use an object’s size, color, etc. to make it stand out.
Choosing a selection results in a full page refresh.
Press the space key then arrow keys to make a selection.
