Visual design is an effective strategy to prioritize the content layout on a page to guide the flow of the user's eyes through the right information and functionalities .
Aron Walter, in his book - 'Designing for Emotion', explains the hierarchy of user's needs to be pleasurable, usable, reliable and functional.
The aim of visual design which also aims at triggering a positive emotional response should henceforth fulfill these objectives.
The design should give a strong reason for the users to stop, spend time on it, and respond to the call to actions or complete a task by clicking on the links. Hence, it is important to consider:
- How much time do they have to visit a page and complete a task?
- How do their eyes move on the page?
- What makes them stop, stay, read, engage or leave?
Firstly, users have the shortest attention span when it comes to an app or a web page. Moreover, they are spoilt for choice. Users glance through the webpage randomly.
They look for - attractive and clickable images that guide them towards the things that they are looking for.
They stop to read texts -
- that convey the message briefly,
- are highlighted through color contrast and bigger font sizes, and
- are related to what they are looking for
The time to create that first impression and engage the users is as brief as 50 milliseconds. An effective visual design has to use the right visual cues to show the users what they want, trigger a gut reaction, and engage with them .
There are certain principles that guide visual design to achieve the above objectives. And also, there are some key elements of visual design that are used in different ways to create an impactful and engaging visual appeal for the users.
In this article, we will discuss the principles and elements of visual design in UX. How they help to enable great visual experience for users and trigger conversions.