Visual design is, at its roots, about storytelling—a method of crafting clear, entertaining, and emotionally engaging narratives through imagery. Using color theory, typography and layout, the best designed digital experiences create an emotional shorthand to your audience, conveying at first glance what your brand is all about.
When web design first began, as one might expect, its sensibilities were still rooted in traditional print-based rules and aesthetics—and hampered by technology. On the whole, we simply didn’t yet know what the possibilities were.
The rise of e-commerce introduced a compelling reason for web design to become user-centered: money. Bad design left dollars on the table, so UX (user experience) design became codified, browsers improved, HTML caught up, and broadband became the norm. But, even as we progressed, visual design was often an afterthought to make a UX design look visually appealing—or as the only thought: lacking an integrated approach to a user’s experience.