Why Does Visual Design Matter

Maddie Lucas

How We Design and Why it is Important

When it comes to websites, the visual design is the first piece that a visitor encounters. Often, design can make or break a user’s experience. We talked with our Visual Design team to learn more about web design at SiteCrafting.

What is Visual Design?

Visual design incorporates a company’s brand with a creative eye to generate visually-appealing design systems. However, it takes more than a creative eye to create a pretty website. Web designers need to take into account patterns, templates, mobile-optimization and content elements. That’s why our design team works with the content strategy and user experience teams to create beautiful websites.

“Good web design finds beautiful and simple solutions, while pushing the possibilities of technology,” said Art Director Glen Weiman.

Our Design Process

The design process starts with a kickoff meeting with our clients to understand their goals for a website design. Our design team asks questions to get a better sense of the company culture and any branding or graphic standards that they need to consider. In addition, we ask clients for inspiration sites they like and websites they don’t like to get a sense of direction for design.

After the discovery process, our designers transform brand or style guidelines into web-friendly patterns, style tiles and eventually full website design concepts.

The goal is that the website should clearly portray the company’s culture or a mood or feeling. For example, a healthcare company might want to portray professionalism, quality and a sense of reassurance.

“There’s a reason for each and every pixel,” explains Senior Web Designer Aaron Marth. “Visual design is made up of small parts that all work to build the bigger picture. A website is an ecosystem of everything working with and around each other.”

Why Design is Important

Having a well-designed website is crucial in the digital age. Users look at a website as a reflection of the company, so it is crucial for a company’s web presence to have up-to-date information, a professional design and an easy-to-use navigation. If a company’s website is outdated and has poor design, users will perceive that company as outdated or unprofessional.

With mobile traffic officially surpassing desktop traffic, it is critical that our websites use responsive design. Google continues to prioritize websites that are easy to scan, scroll and read across all platforms and devices. Design plays a big role in responsive design and Search Engine Optimization (SEO).

If a website is too cluttered, unorganized and hard to navigate, users will leave the website. This is especially important if a user is on a mobile device because websites that are not mobile-friendly can affect your rankings on search engine result pages. This post from Usability Geek explains how design plays a role in SEO.

Our design team works closely with our clients to ensure the visual design of the website portrays their company in the right light. They also work with our internal teams to ensure the website is user-friendly and will work on all devices and browsers to seamless create a beautifully web presence.

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