What is Visual Web Development, and how can you use it successfully?

If are unfamiliar with visual web design, this is a seminal concept that is continuing to shake-up the industry.

Underpinned by human behaviour and the way in which individuals consume information online, visual design encourages developers to focus on either creating or disrupting the sense of unity that envelops otherwise disparate entities. Creating unity helps to create a more seamless customer journey, whereas disrupting this can help to influence the consumer’s mind and encourage a particular option.

In this article, we will explore this in further detail by asking how you can use it to create more impactful designs.

1. Understand that how you group elements suggests their function

While customers are increasingly accustomed to visiting websites, when they visit your site for the first time it is important to remember that they have no prior knowledge of how it works.

In this respect, simplifying the customer journey and reducing the need for visitors to think can help you to boost your sales conversion rates. At the heart of this are the so-called Gestalt principles, which emerged from various human eyesight studies conducted during the formative stages of the 20^th century and suggest that grouping elements together hints at shared functionality in the minds of consumers.

So, by grouping relative elements together, you can help users enjoy a more seamless and intuitive experience when visiting your website. Similarly, boxing off individual elements reaffirms that the content included is related, eliminating confusion and aiding a more seamless site navigation.

2. Use white space to draw visitors’ attention

You will probably of heard of white space in the field of web design, but this is often misunderstood by business-owners across multiple markets.

In fact, white space is a versatile design technique, and one that can actively attract to repel attention depending on how it is used. So while some are sceptical of its use, it can enhance the layout of individual landing pages and create a streamlined, eye-catching website.

In simple terms, the more white space that surrounds an icon or design element, the more attention it will garner. This is why any promotional offers to calls-to-action (CTAs) should be surrounded by  white space, and often featured on a minimalistic page with flat design movements.

White space is also used in conjunction with our first point about grouping. In order to create such groups, just the right amount of white space must exist both between the groups, and the elements within a group.

3. Make your visuals consistent

As we can see, the primary objective of visual design is to influence the online customer journey and create an intuitive browsing experience. Another key element of this is visual consistency, as this helps to establish a pattern that guides visitors and drives quicker site navigation.

This relies on the use of a consistent colour palette and typography, which should underpin a design that can become familiar and easy to use over time. Attention to detail is also key here, as even the way in which internal and external links are displayed can contribute to a consistent visual theme.

Above all else, a consistent visual identity helps to create a familiar and identifiable brand, and one that finds it far easier to retain customers over a sustained period of time.

To discuss how Enigma could help you with you next web project, please contact us today!