Visual Design
The visual design of a Web application or Web site needs to educate customers on how to make use of available information and services, while making sure to communicate the right message. This requires proper use of visual organization and personality (or look and feel): the two components of visual design.

Any given web page is composed of many distinct elements. Navigation menus (possibly several layers deep), contact information, search boxes, site identifiers, and shopping carts are just a few. The visual organization of a web page can communicate valuable information about the similarities and differences between these elements and their relative importance. It also guides users through the site's content and interactions.

The personality of an interface is what provides the emotional impact —your instinctual response to what you see. Creating an appropriate personality requires the use of colors, type treatments, images, shapes, patterns, and more, to “say” the right thing to your audience. Personality provides distinction, appeal, and unity. If properly applied, these characteristics create meaningful and engaging communication that make visiting your Web site an enjoyable and satisfying experience.

LukeW Interface Designs visual design deliverables include: Screen layouts and design templates Sample screen layout Custom image creation including icon systems and photographs Sample icon system Visual identities: logo design, branding, and color sets Sample visual identity

“To dismiss front-end design as mere ‘icing’ is to jeopardize the success of any site.” -Curt Cloninger, 2001 “The basis for success of [media] products, in addition to their usability and efficiency, is often the potential to arouse.” -Reeves & Naas, 1999

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