2.5: Visual elements

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Finally, it’s time to create the visual style for the site. This part of the design process will often be shaped by existing branding elements, colour choices, and logos, as stipulated by the client. But it’s also the stage of the web design process where a good web designer can really shine. Images are taking on a more significant role in web design now than ever before. Not only do high-quality images give a website a professional look and feel, but they also communicate a message, are mobile-friendly, and help build trust.

The modern web design process

Visual content is known to increase clicks, engagement, and revenue. But more than that, people want to see images on a website. Not only do images make a page feel less cumbersome and easier to digest, but they also enhance the message in the text, and can even convey vital messages without people even needing to read.

Most designers recommend using a professional photographer to get the images right. Just keep in mind that massive, beautiful images can seriously slow down a site. It is best to use some method to compress images without losing quality, saving on page-load times. You’ll also want to make sure your images are as responsive as your site.

The visual design is a way to communicate and appeal to the site's users. Get it right, and it can determine the site’s success. Get it wrong, and you’re just another web address.

There is an awesome article titled, "20 Web Design Principles to Follow" that you should read if you are serious about creating web sites. It covers a wide variety of topics about many different aspects of a website.