The five purposes of visual design

Attraction

Visual design attracts attention. Often through beauty. It might be the reason that people notice or engage with the interface.

Information

Visual design provides information to people in various forms. This might be information on how to use the interface, for example.

Expression

Designers often intend for their visual design to express practical things. An interface might be designed to make you feel happy, or to express a brand.

Designer identity

Visual design often gives clues about the identity of the designer. You might call this the designer’s personal style. The designer might do this intentionally, but often they don’t.

Interaction

A visual design displays elements that people can interact with, like buttons.