Visual design focuses on the aesthetics of a site and its related materials by strategically implementing images, colors, fonts, and other elements. It does not take away from the content on the page or function. Instead, it enhances it by engaging users and helping to build trust and interest in the brand.
Visual design dictates the first impression (visceral level of design). High-quality visuals increase perceived credibility and usability (Aesthetic-Usability Effect). It guides the user's eye through hierarchy and contrast, making information easier to digest.
Visual design is communication, not decoration. Our visual language is utilitarian: high contrast, clear typography, and purpose-driven use of color. We follow the principle of "Less, but better" (Dieter Rams). Elegance comes from subtraction.