The visual appearance of a product, software or service
Visual design plays an essential role for the user experience of a product, software or service.
For every solution a UX Designer creates the visual design plays an important role. There are multiple design principles like the law of closure or the law of proximity that give great guidance for the creation of visual designs especially in the design of UI Elements in user interfaces of e.g. a software.
The primary goal of the visual design must always be to improve the usability so that the end users will have a higher user experience in the end. The user experience also increases if the user interface is good looking and users enjoy using it. The visual design can be evaluated with high fidelity prototypes to make it suit the users' expectations.
A Designbeam combines a moodboard with a persona and a use context visualisation.