What Does A Visual Designer Do?
Like graphic designers, visual designers are concerned about making design concepts for a particular project. However, they are not just concerned with merely utilizing their knowledge about design elements like color, typefaces and layout to come up with a website design that clients will love. They also use their creativity and technical expertise in creating a website that communicates the look and feel of the brand or product it carries. What’s more, visual designers are responsible for creating compelling visuals in various platforms.
Collaboration is an important part of this career so visual designers can expect to work together with a multidisciplinary team composed of computer programmers, web developers, content writers and other professionals. In these sessions, they must communicate their ideas to the other members of the team and listen to their suggestions and inputs. Based on what the project’s goal is, visual designers then put together the desired layout that would create the website design that would best express its message.
Visual designers know how powerful images can be and use this to their advantage. They know how customers react with images and as such, utilize graphic elements in such a way that it serves to connect audiences with the brand. Because the web is dynamic, they also come up with visuals and assets that are responsive to potential changes that may need to be made in the future.
More than creating the design that will exemplify a particular brand, visual designers are the guardians, so to speak, of its look and feel. They see to it that all broadcasts of the brand’s visual concepts done in all channels communicate what it seeks to say in the highest quality possible. Maintaining this quality is important because the brand risks not communicating a unified message if its visual representation online is different from what is given on television.
Choosing color is one of the tasks that visual designers must undertake carefully. Knowledge of color theory and the psychology of color are essential in performing this task successfully. Blues, and greens are often used to give a professional and relaxed look to a website but visual designers must be careful not to overuse them since the site may come out as unfriendly in the end. The same goes for reds and yellows. These colors can exude warmth and creativity but when used carelessly, they end up evoking feelings of anger or stress. Visual designers use combinations of these colors in varying tints and hues to give visitors a positive experience when they visit the website.
Another important aspect of visual design is knowing how to use space very well in the layout of the website. Visual designers know that putting together the different elements of the page is not merely a matter of filling the it with text, pictures and videos. They must also provide appropriate white spaces for the eyes to rest. Without these resting spaces, a website can feel disorganized, causing visitors to leave the site right away. This cuts off visitor engagement which could result to poor sales and profitability, especially for commerce-oriented websites.