Crafting a Unified Visual Design System: The Key to Exceptional UX
For centuries, businesses have used visual branding to differentiate themselves in the market. From cattle ranchers to guilds of merchants, a consistent visual identity has been crucial in setting companies apart from their competitors. In the mid-20th century, graphic designers took this concept to the next level by creating comprehensive corporate visual systems that unified a company’s image and messaging. These systems combined color, iconography, type, grids, and illustration to foster consistency and brand recognizability.
One pioneering example of modern corporate branding is the 1960s Lufthansa German Airlines identity program designed by Otl Aicher. Aicher’s design rules specified a strict grid system, clear hierarchy of information, and consistent use of a limited blue and yellow color palette, bold sans-serif typography, and imagery. This system encompassed everything from uniforms to aircraft interiors, ensuring that all customer touchpoints were easily recognizable and reflected the airline’s reputation for quality and reliability.
Why Visual Design Matters in UX
In today’s digital landscape, visual design plays a critical role in creating distinct experiences for companies. The visuals are the first part of the experience users will encounter, and they have a profound impact on the perceived quality of the rest of the experience. Research has shown that strong UI design has a high correlation with users’ perceived usability of an interface, thanks to the aesthetic-usability effect.
The Three Pillars of a Visual Design Strategy
A good visual design strategy is not just about aesthetics; it’s about providing marketplace advantages when executed well. There are three key pillars to focus on:
Personality
Your visual design strategy should be tailored to your target audience. Past UX research and personas can help you determine your user’s needs and aesthetic preferences. Techniques like adjective association exercises and style tiles can help you uncover descriptive words that you’d like your visual design to convey.
Clarity
Clear information transmission is crucial in UX design. Your visual style should not interfere with or distract from the product’s key tasks. Typography and visual hierarchy play a vital role in creating a clear and concise design. The workhorse of any design is text, and your typeface must be highly readable in a variety of sizes.
Unity
Developing unity across all digital touchpoints is essential in creating a consistent experience for users. Consistency creates cohesion, while inconsistency creates dissonance. To achieve unity, establish a set of reusable components and a repeatable process to keep internal teams aligned.
Testing Your Visual Design Strategy
Finally, regularly test your designs with your target users to ensure that visual design choices align with user needs and your intended strategic outcomes. Observe how the interface is enhancing the experience, and make adjustments accordingly.
By focusing on the three pillars of Personality, Clarity, and Unity, you can create a visual design strategy that sets your company apart in the marketplace and provides a exceptional UX for your users.