How Important is Visual Design to UX Compared to Other Aspects of UX?

And the wrong question to ask. Visual design is a necessity in UX. There is no universal answer to how important it is. For any product or service, it will have some impact on the User Experience. That impact will depend on the target audience, products, services, and other factors. Instead of asking yourself how important it is relative to other aspects of the UX, ask yourself:

What expectations might the users/customers already have regarding visual design?
Where can you leverage visual design as part of the differentiator in your product or service experience?
How can you best integrate your visual design with other elements of UX?
What options are open to you for using visual design to further enhance the brand plus other elements of the business that – in many ways – go beyond the UX?
How do you compare to your competition regarding visual design? What impact might that be having on your business success?

Scott Plewes

Chief Strategy Officer

Over the past twenty-five years, Scott has worked in the areas of business strategy, product design and development in the high tech sector with a specialization in experience design. He has extensive cross-sector expertise and experience working with clients in complex regulated industries such as aviation, telecom, health, and finance. His primary area of focus over the last several years has been in product and service strategy and the integration of multi-disciplinary teams and methods. Scott has a master's degree in Theoretical Physics from Queen's University.