A common misconception is that graphic design is ‘artwork’. While graphic design may incorporate pictures, its main purpose is to convey a visual message.

In effective sites, aesthetics work in cooperation with functionality. Applying four basic principles of graphic design ensure the intended message is portrayed consistently.

Aspects of color theory, perspective, layout and typography are combined to present balance and unity. Varying degrees of each aspect helps guide the user during their experience.

A smart design will place emphasis on specific items that should get noticed at appropriate times, leading the user’s eye toward a specific location to help maintain the flow of the application. Often times, this persuades the user to take the next step.

Solid graphic design principles alone cannot guarantee that a user will reach the planned destination. The development process and a focus on usability all work in unison with graphic design to show the user how to get there and make it easy for them to do so.