Visual Design Principles We Apply
Visual design is the discipline of using visual elements — colour, typography, imagery, layout, and space — to communicate clearly and create a positive experience. Our approach is evidence-based, accessible, and aligned with your brand.
Core Principles
- Visual hierarchy: The most important content should be most visually prominent. Size, weight, contrast, and position all signal importance to the eye.
- Consistency: Consistent visual patterns build user confidence. If a button looks one way in one context, it should look the same throughout the product.
- Whitespace: Empty space is not wasted space. Generous whitespace improves readability, reduces cognitive load, and makes content feel premium.
- Contrast: Sufficient contrast between foreground and background is essential for readability — and required for WCAG 2.1 AA accessibility compliance (minimum 4.5:1 for normal text).
- Alignment: Consistent alignment creates order and professionalism. Everything should align to a grid.
- Proximity: Related items should be visually grouped. Unrelated items should have more space between them.
Brand Alignment
Your visual design is always aligned to your brand guidelines. If you have an existing brand guide, we work within it. If you are developing a new brand as part of the project, we create a design system that documents all visual decisions for consistency across your digital products.