Sometimes, Visual Design can be a little tricky to understand.
Visual Design (Vx) is application of design elements to the features of an application (or piece of software) so that the branding and usability of the application is understood.
There is some overlap in the role of User Experience Designer, in that the goal of making something that allows a user to succeed in a task is still a big part of measuring a good design. Where the User Experience (Ux) Designer or Information Architect is more concerned with which functions or features are available to a user within a flow of tasks… the Visual Designer wants the buttons that need to be pushed, or items that need to be selected to be almost too obvious.
Visual design borrows from another creative discipline in spirit, that of copywriting. Good copywriting appears almost as transparent as good visual design. The end result almost always seems to be one of “well, of course”. In example, if an instruction manual is well written, the task is completed easily. If a billboard has a compelling message that resonates with the audience, the audience will complete the action… from saving water to calling now.
Another way to understand this process is illustrated in the following. A UX designer indicates that a button must be selected to take the user to the next subset of selections. The visual designer determines the size, shape, location and color of that button.
I have been fortunate to work in visual design for several companies, some of which include: Orthera, Inc., HP, Snapfish and others. As roles blend from Ux to Vx I have had the opportunity to wear many hats in these fields. In addition, I have been able to design for Andriod, iOS and Windows platforms.
If you have a project to start, complete, or re-invent, that needs visual design… I would love to help. Feel free to contact me through the many ways on this site.