As a product designer who got their start in digital design, I have seen both sides of the UI/UX vs. visual design divide. From what I have seen, there is more overlap that you would think. Visual design—including graphic, branding, and marketing—in product design projects has become an invaluable skill that not only helps you bring more value but can help take your projects to the next level.
How does visual design improve UI/UX projects?
In today’s saturated digital landscape, good visual design isn’t just a “nice to have” for product designers—it’s essential. While functionality and usability are the foundation of any successful product, visual design is what connects users emotionally and keeps them engaged. A well-designed interface can build trust, enhance clarity, and make complex workflows feel simple and approachable. Without strong visual design, even the most well-researched and intuitive products can come across as clunky or outdated.
How does visual design improve UI/UX projects?
Visual design is about more than just making things look good; it’s about guiding the user’s eye, reinforcing hierarchy, and shaping perception. Product designers who understand principles like typography, color theory, spacing, and contrast can craft interfaces that are both beautiful and functional. These skills allow designers to elevate wireframes into polished experiences that feel intentional and cohesive. Strong visual design helps reduce cognitive load by clearly signaling what matters, where to go next, and what actions are possible.
Why is it worth learning more visual design skills?
In a competitive market, good design can be a key differentiator. Products that are visually refined are often perceived as more reliable and professional, even if they offer similar functionality to their competitors. Companies like Apple, Airbnb, and Notion have shown that great visual design can create strong brand identity and user loyalty. For product designers, mastering visual design means being able to contribute more effectively to brand expression and user satisfaction across the board.
Ultimately, strong visual design skills empower product designers to communicate ideas more effectively and collaborate more closely with developers, marketers, and stakeholders. They bridge the gap between concept and execution, ensuring that a product doesn’t just work well but also feels right. In a role that already demands a balance of strategy, empathy, and technical understanding, adding strong visual design to the mix turns a good product designer into a great one.
What are some ways to improve my visual skills?
Improving your visual design skills starts with consistent practice and a strong foundation in design principles like typography, color theory, layout, and hierarchy. Study great design—analyze interfaces you admire, break down what works, and try recreating them to understand the decisions behind them. Use tools like Figma or Sketch to experiment with different styles, and seek out feedback from other designers to sharpen your eye. Reading design books, following design blogs, and staying current with UI trends can also help build your visual vocabulary. Most importantly, treat every project as an opportunity to push your aesthetic sensibilities and develop a more refined, intentional design approach.