1.
I don't like this
web site!

2.
Ultimate goal of visual
design is to make you
money.

3.
Visual design is not alone
in this moneymaking stuff.

4.
1. You like it
2. It's modern
3. It's based on visual design principles
4. It's based on web design principles
5. It tells story we want
6. It helps visitors to make you money

5.
I.
You like it!

6.
How will THIS help me
make more money?

7.
II.
It is modern

8.
In the eyes of many
customers, ugly equals
authentic and credible.
— Gerry McGovern

9.
III.
Visual design principles

10.
1. 80/20 Rule
2. Aesthetic-Usability Effect
3. Affordance
4. Attractivenes Bias
5. Cathedral Effect
6. Chunking
7. Closure
8. Consistency
9. Contrast
10. Feedback Loop
11. Fitt's Law
12. Framing
13. Gestalt Rules
14. Golden Ratio
15. Hick's Law
16. Horror Vacui
17. Inverted Pyramid
18. Mental Model
19. Ockham's Razor
20. Picture Superiority Effect
21. Priming
22. Signal-to-Noise Ratio
23. Threat Detection
24. Visibility

11.
Aesthetic-usability effect

12.
Signal-to-Noise Ratio

13.
Readability
& legibility

14.
32 %

15.
75

16.
IV.
Web design fundamentals

17.
Banner Blindness

18.
Automatic Carousels

19.
Stock Photos

20.
V.
Story visual design tells

21.
VI.
Conversions

22.
1. Visual design is NOT about opinions.
2. How does THIS helps my business?
3. Is it readable & legible?
4. Get rid of banners, automatic carousels &
smiling stock guys.
5. Test your visual design TODAY.
6. Fix your analytics and measure outcomes.

23.
Ajanrezac.com/grafika
Bjanrezac.com/design

24.
Thanks for images!
Baseline Grid © teehan+lax
Illustrations © Klára Zahrádková
Jan's Photos © Adam Hrubý
Websites © Owners & their agencies
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