The aesthetic usability argument helps muddle understanding around the true purpose of visual design as it implicitly accepts the premise that visual design is

The aesthetic usability argument helps muddle understanding around the true purpose of visual design as it implicitly accepts the premise that visual design is about "decorating the walls of your living room" but then tries to claim that this role is more important than you think. In truth, while the aesthetic usability effect is real, it's one of the less important reasons why good visual design is important. Over the last few years, we've kind of won the debate over the importance and impact of user experience design but, because this debate is so muddled, even many visual designers are unclear about the proper role of visual design and work in ways that limit both their success and their company's success. Visual design is, first and foremost, about effective communication. The best demonstration I've ever seen of this principle is this time lapse video: http://vimeo.com/17158963 http://vimeo.com/17158963 where you get to see just what is involved in creating a great work of visual design and how it's scope of responsibility is far more than "making things look pretty".