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3. I don't like this
web site!

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

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

12. 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

13. I.
You like it!

20. How will THIS help me
make more money?

21. II.
It is modern

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

24. III.
Visual design principles

26. 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

27. Aesthetic-usability effect

32. Signal-to-Noise Ratio

35. Readability
& legibility

36. 32 %

37. 75

39. IV.
Web design fundamentals

40. Banner Blindness

47. Automatic Carousels

52. Stock Photos

54. V.
Story visual design tells

59. VI.
Conversions

61. 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.

62. Ajanrezac.com/grafika
Bjanrezac.com/design

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