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Visual and UX design are intrinsically linked whether we are designing an ecosystem for a web site, a mobile app, museum exhibit, e-learning platform or technical documentation; all require higher level thinking and strategy for communication that appeals and engages the user. But what does it mean to be appealing and engaging? There are visual principles that help guide us when creating digital (and non-digital) artifacts for all types of media. And since vision trumps all other senses... looks do matter.