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Do customers reach the website you worked on, but leave it immediately or rarely complete an order? You should take a look right now at the website, maybe it's not about internal errors, but about appearance and difficult navigation. If you have been looking for a concise list of visual composition principles in web design for your site, to know what else needs to be improved, we help you with everything you need to check to make sure you have more than one site functional.

What is visual composition?

The visual composition is the ensemble that brings together all the design elements, facilitating the user experience on the website: frame, colours and contrast, typography, visual hierarchy - all provide a visual rhythm to the user and communicate more information than we think about us and our online business.

Our main advice? Find a personality online, but keep it simple.

Why are these principles important for visual composition in web design?

Trends are not the only thing that changes as the years go by. In the field of web design, the possibilities have become endless, but the basic principles for visual composition have remained the classic ones, with the possibility of adaptation. Adaptation? Yes! Static pages received the same interface for any device in the past. Today, everything needs to be optimized for mobile, tablet or desktop - that is, for dozens of different resolutions!

Colour and contrast

These are the first principles of visual composition in web design that we think about, right? There is a psychology of colours that is good to keep in mind when building your identity online, but also a series of colours not recommended but now it's about how we use colour to draw attention to important elements. 

A good practice is to use a few colours in the design and to achieve the chromatic contrast for what we want to highlight, more precisely.

Contrast is what gives visual weight. How, exactly? Through the colour combination of the background and the elements we overlap. Yellow, for example, is an intense colour, but on a very light background, the contrast is lost and, implicitly, the effect we want - to attract attention.


The font creates a bigger impact than we imagined. Using the right sizes, we will emphasize the relevant message we want to convey. Any adjacent text must be moved to a smaller font to help the user distinguish between what is essential and what is secondary.

  • Use 1-3 font families ( Font Pair and Type Wolf will help you find good combinations)
  • Keep up to 60 characters (including spaces) per line of text - the user will scroll through the text 


  • Text blocks - break them into paragraphs
  • All caps - use it for at most one row
  • Narrow spaces between rows
  • Using text as an image

Discover other principles of visual composition in web design

How many suggestions did you tick from this list?

It is best to follow these rules from the moment you create the site. If you can implement these principles of visual composition in web design or you can come up with an additional list of suggestions, then your place could be among us.

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