Visual design can have a positive impact on brand perception in several ways: 

• Increase usability: Following visual-design principles often results in layouts that are easy to use and navigate. This enhances the user experience and satisfaction with the product or service. 

• Provoke emotion and delight: Beautiful things elicit positive emotions. Visual design can create an emotional connection between the brand and the consumers by using colours, images, and styles that match the brand personality and values. 

• • Strengthen brand identity: A strong visual system builds user trust and interest in the product and appropriately represents and reinforces the brand. Visual design can help differentiate a brand from its competitors by creating a unique and memorable identity.

To achieve these benefits, visual design should follow some basic principles:

• Consistency: The visual elements should be consistent across all touchpoints of the brand, such as website, social media, packaging, etc. This creates a coherent and recognisable image of the brand.
• Simplicity: The visual elements should be simple and clear, avoiding unnecessary clutter or distraction. This makes it easier for consumers to process and remember the information.
• Relevance: The visual elements should be relevant to the target audience, the product or service category, and the message that the brand wants to convey. This makes it more likely for consumers to relate to and engage with the brand.

In conclusion, visual design is an essential component of branding that can have a significant impact on how consumers perceive and interact with a brand. By following some basic principles of visual design, you can create
a visually appealing and effective brand identity that stands out from the crowd and connects with your customers.