Goal of visual design

What does a professional visual designer think about when facing a visual design
problem? The consideration are too numerous and complex to be spelled out fully
here. However, there are a few fundamental principles of visual design the even
novices may pursue. For purposes of information and instruction, goo visual design
tries to active at least four basic goals in terms of improving communication:
Ensure legibility
Reduce the effort required to interpret the massage
Increase the viewers active engagement with the message
Focus attention on the most important parts of the massage