The visual language is what bonds people to sites. It is used to facilitate the attributes of the brand to a user in the creation of any digital asset.
Color, brand attributes, typography, and visual style are all taken into consideration when creating a digital strategy for the design of an application; be it for web, tablet, or smartphone.
From the creation and use of icons to better represent functionality, to the colors selected for menues, the visual language must create an ecosystem that controls each piece of information that is displayed on any screen.