“Design is not just what it looks like and feels like. Design is how it works.” — Steve Jobs Like written words are to language, fonts, colors, shapes and icons are to visual design. An effective visual design language not only acts as a communication framework for all stakeholders on a product development team, but unites a brand and its customers to ensure that a company’s brand identity matches a customer’s brand perception.

https://www.smashingmagazine.com/2020/03/visual-design-language-building-blocks/