Each element on a web-based application is designed to use colour, shape and its position on the page as part of the way it communicates non-textual information to the user. These standarised ways of displaying page elements on a particular web-based application allow us to build a visual vocabulary that the User can recognise and subconsiously assign a level of importance to.
Once learnt and recognised the User experience is improved, making it easier for Users to be introduced to new functions which have the same visual vocabulary. This results in a drop in customer service enquiries and helps with customer socialisation and training as well as making a customer's own internal training that much simpler.
The visual vocabulary is just as important as text content to a user. Don't mess with it!
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