“In the design process we follow at my company, once we have defined the conceptual direction and content strategy for a given design and refined our design approach through user research and iterative usability testing, we start applying visual design. Generally, we take a key screen whose structure and functionality we have finalized—for example, a layout for a home page or a dashboard page—and explore three alternatives for visual style. These three alternative visual designs, or comps, include the same content, but reflect different choices for color palette and imagery.” (Michael Hawley – UXmatters)