There are multiple approaches to graphic design. The artistic approach uses harmony of shapes and colors to create an aesthetically pleasing appearance. This is what most people think of when they hear the words "graphic design". A good design can make a web page unique, it can make it stand out from the rest.
A lesser known approach is the usability approach. A usability engineer views websites and applications as tools which allow users to achieve their goals. Can visitors find the information they're looking for? Can users accomplish their tasks quickly and effeciently, or do they make mistakes often? Usability can make or break a website.
In our graphic design process, we combine these two approaches. The graphic artist and the usability engineer work together to design an outlook that both looks good and is easy to use.