The unique “alphabet” of design elements—such as shape, color, materials, photography, illustration, typography and composition—which directly and subliminally communicate a company’s values and personality through compelling imagery and design style.
Here's an analogy.
A brand’s visual language is a lot like someone’s personal style. Do they dress expressively with high contrast patterns and bright colors, or more subdued with neutral tones and classic tapered lines? Their wardrobe of go-to pieces is like a brand’s visual language.
Why does it matter?
Your visual language helps you communicate in a consistent, compelling manner, and shapes user perceptions of your product and your organization.
How does it apply?
Take a peek at your favorite brand’s website. There, you’ll likely see many examples of visual language at work, including photography, a core color palette, and the company logo.