Research on the Visual Expression and Application of Web Designunder the Background of Individuation

With the rapid development of science and technology, personalized web design has been widely concerned and applied as a new way of communication. Web design is a way to integrate many different visual elements to effectively convey information, among which common visual elements include text, pictures, colors and animations. A successful personalized web design, in addition to effectively use different visual elements, but also has scientific and reasonable layout of the web content. Visual elements have many advantages and the most significant advantage is to provide users with a good reading environment and stimulate users' interest in browsing. From a certain point of view, web interface design is also a way of visual communication. Therefore, both web design and visual elements should be designed in the process of production without violating the rules. This paper analyzes and discusses the communication and application of visual elements in web design in details in the personalization context.