The visual design transfers the concept into the final design. At that aesthetic and ergonomic demands are equally crucial: Goal is to design contents visible, findable, and readable as well as clear. In case a corporate design exists, this is the basis for the visual design and is reasonably extended if needed.
The results are besides final designed screens, a styleguide as template which defines and documents all visual elements in their specific states. This serves as a basis for the subsequent development.