Visual appeal includes the colors, shapes, pictures, fonts, white space, and overall visual balance of a design.
A combination of art direction, graphic design, style, color, imagery, and synergy, visual appeal evaluates the total impact generated by your company and its assets strictly in terms of what meets the eye.
Visual appeal relates to and influences your company’s personas, making it an invaluable metric to track and to score. Strong visual appeal increases the likelihood of further engagement with your brand, making the stylistic choices your business makes a vital component of the customer journey.
References
https://www.merriam-webster.com/dictionary/branding