Visuals Are a Context Signal

Seed, in three sentences:

I deliberately gave the storefront, the garden, and the workshop three completely different looks: the storefront is a sleek, tech-flavored brand panel; the garden is paper-toned off-white with serif type; the workshop is a shop-floor whiteboard with industrial orange. The variety isn’t about looking different for its own sake — it’s about letting visitors know at a glance which setting they’re standing in.
Here the visuals work as a navigational signal: the paper-and-serif look says, “This is my private thinking—don’t hold it to the standard of a finished product.” The shop-floor whiteboard says, “This is what got built, and the data behind it.” The polished, marketing feel says, “This is the outward-facing side, where we can talk about working together.” One person, three registers, with the visuals saying hello first.
Put the other way: if all three sites looked alike and you had to rely on the text alone to tell them apart, visitors would have to read for a while before they grasped what kind of thing they were looking at—something the visuals could have made clear in a second.

This is two sides of the same coin as Why Three Sites: the differences between the sites have to be visible at a glance.