Tag Archives: design for business

Articles and case studies devoted to customer-oriented design for business goals: branding and logo design, graphic design, problem-solving UI and UX, animation, targeting and user research.

tips on visual hierarchy in design

9 Effective Tips on Visual Hierarchy

Sufficient visual hierarchy is a foundation of a successful digital product. It helps to organize UI elements in an effective way so that content would be easy to comprehend and pleasant to see. The presentation of visual elements has a great impact on user experience. If the components are organized wisely, users navigate and interact with a product without efforts and enjoy the process.

 

So, what makes powerful visual hierarchy? Of course, different kinds of products require different methods of building it still there are some common solutions helpful for UI content organization. Today’s article provides useful tips on creating the compelling visual hierarchy for web and mobile products.

 

Keep business goals in mind

 

There are often business goals standing behind a digital product. To achieve them, creative team needs to work out which UI elements are more important and prioritize them according to their roles. For example, all the elements on e-commerce websites perform the tasks of various levels. The item images are usually the main eye-catchers since they have to encourage customers to consider it. A heading goes after the image explaining what it is and the next important stage is a CTA button calling people to buy an item. By considering business and marketing goals set for the website or app, the creative team can effectively prioritize visual content and make a product stand out the crowd.

 

design agency landing page

Design Agency Landing Page

 

Consider scanning patterns

 

In our previous articles, we mentioned that before reading a web page people scan it to get a sense of whether they are interested. Different studies, including the ones by Nielsen Norman Group , have revealed several popular scanning patterns among which “F” and “Z”-shaped.

 

F-pattern appears mainly on digital pages or screens with the big amount of content such as blogs, news platforms etc. Users’ eyes move in F-shape: first, they scan a horizontal line on the top of the screen, then move down the page a bit and read across the shorter horizontal line, finishing with the vertical line down on the left side of the copy where people look for keywords in the paragraphs’ initial sentences.

 

Z-shaped pattern takes place on the pages which are not so heavily concentrated on copy or those which don’t require scrolling down. The pattern is the following: people first scan across the head of the page starting from the top left corner, searching for core information, and then go down to the opposite corner at a diagonal, finishing with the horizontal line at the bottom of the page from its left to right.

 

Knowing these patterns designers organize content putting all the core UI elements on the most scanned spots to draw users’ attention.

 

Functionality first

 

The visual hierarchy may seem to be oriented only to the aesthetic aspects but it’s not like that. First of all, by structuring and organizing visual elements designers need to make sure a product is clear to use and the navigation works right. The visual hierarchy which is built exceptionally on aesthetics can’t work effectively. User interface with the badly structured content leads to the bad UX. So, while building visual hierarchy designers need to consider what functions of UI elements and a role they play in the navigation process.

 

landing page UI design tubik studio

Seafood Recipes Landing Page

 

White space is a visual element

 

White space, or negative space, is not just an area between design elements, it is actually a core component of each visual composition. It is a tool able to make all the user interface elements noticeable to users’ eyes. Designers can group or separate UI components so that they could create the effective layout. Moreover, negative space helps to emphasize particular elements which require deep attention from users. White space is an effective instrument for creating visual hierarchy so designers need to work on its balanced usage.

 

landing page web design

Colony Landing Page

 

Apply the golden ratio

 

We devoted one of our latest articles to the golden ratio applied in design. It is a mathematical proportion of the elements of different sizes which is thought to be the most aesthetically pleasing for human eyes. The proportion equals 1:1.618 and it is often illustrated with seashell-shaped spirals which many of you could have probably seen.

 

Designers often apply golden ratio at the stage of wireframing. It helps to plan a structure for the layout placing and sizing user interface elements in the right proportion which will be pleasant for users.

 

golden ratio in ui design

Tracking Widget

 

Use a grid

 

A grid is one of the key tools applied at the different stages of the creative process and visual hierarchy is not an exception. A grid helps to structure all the components and put them into the appropriate sizes and proportion. What’s more, designers can effectively work with the negative space since a grid shows if the elements are placed proportionally and even.

 

Add some colors

 

Color choice and combinations are essential for visual hierarchy as they help users to distinguish the core elements. The thing is that colors have their own hierarchy which is defined by the power of influence on users’ mind. There are bold colors such as red and orange as well as the weak ones like white and cream. Bold colors are easy to notice so designers often use them as the means of highlighting or setting contrast.

 

Moreover, applying one color to the several elements you can show that they are somehow connected. For example, you can choose a red color for purchase buttons so that people could intuitively find them when they need.

 

financial_service_website_tubik

Financial Service Website

 

Pay attention to the fonts

 

Visual hierarchy includes a core subsection called typographic hierarchy which aims at modifying and combining fonts to build the contrast between the most meaningful and prominent copy elements which should be noticed first and ordinary text information. The fonts can be transformed by regulating sizes, colors, and families as well as their alignment. Different fonts can divide copy content into different levels so that users could perceive the information gradually. However, designers are recommended to keep the number of fonts within three since too many fonts look messy and make the design inconsistent.

 

Three levels for web, two for mobile

 

As we mentioned above, different fonts form typographic levels which consist of such elements as headlines, subheaders, body copy, call-to-action elements, and captions. There are three typographic levels: primary, secondary, and tertiary. The first one includes the biggest type and aims at drawing people’s attention to the core information on the screen. The next level provides copy elements which are easily scanned and help users navigate through the content. The tertiary level usually applies body text and some additional data which is presented via relatively small type.

 

In many cases, web products include all three levels since they are more likely to provide the big amount of content. On the other hand, designers are recommended to keep the number of layers within two while creating typography for mobile. The small screens don’t provide enough space for three levels so the elements of a secondary level such as subheaders have to step aside to make mobile UI look clean.

 

UI animation wine app

WineYard App

 

Effective visual hierarchy is not only about aesthetics. It aims at providing problem-solving navigation and interaction systems as well as friendly user experience. To create a sufficient visual hierarchy, designers need to organize all UI elements considering the functionality and business goals.

 

Useful articles

 

The topic of visual hierarchy is wide and complex, so we gathered some helpful articles revealing various aspects.

 

Visual Hierarchy: Effective UI Content Organization.

Golden Ratio. Bring Balance in UI Design.

Take It Easy: Tips for Effort-Saving User Interfaces.

Tips on Applying Copy Content in User Interfaces

Information Architecture. Basics for Designers.

Typography in UI: Guide for Beginners.

 


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psychology of shapes in design tubik article

Knock Design Into Shape. Psychology of Shapes.

The success of any visual composition highly relates to how people perceive it. There are many factors influencing human perception and the significant part goes to psychology. In one of our articles, we’ve already discussed the role of psychological principles in design and described how useful they can be on the way to understanding users.

 

The aspect which we want to cover in today’s article is called the psychology of shapes. Let’s see what this direction studies and how it can help designers in the creative process.

 

Psychology of shapes

 

All the visual objects can be analyzed in terms of shape. For example, an average house may be perceived as a rectangle with a triangle on the top and the sun is often presented like a circle with lines around it. People may not always notice what figures and shapes surround them still they have a great impact on our consciousness and behavior. The science studying the influence of shapes on people is known as the psychology of shapes.

 

The study claims that each shape has its own meaning and influences our mind and reactions differently. There are many psychological tests which are used to define the personality or mental condition via shapes. For example, a favorite figure can tell about person’s character traits, a quickly chosen shape can show what’s on the mind.

 

Many years of research and tests have helped professionals to define what meaning each shape typically brings and how it can influence human perception. Let’s take a closer look.

 

animated tutorial

Social network tutorial animation

 

Geometric shapes meaning

 

Hearing the word shape most people think about geometric figures first. There are plenty of geometric shapes which people see daily including squares, circles, rectangles and others. But what do they mean? Let’s see.

 

Squares and Rectangles

 

These two shapes are thought to be the most commonly used. We see them many and many times per a day. The walls and furniture, books or monitors, cell phones and cameras as well as many other everyday things have square or rectangular shape. Straight lines and right angles of these two shapes give a sense of reliability and security. People strongly associate squares and rectangles with buildings the reason why they bring the feeling of trust and authority.

 

Common meanings:

  • discipline
  • strength
  • courage
  • security
  • reliability

 

tubik_photo_app

Photo App

 

Triangles

Triangle is an energetic and dynamic shape which is always associated with motion and direction. The lines are placed that way so our eyes automatically move to the top of a triangle or in the direction it is placed. Triangles can have different meanings. An upright triangle brings the feelings of stability and balance but the reversed one looks risky and ready to fall giving people a sense of tense.

 

Common meanings:

  • excitement
  • risk
  • danger
  • balance
  • stability

 

Circles, ovals, and ellipses

 

The first and foremost meaning of this shape is the eternity since they have no beginning or end. The circle has a long association with the sun and Earth as well as other cosmic objects while ellipse is similar to the whole universe. That’s why round shapes may give the feeling of magic and mystery. In addition, unlike the previous shapes circles don’t have angles so it makes them softer and milder.

 

Common meanings:

  • eternity
  • female
  • universe
  • magic
  • mystery

 

tubik_art_courses_app

Art Courses App

 

Spirals

 

These shapes can be often seen in nature, for example, shells and some flowers, the reason why it’s often associated with the circle of life and growth. Also, in some cultures, spirals may represent the knowledge or information. In modern society, they are seen as a sign of creativity and a fresh mind.

 

Common meanings:

  • growth
  • creativity
  • calmness
  • intelligence

 

Big City Guide Madrid tubik

Big City Guide

 

Natural shapes meaning

 

All the things created by mother nature have their unique shape. Leaves, flowers, trees, animals, and many other representatives of flora and fauna become the source of inspiration for artists and designers. Natural shapes have clear meanings of the plants and animals which they symbolize. They often bring the feeling of refreshment and unity with the natural environment. In addition, animals and plants can also have their own characteristics and symbols. For example, a rose is a flower of love and passion, while a lion is a symbol of pride and bravery but this is another topic to discuss.

 

Common meanings:

  • originality
  • organic
  • balance
  • refreshment

 

andre landscape tubik studio logo design

Andre landscape logo option

 

Abstract shapes meaning

 

They are usually visual symbols of abstract ideas or simplified versions of natural shapes. Some abstract shapes can be too difficult to recognize because they are stylized and only small details give a hint to what it is. One abstract shape often has both direct and figurative meanings.It is often used in graphic design, especially for logos and icons. Abstract shapes are an effective way to transfer a message quickly without text.

 

Common meanings:

  • the duality of meaning
  • uniqueness
  • elaborate.

 

wedding_theme_website_ui_design_tubik

Wedding theme

 

How designers use psychology of shapes

 

Shapes are essential elements in all design directions. They can serve as components of a visual composition as well as a content organizing tool which divides or connects design elements into groups. To make the sophisticated design, experts need to consider the meaning of shapes and the impact which they have on users’ mind.

 

Graphic designers often deal with small but meaningful elements such as logo and icons. A powerful logo needs to convey the right message which would serve as the brand voice. If the shapes are chosen appropriately for a logo, they will assist to convey the right mood without additional words. For example, in case of a logo for a financial company, one of the approaches can be applying to apply the shapes which convey the feeling of trust and balance such as square or triangle.

 

Various shapes are often found in user interfaces of digital products. They can be used as buttons or icons as well as applied to organize the content on the layout. For instance, text blocks are often gathered in a rectangular or square shape which allows users to quickly scan copy. Using different shapes designers can create effective information architecture for a product. The elements of the layout may be structured in certain shapes so that make users’ eyes easily find core information. For example, if we place the content in a triangular shape placing the vital component on its top, people’ eyes will automatically go to the peak.

web design UI concept tubik studio

The Big Landscape

 

Psychology of shapes plays a big role in typography. There is a great number of typefaces and all of them have their individual impact on visual perception. Some kinds apply round shapes as a dominant and they seem more feminine and mild unlike those with straight lines and sharp angles which are more formal and sometimes aggressive. That’s why it’s important to pay attention what shapes are dominant in a chosen font to avoid a conflict between the context and visual presentation.

 

The human mind is full of secrets and it’s often hard to predict possible reactions. However, the science of psychology helps designers be prepared and comprehend how our brain works, at least at some basic level. Knowing psychology of shapes designers are able to create proficient logos along with problem-solving user interfaces for web and mobile products.

 

Recommended reading

 

Color in Design: Influence on Users’ Actions.

Psychology in Design. Principles Helping to Understand Users.


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ux writing tubik article

UX Writing. Let User Interface Speak.

During the last two years digital design community has been discussing a brand new trend called UX writing. The term appeared suddenly confusing many people, even some design professionals. Some think it’s a new name for UX design, others see it as copywriting related to the UX topic. In this article, we’ll figure out the meaning of UX writing and why tech world talks so much about it. Also, we’ll provide some practical tips on effective UX writing.

 

What’s UX writing?

 

The term may be new but the process has existed for a long time. UX writing is the practice of crafting copy which is directly used in user interfaces to guide users within a product and help them interact with it. The major aim of UX writing is to settle communication between users and a digital product.

 

Copy created by UX writers is also known as microcopy. The name tells for itself and stands for the small components of text which serve as hints for users. To be more specific, microcopy includes buttons and menu copy, error messages, security notes, terms and conditions, as well as any kind of instructions on product usage.

 

tubik studio page 404

Page 404

 

Why is UX writing needed?

 

Microcopy has always been a part of digital products, so why have people started to call the process of its creation UX writing? Let’s get it straight.

 

One of the first reasons leading to UX writing appearance is growing attention to the role of copy in UI. Marketing and design specialists have agreed that copy content is a significant element influencing both UI and UX. Bad-written copy can ruin even a really good-looking user interface. As for the microcopy, various user tests have shown that it affects user experience as well as the information architecture and navigation system do.

 

If we look at a product from users’ perspective, we’ll see how useful small copy hints are for them. When people start their journey in new software, short text tips make the process of adaptation fast and easy. Moreover, if menu copy is written professionally, the navigation system is much more clear to use.

 

Considering the positive impact of microcopy on user experience, the new direction appeared in copywriting. At this point, we can expand the essence of UX writing and say that it’s a process of building microcopy elements which aim at improving user experience of a website or app.

 

tutorial_design_tubik_studio

Shauts App Tutorial

 

Who has to do UX writing?

 

We defined the essence of UX writing still one question remains open. Whose duty is it?

 

The direction couldn’t be formed by itself, so, obviously, there are specialists standing behind it. A job of UX writer grows its potential and today we can see more and more offers from companies. They are writers specializing in creating microcopy which aims at boosting pleasant user experience and improving navigation system.

 

UX writing is still a green direction, the reason why the task of microcopy creation often lays upon marketers and copywriters. These professionals have been writing microcopy long before a term of UX writing appeared and they continue doing it as one of the parts of their work.

 

However, it’s not only writers who can create copy for UX. Designers also often try themselves in UX writing. They may not be the specialists in copy creation still they know everything about the information architecture and navigation system of a product. Moreover, UI/UX designers research the target audience peculiarities, so they know how to present visual information for user perception.

 

Copywriters and designers can do UX writing separately but to improve outcome it’s always a good idea to collaborate and share the experience. Together IA professionals, designers and copywriters can successfully create UX copy content and this is how it is often done by many companies today. However, if a company handles many projects which involve much of UX writing, it is reasonable to consider hiring a UX writer to gain maximum productivity for all the team.

 

gourmet_website_interactions_tubik

The Gourmet Website

 

What makes efficient UX writing

 

Some may think that UX writing takes a few minutes to be done since it includes only small pieces of text. However, creation of a powerful phrase for a CTA button sometimes can take much more time and effort than writing of a whole body copy.

 

Microcopy usually can vary from one word to short sentences which should perform numerous functions. So, if we say that in UX writing every word counts, it won’t be an hyperbola. A single word should both help users to get oriented as well as encourage them to stick around. Moreover, there is often a business goal standing behind CTA buttons, so this factor should also be considered during UX writing.

 

The sufficient UX copy needs to be clear and consistent. Users don’t have to figure out what you mean. Copy should be simple so that people could interact with product intuitively. If users don’t notice they’ve been guided, UX writing has been done well. In addition, UX writing, as any other copy content, should be based on the context and the target audience.

 

In addition, we need to say that copy is a design element the reason why its effectiveness highly depends on the visual presentation. UX writers need to make sure it looks good and fits the design composition. Such a condition creates constraints for a writer about the amount of copy and its appearance.

 

web_ui_design_tubik

Digital Agency Landing Page

 

Practical tips on UX writing

 

The experts are still working on developing the direction to set the best techniques and methods of the effective UX writing. However, there are some sufficient tips helping to make sure UX copy will work well.

 

Step into users’ shoes. If you want to create useful copy, you need to understand where users need help. User research assists to learn the target audience and knowing their specialties you can assume what hints people need.

 

Don’t use complicated vocabulary. As we said above, one of the major characteristics of effective UX writing is clarity and simplicity. Copy should be easy to perceive that’s why difficult words may not work well.

 

Write short and then cut it into half. Microcopy received its name not by coincidence. It has to be short but meaningful so that it wouldn’t draw too much attention, only slightly guiding people from one point to another.

 

Test the copy on various users. You can be a guru of writing and UX design still user testing never hurts. If you don’t have anyone who would match the target audience, at least test copy on your co-workers or friends and ask them what they feel about it.

 

Be creative. Microcopy typically includes only short informative messages but it doesn’t mean you have to make it boring. Try to be creative and bring some positive emotions. For example, writing an error message you can use some polite jokes. It breaks tension which may appear if users do something wrong and encourage them to stick around. Just remember to make sure your creativity doesn’t go too far and the target audience will react appropriately.

 

Add images. In case of error messages or onboarding instructions, it can be a good idea to supplement them with funny and pretty images. You can use photos as well as custom illustrations which will strengthen the right message of a copy.

 

Reflect brand voice. Don’t forget that instructions which a product gives to users are always perceived as a voice of a brand. So, before you write copy you need to learn about brand nature so that microcopy would sound accordingly to the brand image.

 

web design tubik studio

Page 404

 

UX writing is a new direction which is full of potential. UX professionals need to consider it as an another essential tool on the way to the improved user interaction and boosted satisfaction from a product.

 

Recommended reading

 

10 UX copywriting tips for designers

5 Ideas for Better UX Writing

UX Writing: How to do it like Google with this powerful checklist

Copywriting in UI. Words that Make Design Go Round.


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usability_interfaces_ux_design_tubik

Take It Easy: Tips for Effort-Saving User Interfaces.

«Simplicity is the ultimate sophistication,» said genius Leonardo da Vinci, and this eternal truth is as fair now as it was several centuries ago. Such an approach in design for web and mobile interfaces results in human-centred products which are pleasant and easy in use. Make no mistake, simple doesn’t mean empty, primitive or monofunctional. Instead, it means clear, intuitive and helpful. Really simple products not only solve user’s problems but also do it in an optimal way in the aspects of times and effort.

 

We aren’t often thinking in terms of love and respect when it comes to digital products. We can describe them in tons of other words featuring appearance (like beautiful, elegant, interesting etc.) or functionality (like intuitive, easy-to-use, confusing etc.) or content (like informative, consistent etc.) but you rarely can hear that someone names a website or app respectful. However, respect of user’s time and energy is one of the vital goals which designers should strive to achieve in the product they work on. This approach is the great factor of usability and desirability. Today we would like to share some advice and techniques which could become supportive in this aim. These tips aren’t reinventing the wheel but present a helpful checklist for design outcome. So, let’s check what designers can do to save time and effort for users.

visual hierarchy in UI design

 

1. Put the core data into header

 

Talking about websites, it is an extremely helpful idea for quick and easy navigation. The only problem is to decide on what core data is, especially for websites with a huge amount of various data, like big e-commerce websites, news platforms or multi-theme blogs. Header is a strategic part of a page as people see it before scrolling the page in the first seconds of introduction to the website. Being a sign of invitation, header should provide the key information about the digital product so that users could scan it in split seconds.

 

In our article telling about web headers design in detail, we provided the typical types of content which can be included into headers:

 

  • basic elements of brand identity: logo, brand name lettering, slogan or company statement, corporate mascot, photo presenting the company or its leader, corporate colors etc.
  • copy block setting the theme of the product or service presented
  • links to basic categories of website content
  • links to the most important social networks
  • basic contact information (telephone number, e-mail etc.)
  • switcher of the languages in case of multi-lingual interface
  • search field
  • subscription field
  • links to interaction with the product such as trial version, downloading from the AppStore etc.

 

It doesn’t mean that all the mentioned elements should be included in one web page header: in this case, the risk is high that the header section would be overloaded with information. The more objects attract user’s attention, the harder it is to concentrate on the vital ones. Here designers, preferably together with marketing specialists and stakeholders, need to decide on the strategically important options and pick them up from the list or add the others.

Why is header so essential? Eye-tracking investigations show that whichever scanning model a particular user follows, the scanning process will start in the top horizontal area of the webpage. Using it for showing the core information and branding is a strategy supporting both sides: readers scan the key data quickly while website gets the chance to retain them if it’s presented properly. That is the basic reason why header design is an essential issue for UI/UX designers as well as content and promotion specialists.

gourmet_website_interactions_tubik

 

2. Make branding highly visual

 

In terms of the discussed topic, brand means a sort of image created via a set of distinguishing features and promoting awareness and recognizability of the product or service on the market. This image can be created in tons of diverse ways — visual, verbal, touchable etc. In web and mobile design, branding supposedly means a set of visual elements defining the brand style, which can be applied in the interfaces such as logo, typography, brand colors and the like. All of them together are a powerful tool for creating visual recognizability of the product as well as its style. Being based on the analysis of target audience and marketing/ customer research, branding in this sense plays the vital role in product promotion as visual perception is very fast and easy for most people, much easier than reading the text and much more memorable than listening to speech. Moreover, if the brand is already well-established, it’s signs observed in the first seconds of seeing a website or app increase the level of trust.

Bakery website design case study tubik

 

3. Use numbers, not words

 

One of the investigations of user behavior provided by Nielsen Norman Blog shared an interesting finding: based on eye-tracking studies while users scan web pages, numerals often stop the wandering eye and attract fixations, even when they’re embedded within a mass of words that users otherwise ignore. People subconsciously associate numbers with facts, stats, sizes and distance — something potentially useful for them. So they are hooked with the numbers included into copy while words representing numerals can be misses in the bulk of text. Even more, whatever numbers represent, they are more compact than their textual variant, which enables to make the content more concise and time-saving for skimming the data.

 

4. Make the call-to-action (CTA) instantly noticeable

 

A call to action (CTA) is actually a word of phrase stimulating users to interact with a product in a way and for the aim it is designed for. CTA elements are the interactive controls which enable users to do the action they are called to. Typical types of such interactive elements in the layout are buttons, tabs, or links. In the interfaces of all kinds, CTA elements are the core factor of effective interaction with the product, which plays the crucial role in usability and navigability. When all the path of interaction and transitions is built clearly for users but CTA element is not thought-out, placed or designed well, users can get confused and will need to take additional effort trying to achieve their goals. That sets the high risk for poor conversion rate and general user experience. That’s why this navigation element should draw particularly deep designers attention. In any interface, it should be one of the most prominent and quickly noticeable parts to inform users how the product can be helpful or useful for them.

bookshop website animation

 

5. Care about general page scannability

 

As it was already mentioned, users don’t usually read and observe all the content on the page or screen from the starting point: instead, they start from quick scanning to understand if it contains something they need or want. This significant domain of user research is massively supported by Nielsen Norman Group and provides designers and usability specialists with the better understanding of user behavior and interactions. Different experiments collecting data on user eye-tracking have shown that there are several typical models along which visitors usually scan the website. In the article about 3 design layouts, the author Steven Bradley mentions the following common models: Gutenberg Diagram, Z-Pattern, And F-Pattern.

reading pattern

Gutenberg Diagram

 

reading pattern zig-zag

Z-Pattern

 

f_reading_pattern_eyetracking

F-Pattern

 

Knowing these models, designers and information architects can build navigation and important data in the points where they have the highest chances to be seen and get the user interested. The well-thought-out visual hierarchy will make the page easily skimmed saving users’ time and energy.

design for users copy in UI

 

6. Check the icons perception

 

Icons are pictograms or ideograms used in the web or mobile interface to support its usability and provide the successful flow of human-computer interaction. It’s hard to overestimate their role in UI navigation: they make it much quicker as most users perceive images faster than words. Usage of recognizable and clear icons has a great potential in boosting usability. However, even the slightest misperception can become the reason of poor UX so the solutions on the type of icons should be carefully tested and if needed supported with the appropriate copy content.

 

7. Strengthen the message with theme images and hero banners

 

No secret, in many cases an image is worth a thousand words. In web and mobile UI it often works that way: images become highly supportive and effective in setting the mood or transferring the message. In addition, images present the part of the content which is both informative and emotionally appealing. Original illustration, prominent hero banners, engaging photos can satisfy multiple goals: they catch users’ attention, transfer the message visually, support the general stylistic concept,

  • catch users’ attention
  • transfer the message visually
  • support the general stylistic concept
  • set the needed theme, mood or atmosphere
  • demonstrate the core benefits or items effectively.

dance academy landing page animation

 

8. Talk to users in their language

 

Copy content plays the crucial role for communication with the user. Not only its effective visual presentation is significant for high page performance: the style, structure, and vocabulary should also correspond to user’s expectation from a page. Usage of too formal or business-like style in an entertainment app for teenagers, or vice versa too informal style on the luxury website selling elite real estate — there can be hundreds of cases when copy doesn’t follow business goals as well as habits and needs of a target audience. That kind of content inconsistency can be confusing and move the users away from the website or app. User research will be effective for this issue to see what way users want to communicate while a professional copywriter will help to strengthen design with the power of words.

web_ui_design_tubik

 

9. Use the power of Gestalt principles

 

Gestalt is the term meaning «shape, form». It is used primarily in cognitive psychology for the field exploring the laws of meaningful perception of the data which people constantly get from the world that seems primarily chaotic. It works on different levels of perception, but the visual part seems to be the most interesting for designers creating interfaces. It helps understand the psychology of the app or website users better. When designers know the factors influencing visual perception, it makes the process of UX design much more proficient giving higher rates of successful interactions and lowering the level of misunderstandings users could get on this way.

gestalt-theory-grouping_principles
 

For example, applying the principles of similarity and proximity, designers can group the layout elements according to  human cognitive abilities, so that users could perceive them in the most natural and convenient way.

bright_vibe_calendar_app_ui_tubik

 

10. Optimize visual content

 

Whatever interesting, attractive and informative is the interface, there is the invisible factor which can erase all the benefits — the loading speed. If the visual content — images, animations, video — applied to an interface is too heavy or doesn’t perform well on different devices, the risks are high to lose users before they will understand the strong points of the product. In terms of high competition, with loads of websites and application, be sure: users aren’t going to wait, they will head for the more convenient and quick alternative even if it loses in a number of points. Optimization and persistent testing of visual content is the real sign of respect to the user boosting less time-consuming flow of interaction.

website design UI

 

Hopefully, this list will be helpful for those who are aimed at creating positive user experience. Don’t miss the updates — new practical tips and inspiration are coming very soon.

 

Useful articles

 

This set of articles can be useful to dive deeper into the points mentioned above

 

Best Practices for Website Header Design

The Role of Branding in UI Design

Visual Hierarchy: Effective UI Content Organization.

Gestalt Theory for Efficient UX: Principle of Similarity.

Gestalt Theory for UX Design: Principle of Proximity.

Copywriting in UI. Words that Make Design Go Round.

Small Elements, Big Impact: Types and Functions of UI Icons.

Tips on Applying Copy Content in User Interfaces.


 
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visual hierarchy in UI design

Visual Hierarchy: Effective UI Content Organization.

Henry Adams once said: “Chaos was the law of nature and order was the dream of man”. People always favor the order because it makes things more comprehensible. The same works with user interfaces of digital products. When UI elements are organized and structured, people can easily use an app or a website and feel satisfied with a product.

 

To organize content in UI clearly for users, designers apply a well-known technique called visual hierarchy. Today’s article gives a general insight into the essence of this approach and the tools helping to organize the content properly.

 

What’s visual hierarchy?

 

Visual hierarchy is one of the core techniques which are applied to the design process. It is initially based on Gestalt psychological theory which examines users’ visual perception of elements in relation to each other and shows how people tend to unify the visual elements into groups.

 

Visual hierarchy strives at presenting the content of a product that way so users could comprehend the level of importance for each element. It organizes UI components so that the brain could distinguish the objects on the basis of their physical differences, such as size, color, contrast, style etc.

 

The visual presentation of UI elements has great influence on user experience of a product. If content components look like a mess, people can’t navigate within a product or interact with it properly. Moreover, unstructured copy content has a low level of legibility, so users can’t scan it quickly and they need to make a significant effort to distinguish the data they’ve been looking for. Such bad UX can lead to poor user satisfaction which means a product wouldn’t be much sought-after.

 

tubik_studio_structure

 

Typographic hierarchy

 

Copy content is a significant part of any UI design. That’s why visual hierarchy often highly depends on typography. Specialists decided to emphasize the importance of copy presentation by creating a separate system of visual hierarchy called typographic hierarchy.

 

The system aims at organizing copy content in the best way for users’ perception. Designers modify and combine fonts to build the contrast between the most meaningful and prominent copy elements which should be noticed first and ordinary text information. The fonts are modified by regulating sizes, colors, and families as well as their alignment.

 

Typographic hierarchy includes different elements of copy content which are headlines, subheaders, body copy, call-to-action elements, captions, and some others. To build effective visual hierarchy, all the elements need to be segmented into different levels. Let’s see what they are.

 

The primary level. It includes the biggest type like in headlines. The primary level aims at providing users with the core information as well as drawing people’s attention to a product.

 

The secondary level. This is the type of copy elements which should be easily scanned. They usually involve subheaders and captions which help users quickly navigate through the content.

 

The tertiary level. Body text and some additional data build the tertiary level. Designers often apply relatively small type still it should remain readable enough.

 

As the copy content is usually a major source of information in UI, designers need to present the data gradually. By segmenting copy elements into different levels designers help users easily go from one piece of copy to the other and perceive the information in the right order.

 

One more thing to mention is that while creating typography for mobile products, designers are recommended to keep the number of layers within two. The thing is that small mobile screens don’t provide enough space for three levels. That is why the elements of a secondary level such as subheaders step aside to make mobile UI look clean.

 

Bakery website design case study tubik

 

Visual hierarchy tools

 

When designers have already chosen all the content components, it’s time to create an order. Let’s find out what helps designers to set the effective visual hierarchy of UI components.

 

Size

 

One of the most powerful tools for visual material transformation is size. It is rooted in human’s mind that big things are somehow more important than the small ones. That’s why users’ attention automatically goes first to the large words or big pictures.
Designers need to distinguish the level of significance for each content element and based on this data transform the components into big and small.

 

Color

 

In our previous articles, we’ve mentioned that color has a great impact on the users’ perception the reason why it serves as an effective tool for visual hierarchy creation.

 

Colors have their own hierarchy which is defined by the power of influence on users’ mind. There are bold colors such as red, orange, and black which can easily draw attention. On the other hand, there are weak, or soft, colors like white and cream which work better as the background.

 

Using the different colors designers can support a slight hierarchy of the UI elements. For example, CTA buttons in bold colors will definitely be the first thing that users see if the other UI elements are created in a softer palette.

 

Contrast

 

Hierarchy is based on contrast itself. One element contrasts with the other and that’s how users can see the differences between the content elements. Contrast can be created via visual differences including size, color, and style. Still, it’s recommended to keep the contrast in balance so that one object wouldn’t completely obscure the others.

 

Negative space

 

There can be many components in a user interface and to make them all noticeable for users’ eyes designers need to give them some private space. Negative space, or white space, is the area between elements in a design composition. Some designers usually don’t think of the white space as a component of design still the experts apply it as a useful tool helping to build an appropriate composition. A right amount of negative space between the elements will help users to notice and perceive each of them to each of them.

 

Proximity

 

As we said above, visual hierarchy is built upon Gestalt principles, so designers pay deep attention to the proximity of UI elements. As people tend to unify the visual elements into groups, UI components need to be placed that way so users could categorize them. If some elements are placed in certain proximity, users automatically perceive them as a group. Designers can use proximity as a tool which helps to divide the content into subcategories.

 

Repetition

 

If people notice that some elements look similar, they may automatically unify them into one group. That’s how repetition works. Designers repeat some patterns for different objects on purpose so that users could unify them. For example, a website with a great amount of body copy at a page can highlight the most important sentences with another color. Seeing the sentences in this color users can follow from one key point to another.

 

Visual hierarchy is a foundation of the effective information architecture. When UI elements are structured and organized, people enjoy using a product and it will be more effective in solving their problems. Moreover, powerful visual hierarchy improves the navigation system since people can better orient within a product. Stay tuned and be ready for the next article about visual hierarchy.

dance_academy_website_interactions_tubik

Recommended reading

 

Tips on Applying Copy Content in User Interfaces

Information Architecture. Basics for Designers.

Information Architecture: Effective Techniques For Designers.

Gestalt Theory for Efficient UX: Principle of Similarity.

Gestalt Theory for UX Design: Principle of Proximity.


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design cinema app UI tubik

Spectacular Design. Elements of Cinema App UI.

Going to the cinema is always a nice way of entertainment. The young and old like watching their favorite films on the large screens while eating tasty popcorn and drinking soda. However, cinema lovers are very often forced to wait in long queues because this kind of leisure is so popular.

 

Digital technologies have come for a rescue. Nowadays, cinema industry provides their customers with the handy assistants — cinema apps. They are convenient helpers enabling people to find the information about movies along with schedules and the seats available. Moreover, cinema apps are a tool which makes the process of booking and purchasing tickets much more comfortable than ever before. Today’s article describes UI screens and features which are common for cinema applications.

 

Profile screen

 

Nowadays every app aims at making user experience more personalized and individual the reason why a profile is an essential part of any kind of applications. As for cinema apps, profiles are tools which help users book and buy tickets within a few taps. What’s more, if a cinema contributes a loyalty program it’s easier to follow customers’ activities because everything is marked in the profile.

 

A profile should contain only necessary info otherwise the screen may look too complex. When a user creates their profile, a cinema app usually asks for user’s name, email, location, and preferences in cinematography. Since ticket purchase is one of the major features, it may be good to add an option of credit card data. This way users will be able to make a convenient and fast purchase. In addition, by gathering and analyzing data about users’ tastes and location, an app can inform people about interesting movie premieres near them.

 

Home screen

 

Home screen is a base for any type of digital products that’s why it’s also known as the main page. It is a start point where users begin journey within a product. The content of home screens varies depending on the type of an app.

 

The main screen of cinema applications usually includes movie posters followed by captions with the name to show users what is on today. Films can be presented as a list or a feed so that users could quickly scan them and make their choice. The posters should be clickable and lead to the next screen with the schedule and movie info.

 

Also, UI of a home page needs to provide the search field. People who have already chosen a film will be able to type a name and quickly find what they want. It may be a good idea to add some filters such as film genres to make the search process more pleasant.

 

cinema app design

 

Movie details screen

 

A poster and name can’t give a proper explanation of a movie plot. That’s why a cinema app needs to provide the movie details so that users would know what they choose.

 

UI design for a movie details screen is simple. It consists of a high-resolution poster, the name of a film and a short text description. Mobile typography should be chosen properly so that the text would be legible and pleasant to users’ eyes.

 

In addition, some cinema apps show the rating of a movie. It can be IMDb ratings or assessments given by the users who already watched a film. This way people can see how popular a movie is and decide if they want to watch it.

 

One more additional feature is bookmarking. Users can fill their personal wish list or a list of favorites and go back to the selected movies later.

 

Player screen

 

It is known that video content is perceived better than copy that’s why it’s always a good idea to include movie trailers to the movie info.

 

The video player allows users to watch various trailers right in the app. A player can be a part of a movie details screen as well as an app can have a separate screen with the list of movie trailers. This feature is not a key for cinema apps still there are many of them which have already included it.

 

Schedule screen

 

A schedule is a vital part of the information which users receive from cinema apps. Designers should pay deep attention to its presentation as it needs to be compact and easy to find.

 

The schedule usually relates to one certain movie and shows the time when different film showings start. The time is often presented as a button so that users could tap or click it to continue their journey on booking or buying tickets.

 

cinema_app_ui_design_tubik

 

Choosing seats

 

When the movie and the time are chosen, people need to see where they can sit. There are two types of UI for the seats choice screen — the list and visual representation of a cinema hall.

 

A list includes two main options to choose — a row and a number of a seat. The list is a light variant which doesn’t take much time to be created and the UI looks nice on various devices even with the small screens.

 

Today UI with the visual representation of a cinema hall gains more and more popularity. This type allows users to see exactly where the seats are located and make a proper choice. However, designers have to concentrate on the details while creating the visual representation of a cinema hall for UI. Seats should be big enough so that users could easily tap the right one from the first try. Moreover, it’s vital to make sure a visual cinema hall looks good on different screens.

 

Purchase screen

 

The opportunity to buy tickets earlier and choose the best seats is one of the biggest profits which users receive from cinema apps. Designers’ big task is to make the process of purchase comfortable and secure.

 

The checkout screen usually includes a form where a buyer fills in a specific personal data such as a name and a number of the credit card. As we said above, if users of a cinema app have their personal profiles, a personal information can be taken from there automatically.

 

In addition, it’s vital to make sure people feel that their personal data is secure. Marks of security can be presented via visual including callouts in a copy as well as some icons of the famous brands that gave their approval or maybe even some certificate signs if there are such.

 

cinema app interaction ui animation

 

Tickets

 

Tickets are the documents which confirm the payment and allow entering a cinema hall. Some apps send the digital tickets to the email so that users could download them on a smartphone or print them to show at the entrance. However, some cinema applications reduce the number of actions. When a user buys a ticket, it is automatically saved in their personal account and all they need to do is to activate an app right before going into the cinema hall.

 

Tickets can be presented via custom illustrations which adds originality to an app. Also, if a client wants something more minimalistic, tickets can be represented with simple QR codes.

 

Map screen

 

Only small towns have a single movie theatre in the area. There are several cinemas from one company around cities so the map feature seems important here. If users set their location while creating a personal profile, an app can automatically choose the nearest cinema.

 

design cinema app UI tubik

 

Watching films at home can’t be compared with feelings of watching it on the big screen. It means that cinema industry is unlikely to lose its popularity anytime soon. Digital technology should help to improve cinema services so that more people would become loyal visitors. Cinema apps are effective tools for both cinema industry and their clients. Designers need to learn how to make these tools user-friendly and maybe even improve them with their creative solutions. Stay tuned!

 

Recommended reading

 

Mobile UI Design: 15 Basic Types of Screens.

UI for Movies. Collection of Cinema App Designs.


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UI navigation design elements

UX Design Glossary: Interface Navigation Elements. Set 2.

Interface navigation belongs to the core issues of UX design. That’s not surprising: it’s hard to get to your destination if you can’t see the way. Being surrounded by more and more websites and applications every day, users are high-fed with the diversity of offers and expect intuitive navigation as a must-have. So, let’s continue our talk about the theme with a new issue of navigation glossary to learn more about this powerful booster of usability. Earlier we presented you the first set of UX glossary for navigation covering the definitions and examples for navigation, menu, button, CTA, bar, picker, switch etc.  Today let’s add the new ones to the list: check the details for icons, search field and tags.

 

information architecture for designers tubik

 

Icons

 

An icon can be defined as an image which has a high symbolic value and is used for the purpose of communication. Icons present signs which are informative and support data exchange between the informer and addressee alongside with words and sentences: while copy is served with letters or characters, icons communicate via the images showing pictorial resemblance with an object of the physical world. In computing and digital design, icons are pictograms or ideograms used in the web or mobile interface to support its usability and provide the successful flow of human-computer interaction.

 

One of the most valuable benefits of icons among is the ability to effectively replace the text. This feature is able to boost usability and strengthen navigation as most users tend to perceive and decode images faster than words. However, even the slightest misperception or double meaning can become the reason of poor UX so the solutions on the type of icons should be carefully tested to reach the good balance of icons and copy for a particular target audience. One of the effective variants is using both copy and icon so that different categories of users could feel good with that: this approach is particularly popular in various catalogues of e-commerce websites where different positions are presented by both words and pictures giving the user double support for quick and clear navigation.

UI icons in interface design tubik blog

 

Based on their functions, icons can be classified as: 

— interactive icons: icons which are directly involved into interaction process. They are clickable or tappable and respond to the users request doing the action symbolized by them. They inform users about the functions or features of the buttons, controls and other elements of interaction. In many cases, they are obvious and don’t need the copy support.

— clarifying icons: icons aimed at explanation, visual markers explaining particular features or marking out categories of content. They may be not the layout elements of direct interaction; also, they are often found in combination with copy supporting their meaning. 

— entertaining and decorative icons: icons aimed at aesthetic appeal rather than functionality, often used to present seasonal features and special offers. They present the effective way of attracting user’s attention and enhance the general stylistic concept of a digital product.

— app icons: interactive brand signs that present the application on different platforms supporting the original identity of the digital product.

— favicons: represents the product or brand in the URL-line of the browser as well as in the bookmark tab. It allows users to get a quick visual connection with it while they are browsing.

 

tubik studio tapbar ui

 

Read more about types and functions of icons here

 

Search Field

 

A search field, which is also called search box or search bar, presents the interface element enabling a user to type in the keywords and this way find the pieces of content that are needed. It is one of the core navigation elements for the websites or apps with a big amount of content, in particular blogs, e-commerce and news websites etc. Well-designed and easily found search field enables the user jump to the necessary point without browsing through the numerous pages and menus: as this approach respects user’s time and effort, it is highly demanded in user-friendly interfaces.

 

In terms of design, this element can be presented in different ways, from the framed tab to the interactive input line, or even minimalist clickable icon. In the vast majority of cases, the search field is marked with the icon featuring a magnifying glass. This symbol is recognizable by a wide variety of users so it has proved itself effective for setting intuitive navigation. Experiments with this icons can influence badly on interactions and usability of the layout, so if other symbolic images are applied, they should be carefully tested. The flow of interaction can also be supported with the dropdown menu offering possible options or auto-filling functionality.

 

tubik studio ice ui website

Another important issue is the placement of the search graphic control in the interface. In web design, search field can be often found in a header of a website and this is a good choice: as we mentioned in the article devoted to design practices for website headers, for any website it is the zone of the highest visibility, so putting a search field there enables users to quickly get transferred to the pages they really need without wandering through the website and scrolling down. For example, it is actual for big e-commerce websites often visited by users who have a particular goal, a specific item they are looking for — if they can’t find it quickly and conveniently, the risk is high that they will leave decreasing the profitability of the resource. Moreover, the power of habit should also be taken into account: as numerous websites include search into their headers, users are accustomed to looking for it there when they need it.

 

Talking about search field in mobile interfaces, the situation differs as the designer is much more limited in the usable space. If the app is based on a lot of content and search is one of the central elements of interaction, it can be found in the tab bar and easily reached. In case the search is not crucial for the user goals and usability of the app, it can be hidden in menus or shown only on the screen where it’s potentially needed.

 

tubik studio motion design ui

 

Tag

 

Tag is an interactive element presented with a keyword or phrase that enables the user to move quickly to the items marked up with it. Tags are actually pieces of metadata that provide quick access to specific categories of content so they support navigation with the additional way of content classification. Moreover, tags are often the elements which users create by themselves comparing to the names of categories that are fixed by the website and can’t be changed by users.

 

design for users website interface

 

Tags are widely used on the platforms based on user-generated content: when you upload the photo to the stock, post on the social networks or write on the blog, you can mark your content with the particular keywords which will then unite all the pieces of content marked with the tag. The screenshot above shows you the part of the home page of Design4Users Blog which actively uses a cloud of tags to enhance navigation around the blog content. In terms of interaction, click on a tag moves the user to the webpage collecting all the content marked with this tag. Also, tags are SEO-friendly technique increasing the chances that the content will be found via search engines.

example of tag in the interface

As another example, here’s the tagging offered by Unsplash, the well-known platform of free stock photos. When users download a photo, they are offered to type their own tags aka keywords which would describe this photo in the best way helping other users to find it. As we can see, the input field for adding tags also supports users with prompts for better usability. So, tags present user-generated elements of navigation that makes the interface closer and clearer to its target audience. 

 


 

Planning the navigation is the hard work which demands a good knowledge of psychology and interaction patterns, user testing and serious approach to information architecture from the earliest stages of an app or website design. However, it becomes the solid ground for positive user experience which will solve users’ problems and motivate them to get back to the product again and again.

 

Today’s set of our glossary is ready for those who need it and we are going to continue this practice before long. Don’t miss the new sets — the next one will continue the issues of navigation with deeper insights into types of menus, buttons, and breadcrumbs. If there are any specific terms you would like to see explained, described and illustrated, feel free to contact viadirect message on our Facebook page , via Twitter or our Quora representative. New definitions are coming soon!

 

Recommended reading

 

Here is the set of recommended materials for further reading for those who would like to get deeper into this topic and learn more on the theme.

 

UI/UX Design Glossary. Navigation Elements.

iOS Human Interface Guidelines

Navigation patterns for ten common types of websites

Small Elements, Big Impact: Types and Functions of UI Icons.

3 essential rules for effective navigation design

Perfecting navigation for the mobile web

Understanding Web UI Elements & Principles

User Interface Elements

The Most Creative Mobile Navigation Patterns

Basic Patterns for Mobile Navigation


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Welcome to read us on Quora

tubik_quotes_design_for_emotion

Design for Emotion: Expert Tips by Aarron Walter.

The highest priority, which the designers set creating a website or mobile application, is functionality and usability of the interface — and for sure, that’s a right direction. However, it shouldn’t be forgotten that one of the crucial conditions of positive user experience is desirability. People aren’t only made of logic and action, they are also full of feelings, intuition, emotions, and memories. That’s what designers have to keep in mind aiming at user-friendly products.

 

Earlier we have already shared numerous expert quotes, tips, video talks and books worth reading to support our readers with useful resources. In particular, you could check the insights into Design Is a Job by Mike Monteiro — the book belongs to the series A Book Apart supporting designers with the diversity of expert tips, case studies, and resources. Today continuing this way, we would like to share a new set of quotes from the book highly recommended for UI/UX designers: Designing for Emotion by Aarron Walter, former Director of User Experience in MailChimp and now the VP of Design Education at InVision. The book offers the reasons why users’ emotional respond means much for setting positive user experience strengthening this idea with references to scientific research works and practical case studies of design for recognized websites. So, here we will save a bunch of 35 useful expert tips from the book for Tubik Quotes Collection — join in and let’s look into the design for emotion together. 

tubik_quotes_design_for_emotion
 

For a user’s needs to be met, an interface must be functional. If the user can’t complete a task, they certainly won’t spend much time with an application.

 

Many websites and applications are creating an even better experience. They’re redrawing the hierarchy of needs to include a new top tier with pleasure, fun, joy, and delight. What if an interface could help you complete a critical task and put a smile on your face? Well, that would be powerful indeed!That would be an experience you’d recommend to a friend; that would be an idea worth spreading.

 

We’ve been designing usable interfaces, which is like a chef cooking edible food. Certainly we all want to eat edible foods with nutritional value, but we also crave flavor. Why do we settle for usable when we can make interfaces both usable and pleasurable?

 

design_quotes_tubik 02

 

Emotional experiences make a profound imprint on our longterm memory. We generate emotion and record memories in the limbic system, a collection of glands and structures in the brain’s foldy gray matter.

 

When you start your next design project, keep this principle in mind: people will forgive shortcomings, follow your lead, and sing your praises if you reward them with positive emotion.

 

Certainly, emotional design has risks. If emotional engagement compromises the functionality, reliability, or usability of an interface, the positive experience you wanted will mutate into a rant-inducing disaster for your users. A friendly wager with an upset customer isn’t always going to turn the tide.

design_quotes_tubik 03

 

Our definition of beauty originates in our own image. The human mind is exceptionally skilled at scanning objects and information to discover meaning in abstract forms. We can find traces of ourselves in most anything we see, and we like that. Our ability to find signal and discern patterns in so much noise is a very important trait we use to navigate life, and as you might expect, this ability to recognize patterns greatly affects the way we design.

 

As you increase the number of high contrast elements on a page, you proportionally increase the time needed to perform a task, learn a system, and remember pathways. Adding stuff pushes the human brain to its limits. Have you ever been to a party where everyone is yelling to speak to the person next to them? As the volume increases, everyone must speak louder to be heard, but that makes it even harder to have a conversation. Design works in the same way. If everything yells for your viewer’s attention, nothing is heard.

design_quotes_tubik 04

 

 

Design is too often wrongly taken for the indulgent frosting on a functional interface. Have you ever overheard a colleague declare, “It would be nice if we could have a sexy interface, but people care more about what the site does than how it looks”? Would this person show up to a job interview in their pajamas because people only care about what they can do and not how they look? If they did, I’d bet they’d discover that thinking is flawed.

 

Through our personalities, we express the entire gamut of human emotion. Personality is the mysterious force that attracts us to certain people and repels us from others. Because personality greatly influences our decision-making process, it can be a powerful tool in design.

 

With personality as the foundation of your designs, you can layer more emotional engagement on top.

design_quotes_tubik 07

 

 

Emotional design’s primary goal is to facilitate human-to-human communication. If we’re doing our job well, the computer recedes into the background, and personalities rise to the surface. To achieve this goal, we must consider how we interact with one another in real life.

 

In modern web design, we research, plan, and create with our audience’s attitudes and motivations in mind. User experience designers interview their audience, then create personas—a dossier on an archetypal user who represents a larger group. Think of personas as the artifacts of user research. They help a web design team remain aware of their target audience and stay focused on their needs.

 

Following a structure similar to a user persona, you can flesh out your design’s personality by creating a design persona. Personality can manifest itself in an interface through visual design, copy, and interactions. A design persona describes how to channel personality in each of these areas and helps the web team to construct a unified and consistent result.

 

We know that people using websites and applications navigate and process content quickly and that their attention is limited. Introducing surprise into an interface can break a behavior pattern and force the brain to reassess the situation.

design_quotes_tubik 08

 

Aside from being the right thing to do, surprising people with kindness and individual attention can help a business achieve success.

 

Anticipation is what game designers call an open system. Games designed with an open structure, like The Sims, allow users to wander and shape game play on their own terms. Open systems encourage people to use their imagination to create a personalized experience.

 

Giving users the power to choose changes the tone of their response. When forced to change, people often react negatively. Allow people to change on their own schedule, and you empower them, diffusing animosity. We’d all rather hear “You may …” instead of “You must ….”

 

Surprise, delight, anticipation, elevating perceived status, and limiting access to elicit a feeling of exclusivity can all be effective in getting your audience to fall in love with your brand. But your tactics must be appropriate for your audience and brand experience.

design_quotes_tubik 09

 

As designers, we’re in a unique position to help users follow their gut instincts. Using common design tools like layout, color, line, typography, and contrast, we can help people more easily consume information and make a decision driven by instinct more than reason. Just as you chose the shirt you’re wearing because it felt right, we can help our audience sign up for a service or complete a task because their gut tells them it’s the right thing to do.

 

The way type, color, and layout fit together says a lot about a brand and shapes new users’ perceptions.

design_quotes_tubik 10

 

Appearance can greatly influence perceptions, and we carry that mental model with us when sizing up a website.

 

Skepticism is not the only obstacle we confront when trying to entice our audience to act. Laziness is just as big a hurdle. In truth, people really aren’t as lazy as we like to think they are. They’re just looking for the path of least resistance to their destination. When people are reluctant to act, sometimes a little incentive gets them moving.

 

Great design that uses cognitive and visual contrast not only makes you stand out, it can also influence the way people use your interface.

design_quotes_tubik 05

 

Users react apathetically to websites when the content is irrelevant to their interests, or when content is poorly presented. Content strategy will help you create the right content for your audience.

 

Great content delivered in an emotionally engaging manner is like kryptonite for apathy.

design_quotes_tubik 11

 

Emotional design is not just about creating positive experiences and overcoming obstacles. It can also help us deal with difficult situations like server downtime, lost data, or bugs that affect a user’s workflow. Mistakes happen. Things go wrong. But a well-crafted response, and the cache of trust you accrue with your audience through prolonged emotional engagement, can save you in times of trouble.

 

In fact, when you create a compelling experience, your audience will often forget about the inconveniences they’ve encountered over time and just remember the good things about your brand. So long as the good outweighs the bad, you win.

 

When people are deeply stressed by an outage or a mistake you’ve made, you must explain what happened swiftly, honestly, and clearly. Give people the facts of the event, communicate that you’re doing your best to resolve things, then update users regularly, even if not much has changed.

design_quotes_tubik 06

 

Updates let people know you’re still focusing all of your attention on resolving the problem. They give you another opportunity to apologize for the inconvenience and reassure your users that you’ll fix the problem as quickly as possible.

 

In high-stress situations, your top priority must be to tame negative emotions as best you can and, if possible, shift them back to the positive.

 

Emotional design is your insurance to maintain audience trust when things aren’t going your way. If you’ve ever been emotionally committed to someone who has hurt you, you know that the human response to such situations is driven by gut feeling more than by logic. You don’t add up the good and bad experiences in your mind and do a detailed comparison before deciding whether or not to maintain ties with the person. You simply respond based on the strength of your emotional commitment. We react similarly to products and services.

design_quotes_tubik 12

 

Emotional engagement can help us look past even the most serious infractions, leaving the good more prominent in our mind than the bad. Psychologists call this phenomenon of positive recollection the rosy effect. As time passes, memories of inconveniences and transgressions fade, leaving only positive memories to shape our perceptions. This is good news for designers, as it means that the inevitable imperfections in our work don’t necessarily lead to mass user exodus.

 

Emotional design does more than entice and keep your audience, it helps ensure you’re talking to the right people. Not every customer is right for your business. Some will be so high maintenance that they will cost you more than they contribute. That can be a real morale and financial drag.

 

We’re not just designing pages. We’re designing human experiences. Like the visionaries of the Arts and Crafts movement, we know that preserving the human touch and showing ourselves in our work isn’t optional: it’s essential.

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As a bonus, we also add the video talk by Aarron Walter continuing the ideas from the book — it was included in the set of must-see expert speeches for UI/UX designers.

 


 

Welcome to check the quotes by Mike Monteiro from «Design Is a Job» for A Book Apart

Welcome to check issues of Tubik Quotes Collection on brandingusabilityuser-centered design and content strategy

Welcome to read or download Tubik Magazine free books on logo design, design for business and problem-solving web design