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Blog by design studio Tubik on professional tools and processes, collaboration and management, inspiration and practical case studies.

UI animation mobile interfaces tubik blog

Motion for Mobile. 20 Creative Concepts of UI Animation.

A lot of trends have stepped aside but motion keeps its top positions in the domain of user experience for mobile and web. Animation has become an essential part of the effective user interfaces making them more interactive, fun and user-friendly.

 

Tubik designers know how helpful the well-crafted animation can be for usability of digital products, especially for mobile applications. Adding to diverse design ideas and practical examples shown on our blog before, today a fresh set of concepts with sophisticated UI animations is ready for your attention. Let’s take a look at them.

 

Vegan Recipe App

 

vegan_recipe_app_ui_animation_tubik

 

This is a concept of Vegan Recipe app enabling to choose the dishes based on vegetarian principles and add the necessary ingredients to the shopping list. Here you can see the basic set of interactions including choice of recipes with the horizontal swipe. When users tap on the specific recipe, they can see the detailed information on its ingredients and nutrition. The tab bar includes simple icons helping to navigate in the app.

 

Tasty Burger App

 

burger_app_ui_animation_tubik

 

Another food concept is fresh and juicy Tasty Burger App allowing users to order a traditional burger from the menu or customizing any option for themselves adding or removing the ingredients. The item screen is focused on the high-quality photo of the chosen burger making users want it even more. The ingredients are displayed at the bottom of the screen so users can add or remove them without efforts since it’s one of the easiest tap areas to reach. And finally a yellow CTA button “Add to Cart” helps to complete the purchase.

 

The menu screen includes brand name on the top to increase recognizability. Users can apply filters for the fast search or pick an item from “special offers”. All the UI elements in menu screen are structured due to the sufficient visual hierarchy allowing users to interact with the app.

 

Mobile Game App

 

mobile_game_interactions_tubik

 

This is the animated concept showing interactions for a mobile game Chicken Attack. It allows players to create their own networks via the set of random matches which can be skipped or added. The triadic color scheme makes UI look more playful and funny flat illustrations of chickens bring the positive emotions. The animation shows how an egg breaks and one more chicken, presenting a player, joins a team. This way the basic operation of adding a player becomes lively and gets a strong association with the theme of the game.

 

Business Card App

 

business_card_app_animation_tubik

 

Here’s the UI concept of Business Card App, an application for creating, keeping and sending contact data in a form of virtual business cards. For users working at multiple positions, it may save a set of cards as you can see in the animation. Cards in the user’s set appear by dragging the first one down.

 

Watering Tracker App

 

watering_tracker_app_ui_tubik

 

watering_tracker_app_interactions_tubik

 

Here are two screens presenting some interactions for a watering tracker. It reminds users to water the plants as well as tracking the watering stats for every plant. When users accomplished watering they push a custom button with water drops and it changes into a check sign. In addition, there is the information showing when a plant needs to be watered next time, so when people confirm watering it changes the data immediately.

 

The second screen presents a feature of adding a new plant to the list. Users can take a photo of a plant and the app automatically defines what it is and how it should be watered.

 

Photo App

 

tubik_photo_app

 

Here’s a UI concept for a photo app. It’s a social network which allows photographers to present their portfolios elegantly and connect to the world. The current view shows a profile screen with a photo gallery. Users can see view photos with a swipe and tap to open the full-sized versions.

 

Homey App

 

homey_app_interactions_tubik

 

It is the UI concept for Homey, the app enabling users to apply the functionality of smart home in their dwellings. The featured screens show that users can choose the room and see the basic data about them like temperature, humidity, and energy consumption. Also, people can tune the settings and see the expenses as well as turn saving mode and security of different levels. All the interactions are animated with the use of colors which looks especially deep on the dark background.

 

Loading Motion for iPhone X

 

loading_animation_iphonex_tubik

 

Here’s a concept of a content loading animation shown in the status bar of iPhone X. When users drag it down the rainbow animation appears. This is a bright way to decrease the tense of waiting and entertain users for a moment.

 

Balance App

 

balance_app_interactions_tubik_design

 

This is a concept of the Balance App, a mobile application for tracking finances. It helps users to check the balance of their bank cards easily, check the expenses along particular categories and keep updated how much money left to the limits set by the user. The designer has chosen the green color as the basis as it is often associated with safety, confidence, and growth. The smooth animation demonstrates the transition from one screen to another.

 

Travel Brightly App

 

travel_app_interactions_tubik_animation

 

This is a user interface concept for Travel Brightly App. It’s a mobile application providing information about various destinations around the world. The app collects various offers on accommodation and tickets to them and enables users to share their reviews. The feature making the app really special is bright custom illustrations for every presented place. Graphics are followed with names of cities and both demonstrate the animation when users choose a city.

 

Mobile Menu Interactions

 

menu_interactions_ui_animation_tubik

 

Here’s the concept presenting interactions with the menu of categories for a simple app enabling a user to collect and track all kinds of daily activities.Contrast colors and bold typography also contribute much to making navigation clear and intuitive. Smooth motion supports usability and elegance of interactions.

 

Learn Chinese App

 

learn_chinese_app_interactions_tubik

 

This is a UI concept of Learn Chinese application presenting the cards to learn Chinese characters and pronunciation. One side of a card shows the user a character and the other side allows for seeing its transliteration and translation as well as enables to hear it. Users can save the cards, mark them studied or non-studied and learn various thematic collections. The interesting motion makes learning process brighter and more interactive.

 

Book Swap App

 

book swap app interaction design

 

Here’s a UI concept of a book swapping application. It organizes the books by cards: each book card has a unique design that matches its cover. The animated concept shows the interactions with the feed showing books and their owners, and also the card of two books to be swapped. Moreover, the animation can be seen in the smallest details including CTA button “Swap” with moving arrows.

 

WineYard App

 

UI animation wine app

 

This is WineYard, the application enabling users to learn about different kinds of wine, get tips on serving them and food to combine with. Also, the app gives information where the chosen wine can be bought based on user’s location. When users push “View more”, the full data about an item appears in a smooth motion while other UI elements such as a photo and title fade away.

 

Cinema App

 

cinema app interaction ui animation

 

This is a UI design concept of a mobile application for the cinema chain. The first screen features interactions with the home screen showing the list of films. Films are presented via posters placed closely to each other so that users could see more options at once. Tapping on a poster people go to a screen of the particular film with all the necessary details.

 

The second screen shows the flow of choosing and booking the seat. Picking up a particular showing, users can see the available seats, pick the ones they like and book them, paying right from the app.

 

Music News App

 

music_news_app_animation_tubik

 

This is a creative concept for Music News App helping collects lyrics, news and quizzes about music all in one place. UI is presented via a bright color scheme and custom illustrations which make an app look original. The background of a home page applies geometric shapes which change their place and colors when users swipe through the screen.

 

NGIN App

 

car app interface

 

NGIN is the conceptual application for smart car control. The app automates the process of regular data collection informing users about the technical state of the vehicle and conditions of its exploitation. The presented screen gives the user basic current stats like average speed, distance, fuel consumption and useful notifications. The animation shows the interactions with the graph curve of the speed for the chosen period and the notification which features glitch effect to add a bit of fun and support the general stylistic concept.

 

Home Budget App

 

home budget web interface

 

home budget interface animation

 

Home Budget application allows users to manage their expenses and incomes, creating the extended database for tracking financial flows and changes getting comprehensive stats. The animation makes interactions and navigation more intuitive despite a significant amount of data.

 

The second concept shows interaction with the feed of financial operations for the current day and the hamburger menu.

 

Food App

 

recipe card UI animation

 

This is a mobile application providing users with database of recipes. It helps to find recipes on the basis of the supplies users currently have at home or create a shopping list to buy ingredients that are missing. The concept shows the process of interactions with recipe cards. Users can choose the right card with a side swipe. Unobtrusive and elegant animation during the first interaction can prompt about the additional functionality that is hidden under the card and available on swipe down. For this project, designers offered several variants of the layout and motion — check them in a case study.


As you can see, animation can become an effective solution for various problems in user interface design. Well-crafted motion components can improve the navigation and make the interactive process even more user-friendly.

 

Recommended reading

 

UI Animation: Eye-Pleasing, Problem-Solving.

Creative Motion: 12 Concepts of Interface Animation.

UI in Action. 15 Animated Design Concepts of Mobile UI.

Animated Interactions. Motion on Purpose.

UI Animation. Microinteraction for Macroresult.

Interface Animation. The Force of Motion.

Case Study: Toonie. UI Animation Development.


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ui desing interface food app recipe list

UI Experiments: Options for Recipe Cards in a Food App

Good food is good mood — for most people that has been true for decades and centuries. Taking up the big part of human time and activity, no wonder food became one of the hot topics in tech progress. There is a whole bunch of mobile and web interfaces solving a diversity of problems connected with food: websites and applications for cafes and restaurants, recipe apps and social networks, food ordering and food delivery apps. Whatever is the goal behind UI design for a food app, that’s cool when it’s not only helpful but also delicious and attractive.

 

Earlier we have already shared numerous ideas on interface design for this theme. Today let us present a fresh food app design case study, this time concentrated on several recipe card concepts. In this project, Tubik designers Anton Morozov, Ernest Asanov and Vlad Taran took a chance of UI experiments and analysis for a variety of approaches to content and navigation of recipe cards.

 

information architecture for designers

 

Project

 

UI design of a mobile application on cooking and recipes

 

Introduction

 

In general terms, the designers got the task to design a food app for users who love cooking. It included the recipe database which was constantly updated. Also, the application had a supplies manager. To make UX more extended, it allowed users to find the recipes on the basis of the supplies they currently had at home or create a shopping list to buy ingredients that were missing.

 

According to the brief which presented the client’s preferences, the food app design had to include the following functionality.
 

Required Features
 

1. Search bar
2. Filter button (Information about the number of results and applied filters)
3. Recipe cards (Recipe picture + Title)

 
Optional Ideas
 

• Ratio of ingredients you have to the total number the recipe requires
• Cook time
• Calories
• X button to hide that recipe and show fewer recipes like that
• Add to shopping list button
• Like / save button
• Recipe author and his/her profile picture
• Review score
• Favorite count
• Main ingredients
• Share
• Direct link to view the recipe source
• Consider what type of layout for the recipe feed will work best, grid vs single column.

 

Problem

 

The client provided the team with a lot of information and ideas on the main screen. The designers had to analyze and prioritize all the points, as there was a high risk of overloading the screen. On the basis of research and analysis, the user scenarios were created to determine which information about the meal in the recipe is found the most important.

 

Solutions exploration: benefits and pitfalls

 

The designers worked out several options for recipe cards presentation which would effectively present the core data on the limited space of a mobile screen. Considering that the recipe card presented the key element of interaction in this app, the final decision had to be grounded on the balance of logic and emotion, effective navigation and aesthetic satisfaction. Having tried different directions, the designers defined three various options of content and controls placement in the layout.  Among them, the creative team had to choose the variant corresponding to target audience expectations. Here are the options.

 

а) Recipes shown as a list

 

Benefits: more content can be shown on the screen.

Pitfalls: the photo content looks too small.

 

ui desing interface food app recipe list
 

 

b) Recipes shown as cards (like Pinterest)

 

Benefits: the dynamic height of the cards allows for placing photos of any layout metrics and headlines of any length

 

Pitfalls: the column for notes and additional elements is too narrow. Card manipulations such as adding ingredients into the shopping list, hiding the similar recipes and sharing the recipes to social networks led to applying the long press/force touch which was not the most obvious solutions for users.

 

recipe card UI design food app
 

 

c) Big recipe cards

 

Benefits: photo content attracts maximum attention
 

Pitfalls: the screen features only one recipe, the additional functionality still isn’t obvious for users.

 

recipe card UI animation

 

Final solution

 

The creative team preferred the emotional variant. Coming out to the market, the product has to be ultimately attractive. That will enable to collect the feedback and analytics data which can be used as a basis for the next stage of the creative search for solutions enhancing user experience. Unobtrusive and elegant animation during the first interaction will prompt about the additional functionality that is hidden under the card and available on swipe down.

 

Additional details: filters placement

 

The filter panel allows a user to sort out the list of recipes. The user can apply pre-sets: for example the preset “cook” shows only the recipes based on the ingredients currently available for the user. Also, the filters can be manually customized. The panel is placed in the bottom part of the screen to add more convenience to the operations with the app by one hand.

 

recipe card animation tubik

 

Bottom line

 

In Apple, they say: “…the first thing we ask is what do we want people to feel?” Not everyone considers the issues connected to users’ feelings and emotions before they start creating a new digital product. Today most designers strive for functionality. However, when people’s feelings and emotions become a priority, the product gets the features and details which let the users love it.

 

Recommended reading

 

If you are interested to see more practical case studies with creative flows for UI/UX design, here is the set of them.

 

Watering Tracker. UI for Home Needs.

Home Budget App. UI for Finance.

Night in Berlin. UI for Event App.

Big City Guide. Landing Page Design.

Vinny’s Bakery. UI Design for E-Commerce.

Upper App. UI Design for To-Do List.

Health Care App. UI for Doctors.

Wedding Planner. UI Design Concept.

Toonie Alarm. Mobile App UI Design.

SwiftyBeaver. UX/UI Design for a Mac Application.


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faq on web and mobile ux design

FAQ: Does a Small Business Need a Website?

Being a field of diverse directions and numerous purposes, design has always brought up a lot of issues on the crossroads of professional activities and sciences. It’s time for a new set of answers covering the frequently asked questions in the domains of web, mobile and graphic design: having given a big bunch of answers on Quora recently, we would like to share our ideas with Tubik Blog readers as well. So, today we are briefly covering the following topics:
 

  1.  Is it important for a small business to have a website?
  2. How can UI/UX design strategically influence a company success?
  3. What motivates mobile-app start-ups to hire UX designers?
  4. Who buys graphic design services?

 
Let’s get started!
 

creative_ux_design_illustration_tubik

 

How important is it for a small business to have a website?

 

In short: if you can reach your customers via the Internet, it IS important to think about a website for your business.

 

Going deeper, we can face a lot of pathetic expressions saying the main and only reason is that everything is on the Internet now. I wouldn’t be so categorical on that. Real life still exists, and some businesses, especially small local ones, effectively operate without websites in their own vision of success. Not all the businesses strive to conquer the world — and it doesn’t leave us right to tell they aren’t successful or helpful or effective or profitable. Let’s say, you live in a quite small village and supply local citizens with home-made cheese. You have your own range of clients and you have no reasons to move further as all the cheese you may produce with your capacities is bought like hot cakes. The profits you get are enough for your vision of peaceful and successful life. Is it a small business? Yes, sure. Does it need a website? According to the stakeholder’s goals, no, it doesn’t.

 

However, the Internet really revolutionized the way of running businesses. With devices cheaper, more accessible and easy-to-use, more and more people turn to buying, selling, marketing, communicating and getting information from the internet resources. So, today it’s one of the top reasons why people make a decision on starting a website: they have an offer which may be potentially interesting to other people on the Web and bring the profits to the entrepreneur.

 

financial_service_website_tubik

 

This way to go is really reasonable, and there is a huge variety of approaches to websites for business use. It can be anything, from a simple one-page website giving the basic description of the professional and contact data to complex web platforms providing the variety of business directions or extensive portfolio. It may be a small e-commerce platform, with a full cycle of direct sales from order to payment and delivery, or it may be a corporate website whose aim is to present the services or goods as well as the ways of getting them. This can be the reason for not only fully packed websites of broad functionality but also landing pages fulfilling the same need.

 

usability_interfaces_ux_design_tubik

 

Having a website, the business gets a broader perspective and becomes closer to users, who are often used to googling as the fastest way to find everything they need, from basic goods to special services. If your potential clients can be caught in this process of browsing, you definitely have to try it and a company website is a primary step. Nevertheless, it’s important to remember that the website will become another item in your budget: time, effort and in all likelihood money will be invested in the website creation and maintenance. For big and well-established businesses it may be not a pinch of a problem but for a small business, it is a concern demanding to weigh all pros and cons. So, on the stage of decision-making, it’s cool to discuss the issue with experts and other businessmen, read the case studies and reviews to know what the possible further scenarios may happen, how important they are for the business growth and what you would better start with.

 

Landing Page Animation Tubik Studio

 

The reasons, which might get you hesitate if you need your own website being a small business, can be the following:

  • the specific nature of the business doesn’t make it possible and viable to reach your clients online
  • the expenses on the website aren’t reasonable and do not open real perspectives on the business growth
  • the small business has another alternative platform for its activity which is profitable for its aims (for example, you make hand-crafted toys which are successfully bought via Etsy-shop and it creates the strong online presence for the business).

 

Anyway, if the business strives to transfer from small to medium or big and isn’t going to spend ages for it, the website is a worthy investment.

florist shop website design

 

How can UI/UX design strategically influence company success?

 

There are several aspects to consider, first of all depending on the type of business activity and relations. Among the cases when web and mobile UX design can significantly influence company performance, we could mention the following ones.

 

1. The company gets its profits via a digital product

 

In this case, UX/UI is definitely one of the core issues influencing growth, progress and success of the company. Thoughtful UX (logics, transitions, the flow of user journey and interactions) and effective UI (visual performance, typography, visual hierarchy, emotional appeal and aesthetic satisfaction) lay the solid foundation for achieving business goals set behind the digital product and therefore profits of the company.

Why is it so? Because UX/UI design:

  • strengthens brand image and enhances brand awareness
  • enables users to solve their problems with the product demonstrating a high level of usability
  • supports efficient sales funnel and educates a user about the product
  • applies visual hierarchy to make navigation through the interface intuitive and in this way grows the level of conversion
  • transforms tone and voice of the product as well as a flow of interactions which are appropriate for a particular target audience.

 

cinema app interaction UI

 

As it was mentioned in the book Design For Business, the offer is the key. Design is an actionable and helpful tool on every stage of launching, presenting and promoting the product, informing users about it and selling it in the fast and easy way. Nevertheless, if the product is of poor quality, successful design isn’t going to make it better. Think about the product and its user first, only then the design will give it the chance to beam at full.

 

2. The company presents an e-commerce platform

 

Obviously, the success of e-commerce activity depends on several factors among which:

 

— quality of the product or service offered
— quality of the content presenting the offer to customers
— quality of design for the electronic platform — website and/or mobile application — via which the sales are going to be delivered.

 

So, it’s easy to see that UI/UX design part plays the vital role. Thoroughly thought-out logic and transitions, simple and clear microinteractions, fast feedback from the system, attractive product presentation, easy payment flow and plenty of other details and features can directly influence increasing profits for the business involved in such a popular e-commerce game. This is the field where designers and business experts can work as one team for good of everyone, first of all of the target user.

 

jewellery ecommerce app

 

3. The company uses the digital tools and services for communication of its personnel and data analysis

 

Nowadays there are more and more companies that use apps or websites for productive communication inside the team: some of them apply external stuff, while the others create the apps which correspond to their specific needs. In this case, UX again is a strategically important direction to invest time and money in: it enables employees to work more productively while managers to analyze data in fast and precise manner. These factors directly influence the rates of general profits and expenses of the company.

 

health care app calendar tubik

 

Here we’ve mentioned only three of possible directions when UI/UX contributes to general company performance, still, there are many of them. Working on different design projects here in Tubik, we’ve checked how different can business goals be but definitely, design opens numerous ways to support them.

 

What motivates mobile-app start-ups to hire UX designers?

 

The step of hiring a UI designer for a mobile-app start-up is a very logical thing to do: thought-out design of a digital product is the solid foundation for the nice introduction to the market. Among the factors of impact on this decision, we would mention USP and MVP which build up the bridge between business and design perspectives.

 

USP

 

A mobile app is a product which means it has its USP (Unique Selling Point). User interface design is the way to strengthen it and present in the correct way.

 

If USP is defined at the pre-design stage that means that all design solutions can be made to support it. That is a good foundation for efficient branding supported by recognizable and consistent interface design which enhances better interaction and memorability. USP directly influences:

 

  • integration of brand identity into the interface to enhance brand awareness
  • building up principles of interaction and user experience in terms of efficient presentation and providing benefits of USP
  • creating problem-solving user interface that clearly reflects USP and provides fast and easy way to getting it
  • creating and selecting content which will support general design concept and show users the advantages of the product and corresponds to target audience expectations
  • design of a landing page that will have the structure and content directly presenting USP to target audience
  • applying design tactics that increase conversion of the app screens etc.

 

As a practical example, we can remember the story of creating UI design for Saily App, a local service of user-to-user e-commerce. The customers defined its USP from the very start: it is a local community app allowing neighbors to buy and sell their used stuff, so it provides people with the ability to sell their own things or quickly search for the needed ones sold in their location. This idea became the solid basis for all the design solutions around branding and user interface of the app, setting bright experience and friendly communication. If you are interested to read the details and see visual design process, welcome to read case studies on logo design and UI design for the app.

 

saily UI screens tubik studio

 

MVP

 

Many startups follow the path of MVP (Minimum Viable Product) which is a product with the set of minimal functions and features which are logically completed and sustainable providing the most important and basic functions for the core target audience. This means that the basic version of the product, able to fulfill key operations which are solving target audience’s problems, is created as live and starts real functioning as soon as possible. The approach is opposite to the strategy of creating a full design and comprehensive functionality for all the product features for the broader target audience and only afterward launching it on the market.

 

MVP approach has several benefits:

 

— as it starts from the simple and basic version of the product, it doesn’t take a long time to provide design and development and makes possible to start playing on the market faster. It’s especially actual for diverse technological ideas and concepts as they are always at risk to outmode by the time all the design, development and testing cycle is finished;

 

— it enables designers, testers, analysts, managers and marketing specialists to collect data of real users’ interaction with a product, reveal the bugs, understand their wishes and pains deeper and use all that information in design and presentation of further, more complex versions of the product. Although testing should be done at the stage of development, it is impossible to predict all the potential problems of interaction with a product before real users start this interaction. MVP enables to do it faster and make next versions more efficient;

 

— if thoughtfully made and carefully presented, MVP can play the role of bait attracting target customers and allowing its creators to see if the target audience was defined properly and analyzed deeply enough;

 

— next versions of MVP usually present quite massive functional additions so depending on the target it may work as the way of positive and dynamic user experience, different from slight changes in the products whose functionality was fully developed before the launch.

 

Therefore, in terms of design MVP is the strategy of step-by-step movement on the market, when every next step is based on the analysis of the previous one from the actual data collected from real users. That means that designer should also apply the strategy of gradual design, carefully applying only core features which are really vital for the MVP as the start of the journey. It greatly influences the number of screens and content on them, necessary transitions and notifications which users really need at this stage of using the product, level of complexity and sophistication of graphic materials and animation etc. UX/UI designers should remember that MVP always has a definite core target audience and the solutions to interactions, experience, visual perception etc. Knowing these core users makes the design task more particular and the result will be more customer oriented thus efficient. Next versions of the product will provide broader functionality and in this way will broaden the circle of users, but it will work in the case when core target audience is caught by MVP.

 

Successful MVP is directly connected to the USP of the product. Here USP plays an even bigger role as it enables to make the product user-centered and in this case the chances of making it efficient and attractive to users get much higher. Presenting the product solving particular problems of a particular group of people in many cases proved itself as an effective strategy with the perspective of further growth of both functionality and audience. This strategy works especially well for various startups which start with limited budget used wisely for practical presentation of the vital features of the product: if MVP is thought out properly, at this first stage they already start monetization of the product, attract users and at the same time apply practical data analysis in further stages of design. It’s easy to see that the role of UI/UX design here gets even higher as MVP is actually the chance of making a good first impression. Spoiling it with bad design can have a crucially bad result for product’s promotion as well as good design can build up a solid foundation for product growth.

 

upper app UI design case study
Upper App which started as an MVP

 

The mentioned ideas present good motives for hiring a UI designer for creating a brand new app.

 

Who buys graphic design services or products?

 

First of all, let’s quickly review what stands behind the notion of graphic design services. Basically, graphic designers do the job of communication to others by means of graphic (visual) elements such as images of different style and complexity, types and fonts, pictograms, shapes and sizes, colors and shades, lines and curves etc. A graphic designer makes all those elements of visual perception transfer the message, so he makes them functional. Therefore, we could say that graphic designers are artists applying their talents mostly not in pure art, but communicating and purposeful art.

 

illustration_design_in_progress_tubik

Modern graphic design broadly covers all spheres of human life which deal with visual communication, from books and posters to sophisticated mobile applications or 3D animation. Let’s look into directions in which graphic designers can express their creativity for the sake of solving problems and satisfying needs, in particular, it includes:

 

  • editorial and book design
  • illustration
  • identity (logo and branding) design
  • icons and pictograms
  • typography
  • interface graphics and elements
  • print advertisements
  • big print items such as posters and billboards
  • signs
  • infographics and mapping
  • packaging etc.

 

cinema_fan_illustration_graphic_design_tubik

 

Therefore, anyone interested in getting a graphic outcome for the mentioned purposes is a potential buyer of graphic design services, in particular:

 

— businesses from very small to major, in need of branding, rebranding or creating the extensive corporate identity
— people who need special original graphics to present their personal brand
— book publishers
— publishers of periodical mass-media
— advertisers
— product design teams or customers who need custom graphics for their websites and mobile applications
— diverse agencies and organizations who need posters, stickers, labels and the like for their events, campaigns, offices etc.
— educational institutions for creating various graphics with educational objectives (classroom posters, printables, handouts, toys and games images etc.)
— cartoon and game creators.
Certainly, the list can be continued, still even now its clear that there are many variations who can become the potential customer for a graphic designer.

 

Today’s brief FAQ review is over, but new answers are coming very soon, stay tuned!

 

most popular design articles in tubik blog


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design for business tubik blog

UX Design for B2B: Businesslike Strategies and Tips.

User experience design for business is getting more and more expressions today. A great diversity of companies make an important decision to come into play and fight for online presence. Various services are now available and executed online. In these conditions, designers working on the projects in this perspective, have to keep in mind the variety of business relations to offer the solutions corresponding the specific client’s goals. Continuing the theme of creating web and mobile products, today we suggest discussing the issues of design for the sphere of B2B services.

 

What is B2B?

 

B2B is the term used in business, marketing and economy to mark the relations of the sides in the business process like «business-to-business». B2B means that one company provides products or services aimed at the other companies’ business activities. The target audience of the offer is not individual customers but businesses. The nature of relations has a direct impact on business process, strategy, promotion and therefore any design stages involved in this scope. Not going far, if we are talking about outsourced design and development services, they are a direct example of B2B.

 

To get this example deeper, let’s imagine the company which sells physical goods to end consumers, let’s say, casual clothes. They need a website which will provide quite broad functionality for a big amount of users. The stakeholders monitor the market for web services and find out that hiring an outsource company for design and development is cheaper and more convenient for them than creating an in-company department for this purpose. This is the start of B2B relations as a digital agency provides their services for another business — a clothes shop — so that it could start e-commerce activity.

 

People involved in the design process for products and services have to consider the types of relations chosen for the particular project. Actually, the type of business scheme initially defines the target audience and nature of interactions which are key factors for efficient and user-friendly design solutions. Designing for business should supposedly involve methods of visual and content presentation which are different from the one presented directly to end users. It’s easy to see by examples of numerous landing pages: the ones aimed at companies use content, language, visual and graphic elements, placement of data blocks different from those which are targeted at individual buyers or users.

 

Neglecting the aspect of business relations increases the risk of creating the design which will not provide high conversion rate even being sophisticated, stylish and attractive visually. The psychological background behind design solutions has to support a particular business schemes or strategy. Here in Tubik, we have had broad experience of design for all the mentioned schemes so below you will find some ideas we would like to share on the basis of that practice.

 

design for business

 

Aspects to consider in design for B2B

 

Designing for B2B, it’s important to remember that:

— design solutions should consistently strengthen branding and company policy. The quality of design says much to the potential clients which the interface has to attract. A good dress is a card of invitation, a good mind is a letter of recommendation — it worked years ago and it still works now. Quality of design created for a website of B2B service is actually an integral part of their image and therefore profits. Remember, that B2B differs from B2C: the stakes, as well as the expenses, are higher, the number of leads can be limited with the specific nature of services, the decisions about the deal may take weeks and even month before they are agreed upon. The website or app design must present the company or service as highly-professional from the first seconds of the interaction and visual perception.  It should build a reliable bridge between the sides looking for collaboration. That’s why businessmen in this sphere are recommended to involve professional designers into the process while designers have to do their best to understand the business goals and research target audience.

 

— people become more and more open and sociable, not only in personal but also in professional aspects, and social networks present the great ground for that aim. Implementation of design elements in social network marketing of B2B company, using the same style, voice, corporate colors and graphics, specially designed branded items and the like is one more way to strengthen brand awareness by means of design. Design has to be consistent whenever the B2B company is presented: headers and banners, logos, style of photos in social network account and on the website need to feature the same stylistic approach. In this way, design makes branding more recognizable, comprehensive and solid.

 

— consistent and a thought-out content strategy combining visual and textual material with the careful selection of visuals and copy is able to fulfill all the stages of sales funnel and bring better conversion of the website, landing page or application of B2B company;

 

— concise and minimalistic solutions in design and copywriting work efficiently in most cases because they save time and effort of busy stakeholders and entrepreneurs. The effective variant of scenario can take place when they are given concise core information at the first stage of interaction but always have the chance to read more if they are interested (as well as avoid reading huge copy blocks if they don’t want). Certainly, this solution should be based on thorough user research, but it has a high potential to make user experience positive;

 

— business is done differently in different countries. It should be always considered together with the nature of business relations as the factor making a considerable impact on the level of trust and wish to collaborate. Selection of graphic content and layout of the elements on the screen or page should go under analysis in this perspective as some graphic elements, photos, gestures, word combinations, color choices which are efficient and clear for one region or culture can be totally unacceptable or even offensive for the others. Creation of several landing pages targeted locally can be an effective solution;

 

— the aim of a website or other piece of design presenting B2B company is not to grow a huge flow of traffic but to engage and direct leads which belong to the target audience and are potentially open to take part in business collaboration or partnership good for both sides. It’s important to keep in mind that retaining customers, in this case, plays not less role than involving them in the game.

ux_design_practices_article

 

Design strategies for B2B

 

The strategies mentioned below may work not only for B2B but for any kind of interfaces aimed at business. Still, in B2B their role in getting profit may be more significant.

 

Get CTA elements seen instantly. Call-to-action buttons should be perfectly visible. Doesn’t it work that way for any kind of website, not only B2B? Yes, you are right. But in B2B the price of a click is much higher while visitors are often horribly busy and don’t tend to spend much time looking for a button on the page. Apply color, shape or orientation contrast, test the most effective placement and think over the copy on it — all that stuff may have a crucial effect on conversion rates.

 

Make value proposition noticeable. Getting to the website, the visitors should immediately understand why it is beneficial to them. Don’t make them search for the reason to cooperate with this B2B service — they won’t do it. Use the catchy slogan or tagline which will express the value proposition briefly and clearly, and take care of its visual performance. Typographic hierarchy will help user’s eye to catch it first, appropriate fonts will add the mood and style to the message.

 

Don’t overwhelm users with information: prioritize content. There is a big temptation for a business to show all its strong sides at maximum. However, it may lead to the website with a huge amount of data which might get the visitor confused, annoyed or frightened. It is especially hard in the cases when visual hierarchy isn’t thought-out and tested properly: the pages risk transforming into a mess which cannot be scanned quickly. So, prioritization is both designer’s and user’s friend here: apply design techniques and layout which will strengthen the visual performance of the core information.

 

Make copy blocks digestible. The debates around the theme of copy blocks are still hot and actual: which copy is better, long or short? Actually, both may be effective. As we mentioned in the article devoted to landing pages, a decision on the amount of copy has to be based on thorough research and testing as it directly and highly influences conversions.  For example, if it presents a famous company product or service or informs about special offers, sometimes short and concise copy is enough to encourage users to buy or know more. However, if a new unknown product or service is presented, it may be important to provide users with more information persuading them to follow the call to action. Whatever is the decision, the copy content should be given in scannable blocks which aren’t too big so that the user didn’t think reading will take too much time. Scanning the blocks allows for faster understanding if the copy brings useful information.

 

Keep core data available from the pre-scroll area. Users usually decide on staying on the website or leaving it very quickly. It is really a matter of minutes or even seconds. That is why all the key information would better be seen in the pre-scroll area, including the value proposition and ability to contact the duty holders. 

 

Activate the power of color psychology. Colors present the great support in sending the right message. Being attentive to target audience’s preferences, designers can select the colors not only on the basis of their nice looks but also color psychology which explains associations people have with colors.

 

Apply catchy visuals sending a message. A picture is worth a thousand words — and that’s not just because it’s more appealing or beautiful but also because in the vast majority of cases, it is perceived faster than words. Moreover, the attractive visual content, be it a photo, illustration or poster may become another source of informing the user about the value proposition provided by the company.

 

Consider promo video content. Promo videos present the popular trend in business schemes now as they enable to inform users about the value propositions and benefits in the fast and original way. However, it may influence the loading speed of the page so this decision needs to be well-weighed.

 

Apply landing pages for special offers. Landing pages allow for focusing user’s attention on the specific information instead of making them search for it around the website. It is especially important is the sales funnel starts out of the website.

 

Don’t forget about the testimonials and signs of trust. Word-of-mouth is the best advertising, especially in the B2B sphere. Making a decision on collaboration, people tend to consider references, testimonials and other signs of trust from the previous clients as positive factors. So, make sure they are available and easily found.

 

Let users contact duty holders from any point of their journey. Contacts can be presented in various formats. They can reveal the data such as phone number and location, emails, links to messengers, contact forms and instant chat window. Making the phone numbers clickable is supportive as many users now browse from their smartphones and may want to call right from there. The address can be also clickable opening the screenshot or map showing how to find the location. The solutions have to be based on thoughtful user research setting target audience’s expectations, level of tech literacy and the most convenient ways of contact for them. 

 

usability_interfaces_ux_design_tubik

 

Hopefully, the mentioned strategies will help not only designers but also entrepreneurs who want to know more about design issues influencing profitability. Soon, we will share more posts devoted to other numerous aspects of design for business.

 

Recommended reading

 

UX Design for E-Commerce: Principles and Strategies.

The Role of Branding in UI Design

Business-Oriented Design. Know Your Target.

Short but Vital. Key Abbreviations in Design for Business.

Business Terms in Design for E-Commerce. Sales Basics.

Two Types of User Motivation: Design to Satisfy.

Sell Like Hotcakes: UI Designs for E-Commerce.

Feel Homey. Handy Tips for Home Page Design.

Landing Page. Direct Flight to High Conversion.

11 Profitable Strategies for E-commerce UI Design


Welcome to see the designs by Tubik Studio on Dribbble and Behance

Welcome to read or download free e-books about Design for Business and Problem-Solving Web Design

CTA buttons design tips tubik blog

Call for Attention. Powerful CTA Button Design.

An effective interaction system of a digital product consists of small elements which have their tasks and functions. To make the sufficient system, it’s vital to pay attention to all the details.

 

Buttons are core interactive components of user interfaces which play a significant role in the quality UX as well as conversion rates of websites and applications. UI buttons vary according to their features and can be divided into different types. A new article is devoted to the type called call-to-action (CTA) buttons covering their essence, role in the intuitive navigation and the importance of business goals. Let’s see what makes CTA buttons stand out from the crowd learning from the best practices.

 

mobile interaction design tubik blog

 

What’s a CTA button and why is it important?

 

A call-to-action (CTA) button is an interactive element of any user interface both web and mobile: its major aim is to induce people to take certain actions that present a conversion for a particular page or screen, for example purchase, contact, subscribe etc.

 

Traditionally, CTA buttons are easy to notice, even more, designers intentionally create them that way so that people couldn’t resist to clicking it. That’s why they are usually bold buttons containing microcopy with a particular call-to-action (e.g. “Learn more” or “Buy it now”) which encourages us to push it.

 

Lead generation and purchase rise are the basic business goals which calls-to-action can be created for. When a button design is compelling enough to immediately attract the attention of potential clients, it can entice them to click and go to the next stage such as filling a short contact form or making a preorder of a product.

 

ux_design_practices_article

 

This way website visitors and app users can be led through a sales funnel from one stage to another helping them to learn the details about the product or service. Even professionally worked out content may not guarantee the high level of user engagement. Without CTA buttons people are more likely to scan content quickly and just leave it untouched.

 

Some may think that a sufficient call-to-action button design applies only a big size and bright color to accomplish all its objectives. Still, there are much more aspects ensuring the effectiveness of CTAs. Let’s see what they are along with the practical examples of their appropriate usage.

 

choice of color in UI design

 

What makes a powerful CTA button?

 

Size

 

Size is one of the most common tools helping to divide UI components according to their importance. The bigger an element is, the more noticeable it becomes. Since CTAs’ prior goal is to draw users’ attention, designers usually try to make them stand out among the other buttons on the screen, especially via noticeable size.

 

Large buttons have high chances to be noticed and clicked still you have to keep some limits. A compelling call-to-action button is usually big enough to be quickly found but not too big so that the visual composition and hierarchy of the layout wouldn’t be spoiled. Market leaders often provide recommendations on the effective sizes of buttons in their guidelines. For example, Apple says that CTAs in mobile UI should be at least 44Х44 pixels, while Microsoft recommends 34Х26 pixels.

 

burger_app_ui_animation_tubik

 

Color and shape

 

Visually attractive size is only one aspect of a powerful CTA. To make the buttons even more noticeable it’s vital to choose sufficient color and shape. The thing is that human mood and behavior highly relates to the visual surroundings. Our mind reacts to colors and shapes while we usually do not notice it. The moment our eyes perceive a color, they connect with the brain which gives signals to the endocrine system releasing hormones responsible for the shifts in mood and emotions. Psychology science has specific branches devoted the influence of different colors and shapes on our consciousness. In our previous articles, we described the role of this impact on the design solution. Here are brief guides on the common meaning which colors and shapes have.

 
Color meanings:
 

  • Red. Confidence, youth, and power.
  • Orange. Friendly, warm, and energetic.
  • Yellow. Happiness, optimism, and warmth.
  • Green. Peace, growth, and health.
  • Blue. Trust, security, and stability.
  • Purple. Luxurious, creative, and wise.
  • Black. Reliable, sophisticated, and experienced.
  • White. Simple, calm, and clean.

 
Shape meanings:
 

  • Squares and rectangles meanings: discipline, strength, courage, security, reliability.
  • Triangles meanings: excitement, risk, danger, balance, stability.
  • Circles, ovals, and ellipses meanings: eternity, female, universe, magic, mystery.
  • Abstract shapes meanings: the duality of meaning, uniqueness, elaborate.

 

Traditionally, CTA buttons look like horizontal rectangles since people got used to perceiving this shape as clickable buttons. In addition, it is recommended to design CTAs with rounded corners because they are thought as they point inside of the button drawing attention to the copy.

 

Color choice depends on various aspects which make the process more complicated. Designers need to consider such factors as the basic color of the composition as well as potential preferences and psychological peculiarities of the target audience. There is one condition which is vital to keep in mind while choosing colors for CTA: buttons and background colors should be contrasting enough so that CTAs would stand out from the other UI components.

 

dating_app_landing_page_tubik

 

 

Placement

 

The placement of CTA buttons is crucial for their capability. If they are located in the areas where users’ eyes can’t catch them, other visual aspects such as color and size might not work efficiently. But how to understand what placement is more prosperous?

 

Lots of studies have shown that before reading a web page people scan it to get a sense of whether they are interested. Considering this fact, designers may learn the most prominent scannable areas and place call-to-actions within the user’s path.

 

According to different studies, including the publications by Nielsen Norman Group, UXPin team, and others, there are several popular scanning patterns for web pages, among which “F” and “Z” patterns.

 

F-pattern is the most common for web pages with big amount of content such as blogs, news platforms. A user first scans a horizontal line on the top of the screen, then moves down the page a bit and reads across the horizontal line which usually covers a shorter area. And the last one is a vertical line down on the left side of the copy where they look for keywords in the paragraphs’ initial sentences.

 

Z-pattern is a typical model of scanning for landing pages or websites not loaded with copy and not requiring scrolling down the page, which means that all the core data is visible in the pre-scroll area. A user first scans across the top of the page starting from the top left corner, looking for important information, and then goes down to the opposite corner at a diagonal, finishing with the horizontal line at the bottom of the page, again from left to right.

 

These patterns allow designers to place CTAs in the spots of highest attention, such as top corners and put the other points requiring attention along the top and bottom lines. Also, it is a good idea to place CTA buttons at the center of the layout, especially when it isn’t overloaded with other UI elements.

 

gourmet_herbs_website_design_tubik

 

Microcopy

 

Microcopy plays a significant role for the efficiency of call-to-action. It is defined as 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.

 

CTA microcopy is actually a call which tells users what action they will take if they click the button. The powerful CTA microcopy is usually short but consistent so that it could quickly catch users’ attention.

 

bright_vibe_calendar_app_ui_tubik

 

Call-to-action buttons are one of the most powerful sales tools in e-commerce and an influential factor of good conversion of a page or screen. Designers need to understand the importance of CTAs and pay deep attention to all the details having an impact on their performance. Follow Tubik Blog to get more tips on CTA design.

 

Recommended reading

 

UI/UX Design Glossary. Navigation Elements.
UX Design Glossary: Interface Navigation Elements. Set 2.
7 Tips to Enhance Mobile Interactions
3C of Interface Design: Color, Contrast, Content.
9 Effective Tips on Visual Hierarchy
Take It Easy: Tips for Effort-Saving User Interfaces.


Welcome to see designs by Tubik on Dribbble and Behance

design review tubik studio

Tubik 2017. Bright Year in a Big Review.

Full of productive work and a wide variety of creative challenges, the year 2017 is almost over. For Tubik it was dynamic, bright, rich in meetings, shots, interesting projects and non-stop professional growth. The company got bigger, more experienced and diverse. And again, we start the new stage of our workflow remembering the most significant points of what has already been done, so today won’t be an exception. Let’s take a moment to turn back for a while and remember some outstanding things that marked the year 2017 for our team.

 

Keeping our active position on Dribbble, we published over 120 shots. Welcome to look through the set of top positions in the categories of UI/UX design, animation, branding and illustration. Following the links, you will be able to see all their detailed descriptions and full-size attachments.

 

Top Ten UI shots

 

bright vibe calendar UI design tubik

Bright Vibe Calendar

 

financial_service_website_tubik

Financial Service Website

 

dating_app_landing_page_tubik

Dating App Landing Page

 

design agency landing page

Digital Agency Landing Page

 

web ui design city guide

Big City Guide

 

home budget app mobile interface

Home Budget App

 

bikers website blog

StarDust Biker Website

 

underwater world encyclopedia design tubik

Underwater World Encyclopedia

 

music streaming app design

BeatSync Music Streaming App

 

Homey app smart home UI

Homey App

 

Top Twenty Animated shots

 

watering_tracker_app_ui_tubik

Watering Tracker App

 

jewellery ecommerce app

Jewellery E-commerce App

 

loading_animation_iphonex_tubik

Loading Animation for iPhoneX

 

home budget web interface

Home Budget Dashboard Animation

 

burger_app_ui_animation_tubik

Tasty Burger App

 

californication_bus_animation_tubik

Californication Bus Animation

 

dance academy landing page animation

Dance Academy Landing Page

 

cinema app interaction UI

Cinema App

 

upper_app_ui_design_tubik_studio

Upper App

 

Upper App Animation

Upper App Landing Animation

 

business_card_app_animation_tubik

Business Card App

 

gourmet_website_interactions_tubik

The Gourmet Website

 

bookshop website animation

Bookshop Website

 

car app interface

Car Stats Animation

 

mood messenger landing page

Mood Messenger Landing Page

 

Animated stickers mood messenger design tubik

Animated Stickers for Mood Messenger

 

navigation_in_ui_animation_tubik

Navigation in UI

 

mobile_game_interactions_tubik

Mobile Game Interactions

 

tubik_photo_app

Photo App Interactions

 

menu_interactions_ui_animation_tubik

Menu Interactions Concept

 

Top Ten Illustration shots

 

design_party_graphic_design_tubik

Design Party

 

star_wars_stickers_fanart_tubik

Star Wars Fan Art Stickers

 

creative_ux_design_illustration_tubik

Creative UX

 

halloween_pumpkin_animation_tubik

Creative Pumpkin

 

opera video animation case study

Opera Video: Summer Heat Illustration

 

illustration_design_in_progress_tubik

Design in Progress

 

add_color_illustration_tubik

Add the Color

 

building_ui_illustration_tubik

Building UI

 

business_graphic_design_tubik

Business Teamwork

 

golden_ratio_ui_design_illustration_tubik

Golden Ratio in UI Design

 

Top Five Branding Shots

 

binned logo animation design

Binned Logo Animation

 

logo_animation_tubik_design

Whizzly Logo Animation

 

brand identity design case study

Reborn Business Cards

 

lunnscape_branding_case_study_tubik

LunnScape Branding

 

forcecop_logo_design_tubik

ForceCop Logo

 

Top 5 tubik.arts shots

 

tubik_arts_character_animation_hagrid

Character Animation: Rubeus Hagrid

 

tubik_arts_flickids_pirates_character_animation

Character Animation: Flickids Pirates

 

tubik_arts_orks_vs_aliens_nagari_cg_design

Character Design: Sorceress Nagari

 

tubik_arts_orks_vs_aliens_nazmordul_illustration

Character Design: Orc Nazmordul

 

tubik_arts_thorin_character_illustration

Character Design: Thorin Oakenshield

 

Top Ten Articles in Tubik Blog

 

The year melting away has been really fruitful for Tubik Blog: we shared around 100 articles and case studies with our readers and subscribers. Here’s the top ten of them (the extended list of the most popular articles can be found here).

 

Psychology in Design. Principles Helping to Understand Users: the post about general principles of psychology which can help designers know users better and create user-friendly web and mobile interfaces.

 

Best Practices for Website Header Design: the set of insights on the definition, structure, and composition of a website header as a strategic part of the website with a variety of examples and approaches.

 

UI/UX Design Glossary. Navigation Elements: another set of UI/UX Design Glossary, explaining terms in the field of user interface design. Focused on navigation elements: buttons, menus, switches, icons etc.

 

Color Theory: Brief Guide For Designers: the article concentrated on the basics of color theory and color combinations in design. Learn more about the color wheel, RGB, CMYK and models of color harmony.

 

Color in Design: Influence on Users’ Actions: considerations devoted to the issue of using various colors in user interfaces and branding design, associations and the influence of color choice on user behavior.

 

Mobile UI Design: 15 Basic Types of Screens: mobile applications evolve with user’s needs offering new functionality, still, there are screens common for many apps and they are the focus of this article.

 

Gestalt Theory for Efficient UX: Principle of Similarity: the article considering Gestalt theory application in interface design: this time it’s focused on similarity principle of effective content grouping in UI.

 

Gestalt Theory for UX Design: Principle of Proximity: the second post in the series devoted to applying Gestalt principles in design of user-friendly web and mobile interfaces, today about the principle of proximity.

 

How Human Memory Works: Tips for UX Designers: insights into the ways human memory works and the factors of its influence on UX design solutions for websites and mobile apps.

 

Information Architecture. Basics for Designers: the article providing insights into the basics of information architecture for designers and setting the link between IA, UX and UI for websites and applications.

 

most popular design articles in tubik blog

 

Top Six Tubik News

 

Upper App Launch

 

At the beginning of 2017, following the successful launch of Toonie Alarm, Tubik team we rolled out another iOS application for everyday use called Upper App. It is a simple and elegant to-do list designed in minimalistic manned and aimed at easy task tracking. The application got itself the App of the Day on Product Hunt and once again allowed us to go through all the process from the initial idea of the product to branding, design, development and marketing of our own product. No doubt, this kind of experience was highly helpful for our work on outsourcing project.

 

upper app UI design case study

 

tubik.arts launch

 

One more big news was establishing tubik.arts department focused on creating CG, characters and environment for various games, book illustrations and complex motion design.

 

tubik_arts_cg_orc_nazmordul_animation

 

Behance Portfolio Reviews

 

In 2017 Tubik hosted Behance Portfolio Reviews events twice in Dnipro, Ukraine. These creative meetups let the local design community get one more platform for communication on professional issues and allowed novice designers to get useful tips and recommendations from experts.

 

behance portfolio reviews

behance portfolio reviews dnipro

behance portfolio reviews dnipro tubik

 

Full Cycle for Product Creation

 

This year our team has grown to add not only the designers but also web and mobile developers, therefore the range of services which we can offer to our clients has broadened significantly. At the moment we are able to accomplish the creation of any digital product from scratch. Research, branding, graphic design, UI/UX design, motion design and video production, iOS, front-end and back-end development as well as copywriting for slogans and brand names — in 2017 we successfully dealt with all those positions and even more custom ones.

 

Tubik Academy

 

The year has also been marked with the first group of UI/UX designers who have completed the intensive course of UI/UX design in Tubik Academy — and two of them are already going through their internship in the studio.

 

tubik academy ui ux designers

 

Problem-Solving Web Design — Free Ebook

 

In 2017 we shared one more issue of Tubik Magazine: a free ebook Problem-Solving Web Design devoted to design of user-friendly and goal-oriented websites and landing pages.

 

problem solving web design free book

 

Bright moments of work, rest and creative search were traditionally shared with our followers on studio Instagram page. And as usual, we also didn’t miss the chance to share our ideas, news, tips and experience via Medium and Quora at which we got the positions of top writers in the domains devoted to design. Also, we kept everyone updated with studio news via TwitterFacebookTumblr and Flipboard.

 

new year tubik studio team

 

Even this quite concise review makes obvious that 2017 was full of everything for us. And we are ready for new challenges, perspectives and projects which will definitely open many new unforgettable creative pages.

Warm greetings for everyone from the Tubik team, we wish you the amazing and successful year 2018!


Welcome to read the Review of Popular Interface Design Trends in 2017

most popular design articles in tubik blog

20 Most-Read Design Articles by Tubik in 2017

The year melting away has been really fruitful for Tubik Blog: we shared around 100 articles and case studies with our readers and subscribers. Striking the balance of 2017, today we have collected here the list of posts which were most-read, shared and liked during the year. They are devoted to the variety of design issues in the domains of UI and UX, information architecture, logo and branding, design for business and marketing. So, welcome to review them together to check what themes have been found the most actual.

 

home page design article

 

20 most popular articles

 

Psychology in Design. Principles Helping to Understand Users: the post about general principles of psychology which can help designers know users better and create user-friendly web and mobile interfaces.

 

Best Practices for Website Header Design: the set of insights on the definition, structure, and composition of a website header as a strategic part of the website with a variety of examples and approaches.

 

UI/UX Design Glossary. Navigation Elements: another set of UI/UX Design Glossary, explaining terms in the field of user interface design. Focused on navigation elements: buttons, menus, switches, icons etc.

 

Color Theory: Brief Guide For Designers: the article concentrated on the basics of color theory and color combinations in design. Learn more about the color wheel, RGB, CMYK and models of color harmony.

 

Color in Design: Influence on Users’ Actions: considerations devoted to the issue of using various colors in user interfaces and branding design, associations and the influence of color choice on user behavior.

 

Mobile UI Design: 15 Basic Types of Screens: mobile applications evolve with user’s needs offering new functionality, still, there are screens common for many apps and they are the focus of this article.

 

Gestalt Theory for Efficient UX: Principle of Similarity: the article considering Gestalt theory application in interface design: this time it’s focused on similarity principle of effective content grouping in UI.

 

Gestalt Theory for UX Design: Principle of Proximity: the second post in the series devoted to applying Gestalt principles in design of user-friendly web and mobile interfaces, today about the principle of proximity.

 

How Human Memory Works: Tips for UX Designers: insights into the ways human memory works and the factors of its influence on UX design solutions for websites and mobile apps.

 

Information Architecture. Basics for Designers: the article providing insights into the basics of information architecture for designers and setting the link between IA, UX and UI for websites and applications.

 

Tips on Applying Copy Content in User Interfaces: considerations on some essential points on the effective use of text in web and mobile user interfaces: visual hierarchy principles for copy content.

 

Gamification in UX. Increasing User Engagement: the post is centered on the aspect of gamification applied to mobile applications and websites for engaging UX design and user-friendly interactions.

 

Typography in UI: Guide for Beginners: In design, every layout element plays its role. This post presents the insights into the basics of typography for web and mobile UI to make the copy powerful and effective.

 

Case Study: Upper App. UI Design for To-Do List: the case study about UI design created by the Tubik team for Upper App, simple and elegant free to-do list, motivating users and boosting productivity.

 

Case Study: Vinny’s Bakery. UI Design for E-Commerce: the design case study that looks and feels tasty: check the details of UI/UX and animation for a website presenting a small elite bakery selling home-made bread.

 

Lean and Mean: Power of Minimalism in UI Design: dive into cases when less is more: the definition, history, features and benefits of minimalism applied in UI design for websites and mobile applications.

 

Knock Design into Shape. Psychology of Shapes: the psychology of shapes is helpful for creating user-friendly interfaces. The post features the meanings of different shapes and their influence on design solutions.

 

UX Design for E-Commerce: Principles and Strategies: the general insights on design for e-commerce websites and mobile applications in business, UX and UI perspectives: tips and strategies to consider.

 

Feel Homey. Handy Tips for Home Page Design: the set of effective tips enhancing usability of home pages for various websites. Check the design strategies for information, interaction and appearance.

 

Golden Ratio. Bring Balance in UI Design: The article devoted to golden ratio as an effective technique for web and mobile user interfaces: check how it brings balance and aesthetics into UI design.

 

Bonus: Free ebook and the review of 2017 design trends

 

Problem-Solving Web Design. Free E-Book by Tubik: the free e-book by the Tubik team presents the overview of theory, practices and design cases for user-friendly websites and landing pages.

 

Review of Popular Interface Design Trends in 2017 — traditional year-in-review post observing the most popular trends of 2017 in user interface design for websites and mobile applications: UX approaches and examples.

 

most popular design articles in tubik blog

 

Wishing you great holidays and productive new year, we are already working over a new plan to write content which is helpful and useful for the global design community. Huge thanks to all our readers for support and loyalty and best regards from all the Tubik team!


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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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