User Interface Design – UI

What is visual design?

Visual design aims to improve the aesthetic appeal and usefulness of a design / product with appropriate images, typography, space, appearance and color.
Visual design means more than aesthetics. Designers put the elements carefully to create interfaces that optimize the user experience and conversion.

The visual design is aesthetic and strategic

Users' first impressions usually form in 50 milliseconds. This reflects the visceral level of emotional design - in other words, the user's first impression of a design. If they don't like what you show them in those critical moments, they will leave.
So visual design is a vital part of your job as a designer. The smallest and most subtle details will affect what users think and how they feel.
So you always have to show them the right things in the right way. Your enemy here is the uncertainty of the user. If users need to stop and think about your design, they won't trust it.
Therefore, a visual design should draw attention to important issues and find balance. between a fresh, strong design and something the user expects to see. How you apply visual design will depend on your product, its organization / industry, and its users (including their culture).
A major factor in visual design is working with user limitations, such as it would be the cognitive task. For example, use chunking to help users understand and remember information more easily.

Visual design, analyzed

These are some of the most common - and fundamental - elements and principles of visual design:


  • Lines (straight / curved / geometric / organic) – use these lines to create divisions, textures and shapes.
  • Shapes – use different lines, colors, etc. to create closed / autonomous areas.
  • Negative space / white space – use the empty area around a “positive” shape to create a figure / floor effect or calm the overall design.
  • Volume – use this to show the rich fullness of all three dimensional elements on two-dimensional screens.
  • Value – use this to set the relationship between brightness and darkness, usually through a light source to create shadows and highlights.
  • Color – use this to set the theme / tone and attract attention.
  • Texture – uses this to define the surface of an object.


  • Unity – use this to establish harmony between page elements
  • Gestalt – use these principles of how people perceive objects to guide the way users interpret design.
  • Hierarchy – use placement, font, etc. to show importance.
  • Balance – use this to distribute the items evenly.
  • Contrast – use color differences, etc. to accentuate the elements.
  • Scalability – use this to highlight items to determine importance or depth.
  • Dominance – use the size of an object, color, etc. to make it stand out.

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