UI Design Principles

Learn to create beautiful and usable

interfaces from scratch

eBook by Michael Filipiuk

Table of Contents
Introduction 00

The Basics 12

Grid and layout 32

Typography 52

Color 77

Gradients 106

Shadows 113

Buttons 120

Forms 135

Icons 163

Photos 178

Illustrations 195

Cards 209

White space 219

Personality 234

Language 244

Navigation 252
Microinteractions 280

What’s next? 291

My UI Design process 296

Attracting clients and followers with your designs 305

Ending 316

Free bonuses, such as lists of my favorite fonts or tools I use to create UI

Designs can be found in separate PDF files.

This eBook is going to get updates in the future. I am planning to write

chapters explaining popups, design systems, dark mode and a whole lot
more. If you have an idea for a chapter, please email me! You can reach
out to me at [email protected].

You bought the eBook, so you will receive all future updates for free :)
Introduction

00
Thank you and why I wrote this eBook

Hey there!

My name is Michael, and I am the creator of this eBook. I wanted to

personally thank you for grabbing it. With so many resources to learn

UI Design out there, you decided to get this one, so thank you very

much!

This is me!

Great to see you!

So... with so many resources about UI Design, why did I decide to

write this eBook? A lot of the courses I watched about UI Design are

just videos of how the creator designs a landing page step by step.

He just shows you how to design, but does not explain anything!

This eBook is different. You will not only know how to design

amazing interfaces, but also understand your decision making.

Regardless if you’re a beginner or a bit more advanced in the UI

Design field, this eBook will help you gain new skills, knowledge and

confidence. I really hope that you will enjoy it!

01
UI vs UX
Before we begin, I want to make it clear that this book focuses on
the UI Design - User Interface Design, and its core principles.

User Interface Design (or UI Design) refers to the visual elements of

a digital product, while User Experience Design (UX Design) refers
to the overall experience the user has while interacting with the
product - so for example his emotions - a feeling of satisfaction, or
frustration.

These two terms are two separate things, but if you really dig into
the definition you will realise you can't talk about UX without talking
about UI and other way around. A badly designed interface (e.g. bad
contrast, a font that is too small, illegible text) will impact UX badly.
Same as bad research done on the UX stage will impact UI Design
decisions.

Even though in this eBook I focus on UI

UI UX Design, things you will learn will also
impact the User Experience.

02
In this eBook I won't focus on UX and the whole methodology
behind it, but only on the visual side - UI Design. Both are important,
but personally I am passionate about UI Design and I feel like I can
share the most knowledge in this particular field.

Some people might disagree with what I said on the previous page
about UI being a part of UX. I believe that at its core, it’s true - if you
really break down the definitions of those terms you’ll realise that UX
is impacted by UI. However, nowadays there’s a lot of confusion in
terms of job titles. UX Designers generally don’t have to design
interfaces and UI Designers don’t have to do research. In terms of
job titles, UI and UX are not a part of each other.

03
UI vs Branding
The discussion around UI Design vs Brand Design has been a cause
of major confusion for me when I was early in my design career.
Even though I knew that brand designers usually create a logo, color
palettes, typography and language choices (and much more),
working with them was not always the most pleasant experience for
me.

As a UI/UX Designer, I was used to selecting typefaces, creating

color palettes and building scalable design systems myself.
However, the choices regarding the style were rarely an aftermath of
real research - just my and stakeholder's personal preferences. Of
course, making a banking app we'd probably go with blue to
indicate trust (more on that in the chapter about colors), but it's not
what you call "research"

And that's where a Brand Designer comes in. To describe his role in
short: he does research on the target audience of the product, and
based on his findings he decides on the visual appearance of the
brand - a logo, colors, typefaces used, as well as language and even
stationery mockups. Some of them also create some UI mockups,
but these are rather for presentational purposes, not real usage on
the market.

The most proper order would be going from Brand Design to UI

04
Design. This makes a job easier for the UI Designer and improves
the possibility of positive feedback from the target audience. The
product will also be more recognizable. It's common sense, really.
Hours spent on research really pay off.

However, if the client's budget is limited, he often skips the Brand

Design stage, and it's fine. The UI Designer can easily select colors
and typography on his own. There's just less confidence that they're
the best fit.

After reading this eBook you won’t need to rely on a Brand Designer.
You will know how to select typefaces, colors and much more for the
project you’re working on.

05
UI Design Mindset

If you type "UI Design" on Google or Pinterest, you will find many

really beautiful interfaces. They look stunning and might make you

jealous (I know they made me when I was new!), but before we

begin you should adopt a certain mindset about UI Design.

This just looks sooooo beautiful! Work by Gavrisov Dmitri (Dribbble) and Tran Mau Tri

Tram (Dribbble).

It's common to think that UI Design refers to making things "look

good", which is already extremely subjective, but in reality it has a

deeper purpose. Users that will use the UI you design don't care

about how pretty it is. They care about getting their tasks done with

minimal effort.

Aim for your design to be "invisible" - a non-intrusive one, that does

not catch all attention, but rather redirects it to the main purpose of

the app.

06
I can bet some serious money that at some point in time, we've all
used an app that was designed fantastically. Some apps that we use
daily were designed by huge, skilled teams that did everything in
their power to make the experience fantastic.

As a designer, you can notice these little decisions that they made to
make the experience better, but the regular user won't. Hundreds or
thousands of human hours were spent designing something, just so
that the user won't care.

I like to use the salt analogy when talking about UI/UX Design. When
something doesn't taste right in your meal, you add some salt to it,
or when you eat with friends/family you say "please pass the salt".
However, when it tastes well, you don't say "it doesn't need salt.
perfect!". You just carry on eating.

Same with design - most users will notice bad design, but the
majority won't notice a great one.

TL;DR - No matter how pretty your design is, the user won't care if it
doesn't help him solve his problem or complete his tasks.

07
Some of my Dribbble shots. I focused on making them pretty, not usable. Pretty work

catches attention. I wouldn’t make something like that for a real product.

The screens that you see above are shots that I made for the sake of

Instagram and Dribbble. Posting pretty work is a good way to build

an audience and reach clients, but never forget that it’s not the most

important aspect of a well-designed product.

08
“Good design is obvious.

Great design is transparent.”

Joe Sparano

09
So... does that mean I can just design ugly stuff?
Not really. Even though usability should be your number one priority,
people also tend to trust products which look good. Even the most
usable application out there with an outdated design can make
users frustrated and switch to the competition.

We can deliver food

We can deliver food

everywhere everywhere

Both of these screens do the exact same thing. Which one do you like more?

Trends in UI Design come and go. That’s a fact. Anyway, the example
above has nothing to do with trends. The text on the left is hard to
read, and the button looks completely off. The design on the right is
not only better from the UI perspective, but also from the UX side. In
this eBook you will learn how to make sure that your design not only
looks great, but is also usable.

10
A quick disclaimer

The version that you are reading right now is the very first version of

this eBook, and obviously not the last one. This eBook is going to

get many updates in the future - I am going to be updating it with

new chapters, as well as correcting mistakes that I did in this one.

I believe that all information I share in this eBook is valid and

verified. There are not many opinions in it - mostly proven and

frequently used principles and practices. That being said, if you

believe that something in this eBook is wrong or false, please reach

out to me so that I can correct it quickly. At the end of the eBook you

will find the email address at which you can reach me.

If you bought this version, you will receive all future updates for free.

Thank you for your support :)

11
The Basics
In this chapter you will learn what is UI Design, why it matters, what
it consists of and what makes it good. This knowledge is crucial for
every beginner. If you feel like you already know the basics, feel free
to skip this chapter. However, you might also want to refresh your
knowledge. Regardless - let’s begin!

Key content

- What is UI Design and what makes it good?

- What are screens in UI Design?

- What are objects in UI Design?

- Properties of objects

- Perception and visual hierarchy

12
What is UI Design?
User Interface Design (or UI Design) refers to the visual elements of
a digital product. It focuses mostly on looks and style, and not the
overall experience (like UX Design). UI Design has a big impact on
the overall User Experience - you can think of it as a “surface” of a
digital product.

What makes UI Design good?

Before you start designing user interfaces it’s important to know
what actually makes them good. Don’t treat this part as a definitive
checklist - more as a beginner’s guide to creating good user
interfaces. The topic of UI Design is very broad and it can’t be
broken down to “a few simple steps”.

Two crucial elements of a great User Interface

A great user interface has to be usable and delightful. The word
“delightful” is quite broad and even subjective, so in other words,
apart from being usable, user interfaces should also be likeable and
enjoyable to use.

While most skilled designers will always preach usability as the most
important aspect of a well designed product (which I totally agree
with), making the interface delightful and enjoyable to use is also
very important. On the next pages I’ll dive deeper into the topics of
usability, as well as making UIs enjoyable.

13
Usability

Usability is a measure of how well a specific user in a specific

context can use a product/design to achieve a defined goal
effectively, efficiently and satisfactorily.

Interaction Design Foundation

I couldn’t have defined it better myself, so here’s a definition from

Interaction Design Foundation. To give an example: just think about
it - why do you use any digital products? Do you use them because
they have fantastic design, or because they help you complete
certain tasks? I bet it’s the second one.

It’s a common opinion that usability relates to the UX field, and

“delightfulness” - to the UI field. I believe that it is, quite frankly,
bullshit. I’ve said it already and I’ll say it again - a poorly designed
user interface will impact user experience poorly. Period. A lot of
these misconceptions have probably derived from all the mess
caused by different job positions, such as “UI Designer”, “UX
Designer”, “Product Designer” etc. Just accept it - even if you’re
“just” a UI Designer, you still impact the user experience, or UX.

One thing that I agree with is that usability of a product depends

highly on people who conduct research - they find out what the user
needs and expects from the product, and based on this knowledge
they can make better design decisions.

14
Delightfulness
While usability is (and most likely will be) the priority for users,
making the interface fun and engaging is also very important. We
obviously all have very different definitions of fun, and that’s why
proper research is important.

Users judge your design really quickly. Even the smallest usability
issue can put them off and annoy them. It’s the same for looks - if
they’ll hate they way your UI Design looks, they just won’t use the
application, or will have trouble coming back to it.

It’s commonly said that “the best interface is no interface”. Quite

depressing, right? Well, that’s true. The simpler a UI Design is the
better. A good example of this is Domino’s Zero Click app. A popular
pizza restaurant chain Domino’s has once released an app to order
pizza with literally zero clicks needed.

15
Yup. Literally. The only thing you had to do before using this app was
to create an account on Domino’s website and choose your favorite
pizza, payment method and delivery address. After that, whenever
you’d open the app pizza was automatically ordered.

Now, what can we learn from it? Just ask yourself: did this app have
many stunning gradient buttons with drop shadows? No! Did it have
animated 3D illustrations? Nope. Was it usable? Hell yeah! While
having large selection is nice, being able to complete a desired goal
by just opening the app is the pinnacle of great user experience, at
least in my opinion.

Good design should include brand assets

Design is a great communication channel. It’s a great place to use
brand colors, typefaces, brand’s tone of voice and other assets. A
good experience that the user has inside a specific product is
definitely memorable, so after having this good experience he’ll
associate it with the colors, typefaces and logo that he saw while
using the app. This works both ways though - if the user has bad
user experience, he’ll dislike the brand.

In this book I focus on UI Design - so just the “looks” of a digital

product. I’ll show you how to properly design various different
elements and put them in a layout using grids. But first, let’s start
with the basics - screens and objects.

16
Screens

Every single UI Design is placed on a screen. That’s not really

surprising - after all, many digital devices that we interact with
nowadays like a smartphone, laptop, tablet, or a smartwatch, have a
screen on which the content is displayed. I’m sure you know that
every screen has its own resolution, usually expressed in pixels (px).

1125 x 2436 px
1600 x 2560 px

Above you can see the screen resolutions of an iPhone X and a

13-inch MacBook Pro. These are the resolutions at which the
content on the screen is displayed when we look at them in real life.
However, what’s important is that we don’t actually create user
interfaces for these devices in these resolutions, but we really use
lower resolutions, expressed in points (p or pt). Take a look at the
next page to see what I mean by that.

17
 1125 x 2436 px 375 x 812 pt

1600 x 2560 px 900 x 1440 pt

The screens that you see on the left have real resolutions on them.
Frames that you see on the right have resolutions expressed in
points (pt) in which we design for an iPhone X or MacBook Pro
13-inch (and other devices). In UI Design, we most often design for a
smaller resolution than in reality. You don’t need to remember those
resolutions - they’re available as presets in most design tools.
Designing for smaller resolutions (but with maintaining the same
aspect ratio) makes design easier and faster.

18
Objects

While screen is our “canvas” in UI Design, the design itself is made

out of many different elements. Every object is a vector shape, so
it can be re-sized without losing quality.

One time when I was designing my brother was looking at my

work and asked me - "isn't this whole UI Design thing just moving
shapes around?” My initial reaction? I was kinda infuriated! He had
no idea how hard UI Design can be at times, but after some deep
thought I realised that he's right!

Every UI Design is made out of elements, such as rectangles,

ovals, other shapes and text, placed on the screen. Every single
element has many properties such as width, height, X and Y
position, fill, border and more. In this short part I'll go through
every single one of them. It's crucial to understand what we're
working with. If you’ve ever had any contact with software for
graphic design, such as Photoshop for example, these things
won’t be surprising to you. These are the very basics, but if you’re
really, really new to UI Design - don’t skip them.

On the next few pages I’ll go through some properties that every
UI Design element has, as well as some that it can have, such as
shadows or other effects.

19
Size - width and height
Every single element has its own size, which consists of width and
height, expressed in points.

W: 64 pt W: 128 pt
H: 64 pt H: 64 pt

Position - X and Y values

Every element also has its own X and Y values. X value states how
far (in points) the element is from the left edge of the screen, and Y
value states how far the element is from the top edge of the screen.

Y: 56 pt

Y: 142 pt

X: 56 pt

X: 282 pt

20
Rotation
Every element can also be rotated. The values range from 0° to
360°. You can also input negative values, such as -120°.

Rotation: 0° Rotation: 45° Rotation: 60°

Fill
Every element can have various different types of fill, such as color,
gradient (different types - more on that in the Gradients chapter), or
even an image.

From left: color, gradient, image, image + gradient overlay. As you

can see on the last example, you can also combine different fills with
each other to get interesting results.

21
Border
You can add a border to every element in UI Design (also known as
stroke), as well as modify its thickness. There are three types of
borders in UI Design - inner, centered, and outer.

Inner stroke Centered stroke Outer stroke

It’s important to note that inner stroke is used most frequently in UI

Design, because it does not increase the size of the element on
which it is applied, like it is with centered or outer stroke. For
example, if we have an element that has a size of 64x64 pt, after
applying an outer stroke with the width of 2, it will be 68x68 pt.

No stroke: Outer stroke:

64x64 pt 68x68 pt

22
Border radius
This property relates only to shapes, not to text. Border radius
defines how rounded the edges of a shape will be.

Border radius: 0 pt Border radius: 10 pt Border radius: 20 pt

Using border radius of 0 pt is very rare - usually elements are

rounded, even by just a bit. This gives a much friendlier feel to the
design, especially when it comes to buttons for example (more on
this topic later). Another property related to border radius worth
mentioning is Corner smoothing, which, well - smooths the corners.
It’s sometimes used by Apple in their software. It ranges from 0% to
100%. Here’s an example:

C. smoothing: 0% C. smoothing: 60% C. smoothing: 100%

23
Shadows
Every element can also has its shadow - think of them as a separate
layer that is positioned in relation to the element that they’re casted
from. They play a big part in UI Design, so I wrote a dedicated
chapter for them, and that’s why I won’t dive deep into them at this
part of the book.

X = 0
X = -4
X = 4

Y = 4
Y = 4
Y = 4

Blur = 4
Blur = 4
Blur = 4

Opacity = 25% Opacity = 25% Opacity = 25%

X = 0
X = 0
X = 0

Y = 30
Y = 35
Y = 0

Blur = 15
Blur = 60
Blur = 30

Opacity = 25% Opacity = 25% Opacity = 25%

Every shadow has X, Y, Blur and Opacity values. More on that in the
Shadows chapter.

24
Layer blur

Every element can be blurred, reducing the level of its detail. In most

design tools, Layer blur values range from 0 to 250.

Layer blur: 0 Layer blur: 20 Layer blur: 40

Background blur

Objects with Background blur effect make elements underneath

them blurred.

This white rectangle has a

Background blur effect

with the value of 12.

There are also other types of blurs, such as Motion blur, but they are

very rarely used in UI Design (if ever), so I will skip them.

25
Perception and visual hierarchy
As a designer, you should be able to make the user focus on
particular elements. By using visual hiearchy, we can make certain
elements seem more important and prominent, thus grabbing user’s
attention. We can do that by changing some properties of an
element. Which ones? Let me show you.

Size
It’s natural for humans to perceive larger things as more important
ones, especially when put in contrast to a smaller thing. Same in UI
Design - a large button seems more important than a small one,
large text seems more important than small text etc. This also
applies to text.

You will read this first

And you will read this text second

26
Color

Bold colors, such as blue, red or green can easily draw user’s

attention, while light colors such as white, light grey or cream will

work better as a background. Giving a bold, visible color to an

element can easily make it stand out.

One thing that you should remember is that when everything is

supposed to stand out, nothing stands out. That’s why you should be

careful when applying color to UI Design. More on that in chapters

about Color and Gradients.

As you can see above, there’s no visible hierarchy. No element

seems more important than the rest.

27
Position
Most people read content left to right, top to bottom. That’s why the
user will most likely read content on the left first, and content on the
right second, like on the example below:

You will read this first. You will read this second.

This also refers to content positioned on different heights. Content

placed on the top will be read before the content below it.

You will read this first.

You will read this second.

You can take advantage of this fact by placing more important

elements higher on the screen, and less important on the bottom.
Remember that this is a cultural thing - in some cultures, people read
from right to left.

28
Proximity
Elements that are close to each other are likely to be perceived as a
group, so elements that are placed in a certain proximity seem
related. This also means that if an elements clearly is not a part of
any group, it breaks the layout and stands out.

Alignment
Elements that are aligned with each other seem related, so when an
element is placed asymmetrically, it stands out.

Please remember that symmetrical layouts are perceived as more

beautiful, so be careful when breaking symmetry and alignment in
your UI Designs.

29
Common region
When elements are located within a closed region, they are
perceived as a part of one group. In UI Design, this is useful for
example when designing cards.

Healthy lifestyle:
Healthy lifestyle:

The Basics The Basics

As you can see above, elements that are closed within a box seem
more related to each other, as if they were from a group.

30
Figure-ground principle
This principle states that people quickly perceive objects as part of
the background or the foreground. As you can probably tell, objects
in the foreground seem “closer” to the user, and that’s why they’re
considered as more important and interactive.

In general, backgrounds have soft, light colors. They’re not

supposed to stand out, but to be a foundation for everything else.
Using a strong, bold color or an image without an overlay for
background can lead to people confusing background with
foreground, which could result in massive confusion.

What’s next?
Most of these examples that I showed you come from Gestalt
principles of visual perception, which describe how our brains create
structure and hierarchy by default. I showed you the most important
ones, but I highly recommend you google “Gestalt principles”, as the
topic is very interesting.

31
Grid and layout
A grid is a set of horizontal and vertical lines that divide a screen
into columns and rows. They’re one of the most important principles
in UI Design, yet sadly they often appear as confusing to beginner
designers. I personally hated grids when I was a beginner, but after
learning how to use them I noticed how valuable they really are.

Key content
- What are grids in UI Design?

- Grid anatomy: columns, rows, gutters, margins

- Why it’s important to use grids?

- Types of grids in UI Design

- Soft grids, spacing scales and grids for mobile devices

32
What are grids in UI Design?
As defined on the previous page, a grid is a set of horizontal and
vertical lines, which divide the screen to columns and rows. Grids
give structure to a page / an app and ensure consistent spacing
between elements. Let’s take a look at the anatomy.

Columns
Columns are the vertical sections of a grid. The more columns the
grid has the more flexible it is. Most web designs use 12 columns.

Rows
Rows are horizontal sections of a grid. They’re user rather rarely in
web design. Most usually, grids are based on columns.

33
Gutters
Gutters are empty spaces that divide columns and rows. The smaller
the gutter, the tighter the content on the screen.

Margins
Margins are the space outside of columns / rows and gutters. You
can think of them as gutters outside of the grid. While they can be
set to 0, setting them to a higher value will result in more white
space on the edges of your design.

It’s important to get margins right. Using margins that are too low
can make your design look worse because of less white space.

34
Modules
The area at which a column and a row intersect is called a module.

35
Why it’s important to use grids?
All this theory behind grids can become complicated, so I think it’s
good to let you know why grids are important and why it’s worth to
take the time and master them.

1. Grids give structure and clarity to your designs

If you will just start placing elements on the screen randomly, you will
quickly end up with unorganized mess. By applying and following a
grid you can be sure that all elements are aligned.

2. Grids make the digital product easier to use

As you will learn from the part about layouts, elements that are
closer to each other naturally seem more related than elements that
are far from each other. Using a grid will help you create hierarchy
inside your designs.

3. Grids make collaboration much easier

A grid system can be treated as a plan for where to place elements.
This way, team collaboration is a whole lot easier. When the whole
team understands where to and where not to place elements,
designs will be more consistent.

4. A grid makes the design responsive

People use apps and products on a variety of different devices,
ranging from small phones to large TV screens, and that’s why

36
your UI Design should be responsive. Well, grids make it a lot easier.
It takes some guesswork out of deciding how elements should
behave when the screen gets smaller or bigger.

Grid types

There aren’t many types of grids in UI Design, but there’s also no

one type that’s universal. That’s why it’s good to understand the
ones that designers use most frequently.

1. Fluid grid
In a fluid grid, column width changes based on screen width, while
margin and gutter widths are fixed. This type of grid is perfect for
designing responsive interfaces, as the size of the content changes
based on screen size.

37
as you can see on the example above, gutters and margins are

exactly the same regardless of the screen size. Let’s see how this

loooks when we use some objects:

Hello Hello

As you can see, the width of objects changes based on screen size,

but their margins from screen edges stay the same. Fluid grids are

frequently used, mostly because now we use digital products from

many different devices.

38
2. Fixed grid
A fixed grid has a fixed value of columns and gutters, with margin
width that changes based on screen width.

Because columns and gutters have set values that do not change
based on screen size, fixed grids work best for content that is not
supposed to look different on different screens, but rather stay the
same.

While it might seem that fixed grids are used rarely because the
content placed based on them will not be responsive, they are
actually used quite frequently, for example for forms or articles.
Stretching this type of content does not make much sense, so it’s
better to use a fixed grid for them. On the next page you will see a
few examples.

39
Here’s how a fixed grid behaves:

Hello Hello

And here’s how it looks for a simple Log in form:

Log in Log in
Username Username

tom_smith tom_smith

Password Password

············· ·············

Next step Next step

40
A lot of empty space on the edges for the desktop version, right?

Well, let’s see how it would look with a fluid grid:

Log in Log in

Username Username

tom_smith tom_smith

Password Password

············· ·············

Next step Next step

This rectangle on the right looks quite small in this book, but just try

to imagine how wide this form would be on your monitor if it was

based on a fluid grid! It’s less readable, and that’s why we usually

use fixed grid for forms.

41
How to build a column grid?
The first question you have to ask yourself whenever you start
building a new grid is: “How many columns should it have?” The
most common and safe approach is to use a 12-column grid. This
way, the grid is divisible by many small numbers such as 12, 6, 4, 3, 2
and 1 - because of that, you’ll have a lot of flexibility over layout.

Above you can see an example of a 12-column grid. While it is the

most popular one in web design, it’s not going to fit every single
design. Not every design needs a 12-column grid. Sometimes, 8
columns will be enough. Just remember not to use values like 5, 7 or
11 for your column amounts - these values are divisible only by
themselves, so you won’t be able to end up with evenly sized
columns. In order to determine how many columns you will need,
sketch out the layout of your screen on paper to get an idea of the
complexity of your page. If you’re unsure, just start with 12 columns.

42
After you decided how many columns you are going to use, there

are a few things left needed to build our grid. We’re going to use

some math here but don’t worry - it’s at a very basic level.

1. Find the width of your screen

First, find the width of your screen. Let’s use 1440 as an example.

2. Set up your gutter and margin width

Remember that the smaller the width of gutters, the tighter the

content of the screen. While there are no specific rules for that,

I usually use 12pt, 14pt or 16pt for gutters and 160pt or 180pt for

margins (this applies to web interfaces). For this example, I am going

to use 20pt for gutters and 160pt for margins.

3. Find the number of gutters

This is easy. If you have 12 columns, you’ll have 11 gutters. If 8

columns - you’ll have 7 gutters etc.

4. Subtract total width of gutters and margins from screen width

1440 - (11*20) - (2*160) = 900

43
5. Divide the result by the number of columns
The final step is the easiest one - just divide the result that you got
from step 4 by the number of columns in your grid. In this case,

I went with 12.

900 / 12 = 75

And that’s it. Now you have all values you need to build your column
grid. Sometimes the last result may come out as a non-integer - in
that case, round that value up to the nearest full number. Most
design tools will only need you to enter the number of columns,
margin and gutter widths. Speaking of design tools - as the last step,
just enter the values that we determined during this process to see
the final result. This is how it looks in Figma:

44
Some design tools will have the option “Stretch” for the grid type,

like in Figma. When this is selected, your design tool will

automatically set the width of columns based on screen width. There

are also other options such as “Center” in which you’ll have to enter

column width yourself, but don’t worry - we calculated that.

My final tip for building your column grids

Always try out different options. Just take a piece of paper and

sketch out your design roughly. Maybe you’ll realise that margins

should be bigger or that you need more columns? Before you start

working on the high-fidelity design it’s great to create very rough

wireframes, either on paper or in your design tool, like this:

Creating rough content layouts like this one takes a few minutes or

less, but it can give you a lot of clarity when it comes to deciding

which grid to use.

45
8pt grid

While fluid and fixed column grids are a great way to organize

content at a large scale, for example placing groups of elements and

components inside each section, we also need a grid to design

individual components, like cards or buttons. This is where the 8pt

grid comes in.

What’s an 8pt grid?

The 8pt grid system is based on the idea that you use multiples of 8,

like 8, 16, 24, 32 etc. to set margins, padding, and sometimes

dimensions of elements in UI Design. Most screen sizes are divisible

by 8. That’s why this system is used very frequently.

Learn anything from home

16 pt

16 pt

Get started 16 pt

88 pt

While this might sound hard at first, it’s really not. Also, I think it’s

really worth doing. It will ensure consistent spacings and sizings in

your UI Designs. If you decide to go with the 8pt grid, you have two

different approaches - Hard grid or Soft grid.

46
Hard grid vs Soft grid
If you decide to go with the 8pt grid in your UI Design (which I highly
recommend), you’ll have to pick between a hard and a soft grid.
Here are the differences between them.

Hard grid
In a hard grid, the dimensions and spacing between all elements is
8pt and its increments. In a hard grid, the content in your UI Design
is going to snap to the grid in 8pt increments. Designing with this
type of grid is hard, so I prefer the soft grid. More on that below.

Soft grid
In a soft grid, elements don’t have to be sized at 8pt and its
increments. If you decide to go with a soft grid, you’ll just have to
measure 8pt or its increments (like 16, 24, 32 etc.) to space out
elements. This way they will still be consistently spaced out (and
responsive), but it’s not as rigid as when it comes to hard grids.

When to use which?

It’s rare for designers to end up using both of these grid types in
the same UI Design - you either use the first or the second one. Me
- and many more designers - prefer the soft grid, because you still
get all the benefits of using a layout grid, and it’s truly easier to
design with it then with a hard grid, which is less flexible.

47
Creating a soft grid

Creating a soft grid should always begin by choosing the base value.
For the 8pt grid that I mentioned above, it’s obviously 8 points.
However, for mobile designs 8 points is a lot, so I’m a fan of using a
4pt grid, in which you essentially have twice as many spacing
options. Regardless of which one you choose, you should then
create multiplies of it. Here’s an example:

8 pt 16 pt 24 pt 32 pt 40 pt 48 pt

And that can go on to even higher numbers. After you have a

spacing scale like that, you’re pretty much done. Now every single
element you place in your UI Design should be spaced out by a
value from the spacing scale. This is extremely useful when
designing components such as cards or buttons.

If you realize that you frequently need a value from in between two
values, it might be a good idea to change the base value. While the
idea of setting up a spacing scale like that is limiting, it in fact makes
your designs much more consistent and saves time.

48
What about text?
When it comes to text, you should align it based on its baseline, or
the “invisible” line on which its placed. This way, regardless of the
font size your text is aligned properly.

Here is the first short Here is the first short

fragment of text I will fragment of text I will use
use as an example. as an example.

Here is the first short Here is the first short

fragment of text I will fragment of text I will use
as an example.
use as an example.

In many places in your design you will have to align two pieces of
text with each other. When that happens, align them based on the
baseline of their first lines of text. Those pieces can frequently have
different line heights, so aligning them based on the baseline of their
first line works well.

49
Grids on mobile devices

Smartphones have screens that are way smaller in width than bigger,
dekstop screens, so using a column grid is quite rare when
designing for mobile devices. Instead of using it, you will just need to
do two simple steps to set up a grid for mobile. Here they are:

1. Set margins
The first thing you should do to set up a layout for a mobile device is
to set margins. I recommend using either 20pt or 24pt. Using larger
values might look better, but it’s a sacrifice to precious screen space.

Margins: 20pt Margins: 24pt

50
These areas are also known as “safe space”. Essentially, these are
areas that are completely free of any content.

2. Set a base value for the soft grid

After you set up your margins, pick a base value that you’re going to
use for your soft grid. While using 8pt works well for larger screens,
for mobile devices I recommend starting with 4pt. Then, we build the
spacing scale based on this value. Here’s an example:

4 pt 8 pt 12 pt 16 pt 20 pt 24 pt 28 pt 32 pt

An this goes on to even higher values. Now, when working with

mobile screens you just need to remember two things: never place
elements in margin area (the safe space), and space elements out
with values from your spacing scale. This simple, two step approach
will be way more helpful than setting up a traditional, column / row
grid. However, if you still feel like you need help in designing the
general layout of a page, feel free to use them. The process of
creating them is similar as for web design. However, for mobile
design column grids have less columns - usually just 2, sometimes 4.

51
Typography
Typography is a technique of arranging type to make written
language legible, readable and appealing. Many designers believe
that “text is just text”, and that it’s not very important. However, to
properly communicate the message, certain rules should be
followed when using type in UI Design.

Key content
- What is typography?

- The anatomy of type

- Selecting a perfect font, creating a type scale

- Working with type: line height, letter spacing and more

- Aligning text + useful tips and tricks

52
What is Typography?
Typography is the art and technique of arranging type to make
written language legible, readable and appealing when displayed.
It's a very broad topic, and pretty much every designer will have to
deal with type at one point or another. Fortunately, its principles
apply to many other areas such as Graphic Design, and not only UI
Design.

Font and Typeface

First, let's understand the terminology, because there's a lot of
confusion around that. A typeface refers to the collection of related
fonts, and a font is a specific style existing within that typeface. It
might sound confusing, but take a look at the examples below to
understand it better.

Roboto is a typeface. It’s a Roboto Bold is a font. It’s only

collection of many styles, such as one, particular style which exists
Roboto Regular, Medium or Bold. within a typeface.

Roboto Roboto Bold

53
Understand type structure
It's important to understand some basic terminology when working
with text. This will ensure you understand the rest of this chapter.

Typography
Ascender
Cap

height
x-height
Baseline

Descender

Luckily, as a UI Designer you won’t be creating your own typefaces.

However, you will have to select a typeface that will suit the project
you’re working on.

Why selecting a good typeface matters?

The typeface you select has a significant impact on your design.
Unlike many people might think, the only difference between
typefaces is not only how they LOOK. A typeface shouldn't be
selected just because you or your client like it. It should be selected
if it's designed properly and fits the brand personality.

54
Know your selection

The most common typeface categories used for UI Design are Serif

and Sans Serif typefaces. The latter ones are the default and most

common option nowadays. Serif fonts shouldn't be a primary

typeface unless it fits brand personality. Script, Caligraphy or

Handwritten typefaces are very hard to read and they should

(almost) never be used as a primary typeface.

Sans Serif typefaces are very common

nowadays. They should almost always

Sans Serif
be a good fit.

Serif typefaces are a good choice

Serif for very long chunks of text such as

articles on blog pages.

Script typefaces, such as handwritten

Script ones are very hard to read and should

be avoided in UI Design.

55
Pick a readable typeface
Pick a typeface that is easy to read. In other words, pick a typeface
that is simple in the way its built. It shouldn't look very fancy.
Remember - written content should be the main focus, and not how
pretty the typeface you selected is. It should be simple enough, so
it's not distracting.

Paprika is too fancy Inter is simple and

and hard to read easy to read

Pick a scalable typeface

Pick a typeface that is readable in even in very small sizes, and looks
good in very large sizes. If a typeface is too complex to read easily
when small, it's not the right fit. Also, if it does not look good in very
large sizes, it's also not the right fit.

This is readable This is readable

This is readable This is readable
This is hard to read This is also readable

56
Pick a typeface with a lot of weights
Pick a typeface that has many weights. Some designers and
foundries release typefaces with only one or two weights, which
won't be enough to build a type scale, which we will talk about in
future pages. Anything from 4-5 weights is enough, but obviously
the bigger variety of weights the better.

Pick a typeface that reflects brand’s personality

That might not be a decision that's up to you, but the client or Brand
Designers, but be prepared. Geometric Sans Serif fonts seem to be
a trend now, and for good reasons - they're legible and modern.
Serif typefaces are being used less and less nowadays in digital
product design.

200 years of experience 200 years of experience

in the banking field. in the banking field.

Get started Get started

Even though the message is exactly the same, the version on the right instantly
seems more professional and trustworthy.

57
Finally: how many typefaces?
After you found the typeface you think will work perfectly, a new
question arises - will it be enough, or should you look for the second
one? Fortunately, in most cases one typeface should be enough. It's
significantly harder to build a typographic system with two typefaces,
so stick with one if possible.

Two typefaces One typeface

58
Building a type scale - start with the body text size

If we consider readability as our goal while working with type, we

can't skip choosing a readable font size. To start, let's select a body
text size (base size) - it's a font size of the body text in our design,
also used inside of inputs. Here are some good suggestions from
Apple and Google (for Android):

Apple suggests at Google suggests at

least 16pt font size least 17pt font size
for the base size for the base size

These values apply mostly to mobile interfaces. You can still use
lower values for other things, but it’s good to stick to at least 16pt for
the body copy and input fields. Trying to deliberately decrease font
size just to fit more content on the screen is not the right way to go,
because readability suffers a lot.

Building a type scale - about ratios

Obviously, just one size isn’t enough, so we can use our base size as
an entry point and get some more sizes. Maybe you’ve heard of the
Golden Ratio or the Major Third ratio. Many designers use ratios like
these to build a consistent type scale quickly and

59
easily, but that’s not really my favorite approach for some reasons.
First, let me show you how to create a type scale using the Golden
Ratio.

First, select your base text size - for me it will be 16pt.

This text has a size of 16pt.

Next, multiply and divide this size by 1.618.

This text has a size of 10pt.

This text has a size of 16pt.

This text has a size of 26pt.

You received two new sizes. Round the values to the nearest full number.

Maybe you already noticed the problem with this approach - the gap
between 16pt and 26pt is very large, and we might need a text size
of 18pt, 20pt or 22pt in our design. What happens then? Anyway,
let’s keep going to create a bigger scale.

60
Next, divide the smallest size you got and multiply the largest
size you got by 1.618 again.

This text has a size of 6pt.

This text has a size of 10pt.

This text has a size of 16pt.

This text has a size of 26pt.

This text has a size...
The biggest flaw with this method is that the gaps between each
font size are really, really large. In most UI Designs you will need
sizes that are very close to each other - for example 10pt, 12pt, 15pt,
18pt etc., and this method does not provide you with them.

The situation would be quite similar if you went with a different ratio,
so I use a different method to create a scale of sizes. It takes a bit
more work, but it gives better results.

Create a type scale yourself

The main objective of having a type scale is to have a consistent set
of text sizes ready to use. You can easily do it manually.

61
Again, select your base size - for me it will be 16pt.

This text has a size of 16pt.

Next, create a few new sizes by adding and subtracting 2pt.

This text has a size of 10pt.

This text has a size of 12pt.

This text has a size of 14pt.

This text has a size of 16pt.
This text has a size of 18pt.
This text has a size of 20pt.

I don’t expect to use a font size smaller than 10pt, so I don’t go

below that number. After I have a range from 10pt to 20pt, I can start
adding increments of 4pt, because for higher sizes I don’t need so
much detail.

62
Next, add a few new sizes by adding 4pt to the highest size until

you’re happy with the result.

This text has a size of 10pt.

This text has a size of 12pt.

This text has a size of 14pt.

This text has a size of 16pt.

This text has a size of 18pt.

This text has a size of 20pt.

This text has a size of 24pt.

This text has a size of 28pt.

This text has a size of...

I ended up with a text size of 32pt, which will be great for headers!

Anyway, if you need higher sizes, just add 8pt a few times and

you’re gonna get them. If not, just leave it like this. We’ve just

hand-crafted a consistent type scale ready to use! Now let’s focus on

improving readability with stuff such as letter spacing and line

height.

63
Use proper line height

Line height is the vertical distance between lines of text. Usually text

with higher line height is more readable - that applies especially to

body text, not so much to headers. One important thing you should

know is that if you’re using an even number for text size, you should

also use an even number for line length. Otherwise, the vertical

distribution of text inside its bounding box will be uneven.

Baseline Line one

Line height = 32px

Baseline Line two

To set up line height easily, multiply the font size by 1.6. After that,

round the result to the nearest full number. If the font size is odd,

make the line height odd as well. Same applies to when the font size

is even. This ensures proper text distribution.

Here is some example body

Here is some example body

text with size of 12pt.

text with size of 12pt.

On the left, the line height is 15pt, which is too small. On the right it’s 20pt. I created it

by multiplying 12pt by 1.6. I got 19.2, so I rounded it to 20pt (closest even number).

64
Use lower line height ratios for larger text

Unfortunately, it’s not as easy as multiplying each of our font sizes by

1.6. Take a look at what happens with a header:

Some random
Some random

header text header text

For headers with large font sizes you should use smaller ratios. Here
for example I used 1.6 on the left which is very high for a header, and
on the right I used 1.3 which worked just fine. For even larger sizes
like 32pt you can use 1.1, or even just 1.0.

Optimal line length

The optimal line length for your body text is considered to be 50 to

60 words in a line. Using less or more can impact readability.

Here is some short, example body that has around 70 characters per
line. Aligning it differently would be nice.

Here is some short, example body that has around 50

characters per line. Looks a whole lot better already!

65
“If you don’t control type,
it controls you.”
The Futur

66
How to use letter spacing
Letter spacing (also known as tracking) is a consistent change in the
spacing between letters in text. It shouldn't be confused with
kerning, which refers to changing spacing between a pair of letters,
but that's a rather rare thing to do for UI Designers. Proper usage of
letter spacing can make the text more readable.

letter spacing
This is letter spacing

The default value is 0%, and in most cases there’s not need to
change it. Having letter spacing that is too narrow or too wide can
lead to big readability problems, so use it responsibly.

Some short and sweet text LS = -10%. Too narrow.

Some short and sweet text LS = 0%. Perfect!

Some shor t and sweet text LS = 10%. Too wide.

67
When to change letter spacing
As I mentioned, in most cases you will be fine just leaving the letter
spacing alone. However, in some scenarios you can change it. For
example, decrease letter spacing for headers:

Header Header
LS = 0% LS = -3%

The approach on the left is not really wrong. It’s perfectly fine to be honest, but it’s just
a small detail that can make your UI Design better.

You can also increase letter spacing for all-caps text. The gaps in
text like this are smaller, so you can make it more readable:

SOME LARGE TEXT SOME LARGE TEXT

AND SOME MORE AND SOME MORE
LS = 0% LS = 5%

Again, these are just very minor tweaks that in most cases you don’t
have to do. Sticking to the default value - 0% - is just fine.

68
How to align text

You might have thought that the difference between alignment

styles has to do only with how it looks, but that’s not true. Text
alignment is a cultural thing - the majority of Western countries read
left to right, so we use alignment to left. Here's a basic breakdown of
when to use which alignment style:

Aligning left is always the

safest choice. It’s easiest
to read for most people.

Aligning to center is harder

to read. It should be used
only for short text.

Aligning right should only

be used when cultural
reasons suggest so.

Aligning to center might seem tempting because it’s symmetrical,

but it’s actually very hard to read for large chunks of text. This is due
to the things that are known as “rags”. Turn the page to learn more
about them.

69
Avoid rags

When one line of text ends with a long word, and next line ends with
a short word, we call that a rag. If the rag is big, user's eyes need to
do a lot of work to jump from one line of text to the next one. It can
become a concern with very long chunks of text, so keep that in
mind when designing.

Here is some longer chunk Here is some longer

of body text to present you chunk of body text to
rags. present you rags.

The jump from one line to another on the left side is very big, and it should be
avoided whenever possible. It’s especially true for long chunks of text.

Obviously, you don’t control every single piece of text. If you’re

designing a blog platform, you won’t be able to control the rags
inside of every article, but it’s fine. Here’s another example showing
why centered text is harder to read:

Here is some longer chunk Centered text has rags on both

of body text to present you sides, so for longer texts it can

rags. become hard to read.

70
Align different text sizes to the baseline
When you align something with a line of text, align it with its
baseline, and not with the center. It might seem counter-intuitive
NOT to align with the center, but take a look at this example:

Your products Add a product

It might not look that bad now but if you add a baselines to these
two text lines, you will see that they are completely misaligned.

Your products Add a product

It’s a minor detail that might even get lost, but details like these truly
make a difference.

71
It makes more sense to align them on one baseline, like this:

Your products Add a product

After removing the baselines, it instantly looks better:

Your products Add a product

72
Use font weights to establish hierarchy
A few pages ago we’ve created a type scale together. However, size
is not the only way to establish hierarchy within our designs. We
naturally want the users to focus on the important content first, so
apart from size we can use weight to achieve it.

Header Header
Here is some short Here is some short
and sweet body text. and sweet body text.
Nothing too fancy! Nothing too fancy!

On the left side there’s a large header, but both header and body text have a weight
of regular. We can replace that with having a smaller, bold header.

The example on the left is not necessarily “wrong”. The user will
read the header first, then the body text, just like we want. However,
we can do the same thing and take less space on the screen by just
using a higher weight, such as Bold or SemiBold.

You can also apply weights on the type scale we’ve created a few
pages ago. As you probably guess, larger font sizes will have higher
weights, and smaller font sizes - smaller weights.

73
Here’s an example of how this could look like:

This text has a size of 12pt. Regular

This text has a size of 14pt. Regular

This text has a size of 16pt. Medium

This text has a size of 18pt. SemiBold

This text has a size of 20pt. Bold

Also, don’t be tempted to use Light weights for small text. It might
make a lot of sense, but in fact it’s just making it very hard to read. If
you want, you can experiment with it for larger sizes.

Small text with Light weight So it’s better to stick with

is very hard to read. at least Regular.

It’s best to define font sizes and weights before starting the project.
This way you won’t have to wonder if you should go with Medium or
SemiBold, 24pt or 28pt etc.

74
When pairing, skip a weight or two
When you pair a header with body text, skip a weight to maintain
proper contrast between them, so for example: use Regular weight
for body text, skip Medium and SemiBold weights and use bold
weight for header. If you use Medium for body text - skip SemiBold
and Bold and use ExtraBold for header. Here’s an example:

Header Header
Here is some short Here is some short
and sweet body text. and sweet body text.
Nothing too fancy! Nothing too fancy!

The pair on the left is Medium + Regular, which don’t have enough contrast between
each other. On the right we have Bold + Regular, which works well.

75
Avoid pairing typefaces that are very similar
When you want to pair two different typefaces with each other, make
sure they're not very similar to each other. This will result in an
inconsistent look and lack of contrast. Either use just one typeface,
or use two that are different from each other.

Header Header
Here is some short Here is some short
and sweet body text. and sweet body text.
Nothing too fancy! Nothing too fancy!

The pair on the left is Raleway + Poppins, which are very similar. This does not look
very consistent. On the right we have Inter + Gelasio.

I know I’m repeating myself, but seriously - try to stick with just one
typeface. They’re way easier to pair, and you don’t need to worry
when to use the first typeface or the second one.

If you need to go with both for some reason, at least pick two that
are different from each other.

76
Color
Proper usage of color is one of the most important aspect in UI
Design. In the Introduction, I've mentioned that User Experience is
based all around emotions - positivive or negative ones. Using color
is one of the most effective ways to evoke certain emotions in the
user. Even though the choice behind colors in UI Design are often
influenced by the work of Brand Designers, it's crucial you
understand what colors mean and how to use them properly.

Key content

- Basic color terminology: hue, saturation, lightness and more

- Color psychology - meaning behind each color

- Pairing colors using the color wheel

- Creating a large color palette from scratch

- Applying colors and accessibility

77
Before we start let’s do a short exercise:

Let's begin this chapter a little differently. Can you recognize for
which brand each one of these colors stand for?

? ? ?

? ? ?

Try to guess! These are big and popular brands. On the next page your can see the
answers.

78
Here are the answers:

Below you can see the answers. How many have you guessed
correctly? I hope it wasn’t too hard!

Facebook Spotify Netflix

?

Dribbble Twitter LinkedIn

?

Chances are, you got at least a few correctly - these are big,
well-established brands that all highly depend on how memorable
their colors are. You didn't even have to know their names, hear
what they do or see their websites - you can recognize them by their
color. This is how powerful color is.

Each color stands for something. It has a meaning behind it. I can
guarantee you that CEOs of these companies didn’t just go “OH!

I LIKE THIS COLOR, LET’S USE IT!”. There’s data behind it. In this
chapter I will help you choose colors for your projects and create
beautiful, consistent color palettes.

79
Understand the terminology
We can't have a conversation about color if we don't set our
definitions first. Below you can see some of the most important
definitions in the world of color.

Hue
Hue is just another word for color.

These are all different colors - different hues.

Saturation
Saturation is a range from pure color (100%) to gray (0%).

This is all the same hue - just with different saturation values. On the very right side
the saturation is 0%, so it’s just pure gray.

80
Lightness
Lightness defines how bright the color is, from black to white.

These all have the same Hue and Saturation values, but they have different Lightness.

Shade
Shade is a color created when black is added to a hue.

An easy way to create a shade is to reduce the Lightness value of a color.

Tint
Tint is a color created when white is added to a hue.

An easy way to create a tint is to increase the Lightness value of a color.

81
The most important colors
I want to dive into many different colors in detail in this chapter, but
first I want to talk about two most important colors out there - black
and white.

In fact, not even black and white, but also their tints and shades.
Pure black (#000000) is rarely used in UI Design because of it’s very
high contrast which can be bad for the eyes, but anyway. These two
are the colors you will use most frequently - usually black for text
and white for the background. They may not be very exciting, but
using them properly is crucial.

#000000 #1F1F1F

Pure black “Lighter” black

Pure black is the darkest color out there - it can cause too much contrast between
itself and the background, so it should almost never be used in UI Design.

82
Before using other colors, start with black and white
Chances are that you’ve heard of wireframing. It’s essentially a
technique which refers to designing a website or an app at a
structural level. It’s a stage which is (or at least should be) always
done before creating real UI Designs.

Example wireframe. Source: archimetric.com

Above you can see an example of a web wireframe. Notice that it

doesn’t have any colors apart from white, some shades of gray and
black. This is exactly what you should do before applying color -
start with white, black and optionally gray.

83
We’ll start with black and white, and then apply color
Let’s make a very basic part of a landing page together using black
and white. After that, we’ll dive deep into color psychology and
apply some colors together, but for now starting with black and white
should be enough.

Header text goes here

Here is some short and sweet
body text. Nothing fancy!

Start

As you can see, it clearly lacks some color, so in the next pages
you’ll learn which we should apply and for what purposes. On the
right side we’ll also put an illustration.

You can notice that there are also some elements that we haven’t
talked about yet, such as an input field, a button or an illustration, but
don’t worry. They’re very basic at this level.

84
How to select colors - color psychology
Color psychology is a study of how colors determine human
emotions and behaviors. Unlike many people might think, selection
of colors for UI Design is not only a matter of personal preference.
Each color evokes emotions in the user, so it should be used wisely
and based on reserach, and not on personal preferences of you or
your client.

Meet the color wheel

To explain color psychology, let me present you the color wheel. It
contains 3 primary colors, 3 secondary colors and 6 tertiary colors.
I'll focus only on the primary and secondary ones. If you're
interested, you can find a lot more details about color psychology for
tertiary colors online.

Primary colors

Secondary colors

Tertiary colors

85
Blue
The world's favorite color

Blue was proven to be the favorite color of most people. It's also the
most commonly used color in digital product design (apart from
black and white of course) due to its likeability.

Stands for: calmness, peacefulness, security, tranquility, trust.

Best for: social platforms (for example Facebook, Twitter, Linkedin).

Negative sides: the most popular color out there. Can be hard to
stand out as a brand.

Investing for millenials

Start

Blue is an excellent choice for any brand that wants to promote trust.

86
Red
The energetic color

Red has a long wavelength, and therefore it's one of the most visible
colors. It quickly catches attention - this is why it's often used for
warning signs.

Stands for: excitement, energy, negativity, danger, aggression.

Best for: sports, cinema, energy-related products (Red Bull, Netflix,

YouTube).

Negative sides: due to its visibility, red is often used for warnings.
It's generally considered to be a negative color.

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Any product which causes strong emotion can try using red.

87
Yellow
The most visible color
Yellow is the most visible color. It's often used for warning
notifications. Like red, it quickly catches attention.

Stands for: excitement, warmth, positivity, but also frustration and

anger.

Best for: food, travel, creative fields (Postmates, McDonald's,

Snapchat).

Negative sides: because it's the brightest color, it's also bad for the
eyes when light and saturated. Very negative in excess.

Super tasty food

Go!

Yellow is often used for food-related products, such as McDonald’s or Postmates.

88
Orange

The color of creativity

Orange is considered to be a very energetic and enthusiastic color.

It promotes activity and creative thinking. Its lighter shades are

sometimes used as warning messages in UI Design.

Stands for: creativity, energy, enthusiasm, activity, impatience.

Best for: sports, sales, creative industry (Nike, Amazon, Headspace).

Negative sides: When used as a primary color it might require you

to use a different color for warning notifications.

Boost your creativity

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Orange evokes enthusiasm and creativity.

89
Green
The color of nature

Green is the second favorite color for most people. Because of its
likeability, it's frequently used for success messages in UI Design.

Stands for: health, nature, calmness, relaxation, growth.

Best for: health industry, banking, fitness, food (Robinhood, Whole

Foods, Spotify).

Negative sides: When used as a primary color it might require you

to use a different color for success notifications.

1001 healthy recipes

Go!

Green is a safe choice for anything fitness / health related.

90
Purple
The color of luxury
Purple is a very rare color in nature, so in color psychology it's also
considered to stand for rarity, wealth and uniqueness. In UI Design
it’s used rarely, so it can let the brand stand out easily.

Stands for: wealth, royalty, luxury, mystery, frustration.

Best for: luxury goods, tech industry, religion (Milka, Yahoo, Twitch).

Negative sides: When used in excess it can cause frustration or

cause feelings of unnecessary extravagance.

Castles for everyone

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Purple is rarely used as brand’s primary color. Not many brands promote luxury.

91
Pairing colors with the color wheel

Every UI Designer should have at least entry-level knowledge about

pairing colors using the color wheel. After you select your first,

primary color, you might need to pick a secondary or / and triadic

ones as well sometimes. Learning to pair colors using the color

wheel will take the guesswork out of this process.

Complementary

Complementary palette is made out of

two colors that are on the opposite sides

of the color wheel, so there’s a lot of

contrast between these colors.

Analogous

Analogous palette is made out of three

colors that are next to each other on the

color wheel. It’s often found in nature and

is pleasant to the eye.

92
Split-Complementary
The split-complementary color palette
is similar to complementary palette.

It uses one color and the two colors

adjacent to its complement.

Triadic
Triadic palette consists of three colors
evenly spaced on the color wheel, in the
shape of a triangle. It tends to be quite
vibrant and contrasting.

Rectanglular
This palette consists of two pairs of
complementary colors. It produces 4
colors, so only one should dominate,
and other should be accent.

93
My favorite color palette - monochromatic palette
Monochromatic palette is made out of one primary color and its tints
and shades. Tints can be used for example for the background or
card backgrounds, shades can be used for text, while the primary
color itself can be used for buttons.

You don’t even need a color wheel to prepare a palette like this. On
the next few pages, I will show you how to create a full color palette,
step by step. Monochromatic palettes are extremely easy to apply,
because you don’t have multiple bold and vibrant colors. More on
this below.
A short summary on color palettes based on the color wheel
All these palettes that I showed you on two previous pages are
based on a field called color theory. It’s used in a range of different
fields in the world, such as fashion, interior design, graphic design
etc. However, as you learned in The Basics chapter, color draws
user’s attention to something. If we have like 4 bold and vibrant
colors, we need to work a lot more on creating hierarchy with them.
That’s why I love monochromatic palettes - they look great and are
really easy to apply.

94
Creating a color palette
Your main goal for working with color in UI Design should be
creating a color palette for the project that you’re working on. Same
as with your type scale, you want something that you can easily
apply to the project without wondering which shade of blue will be
better, or if you should use #FFFFFF instead of #FAFAFA etc.

For that reason, we need to create a color palette.

Color palette generators

Maybe you came across one of those color palette generators
online - they generate color palettes which often are stunning, but
are almost impossible to apply to a real design. Here are a few
examples from one of the most popular generators:

There are many flaws with this approach. First of all, 4 colors is
nowhere near what we need to create a full, applicable color palette.
Secondly, some of these palettes lack the most important colors -
black and white, or at least their tints and shades. Also, there’s rarily
any color-psychology-based decision behind using a palette like
these. They just look attractive, that’s all.

95
Anyway, let’s try to apply one of these color palettes to the page

we’ve created earlier to see if they will work or not.

Daily sports news

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Daily sports news

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These colors don’t match the product, but regardless of that you can

see that it looks just weird and unrealistic. There’s a better solution -

hand-crafting a color palette, like with the type scale.

96
Let’s create a color palette
Our goal for this part of the chapter will be to create a large color
palette of colors that go well with each other and that will include
every color we might need in our UI Design.

STEP 1: Choose your Primary Color

Not to be confused with Primary Colors from the color wheel.
Primary color is the color which will be used for elements like
buttons, checkboxes, focused inputs etc. It is usually also the brand’s
primary color. How to choose it? Your starting point should be color
psychology.

Here’s my safe pick:

pick: blue!
blue! #3E8EF4

STEP 2: If you need, select a Secondary Color

You might also want to have a Secondary Color - for stuff like
secondary actions. Anyway, I usually stick to one Primary Color and
that’s enough for most of my projects, but feel free to use it.

Here’s my safe
Secondary pick:
Color blue!
is optional. #3E8EF4
#FD9900

Go back a few pages to learn how to pick Secondary or Tertiary colors.

97
STEP 3: Choose your Notification Colors
One of the things I haven’t talked about yet are Notification Colors -
colors used for displaying success, warning or error messages.
These messages can be displayed on the screen to give the user
feedback for his actions. These are usually: green for success
message, orange for warning and red for error.

Here’s my safe pick: blue!

#64BC26 #FD9900 #3E8EF4 #FE2712

Success Warning Error

WARNING: If you use one of these as your Primary Color:

Chances are that you will want to use green, orange or red as your
Primary Color, which can be problematic to differentiate it from
notification colors. In that case, just make sure that the notification
color has a slightly different hue, but still looks “green” enough or
“red” enough to indicate success or error:

Here’s my safe pick: blue!

#64BC26 #3E8EF4
#3CD797

Primary Color Success

I started with blue, so I will skip this step.

98
STEP 4: Create tints of all colors you have so far
Creating tints will provide us with lighter versions of the colors we
currently have. This can be useful in many places in our project - for
example, the tint of our Primary Color can work just fine for the
background in our project.

I created this by changing the Lightness value of each one of these

colors. You can modify it in the “HSL” color mode in your design tool
of choice. On the very left we have original colors. I was adding 10%
(10 points) of Lightness to them at each step.

If you need more precision you can create much more tints by
changing the Lightness value by for example 5% at each step, but do
it only when you really need it.

99
STEP 5: Create shades of all colors you have so far
Creating shades will provide us with darker versions of the colors we
currently have. This can be useful in many places in our project - for
example, the shade of our Primary Color can work great as a text
color.

I also created this by changing the Lightness value of each one of

these colors. On the very left we have original colors. I was
subtracting 10% (10 points) of Lightness from them at each step.

Same with tints, if you need more precision just use a different
number like 5%.

Notice that our darkest shade of green turned to pure black. We

can just remove it from the palette, or add some Lightness to it (for
example 5%) to turn it to very dark green instead.

100
STEP 6: Create a grayscale
Apart from tints and shades for all colors, we will also need a
grayscale. In fact, the majority of many designs is mostly filled with
greys of some sort. To get our darkest grey, let’s set the Saturation of
our Primary Color to 20 and Lightness to 10%.

Here’s my safe pick: blue!

#3E8EF4 #3E8EF4 #14191F
S = 20
Primary Color L = 10 Darkest grey

Our Primary Color is blue, so if we leave Saturation at 20 greys will

be “cold”, which is what I want. If your Primary Color is for example
orange, greys will be warm. If you want them to be fully neutral, set
Saturation to 0 before the next step.

After we have our darkest grey, we can create a grey palette with it.
Just take that darkest grey as your first color, and add 10% of
Lightness at each step until you get something like this. It should end
with pure white.

101
STEP 7: Think of how to apply the colors
Now your color palette is complete and ready to be applied. This
topic also causes a lot of confusion, but in reality it’s quite simple.

Many people suggest using the Golden Ratio for color usage as well
- in other words, the 60-30-10 rule. Example below:

60% 30% 10%

Essentially it suggests to use 60% of one color, 30% of another and

10% of another to establish hierarchy. The problem with this
approach is that we have way more than 3 colors. Also, the 60%
would usually be the background color, 30% - text color, and 10%
would be the Primary Color (buttons for example), which does not
really help us at all.

A much better approach would be to manually assign use cases to

the your colors (you don’t have to use all of them of course). So for
example: Primary Color will be used for buttons, focused inputs,
checkboxes etc., darkest grey will be used for text and lightest for
background.

Math is not the solution to all problems - same thing happened with
the type scale. It’s better to do some things manually.

102
STEP 8 Go and celebrate!

Great job! Now your color palette is complete, and you should have

an overall idea of how to apply it to your work. It was definitely

harder than grabbing some random 4-color palette from a generator,

but it will be worth it.

Please remember that you don’t need to use every single one of

your colors, and if you will need to use another color (for example a

slightly different shade of gray) you can do that. Just try to avoid

these tweaks when possible.

Here’s a recap of every step:

1. Select a Primary Color

2. If you need, select a Secondary Color / Tertiary Color

3. Choose notification colors

4. Create tints of all colors you have so far

5. Create shades of all colors you have so far

6. Create a grayscale

7. Think about the application

Sounds like a lot, but a well-made color palette can save you HOURS

during the actual design stage. You can now save each one of these

colors as a Color Style in your design tool for easier access. That’s

fully optional of course.

103
Accessibility

When placing one color on top of another, make sure they meet
accessibility standards - that means, that there's enough contrast
between them to read the content without problems.

Around 4,5% of our population is color blind. That's a very large

number that you should take into consideration! There are numerous
free plugins and web tools to help you measure contrast levels
between two colors.

This text is very

WCAG 1.71 - Fail
hard to read

This text is fairly

WCAG 10.25 - AAA
easy to read

It’s always good to test this. What looks great on your computer
screen will not necessarily work well on someone’s 10 year old
phone in full sunlight.

104
“If one says ‘Red’ (the name of
the color) and there are 50
people listening, it can be
expected that there will be 50
reds in their minds. And one
can be sure that all these reds
will be very different.”
Josef Albers

105
Gradients
Gradient is a gradual blending from one color to another. They’re
very popular in UI Design nowadays. Paired with a nice, colorful
shadow they can create stunning results. In this chapter I’d like to
explain why we use gradients, show you different types of them, as
well as show how to choose colors for a gradient.

Key content
- What are gradients?

- Why we use gradients?

- Different types of gradients

- Tips on creating the perfect gradient

- A word about cognitive overload

106
Gradients are all around you

If you look around yourself right now, almost everything you'll see is
a gradient. In fact, pretty much nothing has a solid color in a typical
environment. When light comes into play, everything becomes a
gradient.

Almost every object under the effect of

light becomes a gradient.

Now, why is this important? Because that means that using gradients
can make our designs closer to the real world - in other words, more
realistic. They (and shadows) are a great way of adding depth to UI
Design.

Button Button

Which button do you think looks more realistic?

107
Another reason to use gradients
Apart from the common answer (they look cool), gradients give
designers creative freedom. The number of gradients you can create
is nearly infinite. You can mix two colors with each other and get a
stunning, original result. Elements with a gradient on it naturally
stand out from the crowd, which can be helpful in creating hierarchy.

The amount of different gradients that you can create is nearly infinite.

Gradients can be as memorable as regular full colors. After all,

people don’t remember Hex codes or HSL values. With so many
brands out there, many colors are already taken, so using a gradient
can make the brand stand out easily.

Instagram uses gradient for their app icon. It looks creative and stands out.

108
Gradient types
To make a gradient, you'll need two or more colors. You can
combine them with different gradient types to achieve interesting
results. You can also use handles for each color that let you "drag" it
and change its position inside the gradient, or even drag the handles
outside of the shape for a more subtle transition.

Linear gradient
It's a simple, linear transition between two or more colors.

Radial gradient
A radial gradient has a shape of an ellipse, with one color starting in
the middle and the other on its edge. It's frequently used to make
objects look 3D. When applied to an oval and positioned correctly, it
can create a very interesting result.

109
Angular / conic gradient
An angular gradient (also known as conic gradient) is quite similar to
the radial gradient due to it's shape. An angular gradient places
color stops around the circle. It's a very rare choice for UI Design. It
might look original, but it also looks distracting and unfamiliar.

Mesh gradients
Mesh gradients are very abstract combinations of multiple colors.
They're hard to create on your own, but they can be downloaded for
free from the internet from various generators. They're still almost
inexistent in real products, so use them rather for experimentation or
be careful not to overuse them.

Downloaded from https://products.ls.graphics/mesh-gradients/

110
Choosing colors for gradients

You can create a gradient with any pair of colors, but there are some

best practices regarding choosing hues for gradients.

Use colors with similar hues to create smooth gradients

Always aim to make your gradients smooth, meaning that the

transition between colors is not very harsh, like on the left here.

Avoid greyish colors in the center

Another reason to avoid “harsh” transitions is because of these ugly,

grey areas in the middle. Take a look:

I’m sure you can tell when a gradient is good or not. Gradients with a

very rough transition between colors instantly look ugly. If you want

to create a good gradient, start with the same color on both sides,

and then just change the Hue value of one of them by 20 or 25.

111
Too many gradients = cognitive overload
In late 2020, Tobias van Schneider shared a Tweet showcasing
many app icons which use a lot of vibrant colors and gradients.

One of the reason why these apps have icons like these is because
they want to get user’s attention. I mentioned that gradients make
elements stand out from the crowd. Well, as you can see above, if
everything stands out - nothing stands out. Same goes for colors.
While an unorganized mess of different vibrant gradients might look
cool, it would be very distracting.

112
Shadows
Shadows are the most common effect in UI Design. In fact, you’ll
find them in almost every design out there. They play an important
role - they add depth to our designs, making some things farther
from the user, and some things closer to him. In this chapter I’d like
to show you why we use shadows and how to create them.

Key content
- Two types of shadows in UI Design

- Anatomy of a drop shadow

- Tips on making awesome shadows

- Colorful shadows and shadows in dark mode

- Inner shadows

113
Two types of shadows
In UI Design, we have two types of shadows - drop shadows and
inner shadows. The latter ones are very rarely used, so let’s focus on
drop shadows first.

Drop shadow
The most commonly used type of shadows are drop shadows. After
adding them to our element a slightly blurred shadow will appear
under it. Drop shadows elevate elements from the surface. Below
you can see an example of what I mean.

No shadow Button

Here the button does not have a drop shadow. As you can see on the right side,

it’s on the same level as the background.

Here’s an example of a drop shadow:

A drop shadow Button

Here’s an example of a button with a drop shadow. As you can see, now it’s elevated
from the background.

114
Anatomy of a drop shadow
Drop shadows have the same shape as the element they are casted
from, and their position is also in relation to that element. The parts
of any shadow are X value, Y value, Blur value and Opacity value. By
changing the X and Y values the shadow can be moved in any
direction, and by changing the Blur value the shadow can become
more blurred, making it softer.

X = 0
X = -4
X = 4

Y = 4
Y = 4
Y = 4

Blur = 4
Blur = 4
Blur = 4

Opacity = 25% Opacity = 25% Opacity = 25%

X = 0
X = 0
X = 0

Y = 30
Y = 35
Y = 0

Blur = 15
Blur = 60
Blur = 30

Opacity = 25% Opacity = 25% Opacity = 25%

Different shadows give different interesting effects. All shadows have the same color -
#000000. More on shadow color on next pages.

115
Making awesome shadows
You understand why we use drop shadows and how they’re made.
Now it’s time to learn how to make them beautiful!

Make soft shadows

A soft shadow is a shadow with a relatively high Blur value and low
opacity (usually 5-10%). These shadows are way more pleasant for
the eye than the default option. Soft shadows also often have
increased Y values to make them look more elevated.

X = 0
X = 0

Y = 4
Y = 30

Blur = 4
Blur = 50

Opacity = 25% Opacity = 10%

Avoid pure black shadows

Avoid shadows with a color of #000000. It looks unnatural. You can
use a dark color from your grayscale from the Color chapter.

#000000 #3D4B5C

116
Try colorful shadows on colorful elements
Using dark shadows on colorful elements is fine, but adding a
colorful shadow can easily make the design “pop”. Take a look:

Not every element needs a drop shadow

Drop shadows work best on elements that the user can interact with
- such as buttons or cards. Elements that the user can’t interact with,
such as disabled buttons or text shouldn’t have a drop shadow on
them.

When you apply

Pancakes
shadows on text,
$9.99
the user cries.

Button

Most non-clickable elements shouldn’t have a shadow.

117
Use shadows on button text to improve contrast
Even though it’s not good to use a drop shadow on longer chunks of
text, using a subtle drop shadow on button text can improve
contrast, especially when the button is bright, and text is white.

Button text Button text

The best solution would be to change the color of the button or make the text black,
but if we can’t do that, shadow is our best option.

Don’t make white shadows in Dark Mode

When you’re designing a light and dark interface it might seem
tempting to turn black shadows into white, but don’t do that. It does
not look very good and is confusing. Instead, just use a lighter shade
of the background color to elevate the element.

118
Inner shadows
Inner shadows are the opposite of drop shadows. While the latter
elevate things from the surface, elements with an inner shadow look
like they’re “sunk” into the background. They’re very rarely used in
UI Design nowadays.

A drop shadow An inner shadow

On the left you can see two white squares that are elevated from the
surface using drop shadows. On the right you can see one elevated
square, and one with an inner shadow. It look like the bigger square
on the right has a hole in it!

Inner shadows are very, very rare in UI Design. While it’s very
common that elements with a drop shadow are clickable, objects
with inner shadows are straight up confusing.

119
Buttons
A button is an interactive element that allows users to take actions.
Clicking (or tapping) them results in a specific action that is (or at
least should be) described inside the button. At some point, the
product will ask the user to take action - whether it's to create an
account or order some food, we need buttons for that.

Key content
- Button types in UI Design

- Button styles in UI Design

- How to design buttons properly (corner radius, size etc.)

- Button pairs and VIBs (Very Important Buttons)

+ many other fantastic tips!

120
Button types
In general, buttons can be grouped by button styles and button
actions. Button styling refers only to how it looks - the sizing, color or
a shadow. Button action refers to what action it performs. It’s quite
simple actually - more important buttons should stand out more so
that they can be found easier.

CTA (Call-To-Action)
CTA stands for Call-To-Action. As the name suggests, a CTA Button
(often referred to as just CTA) is expected to call the user to perform
some action after clicking it. CTAs are very common on landing
pages - for example "Create an account". After clicking it, the user
can expect that he will be asked to enter information to create an
account.

Learn anything from home

Get started

CTAs are on almost every landing page out there.

121
Call To Action buttons should stand out
You should style a CTA so that it stands out on the screen. You can
simply use a solid, Primary color to achieve that. You can also try to
add a drop shadow, but that’s fully optional. CTAs are usually the
biggest buttons, so keep that in mind.

Tasty pizza $6.99 Tasty pizza $6.99

Buy now Buy now

The button on the right looks like it wants to be clicked!

Height matters
CTAs should be very easy to tap on a mobile device, so it’s best to
keep the height between 40pt and 60pt, but not below 40pt.

Buy now Buy now

122
Primary buttons
Primary buttons are very similar to CTA buttons. In fact, they often
look exactly the same in terms of styling. However, the difference is
in the action - CTA buttons call the user to perform some action after
clicking it, while Primary buttons just help the user use the product
and perform an action for him.

Continue Download Save this file

A few examples of Primary buttons. Notice that none of them should require the user
to take any additional “action” - a Continue button will probably just move the user to
the next page, and a Download button will download the file.

Another good example of a Primary button is inside a form. Once the

user fills necessary inputs and wants to continue, he will usually find
a “Next step” or “Continue button”.
[email protected]

Password

·············

Next step

123
Secondary buttons
Secondary buttons are an alternative to the Primary button. These
can be buttons such as "Back" or "Cancel" button. These aren't
actions we necessarily encourage the users to take, but they might
still want to take it.

Back Next step Edit file Save file

As you can see above, the main actions are “Next step” and “Save file”. Users will
take these actions is most cases, but we should provide them with an alternative.

Secondary buttons often appear inside of forms, next to Primary

buttons. They make it easy for the user to go back and edit some
information if they entered it incorrectly for example.
[email protected]

Password

·············

Back Next step

Button pair like this shouldn’t appear in the first stage of filling the form, because you
can’t really go back from the first step.

124
Tertiary buttons
Tertiary buttons are buttons that the user might not really be looking
for all the time. These buttons are very situational. Let's say the user
is reading an article - he will see a range of Tertiary buttons such as
share or save. Considering that these are rather rare actions, they
don't stand out a lot.

Add contact Share article

Buttons that you see above won’t be clicked by every user. They’re not a part of any
specific process, such as creating an account. Notice that they are smaller than other
buttons - after all, they’re less important.

Buttons like “Bookmark” are often placed on article pages.

Article header
Here is some article text.
This article can be saved
using a Tertiary button
that is placed near it!

125
Button styles
In this part I want to focus only on styling buttons, and not when and
how they should be used.

Filled button
A filled button is filled with a solid color or a gradient.

Button text Button text Button text

Line button
A line button does not have a fill - just an outline.

Button text Button text Button text

Transparent button (not an official name)

This button style uses a light tint of the text color for background.

Button text Button text Button text

126
Text link buttons
Text link buttons are simply parts of text that are styled to make them
look clickable. It’s usually done by changing the color and increasing
the weight on words that can be clicked.

Here is some example body text. The user

can click this part to do something.

Icons inside buttons

Using icons inside buttons makes them easier to “scan” and in result
- understand. You can also use just an icon for easily understandable
actions.

Like photo Add to cart

Add to cart

Icons look great paired when paired with some button text. However, you can leave
just the icon if it’s common and well-known. If you wonder if an icon will be
understandable enough, just think if you’ve ever seen it in another product.

When to use which style?

In general, the more important the button is the more it should stand
out, so for CTAs and primary buttons filled style will work best.
Transparent and line styles work better for secondary and tertiary
buttons.

127
Corner radius
Adjusting the border radius of buttons can give it a different feel.
Sharp buttons with very low corner radius (or just 0) feel more
elegant and professional. More rounded buttons are more
user-friendly, and better for the eye as well.

Button text Button text Button text

Corner radius = 0pt Corner radius = 8pt Corner radius = 20pt

Mind the click / tap area of small buttons

Text links and icon buttons should have a larger tap area than they
actually are in size. They should have a small area around them that
is also clickable to reach them easier. Details like these make
buttons easier to use.

Text link Text link

I indicated the tap area with red color. On mobile, the tappable area
of any element should be at least 44x44pt. This way people with
larger fingers won’t missclick that often. Keep it in mind when
designing small, but interactive elements.

128
Button shadows
Adding a subtle shadow to your button can make it stand out more.
It usually works best for filled buttons, not so much for line and
transparent ones.

Button text Button text Button text

Button states
One of the things designers forget to design are styles for all button
states. Apart from just the initial state, you should also design a
hover, clicked and disabled states. Even though it's a small detail, it
gives the user feedback for his actions, which is essential for
designing a good product. Here’s an example:

Default state Default state

Hover state Hover state

Clicked state Clicked state

click!

Disabled state

129
Button width
A great height for a button is anything between 40 to 60 points.
What about the width? It depends on length of the text inside the
button. I recommend using horizontal padding of 32 points for web
interfaces, and full screen width for mobile interfaces.

Continue Continue

Continue Create an account

32pt 32pt 32pt 32pt

As you can see above, button width should depend on the width of the text inside of
it, at least for web interfaces. For mobile interfaces, in 99% of cases buttons cover the
whole width of the screen (excluding the margins).

Please keep in mind that the value of 32pt for padding for buttons is
not a golden rule. In many cases your grid system will influence the
width of buttons. It’s a common scenario when it comes to designing
forms. Take a look at an example on the next page.

130
 Log in
Username

tom_smith

Password

·············

Next step

Log in
Username

tom_smith

Password

·············

Next step

Button on the top has a horizontal padding of 32 points, but it’s not
aligned to other elements of the form. I personally think that it is fine
to use even a wide button like on the bottom in order to keep
alignment proper.

131
Button text size
Text inside buttons should be very easy to read, so I recommend
using a font size of 16pt. If you’re using 15pt or 17pt as your base font
size in your type scale, you can also use that value for buttons.
However, keep in mind that anything below 13pt can be hard to read,
and anything over 20pt is unnecessary and makes the button bigger.

Continue

Continue

Continue

Be consistent with corner radiuses of buttons

Make sure that buttons you use have consistent corner radiuses
throughout the whole design.

Continue Continue

Next step Next step

Download Download

132
VIBs - Very Important Buttons
Many products have something that I like to call a Very Important
Button - a button that has a very high degree of importance.

For example on e-commerce websites, when you buy something

there are usually many Primary buttons to go through the steps or
purchasing - entering your address, selecting a delivery and
payment method etc.

However, there's always one most important button to actually

checkout. It should be very clear that after clicking it, you order
something and will be charged. If a button for checking out has a
text like "Continue", the user has no idea that he will be charged
after clicking it, and that's bad user experience.

Continue Complete purchase

There are no strict rules used to determine if a button is very

important or not. In general, if the product is going to “take”
something from the user - for example charge his credit card - it’s
better to warn him, for example with text under the button.

133
Button pair positioning
It's quite common for buttons to come in pairs - for example inside of
forms - "Continue" button on one side, "Back" button on the other. It
can be confusing where each button should be placed. In short - the
button that is more important should be placed on the right side, and
less important on the left. This is especially true on mobile devices.
Around 90% of people are right-handed, so a button placed on the
right is easier to reach with their thumb.

Next step Back Back Next step

134
Forms
A form is a User Interface element that lets the user send
information to the server. It's one of the most common ways he
uses to interact with the product. It's a step that's necessary
whenever the product requires some information from the user, for
example logging in, signing up for a newsletter or entering a
delivery address. There are a lot of factors that go into creating a
well designed form.

Key content
- What are forms and why we use them in UI Design?

- Measuring success

- Overview of all form elements

- Designing form elements

- A huge amount of awesome tips

135
Why we use forms?
We use forms to get information from the user. For reference to
physical world - think of it as a piece of paperwork that needs to be
filled out. In digital world its pretty much the same thing. When forms
get lengthy, they're often not completed, which ultimately leads to
user being unable to finish a desired task, which is an example of
bad UX.

We want the user to complete the form

Our main goal while designing forms should be that the user
completes it, meaning that he fills all required fields and submits the
result to the server. This way he's able to complete his desired task
(whether it's ordering pizza, creating an account or signing up for a
newsletter). So in simple words - we need to do everything we can
to help the user fill that damn form!

How we measure success

To measure and test our forms we use conversion rate - it's the
percentage of people who succesfully submitted the form out of all
users. So for example if 1000 users will start filling a form, but only
100 will submit it, that's 10% conversion rate. Every single tip from
this chapter should be implemented with one goal in mind - to
increase the conversion.

136
Forms are built out of elements

Forms are built with many elements - headers, text fields,

dropdowns, radio buttons, checkboxes, sliders and buttons. Each
one of them serves a different purpose and is suitable for different
data types. Using a suitable element for each data type is crucial in
increasing our conversion rate. It's a good practice to design all
elements of a form before actually building it. It will make the whole
process easier.

Create an account
Full name

Tom Smith

Username

tom_smith

Password

·············

Next step

Here’s a very basic form.

137
Text field
The most common form element is the text field. It has a quite simple
anatomy - just a rectangle with a label and placeholder text inside (it
can have the same size as your base / body text size).

Username Username

tom_smith

On the left you can see an empty text field, an on the right - a filled one.

Text field types

Text fields can be used to acquire a variety of different data types
from the user - from basic such as names, passwords, card numbers,
addresses and many other. The majority if text fields simply hold
text. The password fields hides it under bold dots.

Username Card number

tom_smith 1234 5678 9012 3456

E-mail address Password

[email protected] ·············

The majority of text fields hold just text or numbers (or both).

138
Keep the labels visible
You might think that if labels have placeholder text, the labels aren’t
needed. However, it’s better to keep them, because the placeholder
disappears after the user starts typing, and he can forget what he’s
entering if there’s no label.

Username

Text fields should have proper width

Some text fields only take input of a certain width - for example an
expiration date of a credit card, postal code or a CVC code. It's a
good practice to use a smaller width for these fields.

Card number

1234 5678 9012 3456

Expiration date

06/21

CVC

123

139
 Card number

1234 5678 9012 3456

Expiration date CVC

06/21 123

Text fields shouldn't be confused with other elements

Text fields are one of these elements that just shouldn't look super
fancy - to be honest, they're rather boring. When you overstyle them,
they no longer look like text fields - more like buttons, which makes
it super confusing, so I recommend you stick with a rather basic
rectangle with a border.

Username Username

The style that you can see on the left is a very popular trend. Text
fields with a white background and a drop shadow look quite cool,
but they can be very easily confused with a button or a card.

I recommend not to use them inside forms, or at least use a border

instead of just a shadow.

140
Text field styles
Text fields can have a variety of different styles. Changes between
them are purely visual, so there is no reason to use one over the
other. Just make sure to be consistent throughout the whole design.

Username Username

Username Username

A good approach to designing text fields is to transform the

placeholder into the label when the user starts typing, like here:

Thomas Kle

Not focused Focused

This approach usually requires that the text field is higher, but it’s still
good to follow it. It’s used by companies like Google or Adidas.

141
Text fields with icons
Feel free to use icons inside text fields. They make “scanning” the
field easier. Just make sure to use an icon that is understandable.

Username Password

Some text fields are not a part of any form

Not every text field in UI Design needs to be a part of a typical form.
Text fields are frequently used for example for search bars.

Fields like these don’t need a label. They can even have a drop
shadow and a more sophisticated style. Take a look at AirBnB:

142
Dropdowns
In anatomy, dropdowns are very similar to text fields - they look
almost exactly the same, only that they have a chevron on the right
side of the form, and their placeholder text usually indicates that
user has to make a selection, and not input text.

Country

On click, a list of elements expands, and the user has to make a

selection. Dropdowns are used for long lists of elements - for
example selecting a country or a state. Using dropdowns for short
lists (4 and less items) is a bad practice - it's better to use a list of
radio buttons instead (more on that later).

Country

Afghanistan

Albania

Algeria

An example of a dropdown.

143
Consider adding a search bar inside a dropdown
Dropdowns are usually used for a very large number of elements. If
that’s the case, it’s good to turn the dropdown into a search bar after
it’s toggled. This way the user can search through all elements
without the need to scroll.

Country

Afghanistan

Albania

Algeria

Andorra

Angola

Antigua & Barbuda

This can be slightly harder in development, but overall it will result in

way better UX, because the user won’t have to scroll so much to find
the value he’s looking for.

144
Use a scrollbar inside a dropdown
Without a scrollbar, it can be confusing for the user to undertstand if
a dropdown is scrollable or not. Just make a very simple one on the
right side and you’re good to go.

Country

Afghanistan

Albania

Algeria

Andorra

Angola

Antigua & Barbuda

It’s better to just use a scrollbar than to make a dropdown with a list
of like 20 positions, taking half of the screen real estate. It’s way less
intrusive and not that hard in development.

145
Radio buttons
Radio buttons serve a similar purpose to dropdowns, except they do
it for shorter arrays of items - usually 2 to 4. They are usually a small
oval with a border, with a filled oval inside it when selected. Only one
radio button can be selected at a time.

Select your favorite meal Select

Selectyour
yourfavorite
favoritemeal
meal
Pizza Pizza
Pizza

Hamburger Hamburger
Hamburger

Fries Fries
Fries

Checkboxes
Checkboxes act like Radio buttons, except they're used for multiple
selection, meaning multiple items can be selected at once. They're
usually styled as square boxes with a border, and they get a colored
fill with a check icon when selected.

Select
Select your favorite mealyour favorite meals
Pizza Pizza

Hamburger Hamburger

Fries Fries

146
Switches
Switches have a similar purpose to checkboxes - they're a multiple
choice element that is rarely used in forms, but rather as separate
objects. The main difference between them and checkboxes is that
action caused by switching a switch does not have to be confirmed
by a "Submit" button.

Settings
Wi-Fi

Cellular Data

Bluetooth

Personal Hotspot

Switches are better for places in which you change the values of
unrelated elements - for example in settings. Using a checkbox in
this scenario would be okay, but it’s better to use switches if the user
does not have to confirm changes with a button.

147
Sizing of Radio buttons and Checkboxes
You might have noticed that radio buttons, checkboxes and switches
are all very small elements - actually, they're one of the smallest
interactive elements in UI Design. On mobile devices, radio buttons
and checkboxes both should have dimensions of 24pt, but they
should have a larger tap area of at least 44pt around it (on mobile).
This way they're more accessible.

Pizza Pizza

Hamburger Hamburger

I indicated the tap area with red color. Please note that these values
are only showed to illustrate my point, and these aren’t exact sizes
that tap areas should have. It’s also a good idea to make text next to
Radio buttons and Checkboxes tappable as well to make it more
accessible.

Even though on desktop screens the cursor has higher precision

than finger on mobile devices, it’s still good to increase the click area
a bit.

Hamburger
click!

148
Slider
A slider is a different way of selecting a number value - for example
a range of prices. The precision of a slider is smaller than just
entering the numerical value, but when dealing with numbers that
don't need to be very specific, it can be useful.

Age 31 yo Price $150 - $200

0 100 $0 $450

As you can see above, sliders can be used for selecting a specific
number or a range of numbers. It depends on the product. However,
the latter type is used more frequently.

It's a good practice to use sliders with two text fields near the label,
so if the user needs more precision, he can select how he wants to
enter the numbers.

Price $150 $300

$0 $450

149
Best practices
So far I went through elements that forms are made out of.
Remember that forms have elements such as headers and buttons,
but I haven’t included them as they aren’t exclusive to forms. In the
remaining part of this chapter I’d like to go through some best
practices when designing forms.

150
Keep forms short and sweet
If a field is unnecessary, remove it. The shorter the form the better.
Decisions of what’s important and what isn’t are often made by
product owners, but just remember that less is more.

Log in
Full Name

Tom Smith

E-mail address

[email protected]

Username

tom_smith

Password

·············

Forgot password?

Log in

Come on - we don’t need user’s name, and both e-mail and username to let him log
in.

151
 Log in
E-mail address

[email protected]

Password

·············

Forgot password?

Log in

While more information about the user can be beneficial for the
company, filling forms is usually a tedious process that users don’t
really want to do, so it’s best to keep forms short.

152
Remind the user why the form is valuable
Some users might feel that filling a form is too demanding, and they
don’t know why they should even do it. That’s why you should
remind them that filling these forms will bring value to their life, and
that it’s worth doing it.

Our newsletter
E-mail address

[email protected]

Join newsletter

Our newsletter

E-mail address

[email protected]

Join newsletter

153
If possible, let users continue with social media
Signing up / logging in with social media makes the whole process
way easier. It provides the server with all the information necessary
for the sign up / log in process automatically, and the user does not
have to enter any on his own.

Hi there!

Create an account

Log in

Nowadays it’s very rare for a product not to have support for logging
in with social media or Apple ID. Implement it whenever possible!

154
Design all states for form elements
Make sure that you have every state for every form element
designed. It might feel like an unnecessary thing to do, but in reality
it's really important. Fortunately - also pretty simple.

Inactive Inactive

Focused Focused

Writing... Writing...

Completed (success) Completed (success)

Some text Some text

Completed (error) Completed (error)

Some text Some text

Error text
Disabled
Disabled

Same goes for other elements, such as checkboxes and radio

buttons. There however, it’s even easier to design it.

155
Break down a long form into small pieces
If you have a very long form (5 fields and up) and you can't make it
shorter because all fields are necessary to fill, break it down into
small pieces and inform the user about his progress on the way. This
way, at first glance it will look like filling that form is not such a big
challenge.

Form name Form name

Label
Label

Label
Label

Label
Label

Label

Next step

Label

This form is not shorter - it’s just broken

down to two steps, so at first sight it
Complete looks easier to fill.

156
Use single column layout when designing forms
When using a single column form, user's eyes naturally jump from
one field to another, without confusion. This way he understands the
order in which he's asked to fill the form.

Form name
Label Label

Label Label

Complete

Form name
Label

Label

Complete

157
Let users know why you ask them for certain information
Some people aren't comfortable with sharing sensitive information
such as their phone numbes or address. They might think the
company will call them or will sell their data. If you explain why you
ask for something, users are more likely to fill that field.

Create an account
E-mail address

[email protected]

Phone number

+12 345 678 90

Password

·············

Forgot password?

Log in

It’s not necessarily a bad approach. However, it’s more optimal to do

something you will see on the next page.

158
 Create an account
E-mail address

[email protected]

Phone number

+12 345 678 90

Password

·············

Forgot password?

Log in

A very simple solution is to put a small “Info” or “Question mark” icon

inside or near the form element, and after user hovers his cursor or
taps on it - he will see the explanation.

Again - this is optional. If it’s obvious why the product asks for
specific information (for example a food delivery company asking for
address) - you can skip this step. If it’s not that obvious (for example
an e-book store asking for address) - it’s better to explain it.

159
Optional instead of required
In most forms, you'll most frequently see two pairs of content
requirements - required + nothing, and nothing + optional. The
second one is better. Asteriks are not clear for everyone. It's better
to clearly state that some information is optional.

Form name Form name

Label * Label

Label * Label

Label Label (optional)

Complete Complete

It’s a minor detail that matters. Even if you skip this tip, always make
sure that it’s clear what information is optional, and what is required.
Never leave user guessing if he has to fill something or not.

160
Divide fields into semantic groups
When you have a lot of fields in your form, divide them into semantic
groups by leaving a small gap between each group. While this is a
small tip, it can greatly increase conversion, because the user's mind
has to do significantly less work - in other words, it's way simpler to
fill a form that's divided like this.

Form name Form name

Full name Full name

E-mail address E-mail address

Phone number Phone number

Address
Address

City
City

Postal code
Postal code

161
Use real-time feedback
Real-time feedback means that immediately after the user completes
entering something into the text field, he will get feedback regarding
if it's okay or not. This way, he can be certain that after clicking the
submit button everything will go smoothly.

Form name Form name

Label Label

Some text Some text

Label Label

Some text Some text

Label Label

Writing... Writing...

Label Label

It’s also common that after submitting the form something turned out
to be entered incorrectly, the whole page refreshes and the user has
to type in everything again. That’s TERRIBLE UX! Never do that! It’s a
job for the developer, but remember about it.

162
Icons
Icons are a crucial part of every interface. Most users “scan” the
content - meaning they don’t read every single bit, but they look for
something specific. Icons are important in this process, because
they let the users read less. In this chapter I’d like to go through
some important rules regarding using icons in UI Design.

Key content
- What’s an icon and why we use them in UI Design?

- Two types of icons in UI Design

- Different styles of icons in UI Design

- Tips on using icons

- Icon pack recommendations

163
What is an icon?
In simple words, an icon is an image used for communication
purposes that has a very high symbollic value. They provide the user
with a visual information that is (or at least should) be easy to read
and understand. If it wasn't for icons, we would need to use text to
communicate almost everything, which would require high effort to
read it.

A few icons. Can you go through them and think of what they mean?

Icons replace text

The most important purpose of an icon is to replace text. If you think
about it, every single icon can be replaced with a label of some sort -
some would be shorter, some would be longer. Icons are like a visual
language - same as you understand English, you can understand the
meaning of many icons.

Settings Filter Cart Save Send Delete Wi-Fi Messages

A few example “meanings” of icons (just from my own perspective).

164
Icons are all around you
Icons weren't born for UI Design purposes. They existed in our world
a long time ago. You can see them on a DSLR dial, on your
microwave and many other places in real life. A very common place
they also exist is on road signs. Think about it - before getting a
driver's license, driver needs to pass the test meaning that he
understands the meaning of the road signs. Imagine such a test
made for users, before interacting with any UI Design!

Icons can be found in many places in real life. Photo: John Gibbons, Unsplash

Just as icons used on real products should be simple, easy to

understand and remember - so do icons in UI Design. Their main
objective is not to look beautiful, but to be easy to understand.

165
Icons in UI Design - two types
In UI Design, there are two main types of icons - clarifying icons and
interactive icons. Both are used frequently.

Clarifying icons
The first type - clarifying icons - are meant to explain something, for
example a feature. A good example of them is for example
categories in e-commerce products - icons aren't necessarily
needed to interact with a category, but they make it clearer what is
included in it.

Tech shop

Cameras

Speakers

TVs

As you can see, these icons aren’t interactive. They just clarify what
each category includes in it.

166
Interactive icons
The second type are interactive icons - most commonly used on the
navbar. Users can interact with them to perform certain actions in the
product. For example a "Heart" icon on a product card can lead
adding that product to favorites.

Interactive icons are basically buttons. Some of these icons can also
be used without any label at all, but it’s better to keep them to make
sure they’re understood.

These icons work best if they're very simple and commonly known.
After all, the user might be scared if he wants to tap an icon to do
something, but he does not know what it will do. They should also
have a larger tap area than the icon itself - they're one of the
smallest elements in UI Design, but also the ones that the user
interacts a lot with. Always make sure that the tap area is at least
44x44pt, as mentioned in previous chapters too.

167
Icon styles in UI Design
The main icons styles used in UI Design are Filled icons and Line
icons. These are the most common icons out there. Filled icons are
"filled" with a color or gradient, while line icons only have a stroke of
a specific width. Nowadays there are also many other styles -
Duo-tone, broken or even "glassy" icons. They are rather a piece of
art which definitely look great, but in most cases it will be better to
stick with primary two styles.

Line Filled Duo-tone Broken Glassy

The first two styles you see above will work well in any situation.
They’re the most common styles out there, that are also very safe.
The remaining three styles are not used as frequently in real
products. That being said, they can be used, but they’re not as easy
to understand as Line and Filled icons. Also, it’s better not to mix
different styles. One exception can be the navbar:

It’s a common practice to use a

filled icon for the currently
selected screen on the navbar,
and line for the other ones.

168
Use icon packs, not icons
First of all, you don't need to create your own icons. That takes a lot
of time, especially considering that there are many free, high quality
icons on the internet. Second of all - don't pick icons from here and
there - use a full icon pack, such as Anron Icons, Koloicons or Iconly.
This way you're not risking that icons will be inconsistent. If they're
all from the same pack, they should all have the same styling.

All of these icons are from the same icon pack - Anron Icons. They
have a consistent styling, so I don’t need to modify the icons when
I’m designing, which saves a lot of time.

169
How to select & use icons in UI Design
In the remaining part of this chapter I will go through a few tips for
selecting and using icons in UI Design.

Use very simple icons

In UI Design, icons should be incredibly simple. Icons such as Home,
Search, Favorites or Settings are commonly used and
well-understood by most users - after all, they're used in almost
every digital product. By making them very complicated, we're kinda
forgetting their main purpose - replacing text.

Usually, icons from the same icon pack have the same level of detail.
Icons on the left could work okay if they were Clarifying icons, but
for those that are interactive, simple is always a better choice. That
being said, if for some reason you decide to go for these more
complicated ones, make sure you do it consistently, so you don’t mix
very simple and very complicated icons.

170
Use scalable icons
The icons you use in your UI Design will most likely appear in a
variety of different scales - from small mobile phones, through
tablets, all the way to TVs (depends on the product, but be
prepared!). This is why it's good to test them in many different sizes
before deciding to use them. It's another reason to pick simple icons
- they will look way better at smaller sizes.

The icon on the left looks good for the bigger sizes, but at smaller
ones it’s completely unreadable. The simpler icon on the right is
readable at all sizes, because its level of detail is smaller.

That being said - if you’re designing a product ONLY for large screen
display purposes, such as TVs, you can try going with icons with a
higher level of detail.

171
Use icons with consistent line widths
Line icons can have a line width that varies. Many icon sets
nowadays let you modify the stroke width to any value you like, so
take advantage of it and make sure it’s the same for all icons.

If all icons you use are from the same icon pack, they should have
the same line width. However, there will be scenarios in which you
might need an icon from another pack, just because the one that
you’re using does not include it. In that case, make sure to modify its
line width so that it fits your collection.

Use icons with consistent roundness

There are many icon styles out there, for example sharp and
rounded. Sharp are more serious and formal, while rounded are
more universal and user-friendly. Whichever you will go with, just
make sure not to mix different styles.

172
Pair icon line width with different font weights
If your icons have a line width that can be modified, you can try
pairing them with different font weights if there’s a label near it. This
is a very small detail, but it can make your design really delightful! If
you can’t get the perfect match, just go with a pair of width and
weight that are closest to each other.

Home Home

This is a nice detail, but it shouldn’t always be the priority. If you

need to modify the line width of an icon just to make it fit the weight,
don’t do it. It will lead to many inconsistencies.

This can also work really well inside text fields. If you decide to use a
text field with an icon, you can try making the perfect combination of
widths - icon line width, text font weight and text field box width. If
you can pull it off - great! But don’t try to do it if it’s going to result in
inconsistencies.

Text field, icon and text have very consistent line weights, which looks very good.

173
Icons replace text... or not
Even though icons are supposed to replace text, they don't have to.
In fact, they're much more understandable with a label under or next
to them. That means that if you have an icon that isn't very
commonly known, you should use it with a label so it's easier to
understand what it does.

$5912 $5912

This can make you wonder: “So why we use icons at all if we can just
use text?”. That’s a valid question - see, the same as people learn
what road signs mean, they learn what icons mean - except they
might need some help. Adding a label like on the right side makes it
way clearer for all new users. After they understand it, they don’t
even read the word “Income”. The icon is enough for them to
understand what the number means.

Most simple icons like Home, Search or Profile won’t need a label,
but it’s always safer to use them to avoid confusion.

174
All icons should be inside of a bounding box
Icons come in different shapes and sizes, but all of them should be
placed in a bounding box. This way the sizes and margins are
consistent and there are no half-pixels all over the place.

The blue box indicates bounding box of each icon (not to be

confused with tap area). Icons come in many different shapes, even
if they’re from the same icon pack, so some can be 16x24pt, and
some can be 12x22pt. The bounding box is usually 24x24pt, and
when you resize the icon, you actually resize the bounding box
which resizes the icon.

I know this might sound confusing. If you’re not an icon designer in

most cases you won’t have to worry about it. Just make sure that
you don’t accidentally drag the icon out of its bounding box.

In most design tools, the bounding box is basically a Frame.

175
Some awesome icon packs
As I mentioned before, in most cases you won't have to create your
own icons. Here are some amazing, consistent icon packs you can
get on the internet and save countless hours:

Anron Icons
This pack was created by my friend Anton Lapko, and it consists of
over 1700 icons in 3 styles. All icons have editable line widths and
corner radiuses, which makes it extremely customisable. This might
be the only icon pack you’ll ever need.

Check them out at anron.pro

Iconly 2
Another amazing pack I often use. This pack is smaller, but it
consists of all popular icons you might need in a modern look.

Check them out at ui8.net/piqodesign/products/iconly-essential-icons

176
Streamline Icons
This is the biggest icon pack out there. It consists of over 30,000
icons in 3 styles. It’s HUGE! I often use it for more “niche” products,
in which I need very rare and specific icons, which aren’t included in
the previous two packs. All of them have a customisable line width.

Check them out at streamlineicons.com

Feather Icons
It’s one of the first icon packs I’ve ever used. It’s not as big as some
of the previous ones, but it has all the essential icons with
customisable line width. I don’t use it that often nowadays. It’s free
though!

Check them out at feathericons.com

177
Photos
Don't worry, you won't have to run around with a camera before
designing UIs! The internet is full of beautiful, free-to-use images,
ready to use in your work. Photos are the most "real" part of your
design - in other words, they're the closest thing to the real,
non-digital world your design will have. While everything else is
made out of abstract shapes and lines, photos of real things can add
massive value to the product you're designing.

Key content

- Two types of photos in UI Design

- How to pick photos for your designs?

- How and why to have consistent photos in UI Design?

- The real reason to use photos

- Websites with stunning free photos

178
Two types of photos in UI Design
Before we dive in, I believe it's important to divide images by their
type. There are two main types: photos selected from the product
side (by designers, product owners etc.) and photos added by users.
An example of the first category can be an image on the landing
page, and an example of the second can be a profile picture or an
image on Instagram. As designers, we only have the choice to select
images for the first category.

Bad photos can ruin the design

Using low quality, poorly taken images can completely ruin the
design. You can either hire a professional photographer (which is
extremely rare and time consuming) or use websites such as
unsplash.com or pexels.com and find a high quality, free photo.

Explore Bali
Explore the beautiful city of Bali -
the heart of Indonesia.

TRAVEL

Photo: Khamkéo Vilaysing, Unsplash

179
 Explore Bali
Explore the beautiful city of Bali -
the heart of Indonesia.

TRAVEL

Of course, there’s no definition to “bad photos” - it’s subjective. In

fact, the first photo is absolutely fine! It showcases a store in Bali.
However, the design I made here is for the travel page, so it does
not make sense to use a photo of a grocery store. I think that the
closest definition we can get for a “bad photo” is that it’s a photo
that does not fit the purpose.

Also, try to show real people on your photos. This makes users trust
the site more, letting them “connect” with other people.

Travel photography
Take our travel photography classes
right now and evolve your skills.

BEGIN

Photo: Erik Mclean, Unsplash

180
Avoid stock-looking photos
Avoid cliche, generic looking photos as much as possible. Authentic
photos not only look better, but are also more trustworthy, therefore
increasing the level of trust the user has for the product. Show real
people doing real things.

Photos: 123RF and Toa Heftiba on Unsplash

It’s not only about that overlay! It’s also about how real the images
you use are. Users should be able to connect with what they see on
the images. What you see on the left is disingenuine and clearly
fake. To achieve that “realness”, use photos without too much
emotion inside them. People on the photos you use shouldn’t look
too angry or too happy. Three people on the right are clearly happy,
but without expressing it too much, which is fine.

181
Use photos with high resolution
How many times have you searched Google, found an amazing
photo, you rushed to download this but then it turned out it's
600x400? I knew this happened to me a lot, and sadly you can't use
photos like that in your work. Pretty much every photo on
unsplash.com should be fine though. The higher resolution the
better. It can be compressed later if needed.

Photo: Jack Ward on Unsplash

It’s important to compress the images before uploading them onto

the website or app. It’s a step for developers, but make sure that you
can provide them with an array of different image sizes. Some times
allow you to download photos in different sizes, for example S, M
and L, which should be enough.

182
Use an overlay when writing on a photo
Photos are often used as backgrounds and they have text written on
top of them. To ensure readability and contrast, use an overlay on
top of the image. Just make sure it's not too strong, so that the
beautiful photo will still be visible.

Travel photography
Take our travel photography classes
right now and evolve your skills.

BEGIN

Photo: Erik Mclean, Unsplash

Travel photography
Take our travel photography classes
right now and evolve your skills.

BEGIN

Travel photography
Take our travel photography classes
right now and evolve your skills.

BEGIN

183
You can even try a colorful overlay
Overlays don’t have to be only black or white - you can try using a
color, for example the Primary color that you use in the design. Just
make sure there’s enough contrast and that the photo is not fully
covered by the overlay.

Travel photography
Take our travel photography classes
right now and evolve your skills.

BEGIN

For the last three examples I used a gradient, so that only the part
with text on top has a visible overlay. It’s absolutely fine to use a
solid, transparent color as well, like here:

Travel photography
Take our travel photography classes
right now and evolve your skills.

BEGIN

184
Use images with a single focal point
If the user has to look around the whole photo to find what it's about,
it's not good! Use images with a clear purpose and optimally one
thing you want the user to look at.

A cool stool A cool stool

just $99

Photos: Ruslan Bardash, Gláuber Sampaio, Unsplash

Be careful with this example. Furniture is something that the user

might want to see in a “real-life situation”. A photo of a beautiful
room can make the user want the furniture piece more than any
other image. I’d suggest using the second one as the main photo,
but leaving the first one as another photo for the next slides.

185
The images you use should be consistent
The images you use in your project should complement each other
and look quite similar. This is a challenging task, especially if you
have to find many images, but it can be achieved quite simply by
using a color overlay. Add a subtle colorful overlay to all of the
images to make them look similar.

Photos: Teddy Hartanto, Daniel Leone, Samrat Khadka, Rohit Tandon, Unsplash

This changes the way that photos in your design look like, so if you
need to show a product as close as possible to reality (for example
products on e-commerce sites), it’s better to avoid it. Don’t treat it
that seriously too. It does not have to be 100% consistent, just
slightly similar.

186
If you want to avoid having changing the way that images look like in
your design by adding these overlays, you can always just spend
some time looking for images that look quite similar to each other.
This can be boring, but it’s rewarding:

Photos: Teddy Hartanto, Daniel Leone, Samrat Khadka, Rohit Tandon, Christopher
Burns, samsommer, Unsplash

Another amazing and simple trick you can do is to slightly modify the
image inside the design tool you’re using. Most design tools give
you the option to do small tweaks on your photos, such as changing
its Saturation or Temperature, which can be helpful.

187
Make photos lead to something
Studies have shown that when we see an image of a person looking
in a certain direction, we also look there. It's a common practice to
make images "lead" to something. This way you can use the image
to direct user's focus to a form, button, a header or anything you
think he should see.

Travel photography
Take our travel photography classes
right now and evolve your skills.

BEGIN

Photo: Mika Baumeister, Unsplash

Travel photography
Take our travel photography classes
right now and evolve your skills.

BEGIN

Photo: Erika Fletcher, Unsplash

By using this method, your photos not only look good, but also serve
a deeper purpose - they lead the user to something important,
making it easier for him to find it.

188
The true reason to use images
I also wanted to give an example of the true reason why we actually
use images. Photographers often say that a good photo is not a
photo taken with an expensive camera. They claim that a good
photo tells a story. A story that can be perceived and understood
differently by different people.

Photos are also used to replace text. Of course, they can’t replace
every paragraph, because they’re more open to interpretation than
just written copy.

That being said, try to imagine this scenario: the user visits a site that
sells kitchen gear. This is the first photo that he sees:

Photo: Brett Jordan, Unsplash

189
He will probably just think “what is this, just some forks and knives?”.
The thing is - that photo does not really tell any story. Even though it
showcases the products well, it does not really evoke any emotions.

Now, imagine a different scenario. User goes to another website that

sells kitchen gear, and this is the first photo he sees:

Photo: Jimmy Dean, Unsplash

This photo does not even focus on the product. It shows a happy
family cooking together. They’re probably using gear sold by the
website, and they’re very happy! This is the true reason to use
photos - to evoke certain emotions and tell a story. This is one of the
fundamental rules of sales - people don’t buy because of logic, but
because of emotions, especially those positive ones.

190
Test your images with different aspect ratios
An image is rarely used in only one aspect ratio. Depending on the
screen size, an image that was initially 4:3 can become a 1:1, 16:9 can
become a 4:5 etc. It’s good to test each image in a few different
ratios and use it only when it works in most of them.

1:1 1:1 4:3

16:9
4:5

Photo: Irene Strong, Unsplash

Of course, there are countless aspect ratios out there, but it’s
enough to test images in at least the ones shown above.

191
The “WOW” factor
It’s not really a scientific term, but it’s rather straightforward. Some
images can easily make the user go “WOW!!!”. They’re often
stunning and present something unusual and not seen very often on
the internet. The “WOW” factor can make the product more
memorable for users by triggering a strong emotional response. It’s
hard to define them, but you’ll know it when you’ll find a “WOW”
image!

Photos: Clarisse Meyer, Denys Nevozhai, James Donaldson, Unsplash

I personally love travelling, so the photos above amazed me when

I first saw them. They might not be as shocking or amazing to you

though. That just shows that the “WOW” factor is a very subjective
thing, so going for it shouldn’t be your #1 priority.

192
Mind the license
Not everything you find on Google Images is free to use. Many
images require you to purchase a license to use it for commercial
purposes, such as client work. You can use it in your design
software, but before it goes public make sure you have the proper
license if you need one.

If you’re working with a client, make sure to let him know if an image
is free or if he should purchase the license before making the
website / app public. They often overlook those things.

Anyway, there are way better sources for amazing images than just
Google Images. On the next page I’ll share some of my personal
favorites that I use for most of my projects.

193
My favorite free sources for amazing images
You don’t need to run around with a DSLR or hire a professional
photographer to have awesome images in your UI Designs. Here are
a few of my favorite sources with free images.

unsplash.com
Unsplash is my all time favorite. It has pretty much every image I
ever need in very high qualities. All images there are free for both
personal and commercial use, and they don’t even require an
attribution (but it’s always appreciated!).

pexels.com
Another fantastic website with free images. If I can’t find an image on
Unsplash, I go to Pexels (that happens rarely though).

barnimages.com and gratisography.com

I use them ONLY when I can’t find images on previous two sites,
which pretty much does not happen. Worth checking out anyway!

194
Illustrations
llustrations are a great way to present an idea in a visual, abstract
way. A well-used illustration can mean more than a thousand words.
With their simple shapes, they're frequently very user-friendly and
approachable. They're rarely just a decoration - just like photos, they
frequently complement text, for example on the landing page.

Key content
- Why we use illustrations?

- Illustrations vs Photos

- Where and why to use illustrations?

- Tips on using illustrations in your designs

- Websites with fantastic illustrations

195
Why we use illustrations?
The main reason to use illustrations is because they are easier to
"read" then text and they can present a concept idea in a visual way.
A well-designed illustration can communicate a message better and
faster than words would do. They're also very eye-catchy and
aesthetic, especially when subtly animated.

Illustrations vs Photos
The reason to use illustrations and photos is quite similar - they both
explain something in a visual way. Photos however are more
realistic, and illustrations - more abstract. With illustrations the
possibilities are limitless - the illustrator can design literally anything
to convey any message.

Both the photo and the illustration here show a group of friends. One is more realistic,
and the other one - more abstract. Photo: Naassom Azevedo, Unsplash.

196
Where to use illustrations?

There are many places to use illustrations in UI Design. They can

explain something difficult in an easy way, they can introduce the
user to the product or just have a pure aesthetic purpose.

Landing pages
The most important purpose of the landing page is to make visitors
familiar with the product and convert them into users. The most
common way to do that is combine a good copy with some visual
elements. You can use illustrations there to make visitors familiar
with what the product does.

Boost your creativity

Start

It would be very hard to explain “boosting creativity” with a photo, so

we can use an illustration here to explain the idea in a creative and
friendly way.

197
Onboarding / tutorials
Many apps often have tutorials for new users that teach them what
the app is about and what you can do in it. You can use illustrations
to, well, "illustrate" some of these features.

The example you see above does not really explain how to use the
application. It just shows what the app is related to - travel. Don’t aim
to explain every single feature of the app during the onboarding, just
the general idea. It’s better if the user learns by doing.

198
Achievements
Illustrations can also be used for gamification purposes. Instead of
using icons for achievements, you can use beautiful illustrations - for
example medals or badges. A great example is Duolingo - a
language learning app. They integrated illustrations into their UI in a
beautiful and playful way.

Apps that use achievements to motivate the user to keep using the
product often use small, vibrant illustrations to motivate him. They
look great, and completing one after another is engaging!

199
Progress
Illustrations are also used inside the app itself, for example in
Duolingo again. They use illustrations to teach the user different
languages. Their UI is very user friendly and approachable even for
a very young audience, so illustrations fit great.

Look at the examples above. Nothing stops Duolingo from using real
photos instead of illustrations! Look at these characters though -
they’re always smiling and seem very friendly, which works fantastic,
especially for the younger demographic.

200
Empty states

Empty states should be designed for almost every (if not just every)

digital product out there, yet they’re frequently overlooked by

designers. An easy way to design them is to use an illustration with

some copy text and a button which suggests to take action, to

“remove” that empty state.

If you think about it, illustration is not even needed here! You can

easily leave just text and button. However, it looks fun and engaging

with an illustration. They don’t have to be overly complicated. Even a

small, detailed icon is OK for empty states.

201
404 pages
Mistakes and typos happen. Every now and then some user will type
the website address incorrectly and he will land on a 404 page. It’s
good to put some effort into designing it. Usually you will need only
an illustration, some text and a button that will redirect the user to
the home page for example.

This is a 404 page by Disney. It has some fun illustrations, an

engaging copy and a search bar to help the user find what he’s
looking for.

202
Not every product should have illustrations
Even though illustrations are trendy and can make ideas visual, not
every product should include them. Illustrations tend to have a
playful vibe, so they might not be the best choice for companies
selling let's say luxurious jewelry or clothing. If you're unsure, you
can ask the product owner for his opinion or see what the
competition is doing.

We sell million
dollar yachts

Explore

Can you imagine if a website like this existed? A website that sells
luxury yachts is clearly targeted towards wealthy, serious people, so
a funny, engaging illustration is not the right choice. Illustration are
best for a rather younger audience. For older demographic it’s often
better to use real images, because they resemble the real world
more, especially for companies that sell real products.

203
Don’t use illustrations for real products
Be careful when using illustrations while designing online stores.
When the user is buying something, he wants to see the EXACT
product that he will receive, so it’s better to use a real photo. You
can still use illustrations for empty states, 404 pages or the
onboarding - just never use them for real products that the page is
selling!

iPhone 12 Pro
$999.00

Buy

iPhone 12 Pro
$999.00

Buy

204
Illustrations shouldn't be too small
Illustrations are much more complex then icons, so don't try to
decrease them to very small sizes (at least not complicated ones). All
details of the illustration should be visible, so pick a proper size, or if
you need to use them in a smaller size - for example, for a card -
you'll probably be better off just finding another illustration or an
icon. Otherwise, the illustration won’t be readable.

Community
Community

The details on the illustration on the left side are barely visible. When
possible, make illustrations large or just find a simpler illustration. I’ll
leave some of my favorite sources for illustrations at the end of this
chapter.

205
Keep illustrations consistent
It's best to keep illustrations consistent. Don't use many different
styles in the same product - when illustrations are introduced to the
website or an app, they become a part of the brand, so they should
be consistent, same as typefaces, colors etc.

WANTED

JOB
HIRING

HIRING

Same as you should use icon packs to maintain consistency, use illustration packs as
well. I’ll leave some of my favorite ones at the end of this chapter.

206
3D illustrations
3D illustrations are probably the biggest UI Design trend nowadays
(it’s January 2021 when I’m writing this). When used correctly, they
often lead to really stunning results, especially when animated.

I think they are the equivalent of photos with a “WOW” factor.

They’re still relatively new, but they’re promising.

Above you can see the landing page of a website maze.design, a

platform used for User Testing. They use an animated, isometric 3D
illustration which is just amazing. They’re hard to create, but I’ll
include some resources at the end of this chapter.

207
You don't need to make your own illustrations
Creating illustrations can be very challenging, especially if you don't
know Adobe Photoshop and Illustrator very well. Good news! You
can find hundreds of beautiful, consistent and free illustrations
online.

storyset.com
My all time favorite. It has pretty much every illustration I need in 5
different styles. And guess what - they’re completely free! You can
even modify the colors, layers and animate it, all on their website.

I highly recommend you check them out.

icons8.com/ouch
Another fantastic collection. It has tons of different styles, free to
download in .png format.

streamlineicons.com
Streamline does not only have icons, but also a gigantic pack of
really cool and consistent illustrations. They can be downloaded for
free in low resolution, but it’s worth paying the price.

storytale.io
This page is full of really beautiful illustrations, including 3D ones! To
use them you need a subscription, but it’s worth checking out.

208
Cards
Cards are UI Design elements that consist of content about one,
specific subject. This content is usually an image, text and action
elements, such as buttons (or just icons that act like buttons). The
purpose of a card is to group information into responsive, easy to
browse through containers.

Key content
- What are Cards in UI Design?

- Anatomy of a card

- Testing cards

- Styling cards

209
Cards are a shorter version of a specific page

In most cases, cards are clickable, and after clicking them the user

goes to another page with a more expanded view for the content

from the card. So for example - on an e-commerce website, you will

see many cards with different products:

A cool
cool plant
plant Another
Another plant
plant A big
big plant
plant

$3.99
$3.99 Buy
Buy now
now $4.99
$4.99 Buy
Buy now
now $7.99
$7.99 Buy
Buy now
now

They contain some useful information that will help the user make a

decision on which one he should click. We judge the book by it’s

cover. If we don’t like the way the plant looks like, we don’t care

about how often it should be watered, what is the delivery time and

what other people have said about it in the reviews.

And that’s the purpose of cards - they help users decide on what

they should click and learn more about, and what they should just

skip.

210
“Think of a card as of a shorter
version of a specific page.
Next, figure out which content
from that page is important
enough to place on a card.”

211
Anyway, back to our example. After the user makes the selection

and he clicks on the plant that interests him, he will go to the product

page with more details:

A cool
cool plant
plant Another
Another plant
plant A big
big plant
plant

click!

$3.99
$3.99 Buy
Buy now
now $4.99
$4.99 Buy
Buy now
now $7.99
$7.99 Buy
Buy now
now

Another plant

$4.99 Buy now

212
Now, why is this important? It’s because your most important job as a
designer is to figure out which information is worth putting on a card,
and which isn’t. It’s easy to think that more is better, because the
user has access to more information without having to open the
product page, but if we put too much the card can get cluttered and
make the selection process even harder.

So... how do we figure this out?

The first step is to list all the information about something that we’re
designing a card for. For example - if we’re designing a website with
recipes, this information can be stuff like recipe title, meal photo,
time needed to cook it, amount of servings, difficulty level,
ingredients needed, reviews, step-by-step process etc.

Now let’s think which ones are important and can fit in a card easily -
I’d say that a photo, recipe title, time needed to cook it, amount of
servings and difficulty level will be enough. Information like
ingredients needed or step-by-step process are not only very long,
but are also not the factors that are important to make a decision.

In this case we don’t really need a CTA such as “Buy now” like on
the previous page, but a Heart icon button could be useful to let
users save recipes for later.

213
Card anatomy
Let’s break a card into smaller pieces. They’re usually made with
simple objects, and they create a more complex component:

Photo Icon (button)

Header
Another plant
Short text

Some data
$4.99 Buy now Button
(i.e. Price)

The majority of cards are built with these elements. Sometimes the
text is longer, there’s more data or there are more buttons, but it’s
good to practice by creating simple cards first.

In fact, there are infinite ways to design cards, so don’t limit yourself
to the example above. As long as you’ve determined which
information is important, made sure that it makes it easier to make a
decision and looks clickable - feel free to experiment with designing
cards in many different ways.

214
Cards come in different versions

In more complex digital products, there’s rarely only one version of a

card. Depending on the screen size, cards should display in an

appropriate version. Here are a few examples.

Another plant

$4.99 Buy now

Another plant

$4.99 Buy now

Another plant
$4.99

I recommend you to create a few different templates for cards

before starting a project. As you can see they’re mostly very simple,

but it’s worth creating them beforehand.

215
Cards should be tested
As a designer, you can’t control the length of the name or
description of every product, or if every product has a photo.
However, you have control over how you deal with very long names
or lack of photos. Take a look at this example:

Some very long Some very lo...

name, really long

$79.99 Buy now $79.99 Buy now

Looks terrible, right? This is what can happen if you don’t set clear
rules of what should happen when there’s no image for the product
or when the name and description don’t have any letter number
limitations.

The example on the right has some simple limits set for the number
of letters, and a placeholder icon that displays when there’s not
image. That’s enough to make it look way better.

216
Cards should look clickable
It’s important to make cards stand out from the background by a bit.
This indicates that they are clickable, and it can be done by adding a
subtle shadow. It’s also a good practice to add a subtle hover
animation - for example - on hover, the card and its shadow become
slightly bigger.

Another plant Another plant

hovering

$4.99 Buy now $4.99 Buy now

It’s important to make cards stand out from the background by a bit.
This indicates that they are clickable, and it can be done by adding a
subtle shadow. It’s also a good practice to add a subtle hover
animation - for example - on hover, the card and its shadow become
slightly bigger.

217
Other card styles
Not all cards have to be white and have a shadow under them. Even
though now it seems to be the most popular style, there are other
out there as well. You can try making a card with a stroke, or instead
of white fill and a shadow use a darker shade of the background for
card’s color.

Another plant Another plant Another plant

$4.99 Buy now $4.99 Buy now $4.99 Buy now

From my experience, the first one will work best in most cases. It
looks great and clickable. However, feel free to experiment with
other styles as well. Just make sure you’re not mixing the styles
inside one website or app - inconsistency isn’t good.

218
White space
White space or negative space is the empty space between

elements in your design. It's very often neglected and overlooked by

designers - after all, it's easy to think you don't design the white

space, or that it's the only thing on the canvas that is not designed.

However, it’s very important to get it right.

Key content

- Why white space is so important in UI Design?

- The most important reason to aim for a lot of white space

- Developing “an eye” for white space

- The impact of margins and paddings on white space

- Talking with your client about white space

219
White space
When used correctly, white space is extremely helpful. It creates
focus on the rest of the content. It's "empty", but it shifts the user's
focus on to all the elements on the screen. It also lets the elements
breathe, making them much more legible and understandable.

Take a look at these two card designs. Which one of them looks
better in your opinion?

Vintage typewriter

$99.99 Add to cart

Vintage typewriter

$99.99 Add to cart

220
I’m pretty sure that you think that the second version is better. Notice

how all elements are exactly the same. All font styles, colors and

images are exactly the same. The only thing that has changed is the

white space - the spacing between all of these elements.

This chapter will be shorter than the rest. There are no strict rules for

designing whitespace and to be honest - it’s pretty subjective. I am

going to give you some tips you can use, but it comes down to

general tips, and not very specific ones.

221
“White space is like the
supporting cast whose duty is
to make that the star of the
show stands out more by not
standing out so much
themselves.”
CanvasFlip on medium.com

222
White space makes the user focus on what’s important
The less elements are on the screen, the more the user focuses on
the elements that are on the screen. Read that out loud.

To give you an example, let’s imagine two different landing pages -

one is extremely simple and the other has some illustrations to make
it look better. Take a look:

Social media marketing

Start

Social media marketing

Start

223
If you think that the second one looks better, I agree with you. But
think which really focuses on what’s important? The first or the
second one? The first one has only necessary elements, which are in
full focus, while the latter has illustrations to make the product look
better and give some personality to it.

I’m not saying that the first version is better. In fact, it’s hard to find a
website that looks like it - just text and buttons. I just wanted to use
this example to show that by adding more whitespace we create
more focus to what really matters.

224
White space should not be filled without a good reason
I can't tell you how many times I've been asked by the product
owner to "fill that empty space", because "it looks plain" or "it can be
utilized better". While sometimes that was true, adding some random
illustrations or stuffing more content on the screens was usually a
bad solution. Properly used negative space makes the user focus on
what's truly important, and it looks more elegant.

logo

Create an account
Full name

Tom Smith

Username

tom_smith

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·············

Next step

A situation like this happened a lot. When designing forms for

desktop screens, there’s a lot of empty space, which I was frequently
asked to fill. That’s understandable, because it can look a bit
“boring”, but it’s usually better to leave it empty.

225
“Designers love it, website
owners want to fill it.
Whitespace seems to be one
of the most controversial
aspects of design.”
Paul Boag

226
Can there be too much white space?
A simple rule is that the more white space, the better. However, don't
sacrifice crucial elements of the design just to have more space.
Make sure the design can breathe, but also that it's functional and
has all the necessary features. An example I gave a few pages ago
with removing illustrations on the landing page is something that you
should almost never do. Illustrations or photos are great, even if
they’re only for decorational purposes, so don’t confuse having
enough whitespace with going 100% minimalistic.

Vintage typewriter

$99.99 Add to cart

This is an example of too much white space. Unfortunately it’s very

subjective and there are no strict rules for setting the right amount.
As you will progress as a designer you will develop an eye for white
space, so don’t worry.

227
Some tips for using whitespace
Even though there are no strict rules, I have prepared some tips on
properly using white space. Feel free to try them out, but as I
mentioned before, as you progress you will develop an eye for the
correct level of whitespace.

Always start with too much white space

Many designers design something just to realise that it should
breathe more and they add white space to it. While it's a common
and not entirely wrong approach, it's way easier to design something
with too much white space, and then reduce it (if needed). You might
realise that something does not have to be smaller and keep the
large version with a lot of white space, which is fine! For example,
let’s start with something like this:

Vintage typewriter

$99.99 Add to cart

228
It clearly has too much whitespace, so let’s make elements a bit
tighter and see how it looks.

Vintage typewriter

$99.99 Add to cart

Looks better, but we can still make it a bit smaller.

Vintage typewriter

$99.99 Add to cart

Bingo! Starting with too much white space is better than starting with
not enough and then trying to add it bit by bit, and then settling for
“good enough”. This short exercise can become useful when you’re
trying to develop your eye for whitespace.

229
“Unbox” products from photos to add white space
If you’re designing an e-commerce website and you have to deal
with a lot of product photos, you can try “unboxing” them by
removing the background and leaving just the product. This way the
whole thing looks way cleaner and better for the eyes.

iPhone 12 Pro iPhone 12 Pro

$99.99 Buy now $99.99 Buy now

You probably won’t be able to do that with all photos, but it’s worth
experimenting with, as you can really save a lot of white space in
your UIs.

230
Stay away from the corners

In 99% of situations text should never touch the borders of the

screen. It just looks bad and makes it harder to read! In fact, most

elements should stay away from the corners - maybe the top

navigation bar and the footer are an exception, but that’s it!

iPhone 12 Pro iPhone 12 Pro

$99.99 Buy now

Buy now
$99.99

Okay, that’s an extreme example, but I hope you get the point!

231
You will soon develop an eye for white space
White space is one of the things that most beginners frequently get
wrong, because it can’t be brought down to a simple rule. There are
tips that state that balance between content and empty space
should be 50% to 50%, but these numbers aren’t all that specific.

I can give you many practical tips about other principles from this
book, but sadly there aren’t many for white space.

The best tip that I can give you is to take real, well-designed
products for an example - they were made by professionals that
most likely have developed an eye for white space already.
Observing how white space is used in those products and learning
from it will help you improve your skills in this matter.

232
How to explain the product owner that whitespace is good
It's not a book focused on communicating with clients, but this just
has to be addressed! It's very possible that when you will use
whitespace correctly, the stakeholder will say that it can be filled and
used in a better way. There are many better ways than filling the
white space right away. Here are some of them:

1. Social proof
Show them a relevant product that uses a lot of white space.
Designers behind successful products know the power of negative
space. You can show them a screenshot of their app with a lot of
white space to see that it's a common practice to use a lot of it.

2. Try explaining it in simple words

Explain why it's better to leave that space empty. Explain them what I
explained to you. Tell them that if we fill that space, it's distracting
users from the real, important content. Most clients don't want you to
follow their orders, but to tell them if there's a better solution.

3. If that and everything else fails, try filling it

If that does not work, you can actually try to fill it and pull something
off. Adding a colorful background or some abstract shapes can lead
to some interesting results, without being all that distracting.

233
Personality
I think that this chapter might be the most important one from this
whole book. The topic of personality is basically a connecting
almost everything we've talked about so far. The whole reason why
the decisions regarding your typeface, color palette and language
are important is because every design needs a specific personality.

Key content
- What is personality in UI Design?

- Analogy to personality in real life

- Examples of different personalities in UI Design

- Why a UI Design should have a consistent personality?

- Personality in UI Design cheatsheet

234
Personality depends on brand identity
One of the first things you should do when designing a digital
product is understand what the brand that will own the product
stands for. What do they care about? Who is their target audience?
What is the demographic data of the target audience? If you're
unable to answer these questions, it will be very hard to select
assets that will make sense.

Design is all about experience, feelings and emotions

We've talked about picking colors, typefaces and other elements.
Each one of these decisions will cause a specific set of emotions in
the user. Your goal as a designer is to understand what emotions the
company you're designing for would like to evoke in the user using
their product, and then design a product that will do that.

The importance of personality

Understanding the importance of personality is what I believe to be
the gap between good and great designers. Instead of just picking
great looking assets like a good UI Designer would do, a great UI
Designer makes these decisions based on who will be using the
finished product. To become better, stop making design decisions
based on your or your client’s personal preferences.

235
Personalities in real life
To make personality in UI Design easier to understand, think of a
personality as not something related only to design, but to humans.

When someone tells jokes all the time and is easygoing, many
people will consider him as funny.

When someone walks in a suit all the time, never laughs and uses
sophisticated words, people will consider him as serious.

When someone is 35 years old but plays computer games all the
time and does not care about anything other than that, many people
will perceive him as childish.

Of course, I’m not qualified to make statements like these, so please

treat them as assumptions and opinions. However, what I’m trying to
say is - the way we perceive somebody depends on many different
factors. It can be the way he talks, the way he dresses, his positive
and negative habits etc.

Same in design. The way that users will perceive a digital product
depends on many factors, such as colors, typefaces, photos or
illustrations used etc.

236
A few examples

To clarify this topic, I’d like to give a few examples of different

personalities. I’m doing this mostly to explain my point, so don’t treat
these as definite guides.

Playful
Playful personality is kind of "childish" - vibrant colors, soft, rounded
fonts, colorful illustrations and funny language. It's clearly targeted
towards a very young audience, but can also speak to the parents
looking for something for their kids.

Become the best student!

Let’s go!

This personality works best for digital products aimed at young

audience (or their parents). It’s fun and engaging, but won’t work
very well for products that aim to be trustworthy, such as banks.

237
Serious / formal
A complete opposite of the Playful personality. It has rather muted
and low-saturated colors, elegant fonts, often Serifs, uses real
images instead of illustrations and has formal language. It works very
well when you want to make the user feel secure.

Investing in the future

Get started

Luxury clothing for everyone

Get started

238
Formal personality will work for products that want to seem
trustworthy. It’s not really aimed at the young demographic such as
children, due to its lack of playfulness.

Neutral / plain
Neutral personality is really, really simple. It uses assets and
language that aren't overstyled and focused on readability. It can
work for pretty much any product out there and is the safest choice,
but it also does not cause any extreme emotions in the user. It’s...
well, plain.

Collaboration platform
for modern teams

Get started

This personality is the safest choice out there because it does not
evoke any extreme emotions.

239
Personality should be consistent
Same as brand's personality should be consistent in different
channels (their social media profiles, their products, their newsletter
messages) - the same UI Design personality should be consistent
throughout the whole product. Some decisions are just straight up
bad - for example mixing Serif fonts with colorful, playful colors and
illustrations:

Become the best student!

Let’s go!

This looks weird. Make sure that before starting the design process
you decide for which personality you’d like to go for. After that, you
can pick typefaces, colors, as well as decide if you’ll be using
illustrations, real images or both. Having this clarity at the beginning
of your design process will be very helpful in later stages.

240
Please don't feel constrained

I wrote this chapter mostly to let you know what UI Design

personality is and why it matters. Please feel free to explore new

ones. After all, the best brands are the ones that stand out from the

crowd, so don't just copy other succesful products. They more likely

have different values and want to communicate a different message

than the brand that you're designing for.

After reading about color psychology and typography you should

have a good idea of how to influence user’s emotions and therefore

- how to create a personality. Don’t overthink this anyway - it’s not

rocket science. I’m sure you can tell what feels serious and what

feels playful to you.

With this chapter I wanted to bring one more important thing to your

attention. You should not make design decisions based on your

personal preferences, but rather based on the target audience of the

product that you’re designing.

Maybe you love pink color, rounded fonts and illustrations, but if

you’re designing a banking platform that might not really be the right

choice!

241
Personality cheatsheet
As I mentioned, you don’t have to be an expert to recognize if
something feels playful or serious. After all, you know best how
something feels to you. However, in this short cheatsheet I wanted
to give you a few examples of different design decisions and how
they impact personality.

Color

Saturated colors: more playful Muted colors: more serious

Typography

Hello there! Hello there!

Rounded Sans Serifs - more playful Serifs - more serious

Roundness of elements

Button text Button text

More rounded: more playful Sharper - more serious

242
Roundness of icons

More rounded: more playful Sharper: more serious

Language

“Hey there! We’re a group of “Welcome to our website. We’re

friends with a passion to invest. an exclusive community of stock
Wanna join us? investors.”

Friendly tone: more playful Formal tone: more serious

Ending note
Don’t treat this cheatsheet (and this chapter) like some kind of an
oracle. Just keep the topic of personality in mind before starting your
next project. Also, if you’re designing something and it does not feel
right to you or your client, re-visit this chapter and maybe it will help
you find a solution.

243
Language
The topic of language in UI/UX Design has been a topic of
discussion for a long time now. Many people believe that it's
designer's responsibility to come up with a good copy, while others
believe that the client should just hire a copywriter for that. In this
short chapter I'd like to address some of these claims and ultimately
give some tips for using proper language as a designer.

Key content
- Dear designer, you’re not a copywriter

- What is microcopy?

- Text inside buttons

- Text inside popups

- What is Lorem Ipsum and why it sucks

244
Designers are not copywriters
The main objective of a business is to make money. The owner of
the product you're designing has the same goal. Writing a copy that
sells is way harder than you think, and that's why a profession called
"Copywriter" was born. Designers don't need to know copywriting.
You can recommend the client to hire a copywriter for optimal
results, and as a designer just write some generic, basic stuff where
final text will be put later.

Designers are responsible for microcopy

The wording used on buttons and popups might seem basic and
straightforward, so it's often overlooked. However, these seemingly
small details play a big role in overall user experience. This type of
text is referred to as microcopy, and it’s what I will focus on in this
short chapter.

Next step
Are you sure you want to cancel
your subscription?
Continue

Close Cancel
Finish

Designers are responsible mostly for text on buttons and popups.

245
Text inside buttons
I’ve already mentioned this in the chapter about buttons, but text
inside buttons should be as specific as possible. It should precisely
state what will happen after clicking the button. Here are a few
examples:

Next Next step

Favorite Add to favorites

It’s good to be specific on buttons, but don’t be too descriptive:

Go to the next step Next step

Add this product to favorites Add to favorites

This is really the only principle you should remember for text on
buttons. However, it can be hard to understand the importance of
button text without context, so on the next page I’ll show you how to
properly write text inside popups, where buttons also appear.

246
Text inside popups
Apart from buttons, designers should also write for all common
popups. A very common mistake is to use double negatives inside
popups, like here:

Are you sure you want to cancel

your subscription?

Cancel Yes

Confusing, isn’t it? We ask the user if he wants top cancel his
subscription, but after he taps “Cancel”, the window just closes.
Instead, he has to tap “Yes”, but that wording is just confusing!
Here’s a better alternative:

Are you sure you want to cancel

your subscription?

Close Cancel subscription

247
By providing the user with specific text on buttons, it’s easier for him
to predict what will happen after clicking them, so he’ll be able to
make better choices.

Let’s do it even better

If you have enough space, we can go that extra mile and make our
popup even more specific. This way the user has 100% certainty that
the app will do what he wants it to do. Take a look:

No, keep it Yes, remove this file

This is a popup for removing a file from a drive. In our copy, we’re
even giving the name of the file we’re removing, so the user can be
sure that he’s not removing another file by mistake. Also, the
wording on buttons states EXACTLY what will happen after clicking
them, without being too long.

248
Try to sound as human as possible
Don’t use complicated and sophisticated wording. Try to sound as
simple as possible so that many people will understand the
message. Also, whenever and error pops up, it’s good to suggest
user a solution, so that he knows what he can do.

No wireless connection found. No internet connection.

Try restarting your router.

Use short forms where possible

It’s a good practice to use expressions like “that’s” instead of “that
is” or “don’t” instead of “do not”. If you’re designing a product that is
supposed to feel very formal and serious, it might be better to stick
to the longer form.

That is a good idea, That’s a good idea,

do not forget it! don’t forget it!

It’s a simple change, but makes the design feel more human. Just
please remember that it’s not applicable in every single case.

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Don’t use Lorem Ipsum
Lorem ipsum is dummy placeholder text used by many designers out
there. It’s put in places where other, final text will be placed in the
future. The problem is... it makes the design look terrible and not
realistic! Instead, just write some semi-realistic text about what
you’re designing. Take a look at this example

Lorem ipsum

$4.99 Buy now

Another plant

$4.99 Buy now

250
In the second version I wrote some really, REALLY random text! It

does not even make sense, but at least it’s kinda funny and related

to the product. Lorem ipsum however makes the first version look

random.

How about longer chunks of text?

In some cases using Lorem ipsum just seems like the only valid

choice - for example when you need to add a placeholder where a

long article will be put later. Believe it or not, but even in this

scenario you can avoid using Lorem ipsum!

Let’s say you’re designing a website for a blog about recipes, but

you have no idea how to write an article like that, so you use Lorem

ipsum. Instead of doing that, you can just google “recipe blog” and

copy the content from an article it to your design. Let the client know

that this article is not yours, and don’t worry - it won’t go public. It’s

only going to be visible in your design tool.

251
Navigation
Navigation is one of the most important parts of a well-designed
product. It lets the user navigate through the app. If it will be hard for
the user to find what he's looking for, he will get frustrated and
probably just leave the app. Even if your design looks stunning, has
awesome animations and overall is just delightful, but it lacks good
navigation, the product will lose many users.

Key content
- Types of navigation in UI Design

- Designing visible navigation

- Designing hidden navigation

- Designing contextual navigation

- When to choose which navigation type?

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Types of navigation in design
There are three common types of navigation in UI Design - visible
navigation, hidden navigation and contextual navigation. I think it's
worth to go through all of them in detail, because all of them exist in
most products. You should know when to use which one them and
how to design them properly.

Visible navigation
Visible navigation is usually a set of tabs (frequently with icons) that
contains a few of the most important pages of the product, with the
current selection being highlighted. It usually has a static position,
meaning that it does not scroll with the rest of the content, so it's
always easy to access.

Home

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Examples of navigation for mobile and web interfaces. Visible navigation on mobile is
usually positioned at the bottom of the screen, and for web - on top.

253
Hidden navigation
Hidden navigation is not always visible and it requires the user to
click on something for it to show. It's main advantage over visible
navigation is that it usually can contain more tabs, as well as
expandable dropdown menus.

Hidden navigation in Twitter’s app.

Screenshot by Mobbin Design.

The disadvantage of hidden navigation, such as the hamburger

menu you see above, is that it requires an additional click or tap to
open it, so it’s not as easily accessible as visual navigation.

254
Contextual navigation
Contextual navigation does not consist of any tabs - it's just a
clickable link inside the page itself. A good example can be a
hashtag on a post on Instagram - after you click on it, it will take you
to that hashtag page. It's essential to navigate in most products,
even though in most cases when people think "navigation in UI
Design", they mostly think of the first two.

Healthy lifestyle:

The Basics

Above you can see the example of contextual navigation. After

clicking or tapping on a tag, the user will be redirected to another
page that will display every article with the tag that he clicked on. It
can be said that elements of contextual navigation are simply
buttons that aren’t very distinctive.

255
What to remember & which navigation type to choose?
The most important aspect of a well-designed navigation is its
accessibilty - that’s why visible navigation wins in most cases. The
only problem with it is the limited amount of choices - this type of
navigation works well only with up to 5 tabs. If you’re sure the
product will need more pages included in navigation, hidden
navigation might be the best choice. It’s also good becuase it saves
screen real estate - it might not seem like a lot, but for apps that
really depend on it (like Google Calendar for example) it will be
important.

Contextual navigation will most likely be present in every app in one

way or another, so the choice comes down to either visible or
hidden navigation.

So... which one to choose?

In short - if you can go with 5 or less pages included in the
navigation, go with visible one. If you can’t - go with hidden
navigation, but don’t go over 7 pages. After that user can experience
cognitive overload and it will be hard to make a decision. Some
products use two types of navigation at once, for example Twitter.
They use visible navigation with the most important pages and
hidden with less important ones. Anyway, let’s learn how to actually
design navigations.

256
Designing visible navigation

As the name suggests, visible navigation is supposed to be always

visible, without an option to hide it. It should contain only the most
important pages the user might want to interact with - optimally 5 or
less, but if you need you can go up to 7 on desktop. On mobile it
should be located at the bottom of the screen and on desktop - on
top. In most cases, this type of navigation is the most optimal one,
because it's always visible and does not require any additional clicks
to interact with.

Visible navigation on mobile - a Tab Bar

The best way to design visible navigation is to use a Tab Bar. It's
usually a set of icons with optional labels under them. Currently
selected page is highlighted, usually with color, and these that are
not selected are de-emphasized, by for example decreasing their
opacity.

Home

The best type of visible navigation on mobile is a Tab Bar - it’s easily accessible and
lets the user switch pages quickly. Turn the page to see how to design it.

257
How to design a Tab Bar
There are many ways to design a Tab Bar, but the simplest
solution is to make a rectangle at the bottom of your mobile
screen - in width, it should cover the whole screen. In height, a
range between 60 to 84 pixels will work fine.

The width of this rectangle should cover the whole width of the screen, and height
should be between 60 to 84 points.

Then decide how many pages you’d like to have on the Tab Bar.

I choose four, so I will create four rectangles that have width of 25%
of the screen - so that when they are placed next to each other, they
will cover the whole screen. Next, place them on your Tab Bar to
divide it into four equal parts.

I used the red color in different opacities because it’s disctinctive.

258
After that, place the icons in the center of each rectangle. We
created the rectangles to distribute the icons properly, so this should
be really easy.

Next, add a label under each icon. Make sure they’re centered.

Home Search Liked Profile

Looks off, right? No worries, we just need to move the icons with
they’re labels up so that they’re centered vertically inside each of
our red rectangles.

Home Search Liked Profile

259
Next, we can remove the red rectangles, and decide which page
should be currently selected (this will obviously vary throughout the
app, but it’s good to design it beforehand to see how it will look like.
In this case, I lowered the opacity of every element that is not
selected to 35%, so that they stand out less.

Home

And voilà! We now have a Tab Bar ready. This process will work
great in most (if not all) situations when you need to design visible
navigation for mobile. However, there are some good, practical tips I
wanted to share with you before we continue.

Labels aren’t always necessary

Not every icon needs a label. Icons from the Tab Bar you see
above can be easily understood because they’re highly popular in
most products nowadays, so you can easily go with this:

260
A basic rule of thumb is that if you’ve never seen a succesful product

with a specific icon used without a label in a Tab Bar, you should not

use it without a label.

If you decide to use labels, go all in

Never design a Tab Bar that looks like the one below, in which

some icons have a label and some don’t. Either use labels for your

Tab Bar or don’t, but please - never mix it up!

Remember that it’s always safer to use labels for the Tab Bar. Even

though a Tab Bar without labels looks (subjectively) better, that’s

not the main reason to use it. It should be used if you really care

about saving space on the screen.

261
Important tip for designing Tab Bars for iPhones
You’ve most likely seen that iPhones, starting from iPhone X all the
way up (when I’m writing this the newest iPhone is 12 Pro) have no
home button, instead the user navigates between apps using a
swipe-up gesture from the bottom of the screen. This is important,
because if our Tab Bar will be too small, the gesture might interfere
with the it:

When the user will try to interact with “Search” or “Liked” page, he
might encounter some problems due to the home bar. It’s good to
add some additional height to the Tab Bar, as well as center icons
and labels more towards the upper side, like here:

I expect that we won’t see a release of a phone with a home button anytime soon (if
ever), so it’s good to keep system gestures in mind when designing.

262
Visible navigation on desktop - Text Tabs
Text Tabs are a desktop alternative to Tab Bars. They're placed on
the top of the screen and usually consist of just text. They take less
space than navigation bars and on mobile they can also be scrolled
left and right. They can't really replace a Tab Bar on mobile because
they're harder to reach with the user's finger (they’re on top of the
screen).

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I’m not going to dive very deep into designing text tabs, because if
you know how to design Tab Bars, Text Tabs should not be a
problem for you. However, I’ll give you some general tips.

Text Tabs don’t always cover the whole screen

Unlike Tab Bars on mobile, Text Tabs rarely cover the whole screen,
but just a dedicated part of it. Take a look:

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The orange area is for the logo. The blue one is for Text Tabs. There
are no specific proportions for those, just remember that Text Tabs
rarely cover the whole screen.

263
Using buttons in Text Tabs
Unlike on mobile, you can actually add buttons to visible navigation
on desktop. Make sure that they’re spaced out properly and have
the same font size as other tabs.

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27 27

Above you see an example of bad spacing - you should consider the
margin between a Text Tab and the button, not the Text Tab and the
text inside the button. Here’s an example:

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27 27

Positioning buttons
Don’t position buttons in between of other text tabs. This looks
distracting and might even be confusing.

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264
It’s best to position buttons as last elements in a set of Text Tabs.
This looks better and is also easy to read.

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Dropdowns in visible navigation on desktop

If you want to “fit” more pages to Text Tabs, don’t just simply add
more of them. After 7 pages cognitive overload can kick in and it
becomes hard to make a decision. Instead, use a dropdown menu
designed specifically for visible navigation on desktop:

265
On the previous page you can see a complex dropdown menu from
the landing page of Asana - a project management app. Instead of
fitting all these pages to the navigation bar, they’ve created a
beautiful dropdown, from which the user can select what interests
him.

Vertical visible navigation on desktop

Many web applications often use a vertical visible navigation,
meaning that the navigation bar is attached to the side of the screen,
and not the top. Here’s an example:

Home

This style of navigation is very similar to sidebars - more about them

on the next page. The only difference is that navigation you see
above is usually not collapsable, unlike a sidebar.

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Hidden navigation - sidebars
The most common type of a hidden navigation is a sidebar. They're
usually accessed by tapping on a "hamburger" icon in the top left
corner. Their main advantage is that they can have more items than
5, as well as that they save some screen real estate, unlike visible
navigation. However, because they're not always visible they're
much harder to access, especially on mobile, because the user has
to reach to one of the hardest places of the screen to access it.

Home

After tapping outside the sidebar it should automatically close, so

the “X” button is not really needed (but is still okay to add).
Sidebars on desktop aren’t that different, so I’ll focus on mobile. If
you’re sure you know how to design it, you can skip this step.

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Sidebar - the basics
The fundamental difference between designing Tab Bars and
sidebars is that icons inside Tab Bars are distributed equally
throughout the whole width of the screen, but icons in sidebars are
not distributed equally throughout the whole height of the screen.
Take a look at this example:

Home

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Elements of the sidebar do not have to be spaced out so much. It’s
way better to pick a margin based on your spacing scale (see
chapter about grids) and space icons without having to cover the
whole height of the screen, like in this example:

Home

269
Additional elements on a sidebar
Big advantage of using sidebars is the ability to add various
elements, such as additional information, buttons or even a logo.
Just don’t overload it with unnecessary elements.

Anna Smith

Home

Using relevant information on sidebars makes it more valuable to the user.

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Designing a sidebar

Designing a sidebar is simpler than it looks. First, take your home

screen (or any other screen from which you can access the sidebar).

After that, put a black overlay with an opacity between 60% and 70%

(use your primary dark color).

Imagine there’s real content there. It’s not really important for this tutorial.

271
After that, on the left side add a white rectangle with a width of 70% -
80% of the screen (these values only apply to mobile design, not
desktop). You can also add a drop shadow with a small, positive X
value (like 10 for example) to add some depth.

272
Next, add a margin from the edge of the screen - it can have the
same value as the margin you use for this mobile project. My
recommendations are 20px or 24px, but more on this is in the
chapter about grids.

273
After that, create a few temporary rectangles (like the red ones we
used for the Tab Bar) to space icons and labels properly. Don’t start
placing them from the very top - leave some empty space there as
well.

274
Next, simply place the icons and labels inside red rectangles, making
sure they’re vertically centered. Also make sure that icons are
aligned to your margin to make the spacing consistent. At this step
you’re pretty much done.

Home

Search

Liked

Profile

Settings

275
Finally you can remove the lines and rectangles, as well as change
the opacity of pages that aren’t selected. You should now have a
beautiful and simple sidebar done and ready to use in your designs.
On desktop, the process is really similar.

Home

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Contextual navigation
Contextual navigation is a part of the content on the screen. It can
be a clickable link inside a chunk of text, a hashtag on Instagram or a
tag under an article. It can exist inside of the product regardless if
you choose to use visible or hidden navigation. Designing it is fairly
simple - it comes down to highlighting that something on the screen
is clickable.

How to make sure an element looks “clickable”?

There are many ways to indicate a piece of text is clickable. I don’t
want to repeat everything from the Buttons chapter, so here are a few
simple and basic tips to help you with that.

Healthy lifestyle Healthy lifestyle

There are many things we can do
to live a healthier life.

Read more

Healthy lifestyle Healthy lifestyle

There are many things we can do
to live a healthier life.

Read more

The “Read more” on the left can be understood as a part of the preview text, so it’s
good to increase opacity or even add some color to indicate its clickability.

277
Another good way of achieving the same result is making the button
look more like a button by making it a “chip”:

Healthy lifestyle Healthy lifestyle

There are many things we can do
to live a healthier life.

Read more

In terms of UI Design, contextual design is really simple to create. It’s

more challenging from the information architecture perspective, but
as “just” a UI Designer you most likely won’t be dealing with it. It’s
still good to understand it, but I won’t be diving deeper in it in this
book, as its a topic more UX Design than UI Design related.

278
Navigation - ending note
This was one of the longest chapters in this eBook! I really hope that
you got something out of it. While navigation designing navigation in
terms of UI Design is not really hard (I hope that after reading this
chapter you agree!), knowing when to use which type is important.
Every app or website is different and sadly there’s no one navigation
type that fits all purposes.

Also, I apologize if the explanation of desktop navigation was a bit

too shallow. I focused mostly on mobile, because in many cases
same principles can be applied on bigger screens as well.

279
Microinteractions
Microinteractions and animations are an essential part of a
well-designed product. They're often a thing that differentiates
average apps from these really delightful ones. Proper usage of
microinteractions are a great way to provide feedback for user's
actions. In this chapter you’ll learn the basics of using them.

Key content
- Animations vs Microinteractions

- Why we use microinteractions in UI Design?

- Different transition types

- Examples of microinteractions

- Tools to create microinteractions + my favorite course

280
Animations

Animation is a change of state of an object over time. Unfortunately

I won't be able to show you any examples because this is a PDF, but

I will try to cover the most important parts of the matter. Animations

have a range of different purposes - from really important ones to

purely aesthetic ones. Many different properties can be animated,

such as position, rotation, color, opacity and scale.

X = 130 X = 330
Duration: 2s
Y = 274 Y = 274

If this animation was coded, the blue square would move by 200 pixels to the right in

2 seconds.

Microinteractions

The most prevalent and important type of animations in UI Design

are microinteractions. They’re are everywhere. When you like a

photo on Facebook, the like button goes from outlined to filled.

When you play a YouTube video and you use the slider to go

through it, it's a microinteraction. When you're waiting for the content

to load, you're usually going to see some kind of a spinner or

skeleton loading - these are also microinteractions.

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Why we use microinteractions?
In simple words, we use microinteractions to give the user feedback
for an action he triggered. If he presses "Send" on Gmail, he will see
a popup saying that the email was succesfully sent. This way he
knows it worked, and he did not missclick or something like that.

Microinteraction vs animation
The main difference between microinteractions and animations is
that microinteractions are a result of a conscious action taken by the
user, while animations can be purely aesthetic and happen on their
own - they don't show any change of state, but just an effect to
delight users.

Microinteractions should be delightful, but still "micro"

One of my favorite microinteractions used in popular products is
when you like a tweet on Twitter. The heart turns red very fast, but
featuring a really beautiful animation. This is an example of what an
interaction should be. It should be fast, beautiful and not distract the
user from what's really important - the content. One thing that you
should never do is make a microinteraction longer on purpose, just
to make it look beautiful. It should be short and sweet, without being
too obtrusive.

282
“The most important purpose
of a microinteraction is to give
the user feedback for an action
that he performed.”

283
Different transition types
The most common types of animations are linear, ease in and ease
out. I believe it’s important to go through them in detail, because
they’re usually supported in most design tools like Figma or Adobe
XD. More advanced interactions require learning additional tools and
to be honest - they’re a field of their own.

Linear
Objects that feature a linear animation type move in the same speed
during the whole animation. In the middle of the duration of the
animation, they will be exactly in the middle of their path.

0s (start) 1s 2s (end)

After 1 second has passed, the square will be

exactly on the middle of its path.

Please note that linear animations do not look very natural. Most
objects in real world need to accelerate before getting to a certain
speed. Imagine if a car started at 100 km/h. It first needs to
accelerate for a few seconds.

284
Ease In
Objects that feature the Ease In animation type start moving (or
changing their state) slowly, just to accelerate after the half-time of
the animation has passed. It’s kind of like an accelerating car.

0s (start) 1s 2s (end)

After 1 second has passed, the square will be

closer to the starting point.

Ease Out
Opposite to objects with Ease In animation type, objects with Ease
Out animations start fast and end slow. It’s kind of like a braking car,
that is slowing down after driving fast.

0s (start) 1s 2s (end)

After 1 second has passed, the square will be

closer to the ending point.

In those examples the 2 seconds are just an example value.

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How long should microinteractions be?
There are no specific rules in terms of the duration of
microinteractions. However, my advice would be to create
microinteractions with a duration no longer than 1000ms - or one
second. Most users use apps pretty fast, and animations should not
be slowing them down.

Examples of microinteractions
Now that you understand what microinteractions are and why we
use them, I’m going to give you a few examples of them. Sadly you
won’t be able to see them in “their whole glory” because it’s a static
eBook, but these examples are quite common, so I’m sure you’ll get
the point.

Switch

Checkbox

Microinteractions are often used for form elements, like switches or checkboxes.
These animations are very subtle and short.

286
 Tab Bar

Switching icons on a Tab Bar is a great place to add a very subtle and short
microinteraction. Most users won’t notice it, but it’s delightful!

Button

Continue Continue

This button animation would be triggered after the user hovers his cursor over the
button. This way he can be more certain that it is clickable.

287
I hope you get the idea. Microinteractions are very subtle, and that’s
how they’re supposed to be. Someone could argue that they’re not
necessary for a digital product to function properly, and that’s partly
true - a product is usable without animations and microinteractions,
but it’s simply not delightful.

As I defined in the Basics chapter, a well designed product is both

usable and delightful. Providing user feedback for his actions
through small, beautiful changes of state is definitely a good way to
make the app or website more usable.

What about those fancy animations from Dribbble?

Chances are that you’ve seen concept UI Designs with stunning
animations on places like Dribbble or Instagram. Motion designers
can do a lot of crazy stuff, even animate 3D elements to look
absolutely breathtaking. Sad news are that it’s really hard to
implement to real product. It’s often that after an attempt to add
fancy animations to a product users uninstall the app because it’s
just too slow, or the website takes too long to load due to the
animations.

In short - fancy, 3D animations are very hard to implement and can

slow down user’s device.

288
Alright... so what now?
I highly encourage you to experiment with microinteractions and
animations on your own. Simple ones, such as the ones I’ve shown
you a few pages ago, can be easily created in free design tools such
as Figma or Adobe XD. They’re really easy to create.

I’m sorry that I couldn’t show you more in this eBook. If we ever get
to embed a video inside a .PDF, I’ll update this eBook with some
real, dynamic examples. Until then, I encourage you to go to
YouTube and search for example “Figma animations” or “Adobe XD
animations”. There are many free tutorials that will teach you how to
create microinteractions in practice. This chapter taught you the
most important aspects of theory and hopefully now you understand
what microinteractions are, as well as why and where to use them.

Leveling up
If you’re really serious about mastering animations and
microinteractions, my friend Alex has released an amazing course on
the topic of Motion Design. It will teach you everything you need to
know, starting from a deep dive into theory, ending at creating
stunning animations. This mention is not sponsored or affiliated. I just
think he did a great job with that course. If you’d like to join it, visit
him on Instagram: @alexunderhess.design.

289
Tools to create animations and microinteractions
Before we end this chapter I wanted to share some great tools for
creating animations and microinteractions. Some of them are free,
some of them are not, but all of them are really useful.

Figma Price: free plan available

Apart from being an amazing UI Design tool, Figma also has a lot
of great prototyping features, so it’s most likely all you really
need to begin your adventure with motion design.

Principle Price: $129

Principle is another fantastic tool, focused only on motion

2s (end)design. It

has way more fantastic features than Figma, and the tool itself is
very well designed. If you want to level up, it will be great.

Adobe After Effects Price: Free with CC plan

One of the most advanced (if not the most advanced) 2stools
(end) used to

create animations out there. It’s not directly focused on UI/UX

Design, but if you find yourself loving animations - give it a try.

290
What’s next?
You’ve just finished reading the “main” part of the eBook, in which

you’ve learnt all the important things about various elements and

prinicples in UI Design. Great! Regardless - if you’re a relatively new

designer, you might still feel a bit lost. In this chapter I will share

some tips and tricks that should help you kickstart your journey.

Key content

- Breaking down UI Design to elements

- Developing an eye for UI Design

- Why copying designs from other people is beneficial?

- A great challenge to get started in UI Design

+ many other tips

291
Every UI Design is made out of elements
A significant majority of this eBook is dedicated to explaining UI
Design principles, as the title suggests. Teaching you how to design
a specific screen would be easier for sure! I could just say
something like “draw a rectangle here, place some text here” etc,
but after something like that you’d just know how to make that
specific design, which is not the goal of learning UI Design. Instead,
I think that if you learn to design various elements and learn to put
them in a layout, you’ll learn UI Design faster and easier.

Find a perfect
job for you
Brand Designer

$50 / hr

UI Designer
$65 / hr

292
Now, why is this important? It’s because if you know how to design
individual components and put them in a layout that makes sense,
based on hierarchy, you can design anything you want.

Just think about it. Every UI Design is made out of simple elements
like text, rectangles, circles etc. Design tools are really easy to learn,
which means that if you learn how to design individual components
properly, you can design anything you want.

I could show you, step by step, how to design a landing page, an

onboarding section, an e-commerce page and a whole lot more, but
don’t you think it would be working backwards? I hope that by now
you know how to design basic components like buttons, input fields,
navigation bars or cards. With this knowledge, you should be able to
design any interface you want.

Developing an eye for UI Design

People that have a few years of experience in UI Design usually
have something that can be called an “eye for UI Design”. A lot of
the decisions that they make during their UI Design process is
second nature to them - they don’t overthink if they should use Bold
instead of SemiBold for their header or if they should use #1F1F1F or
#121212 for their primary dark color. As you will progress, you will
inevitably develop an eye and your process of creating UIs will be
way faster than at the beginning. The more you practice, the faster

293
this process will be. How to practice? More on that below.

Why copying UIs from other people is beneficial?

Maybe you’ve heard of pages like Dribbble or mobbin.design. On
these pages, you will find tons of well-designed screens - on the
latter one, the screens come from real, tested apps, so if you’re into
mobile design I recommend you check it out.

One of my favorite ways of practicing UI Design when I was a

beginner was copying designs from those pages, one-to-one. I was
not posting that work anywhere because that’s stealing, but by
doing so I learned the steps that creators of those screens had to
take to achieve a specific result. UI Design is way simpler than say
3D or illustration design in the way its built - its based on simple,
vector shapes, so copying it is easier. While learning and reading
about principles is definitely going to help your knowledge, without
real practice you will only go so far.

I especially recommend that you check out mobbin.design, because

by copying work from Dribbble you risk copying unrealistic designs
that would never work in real life, and on mobbin.design there are
real, great apps.

If however you want to jump straight into designing products

without following designs from other people, check out next page.

294
Daily UI challenge - a great way to practice UI Design
Daily UI is a series of daily design challenges, design inspiration and
some cool surprise awards. Every day, you get a challenge to
design something different, and the challenge lasts 100 days. This
way you can practice daily with 150,000+ designers that have
already completed the challenge. You can also post that work on
social media for 100 days straight, so you get additional motivation
to complete the challenge and grow your account.

Visit dailyui.co if you’re interested. It’s free.

When can I start offering my services to others?

If you’re a beginner in UI Design, it’s best that you practice on “fake”
projects before you actually start offering your services as a
freelancer (if that’s your goal). Essentially, I think that as soon as
someone offers you a freelance gig on Instagram or Dribbble, you
should accept it. That’s a simple yet effective indicator that there is a
demand for your skills and that someone appreciates your work.

Freelancing vs working at an agency / company

Both of these employment forms have their pros and cons, so its
entirely up to you. It’s true that when you work at an agency or a
company you can learn more because you’re working with a team,
so when you’re a beginner - that’s a great way to learn.

295
My UI Design
process
In this chapter I wanted to share my exact process of creating UI

Designs. This process refers to both real and concept or "fake"

projects. You don't need to follow along. You can just check out my

process, see if it makes sense for what you're doing and try it out

yourself. I’d like to mention that I am a freelancer, so if you work at

an agency or a company your process will most likely be different.

296
Before we start...

Of course, I can't share the way my brain works with you. A huge

part of being a good designer is creativity, which is something you

gain as you practice. At first you probably won't have a lot of great

ideas, but don't try to create perfect work. You will become better as

you progress.

Also, this is just my process. I’m just one of many designers out

there. I don’t pretend it’s the best, or I can’t even guarantee this

process will work for you.

However, if you like my work and you’d like to see how I create it,

dive deep into this chapter! You can try replicating my process and

see the results for yourself.

Oh... and it’s not anything original or unpopular. I use the same

methods as many other people. If you’re new to UI Design, you can

try treating this chapter as a “blueprint” to creating UI Designs. In

design you don’t get extra points by using original and sophisticated

methods. Ultimately, the end result will matter.

If any part of this process is unclear - please let me know. You can

always email me at [email protected] and I will try to explain

anything.

297
My 6 steps
Here are the 6 steps I go through whenever I create UI Designs:

1. Understand the problem

2. Create very rough sketches

3. Create detailed wireframes

4. Select assets - e.g. fonts and colors

5. Apply assets to wireframes

6. Present it properly

I’m going to explain every single step in more detail in a moment,

but just to talk through it briefly: I start by understanding what I’m
designing and why I’m designing it. Then I sketch out a quick and
basic solution. Then I take it to the next level and add some detail.
After that, I decide on assets, such as fonts, colors and icons. After
that, I just apply them to my wireframes!

Finally, it’s time to present my work - either on social media or to a

client (depending on if I’m creating a concept or a real project).

Even awesome work that’s presented poorly won’t do well in the

eyes of the client, so take presentation into consideration.

(this rhyme was not planned)

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1. Understand the problem
It's probably the most important part of any process that ensures that
the design will be usable. If you're working with a design team or
you have UX background, you will most likely won't have trouble
defining and understanding the problem. For creating concept
projects I don't put a lot of effort into it because the designs won't be
used in a real life scenario.

As you’ve probably already noticed from the previous chapters, this

book focuses on UI Design. To be perfectly honest with you, good
UX Design is more important than just good UI Design.

If you’re working at an agency or a company as a UI Designer you

probably have nothing to worry about, because there are likely UX
Designers in the team as well. They will ensure that you can base
your UI-related decisions on real data and research.

However, if you’re a freelancer your clients might often think that

your job is just to design an app, or a website, or whatever really.
That means that even if they would be satisfied with a design that
just looks pretty and is not based on any research, you should do
your homework and spend time on researching...

...unless you made it clear that you’re a UI Designer and research is

not in the scope of work.

299
2. Create very rough sketches

The next step is to create super rough sketches of my ideas. After

thinking about the problems and solutions, I create very rough
wireframes of the design. This lets me throw ideas out of my head,
without focusing about the look of it - just how well it solves the
problem.

I can’t stress this enough - DO NOT pay attention to how they look -
in fact, the more ugly they are the better. They are supposed to be
very quick and simple. Don’t try to think about fonts, colors and
other stuff like that at this stage. At this stage, 10 ugly, but different
sketches are better than just 1 pretty sketch. In other words, at this
stage quantity > quality.

Some rough sketches I made a long time ago. Notice how ugly they are. They only
took a few minutes to create, but they were really helpful.

300
3. Create detailed wireframes

After I'm more or less happy with the sketches (they don't need to
be perfect, again!), I use Figma or Whimsical to create more
detailed wireframes. This gives me clarity and makes the design
somewhat "presentable", so I can show them to a client for
example. This way we're both on the same page and I won't be
wasting time creating UI's for a badly designed solution.

This is really the very first time that me or my client have a clear
vision of how the final product can look like. Detailed wireframes is
pretty much a set of finished screens, except they obviously lack
real content and assets, but that’s fine at this stage.

Quite detailed wireframes created in Figma. I used the wireframe kit called iFrame by
piqo design. They took only a few minutes to make!

301
4. Select assets - e.g. fonts and colors
After the wireframes are done, I choose fonts, colors and icons for
the project. I might also pick some photos or illustrations. If I'm
working with a client I include him in the process and we make sure
that my picks align with the brand personality. If I'm working on a
concept, I'll just pick assets that I think will look well together. I
sometimes also create a color palette and type scale at this stage.

It’s really good to have clarity of what assets you will be using
during the project. You can discuss this decision with a client before
creating a single screen so that there will be no misunderstandings
during the process.

As I mentioned in the introduction, the decision on assets for the

design might be done by someone else, for example brand
designers. If you’re working at an agency or a corporation you
might not even be involved in the decision making process. In that
case, you can just skip this step.

Sora

302
5. Applying assets to wireframes
Obviously it's easier said than done, but after reading this book you
should have a solid understanding of how to do it. This is why I put
a lot of attention and effort into the third step. Well-made
wireframes make these final steps so much easier.

After this step it’s pretty much done. It’s basically connecting
detailed wireframes and assets together to a real screen.

303
6. Presentation
When I'm creating a real project, I'll usually hop on a call or send a
Loom video to present my work to the client. Just sending him the
screens is a bad idea, because the client does not get to hear any
explanation and reasoning behind my decisions. Even simply
sending the client a Loom video with an explanation can massively
reduce revisions and save a lot of time. Always remember that your
clients most likely have less UI/UX related knowledge than you do.
If you can explain your decisions well, you will save a lot of time and
make your clients happy.

When I'm creating a concept project, I will create a 1080x1080

artboard (or 1600x1200 if for Dribbble), fill it with a pastel color and
place my screens inside. If you have a basic understanding of
Figma or any other design tool, it should be easy for you.

If you’re not a freelancer or you’re not posting your work on social

media, I don’t think this step is really that necessary. You should just
know how to explain your design decisions.

304
Attracting clients
and followers with
your designs
This is a short guide in which I included my learnings from
leveraging social media to get clients and build an audience. If
you’re able to get attention of clients on social media, you can start
freelancing full time - at least that’s what has worked for me.

305
Before we start - a word about UI Design on social media
You've probably heard of a platform called Dribbble. It's essentially a
social media platform made for designers to share their work with
the world. After sharing they work they can get feedback, build an
audience and get clients. Seems great, right?

Well, for me it is. But there are many people that have a huge
problem with Dribbble. It's mostly because many designers are
artists there. The majority of UI Designs published on Dribbble aren't
usable in the real world. They don't follow basic principles and don't
solve any problems. After all, they're just concepts!

I think that Dribbble is a fantastic source of inspiration and a place

for designers to be creatively free. I found that for me it's much more
fun to work on a project in which I set the rules and I can do
whatever I want than when I get a very specific brief and need to
follow style guidelines.

If you're using Dribbble content for inspiration - that's great. Just

please remember that most "real" designs you will make for clients
won't look nearly as good as the stuff on Dribbble.

306
Another reason why I like Dribbble is because there are many
potential clients there. Even though there's a lot of competition, it's
not a rare thing to post a few shots there and get a client. In this
chapter I want to focus on how you can use platforms such as
Instagram and Dribbble to attract and get clients. I will share things
that have worked for me and for many other creators.

In fact, those tips will not only help you get clients and build an
audience. After implementing them you are much more likely to get
awarded with the most important and one of the most scarce
currencies in the world:

Attention.

By becoming noticed your work gets seen and your profile grows
bigger and bigger (same as your bank account if you learn how to
close deals with potential clients!).

And in this bonus chapter I want to show you how to do it, based on
what has worked for me.

307
1. Post pretty stuff
That's the reality. This is what is valuable on social media -
eyecatching, inspiring work. If you will put the majority of efforts into
posting designs that are usable and very well-thought, chances are
you will get worse reach than work that's just pretty.

Is this brutal? Well, I’m not here to judge. Most designers are used to
the fact that social media is full of designs that could never be
implemented to a real product.

Here are two designs I posted on social media - they’re both

concept projects I made to practice and for fun. When I was creating
the left one, I put more effort in making it more realistic, so smaller
paddings and less overloaded with effects. The one on the right
however is a complete opposite, but it’s subjectively prettier.

308
2. Create something everyday
This is the single best piece of advice I can give to any creative
person out there. When I was learning UI Design, I used to wake up
at 5 AM everyday and create a concept project just to learn. I wasn't
getting many clients, but I was practicing and posting my work on
Dribbble and Instagram everyday. This not only leads to
improvement, but also quicker growth on social media.

When I was doing that, I was growing maybe like 20 followers a day
on Instagram and maybe 5 followers a day on Dribbble, and I was
not getting many clients. However, I was really passionate about UI
Design, so I kept going and first clients started rolling in, one after
another.

There’s really no downside to creating every day. If you like the thing
you’re doing, creating every day will lead to exponential
improvement, as well as building an audience and getting leads.

309
3. Please, get out there with your work!
Instagram, Dribbble, Behance, uplabs, Facebook, Upwork, Twitter,
LinkedIn...

All of these platforms are used by millions of people (billions in

total!). Also, all of these platforms are free.

Want to know an interesting thing?

A design you create for Instagram can also be posted on every

single one of those platforms. It will just take you a few minutes to
post that piece of content on them, but it’s worth it!

After all, why grow on one platform if you can grow on multiple ones
with the same piece of content?

Leveraging social media is one of the most important skills in the

times that we live in. By showing your work on different social media
platforms, you’re likely to attract many clients.

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4. Make it incredibly clear that you're open for freelance gigs

Make sure your potential clients know that you're looking for

freelance gigs. Many creators on Dribbble actually work somewhere

full time and aren't open for work, so if you are - make it clear. Add

your contact email in the description of your shot or in your bio.

Same goes for Instagram - your bio is the best place to describe you.

Add something like “DM me for freelance work” there, or better yet

“email me for freelance work: [email protected]”. You can also post a

story once a month saying that you’re a freelancer and you’re open

for new, interesting projects.

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5. Make work that relates to your target customer
A few months ago I created a concept called "eBank". After I posted
it, a few people messaged me asking if I'm open for work, because
they have an idea for an app that has to do with banking, money etc.

It's not a coincidence! People often look through Dribbble looking for
specific things. If a client has an app about travel, he might search
Dribbble for "travel app". If he finds your shot there, he might reach
out!

Related piece of advice I can give you is to avoid creating unrealistic

app ideas. I've seen many concepts such as a "Space travel app"
which even though looked great, they can't be implemented (at least
just yet!).

So in short - create work that relates to your target client. You’re not
likely to get a banking app gig if you’re only posting food delivery
projects (and vice versa!).

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6. Be aware of trends in the mobile app industry

And I'm not talking only about UI trends. There are many app

categories that are basically a good business idea. If a client has not

idea what app he wants to make, he can just google "mobile app

trends 2021" and he'll have new ideas. If your concepts will be made

around these trends, you'll have a much higher chance of getting a

gig!

That does not mean that you should blindly follow trends, but if

you’re really looking for some work, following trends can be a good

thing to do.

It does not apply only to mobile app industry - generally, every tech

startup will need a designer. While you can’t predict the next

million-dollar idea (at least I think so, but if you can let me know!),

you can increase your chances of getting a project by following the

hottest and promising trends.

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7. Present like a Pro
Your work instantly looks way better if it's presented nicely. Add a
pastel background to your screens, tilt them slightly, add a nice
shadow and stuff like that. You can look at what other creators on
Dribbble area doing. This really makes your work reach way more
people!

Which one of these do you think will perform better? Even though
it’s the same UI Design, the presentation on the right looks way
better, at least in my opinion.

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An incredibly important message about working with clients
Creating “just” pretty work for social media purposes is tricky.

I had a situation in which I shared some not usable concepts on

Instagram. Thanks to them, I got a new client - he really liked them
and he wanted something quite similar for his app.

The problem was - these concepts were not realistic! I couldn’t create
the same thing for his app because it would be terrible to use for the
users.

So I created the best version I could, but he was not fully satisfied. He
said that it’s not exactly what he was looking for. After some revisions
he was happy, but I definitely learned something new.

And that is: always make sure that projects you post on social media
are not completely different from your “real” work. Otherwise, your
concepts might turn out to be deceiving for clients who don’t fully
understand the value of usability and just focus on the looks.

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Ending
Congratulations! You just finished reading UI Design Principles.
Please, don’t go just yet. There are a few more things I wanted to
share, just one or two pages.

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Please reach out to me!
As I mentioned in the introduction to this eBook, this is not its final
version. There will be future updates that you will receive for free.
They will include new chapters as well as corrections to the current
content. I’d really appreciate your opinion and testiomonial about
what you’ve just finished reading. You can click or tap here to
access a Google Form in which you can share your testiomonial.

I would MASSIVELY appreciate it!

If you liked this eBook:

If you liked UI Design Principles, I’d really appreciate if you could go
to gumroad.com/library and leave a 5-star rating. It will help me
tremendously. You can also access that page from the email
confirmation of your eBook purchase.

If you didn’t like this eBook:

If you did not like this eBook, please reach out to me at
[email protected]. I’d really appreciate your feedback! The book
is going to get updates in the future, and it’s not fully possible
without your feedback.

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Thank you!

@michael.filipiuk

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End credits
Photos for this eBook were either taken by me or they come from
unsplash.com.

Illustrations for this eBook were created by storyset.com.

App screenshots for this eBook are made by mobbin.design.

The idea to write this eBook came to my head after reading a few
different eBooks and watching some courses about UI Design.

I don’t claim that information found is this book is something that

I invented. UI Design has been a field for long before I started

designing, and most of the things you found in this book are
frequently used practices and ideas.

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