FUNDAMENTALS OF

CREATING A GREAT UI/UX

Elisa Paduraru!
© 2022 Creative Ti

All rights reserved. No part of this publication may be reproduced in any

form or by any means - graphic, electronic, or mechanical, including
photocopying, scanning, recording, or information storage and retrieval
systems - without the express permission in writing of the publishers

ISBN 978-973-0-36036-3
m

 1,800,000+
Developers and Designers around the world

3,650
Days of continuous learning and improvements

20,000+
Hours of experience

200
Designed and Coded Digital Products

5
Products included in the Github Vault
for 10.000 years code archive

CREATIVE TIM UI BOOK

 Preface
We are Creative Tim and we help developers and web designers avoid
mundane work and focus on the interesting and innovative part of their
job.

We believe in the power of giving back! We are proud to sponsor schools,

universities, hackathons and be part of events where we can teach people
how to become better developers, designers, and entrepreneurs

Since 2014, we noticed that developers were always “reinventing the

wheel” when working with clients, and ended up creating the same items
over and over again for their websites. We aimed to create a few standard
components, like login and register modals, calendars, wizards, headers,
and footers

According to recent market development, people are using more and more
resources like kits and templates.
Even so, the templates should be implemented correctly in order to be
functional and contribute to a positive user experience

After 8 years of crafting the next generation's web design tools, UI Kits,
Admin Dashboards, and Mobile App Templates, we decided to write a UI/
UX book guide based on our collective experience.

This book aims to teach developers and designers the basics of a design
that demonstrates great UI / UX. We believe that these fundamentals
should be considered a “must-have” of knowledge that you should have
before implementing elements

The book is complex and structured in several parts. We’ll start with “The
Evolution Of Design”, and continue with a deeper understanding of the

 concepts of UI/UX in “UI/UX Design Guide. We then will move on with

user interface analysis in a theoretical way. In the third part, you will learn
the nitty-gritty, like how to correctly create small elements such as
typography, buttons, inputs, images, and others. In the fourth part, we will
examine the elements that pull sections together. In the fth part, we will
illustrate some concrete examples of pages. And in the last part, you will
nd examples of websites of some companies and brands that respect these
rules.

My name is Elisa Paduraru and I am Chief Designer at Creative Tim. I

want to thank my teammates: Alexandru Paduraru, Alexandra Murtaza,
Rares Toma, Beniamin Marcu, Stefan Moldovan, Cristina Neculai, and
Dragos Costin; and our partners: Zoltán Szőgyényi, Robert Tanislav, Vlad
Mihalache, Fredy Craciun, Andrei Iordache, Eugen Tudorache, Stefan
Condurachi, and Adrian Chirilov for their continuous support and
feedback, which helped us write this book. Also, I want to thank the artist
Paul Virlan who created the book’s cover design and Danny Ivan for
amazing 3D images

Thank you for reading!!

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 PART I
The Evolution Of Design
13

1. The History of Graphic Design 14

2. The Chronology of Important Movements in Web Design 16

PART II
UI/UX Design Introduction
25

1. UI Design - How Things Look 26

2. UX Design - How Things Work 29
3. What Do UI/UX Designers Do? 31
 PART III
The Anatomy of the Elements
35

1. Grid and Layout 36

2. Typography 43
3. Colors 51
4. Gradients 66
5. Shadows 70
6. Buttons 76
7. Forms 85
8. Icons 96
9. Images 103
10. Illustrations 109
11. Navigation 115











 PART IV
An Eye for UI/UX Design
121

1. Navbars 122
2. Headers 126
3. Features 135
4. Cards 143
5. Content 153
6. Teams 161
7. Logo Areas 166
8. Stats 171
9. Charts 174
10. Tables 179
11. Maps 184
12. Widgets 188
13. Frequently Asked Questions (FAQ) 193
14. Contact U 198
15. Footers 201
16. Sidebars 205
17. Wizard 212
18. Timeline 217
19. Reviews and Testimonial 219






s





s


s

s
 PART V
Real-Life Applications
223

1. About Us Pag 224

2. Pro le Pag 227
3. Blog Post Pag 229
4. E-commerce Pag 231
5. Rental Page 234
6. Application Page 237
7. Sign Up Page 240
8. Sign In Page 241
9. Policy Page 242
10. Chats & Messages Page 244
11. Categories Page 246
12. Admin Templates 249
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 PART VI
Great Website Designs
253

1. apple.co 254
2. airbnb.co 258
3. about.instagram.co 261
4. stripe.co 264
5. revolut.co 267

PART VII
End Credits
271

1. Bibliography 272
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 PART I
The Evolution of Design
 The Evolution Of Design

1. The History of Graphic Design

a. The First Typography System

Right from the start, humanity has displayed a knack for communicating
through visuals. Egyptian hieroglyphs were one of the rst writing systems
and it was used in Ancient Egypt. This system combined logographic,
syllabic, and alphabetic elements, with a total of 1,000 distinct characters.
Cursive hieroglyphs were used for religious literature on papyrus and
wood. Each picture or symbol served one of these three functions:
representing the image of a thing or action, standing for a sound or the
sounds of one, to as many as
three syllables, and clarifying
the precise meaning of adjoining
glyphs. Writing hieroglyphs
required some artistic skill,
limiting the number of people
who chose to learn it. Only
those privileged with extensive
education, the pharaoh, nobility,
and priests were able to read and
write hieroglyphs

b. The First Logo

The world’s rst logo is the coat of arms, used as a symbol to represent
family houses or territories. Scholars theorize that the practice had become
popular during the Crusades, when soldiers from different countries

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 The Evolution Of Design

and houses used it as a symbol (or you can also use “sigil”) to tell
everyone where they came from. Particularly, the family oat of arms or
crest was placed on armor and battle ags. Like logos, a house’s coat of
arms aimed to represent the people’s values, characteristics and styles.
Later, these emblems took on more practical purposes, such as wax seals
to denote authenticity

c. Graphic Design

The term “graphic design” appeared for the rst time in 1922. In the article
“New Kind of Printing Calls for New Design” (Boston Evening Transcript,
1922), the book designer William Addison Dwiggins rst used the term
“graphic design” to describe exactly what his role was in structuring and
managing the visuals in the book design. From day one, designers were
struggling to explain to non-designers what, exactly, they did

In 2000 web design, developers started creating multiple versions of

websites to be viewed on different browsers and devices. While this
technique worked, it was time-consuming and impractical. Devices and
browsers were constantly evolving and having multiple versions meant
that updates had to be made separately – desktop, tablet, and mobile.

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 The Evolution Of Design

2. The Chronology of Important

Movements in Web Design
1987. Adobe Photoshop

Photoshop was developed in 1987 by two brothers Thomas and John

Knoll, who sold the distribution license to Adobe Systems Incorporated in
1988. This program, at that time called “Display”, caught the attention of
his brother John, an Industrial Light & Magic employee, who
recommended that Thomas turn it into a full- edged image editing
program. Thomas renamed the program “ImagePro”, but the name was
already taken. Later that year, Thomas renamed his program Photoshop
and worked out a short-term deal with scanner manufacturer Barneyscan to
distribute copies of the program with a slide scanner; a "total of about 200
copies of Photoshop were shipped" this way. Photoshop was initially only
available on the Macintosh platform. In 1993, Adobe chief architect
Seetharaman Narayanan ported Photoshop to Microsoft Windows. The
Windows port led to Photoshop reaching a wider mass-market audience, as
Microsoft's global reach expanded within the next few years. In 1995,
Adobe purchased the rights for Photoshop from Thomas and John Knoll
for $34.5 million so Adobe would no longer need to pay a royalty for each
copy sold

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 The Evolution Of Design

1993. The First Landing Page

Adam Clark Curry is a podcaster, announcer, Internet entrepreneur, and

media personality, known for his stint as VJ (video jockey) on MTV and
being one of the rst celebrities personally to create and operate websites.
He ran the rst unof cial landing page site for MTV in 1993. This was a
big difference from just a few years before. According to a study by MIT
researcher Matthew Gray, by the end of that year, there were 623 websites

1995. The origin of the term “User Experience”

The term User Experience was probably rst heard in public at the CHI '95
Conference Companion on Human Factors in Computing Systems held on
May 7-11, 1995, in Denver, Colorado. The combination of the two words
"User" and "Experience" rst appeared in a presentation by Donald
Norman, Jim Miller, and Austin Henderson of Apple Computer entitled
What You See, Some of What's in the Future, And How We Go About
Doing It: HI at Apple Computer, particularly in the sentence: “In this
organizational overview, we cover some of the critical aspects of human

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 The Evolution Of Design

interface research and application at Apple or, as we prefer to call it, the
User Experience.

1998. Design is Kinky

Design is Kinky was founded by Andrew Johnstone

and was one of the rst design community websites.
The website regularly presents graphic works,
photographs, expert articles, or pro les of artists who
have decided to publish their work online. In 2018,
the project Design is Kinky closed its operations.
Now, if you check the Design is Kinky website they
have a “re-launching soon“ message.

1999. The Practice of Simplicity

Jakob Nielsen is a web usability consultant human–computer interaction

researcher. He was named the “the Guru of Web Page Usability” in 1998
by The New York Times, and the “King of Usability” by Internet
Magazine. Jakob published a revolutionary book: Designing Web
Usability: The Practice of Simplicity. The book became one of the basic
handbooks in the eld of web usability and the emerging eld of user
experience design (UX).

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 The Evolution Of Design

2005. Youtube Launch

In 2005, Chad Hurley, Steve Chen, and Jawed Karim,

were employed at PayPal. Soon after resigning, they
worked together to launch the YouTube website for
publishing and sharing video les. The rst video called
"Me At The Zoo” was uploaded to YouTube on 23
April, 2005 by one of the co-founders. It was a short
video from the San Diego zoo. Not long after, in
November 2006, YouTube was purchased by Google for
$1.65 billion.

2009. Dribbble

Dan Cederholm and Rich Thornett founded the

Dribbble design community portal. Graphic designers,
illustrators, web designers, typographers, and other
related creative professionals can share their work on
Dribbble in 1600x1200px. Dribbble is currently the
largest community website for designers

2010. Google Fonts

Google launched an open-source web font library,

Google Web Fonts, now called Google Fonts. Fonts are
hosted on Google's servers, and the library now has
nearly 900 font families that users can use on their
websites for free

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 The Evolution Of Design

2010. Flat Design

Microsoft launched Windows Phone 7, a mobile phone whose user

interface was created using at design. The new visual style received
positive feedback, and Microsoft used at design elements in the design of
the Windows 8 graphics interface. Flat design has also gained considerable
popularity among web designers and has become one of the major visual
trends in web design after 2010 along with skeuomorphism and material
design styles.

2010. Sketch

Sketch is a vector graphics editor for macOS

developed by the Dutch company Sketch B.V.,
formerly named Bohemian Coding. It was rst
released on 7 September 2010 and won an Apple

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 The Evolution Of Design

Design Award in 2012. It is primarily used for designing the user interface
and user experience of websites and mobiles and does not include print
design features. Sketch has more features for prototyping and
collaboration. Being only available for macOS, third party software and
handoff tools should be used to view Sketch designs on other platforms

2014. Material Design

Google introduced a new graphic style called Material Design at the

Google I/O conference. Since 2015, Google has redesigned most of its
applications and services using the consistent visual style of Material
Design. According to Google's de nition, Material Design is a “visual
language that synthesizes the classic principles of good design with the
innovation and the possibility of technology and science.”

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 The Evolution Of Design

2016. Adobe XD

As a response to the rising popularity of Sketch, at the

Adobe Max conference in October 2015, Adobe
announced that they were developing a new interface
design and prototyping tool under the name "Project
Comet”. A beta version of Adobe XD was released for
Windows 10 on 13 December 13, 2016. On October
18, 2017, Adobe announced that Adobe XD was out
of beta.

2016. Figma

Figma started offering a free invite-only preview

program on December 3, 2015. It saw its rst public
release in 2016. On October 22, 2019, Figma
launched Figma Community, allowing designers to
publish their work for others to view, duplicate, and
adapt

2019. Neumorphism

A Medium Post by Michal Malewicz credits the name to Jason Kelley,

from new + skeuomorphism. This user interface style is characterized by
at design, combined with soft shadows and highlights

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 The Evolution Of Design

2021. Glassmorphism

Glassmorphism is a term used to describe UI design that emphasizes light

or dark objects placed on top of colorful backgrounds. A background-blur
is placed on the objects, allowing the background to shine through, giving
it the impression of frosted glass. Glassmorphism is the newest trend in UI
that is rapidly becoming popular among designers. While its brother,
Neumorphism, did not win as many fans, this trend will de nitely grow. It
is characterized by a glassy look that is based on a combination of shadow,
transparency, and background blur. It can work great if it’s used the right
way, even larger companies like Apple and Microsoft are using it.

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The Evolution Of Design

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 PART II
UI / UX Design
Introduction
 UI/UX Design Introduction

1. UI Design - How Things Look

a. Formats

A UI (User Interface) deals with the application's graphical layout, which

includes buttons, screen layout, animations, transitions, micro-interactions,
and so on. In short, UI is all about how things look.

UI design includes the following formats:

Graphical User Interface (GUI): GUI design involves how users interact
with the visuals and digital control panels of a system. The computer's
desktop is an example of a GUI.

Voice-controlled Interface (VUI): VUI design deals with the interaction

between a user and a system using voice. Smart assistants like Bixby for
Samsung mobile devices and Siri for iPhones are examples of VUIs.

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 UI/UX Design Introduction

Gesture-based Interface: This is mostly used in virtual reality (VR) and

other gesture-based design scenarios, which deal with the engagement of
users within 3D spaces. Here is an example of our fully coded simulation
of the Soft UI Admin Dashboard in VR:

b. Characteristics

For good UI Design, you should take these characteristics into

consideration:

The design should be focused on helping users complete tasks quickly

with minimum effort. Completing tasks should be a seamless experience.

It should be enjoyable, satisfactory, and free from frustration.

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 UI/UX Design Introduction

The UI Design should communicate the brand value of the company/

organization.

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 UI/UX Design Introduction

2. UX Design - How Things Work

a. UX Process

UX (User Experience) Design deals with how users interact with the
system. Logical navigation and how smooth and intuitive the experience is
all fall under UX design. In short, this type of design helps users have a
positive experience. To get a feeling of the UX process, here are the main
steps:

Interaction Design deals with how users can complete their tasks
effortlessly by using the interactive components of a system (page
transitions, animations, buttons, and so on).

User Research involves conducting extensive research, collecting

feedback and ideas from new or existing customers, understanding end-
user needs, and making design decisions based on these parameters.

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 UI/UX Design Introduction

Information Architecture involves the organization of information and

content that users need to do their tasks. This requires a UX designer to
understand the relationship between different sets of content and present
them in the most understandable way possible

b. Practices

For good UX Design, you should follow these practices:

• The product should be easily usable, logical, and self-explanatory.

• The product should solve the users’s problem.

• The product should be accessible and usable to a wide range of people.

• The product should create a positive experience for the user, allowing
them to complete tasks without frustration.

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 UI/UX Design Introduction

3. What Do UI/UX Designers Do?

a. What Are the Disadvantages of a Combined UI/UX

Role?

Having a combined UI/UX role is almost like wearing two different hats at
the same time. While most organizations advertise a UI/UX role as a
single, combined job, the UI and UX designers have different skill sets.
Their main focus, way of thinking, and method of prototyping a product
differ greatly.

A combined UI/UX role requires constant switching between

conceptualization and visualization, which is often dif cult and can reduce
the amount of attention that each discipline requires.

b. How Do UI/UX Designers Work Together?

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 UI/UX Design Introduction

While UI design and UX design require very different skill sets, they are
both important components that must work in harmony to give the best
experience to end users.

A UI design might be beautiful, but it can be clunky and confusing to

navigate without a good UX design. On the other hand, the user
experience of a product can be awless, but it is nothing without a good-
looking user interface.

Any frontend development and design process should start with

understanding the needs of the user. UX and UI designers should work in
collaboration with other developers, managers, and product owners to
understand what the end product should be able to do, how it should feel,
and what it should look like.

UX designers are generally involved in the earlier phases of a product

design since they need to design the ow of activities that take place when
a user needs to solve a problem. This process involves analytic and project
management activities.

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 UI/UX Design Introduction

Later, a UI designer builds on the aesthetics and interactions based on the

models provided by the UX designer. Given this, it is safe to state that UX
and UI go hand in hand. And while there are instances when the same
person does both, one design principle cannot exist without the other

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UI/UX Design Introduction

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 PART III
The Anatomy of the
Elements
 The Anatomy of the Elements

1. Grid and Layout

a. About Grid

One of the most important foundations in UI/UX Design is the grid. This
grid is created through a set of horizontal and vertical lines, so the screen
is divided into columns and rows. With a consistent spacing between
elements like buttons, cards, paragraphs, the page or the application has a
structure and an alignment. In addition to clarity, the grid makes the design
responsive and facilitates the design process

Columns

The vertical areas of a grid are columns. These are exible and can be used
in pairs of 6 or 8, but most UI/UX designers are using 12 columns. Do not
use values like 7, 9 or 11 for column amounts because these values are
divisible only by themselves

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Rows

The horizontal areas of a grid are rows. However, this type of grid is not
used often in web design

Gutters

The empty spaces that divide columns and rows are gutters

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 The Anatomy of the Elements

Margins

The space which is outside of columns, rows, and gutters are margins.
Large margins and healthy spacing between sections of content allow your
user to pause and breathe as they are scrolling through your website.

Modular

The modular grid is the area of intersection between a column and a row

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 The Anatomy of the Elements

b. What is Fluid Grid?

A Fluid Grid allow a designer to change elements based on the screen

size. More accurately, column width changes based on screen width, while
margin and gutter widths are xed. This type of grid is recommended for
responsive interfaces

For example, this header is set on a uid grid, so it looks like this on a 12
columns grid.

It looks like this on a 6 columns grid.

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 The Anatomy of the Elements

c. What is Fixed Grid?

The size of the margin has the feature to change based on screen size. In
this situation, columns and gutters have xed values. If you are designing
form areas or articles, you should use this grid type, because it is
unnecessary to stretch this content.

d. For Desktop

The common size which designers choose to use is with 12 columns grid.
Most design tools have the option to set the grid, but if it doesn’t, you have
to calculate the values. For this, there are many online tools that can help
you calculate your grid values. Try to use 12pt, 14pt, or 16pt for gutters
and 160pt or 180pt for margins.

When you start to design all elements, it is important to use a grid for these
too. Most screen sizes are divisible by 8, so with the 8pt rule, all the
dimensions of elements must be a multiple of 8, like 16, 24, 32, 40, and so

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on. This rule will create consistency in design but also reduce
implementation time.

e. For Mobile

Most of the mobile screens use an 8pt grid. Margins are de ned with a
xed width of 16px, but some apps use 20 or 24px. The recommended
value for the gutters is also 16px. Less than 16px is usually not enough to
keep elements visually separated but, maybe 8px might work in some
situations. The text sits on a baseline grid which is set to 4px.

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 The Anatomy of the Elements

f. How it Works for Text

The text should be aligned based on its baseline. When you have to align
two or more pieces of text with each other, the alignment is done
according to the rst lines of text. When you align them based on the
baseline of their rst, visually, it becomes clean.

Take a look at these cards.

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 The Anatomy of the Elements

2. Typography

Typography is how text is arranged within a design. It is the process of

making the text t in an aesthetically pleasing way that does not
compromise its legibility. When using typography, the designer is not
designing the actual letters, he is working with existing typefaces and
fonts

a. Typeface vs. Font

A typeface is the lettering design (Open Sans, Helvetica, Roboto, etc.) that
has a collection of related fonts, while a font is a speci c style within that
typeface (Regular, Italic, Light, SemiBold, Bold, etc)

The choice of a typeface must be made according to legibility, the ability

to be scalable and according to the variety of several weights.

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b. Typeface

There are three typeface categories, Sans Serif, Serif, and Script. For UI/
UX Design, the last one, Script, is the most avoided because it is the
hardest to read, especially if that typeface is a primary text.

Serif comprises the small features at the end of strokes within letters. Serif
typefaces and their fonts tend to have a sophisticated and classic feel

Sans serif typefaces are, in contrast to serif typefaces, typefaces

that don’t have serifs. The printing industry refers to typefaces without
serifs as sans serif, from French “sans” meaning “without”. They tend to
communicate a more relaxed and informal presence.

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 The Anatomy of the Elements

The choice of a typeface must be made according to legibility, the ability

to be scalable, and according to the variety of several weights.

c. Line Height and Line Length

The line height and the font size are inversely proportional. A short line
height is appropriate for large texts and a taller line height for small texts.
The line height for small text multiplies the font size by 1.6. For example,
the font size is 16pt, the result is 25.6, so it can be rounded to 26pt. This is
not valid for large text, which is bigger than 32pt. For larger text,
multiplying by 1.3, or 1.1 can look great.

Line length is the distance between the left and right edges of a text block.
Shorter lines are more comfortable to read than longer lines. As line length
increases, your eye has to travel farther from the end of one line to the
beginning of the next. If the lines are too short, the text becomes

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 The Anatomy of the Elements

disjointed, but if they are too long, the content loses rhythm as the reader
searches for the start of each line.

e. Letter Spacing

The letter spacing is the space between letters in text. The main purpose of
letter spacing is to improve the legibility and readability of the text. When
you set a font size, its value is by default 0. Sometimes it is not ideal to try
to be artistic with setting higher values. If you have too tight or too wide
text, it can simply be just too dif cult to read. Even if you think it looks
good, people will struggle reading it, and that will ruin their experience. In
most cases, its value can remain set to 0.

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However, there are situations where adjustments are needed. For example,
when capital letters are next to each other, their space is too tight.
Therefore, to achieve better readability, space needs to be increased. This
is a process generally referred to as kerning.

In general, the fonts are well designed; you can be sure that they are well
calibrated and you will not have to make major adjustments to them.
Besides this, the default Material Design and Apple guidelines for their
typefaces are very useful.

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 The Anatomy of the Elements

f. Align

The text-align property is used to set the horizontal alignment of a text. A

text can be left or right-aligned, centered, or justi ed.

Approximately 90% of humans are right-handed, and most languages read

the written word left to right, so the most alignment used is left. Even
though the center alignment looks great because it is symmetrical, it is
dif cult to read when there are many rows.

The justify alignment is recommended for articles and blogs because it is

much easier to read a section with a lot of text. This alignment needs
special attention because it could have a lot of gaps between words. For
this situation, hyphenation is the solution that can reduce these gaps.

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A “rag” is an informal term used to describe an uneven margin for a

vertical column of type. When this is too obvious, it is very dif cult for the
reader to move from one line to another.

c. Type Scale

The type scale is a combination of 10 or more styles that are supported by

the type system. It contains reusable categories of text, each with an
intended application and meaning. The main objective of having a type
scale is to have a consistent set of text sizes ready to use.

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For creating your speci c type scale, in the beginning, it is necessary to set
a base size which can be 14pt or 16pt. The next step is to multiply and
divide the base size by 1.618, so the type scale will have a structure related
to the Golden Ratio. Avoid texts smaller than 12px, they are dif cult to
read

There are many online tools that can help you create your own scale. All
you have to do is set the base. So, take a look at this example of a scale
that works well for most projects

This one will help you to have consistency in design and to have a great
user experience. Be careful when you reduce the dimensions, and try to
avoid using more than 3 font sizes for a section. Take a look at this
example

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3. Colors
Color can set the basic mood, tone, concept, and connotation for a brand or
product. Research conducted by the Institute for Color shows that users
take about 90 seconds to assess the quality of online products. From 62%
to 90% of people's product assessments are color-in uenced on the
subconscious level.

The right color selection will always improve the display of elements. It
can also increase the strength of those elements such as calls-to-action, as
it can enhance customer navigation capabilities. At the subconscious level,
it can ful ll aesthetic user needs, and can stimulate intuitive interactions

a. Color Ways

Colors can be noted down in different ways, and the most common ones
are Pantone, CMYK, HEX, and RGB. However, in Web Design, the only
ones used are HEX and RBG

Pantone

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CMYK

HEX

RGB

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RGBA

Hu
Hue refers to the origin of the colors we can see. It doesn't have any
adjustments on the original color.

Saturatio
Saturation is how colorful or vivid a color appears. It is a hue with
different saturation values, more exactly, 0% saturation is grey, and 100%
saturation is an intense color.

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Lightnes
This is the way to compare how close the color is to white or to black. For
example, 0% lightness is pure black, 50% lightness is the chosen color,
and 100% lightness is pure white.

Tints of colo
Increasing the lightness of a color will create color versions by adding
white.

Shades of colo
Decreasing the lightness of a color will create color versions by adding
black.

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HSB and HS
HSB (Hue, Saturation, Brightness) and HSL
(Hue, Saturation, Lightness) are not the same.
For the same color, there are differences
between the color values. At the extreme top
right, the Brightness is 100 in HSB, while the
Lightness is 50 in HSL

b. Don’t use Pure Black

Pure black is not recommended in Web Design. Pure black text on white
backgrounds can cause eye strain when users read the text over an
extended period. White has 100% color brightness, and black has 0% color
brightness. This disparity in color brightness creates intense light levels
that overstimulate the eyes when reading text

Instead of black text, it is recommended to use dark gray text on a white

background, so the change in brightness is not that prominent. This
prevents overstimulating the retina and allows users to read for a more
extended period.

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Same situation for using a pure black background with white text. A pure
black background removes all light emitting from the screen. This makes
the eyes work harder and open wider since it needs to absorb more light.
When this occurs, the white letters can bleed into the black background
and cause the text to blur. This effect is known as “halation” and it
especially affects users with astigmatism

A balance of contrast between the text and the background color is an

effective way to make your text safe for the user’s eyes. If you’re unsure
about your color contrast, you can use an online color contrast checker to
nd an optimal range that works for you. It shows you when your color
contrast is too low based on accessibility guidelines.

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c. Create a Color Palette

The color wheel is known as the fundamental method to choose colors for
every aspect of life, for clothes, furniture, art, or buttons. This is an
important tool that helps every UI Designer to create color palettes. The
colors used on a design should not be chosen randomly; it should have a
meaning visually and for the user.

Complementary Palett
Complementary colors are placed on opposite
sides on the color wheel. This combination
provides a high contrast, high impact color, and
together are prominent

Analogous Palett
In this scheme are three colors that are side by side
on the color wheel. To balance an analogous color
palette, choose one dominant color, and use the
others as accents

Split-Complementary Palett
Split-complementary color scheme uses one
primary color and the two colors that are on the
right and left side of the primary's complement

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Triadic Palett
This scheme contains three colors that draw a
shape of a triangle on the color wheel. This
provides a high contrast color scheme and creates
boldness

Rectangular Palett
This color scheme uses four colors made from two
pairs of complementary colors. All four colors
create a contrasting combination

Monochromatic Palett
This scheme contains a primary color with its tints
and shades. This color palette is easy to apply in
projects for balanced and clean design because it
provides a subtle and delicate color combination

A color palette with colors chosen appropriately could attract readers and
customers or could keep them staying longer on your website

Create your own color palett

For a complex color palette, which contains all the necessary colors, just
follow these rules:

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Rule 1: Set the Primary Color

Generally, this color will be like a leitmotiv,
which will be used for elements like buttons,
icons, typography, cards, headers and others.
It doesn't have to be a color from the color
wheel

Rule 2: Choose a Secondary Colo

In a design, it is necessary to have a secondary color to guide the users to
secondary actions. This color could be the primary color’s complementary
or a neutral color like a shade of gray.

Rule 3: Set Attention Catching Color

These colors are strongly suggested in order to communicate with the user.
They are used, for example, to send the user a noti cation if the input he
lled in is incorrect. Green indicates success, blue - information, orange -
warning, red - danger/error. These colors appear in elements like
noti cations, alerts, modals, inputs etc.

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Sometimes the primary color could be green, blue, orange, or red. In this
situation, the noti cation color should have a different hue or saturation
but still be green, blue, orange, or red

Rule 4: Create Tints and Shades of Colors

For a correct chromatic organization in the project, it is necessary to have
the tints and shades of the chosen colors in the color palette. It could be
used for cards, backgrounds or lters over images

The tints of colors are created by changing the lightness value of each
color. In the rst place there are the unchanged colors, and down with each
row the colors have 20% more of lightness on each row. The percentage
value could be 10, or 5, depending on how light you want the tint to be.

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The shades of colors are created by changing the lightness value of each
color, but, in this case, subtracting 20% of lightness on each row. Same as
the tints, the percentage value could be 10, or 5, depending on how dark
you want the shade to be.

Rule 5: Create the Gray Palett

In this situation, primary color is in the category of cold colors, so all the
greys will be cold. On the other hand, if the primary color is warm, all the
greys will be warm.

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For a completely neutral gray palette, set the saturation to 0. In this case,
the neutral colors are more appropriate and will improve the look and feel
of your project.

Firstly, create the darkest gray from primary color, or more speci cally;
saturation could be set to 20 and lightness to 10. For nishing the gray
palette, add 10% lightness to the darkest gray at each new gray created,
until white is obtained.

Rule 6: 60 - 30 - 1
The Golden Ratio Effect refers to the 60% - 30% - 10% rule.

60% is a dominant hue, usually it’s a neutral color

30% is for the secondary color, complementary or another shade of gray

10% is for the accent color.

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Extra: Tips and Trick

Another way to create a color palette is to be inspired by nature. Nature’s
color palette is so various and also includes tints and shades. For a clean,
natural, and well-proportioned design, it is advisable to use natural colors,
because the user sees it daily and his eyes are accustomed to those colors.

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d. Contrast

Contrast helps users to distinguish various text and non-text elements.

Higher contrast makes the imagery more comfortable to see, and reducing
contrast can give a atter tone to images

Always check the contrast ratio

Check contrast-ratio.com for easily calculating the color contrast ratios

e. Colors in Dark Mode

With the increase of user’s screen exposure time, dark mode design has
emerged as a friendly alternative to white screens that can tire eyes.
Therefore, its adoption has expanded a great deal, making it normal for
users to expect to have a Dark Mode option on your site or application.
Indeed, Dark Mode is better for reducing eye strain due to light text on a
dark background. It minimizes ickering and blue light, which can harm
our eyes, especially when we spend long hours on the Internet late into the
evening.

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From the perspective of the color palette, the tints will make a greater
contrast in the dark than the shades.

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4. Gradients

a. About Gradient

A gradient is the gradual blending from one color to another or more.

Gradients make everything look more real because real life is not made of
at objects with at colors. Gradients can be found in typography, buttons,
cards, headers, illustrations - on almost all UI elements

b. Gradient Types

Linear Gradien
This gradient is a transition between two or more colors. It can be oblique,
horizontal, or vertical. The lightest color is recommended to be at the top
because naturally the light comes from above. Use it for square or
polygonal shapes

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Radial Gradien
This gradient has a color starting in the centre point of the shape and the
other colour on its edge. If the right colors are chosen well, this gradient
creates an awesome 3D effect. Use it more for round shapes.

Angular Gradien
Also known as Conic Gradient, this gradient creates an angle. The color
function changes relative to a center point, the de ned start and end edges.

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c. Create a Gradient

Always try to use soft color transitions to get a smooth gradient. Avoid
using more than three colors in small shapes and make symmetry between
color stops.

If the gradient is created with a primary color and its tints or shades, it is a
safe area of color, but the gradient could also be created with primary and
complementary colors. In this situation, using only the two colors, a
greyish color will appear between them, which is not aesthetic. To avoid
the greyish color, it is necessary to add a new color, more speci cally, a
color between them from the color wheel.

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Another way to create awesome gradients is use themes inspired by nature.

Same as the color palette, the gradients are already in nature.

d. Morph Gradient

Now that we know how to create gradients, we can create a special one, a
morph gradient using two types, radial gradient and linear gradient. Follow
the steps.

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5. Shadows
a. Why is shadow important?

Naturally, the shadow is created by the presence of the sun. Our eyes are
used to seeing three-dimensional objects that include shadows and
lighting. Without the use of shadows, the design doesn't look so real
anymore.

According to Material Design, objects can be stacked or attached, but they

cannot pass through each other. Instead, they create shadows and re ect
light.

Most interfaces are layered and placed on the z-axis. The shadows indicate
the hierarchy of elements, their depth, directions of movement, surface
edges and sometimes they also help users to understand that one object is
above another.

In UI/UX Design the elements could be without shadow, with drop shadow
or inner shadow

Without Shadow

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Without shadow, the element looks like it is on a background.

Drop Shado
The drop shadow creates the effect that the element is elevated from the
background. Depending on the shadow values, it could be closer or very
high compared to the background.

Inner Shado
The inner shadow creates the effect that element is sunken into the
background. This type is sometimes used for the input elds to make it
clear to the user that it is a space that needs to be lled. This effect can also
be seen in Neumorphism Design.

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b. Create Shadows

Firstly, a shadow can be created by setting values for the x-axis, and y-
axis. Depending on these values, the shadow can be placed at the top,
bottom left or right of the element. Also, blur value and opacity value are
important for a deep or soft effect

Try to avoid placing the shadow at the top of the element. The sun is not
positioned down to create this type of shadow so naturally the user's eye is
not used to seeing this.

Notice the difference when the light comes from below and when it comes
from above:

Image courtesy of Toni Oprea Image courtesy of Natasha Tirtabrata

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There are no exact values for shadows because they are directly
proportional to the size of the element. For a natural and non-tiring design,
set a high blur value over 30, and a low opacity value, below 20%.

Regarding the color setting, it’s not recommended to use pure dark colour.
Instead of this, you can use a darker gradient of a color palette. For a
playful effect you can use the element’s color.

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For a more realistic effect, it is recommended to use several shadow values

on the same element. Therefore, to create a pleasant shadow, it must be
created in layers

c. Shadows for Dark Mode

White shadow is a common mistake in dark mode. By using the white

shadow, it creates a strong contrast between the element and the
background. As a result, it does not t properly and becomes tiring. For
dark mode is recommended to use a darker shade of element’s color and a
tint, lighter shade, of the background.

d. Realistic Shadow

For a more remarkable effect, you can create realistic shadows. Follow the
next steps.

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6. Buttons
a. About Buttons

Over time, people have become accustomed to miscellaneous devices such

as a radio, fax machine or doorbell, which have buttons that cause you to
press them to generate an action

Likewise, in web design, buttons are interactive elements of a User

Interface, and convey instructions or call to actions. The buttons should
look interactive without requiring the user to do anything besides click on
the desktop screen or tap on the mobile screen. The element’s interactive
look depends on its shape, size, color, shadow, and label.

b. Button Shapes

The article “Why Rounded Corners Are Easier on the Eyes” mentions that
some experts say that rectangles with rounded corners are easier on the
eyes than rectangles with sharp edges because they take less cognitive
effort to visually process. The shape corners create focus outside the
rectangle, while the rounded corners create focus inside the rectangle

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which, in this situation, generates more focus on label and action.

The most common shape of buttons is square and square with rounded
corners. The rounded corners are created by setting the value for border
radius.

c. Button Sizes

The size of a button builds the hierarchy between elements. For a great
User Experience, Material Design principles recommend that touch targets
should be at least 36px by 36px and Apple, in Human Interface
Guidelines, recommend a minimum action area of 40px by 40px

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Wid
Don’t make the button too wide or too narrow. For web, the perfect
padding is 32px. For mobile, the size could be extended for full screen
width.

Heigh
Don’t make the button too high or too low. For web and mobile, the
perfect padding is 18px.

Text Siz
The perfect text size for web and mobile is 16pt. It could be more than
that, but a smaller size can affect the UX.

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d. Button Styles

Colors and styles communicate the importance of an action. They create

the hierarchy of buttons which informs the user about the button’s level of
importance / can in uence the user's behaviour.

e. Button Colors

Color is one of the most important aspects of a human’s visual

surroundings. With the help of color, the user can anticipate what
information the button will transmit. Blue is for info, green is for success,
yellow is for warning and red is for danger/error.

f. Button Functions

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The same as the color palette, the most important action is guided to
“primary button”, a secondary action has a “secondary button”, and the
action with a reduced impact is a “tertiary button”

In some situations, all choices can be equal and the hierarchy is not
necessary so that the user's choice should not be in uenced.

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The consistency between buttons is essential, so it is relevant that primary,

secondary, and tertiary buttons have common elements like border radius,
typography, and shadow.

g. Button States

Default Stat
In this case, the button does not change at all. It is interactive and enabled.

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Focus Stat
This state is visible when the user has highlighted the button using a
keyboard or other input method

Hover Stat
This state is visible when the user has placed a cursor above the button

Active Stat
Active or pressed state is visible when the user had clicked or tapped on
the button

Progress Stat
This state is used when an action is not performed immediately and
communicates that the button is in the progress of completing the action

Disabled Stat
This state is used when the button is currently non-interactive, but it can be
enabled in the future

h. Button Positions

According to the predictability of the human eye, there are certain points
of interest and the user's eye is formed to nd them because there are the
same patterns and trends. For this reason it is important to place the button
where the human eye is used to nding it.

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The most common Layout Scanning Patterns are F-Pattern and Z-Pattern.

The placement of the buttons comes as an indication of the user's behavior,

not to confuse him. If the button is in the area where user’s eyes can’t

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catch them, other visual aspects such as color and size might not work
ef ciently

It is natural that the button which moves you forward should be on the
right, and the button which moves you backward should be on the left.

Also, getting a visual difference between primary and secondary actions

can help the user to think less.

If a website does not want the user to delete the account, they will often
switch these buttons

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7. Forms
A form is an UI component which contains elements like buttons, inputs,
dropdowns, radio buttons, toggle buttons, checkboxes, and sliders.

a. Inputs

An input is a text eld component whose design should be accessible,

ef cient to ll in, and provide a clear opportunity for interaction. It is the
most common element built with a label, rectangle, and a placeholder text.

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It is important that the input is not confused with another element. The
border or line that gives the user the indication that that element contains a
space that needs to be lled in is very useful. A Wall-of-Text list of inputs
can scare off the user very easily. Therefore, for a friendly experience, and
also for time ef ciency, it is very intuitive for the user to have an example
text in the placeholder, thus the user takes less time to complete the input.

Inputs Styles

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The input styles can be outlined or underlined. Generally, users prefer

inputs with rounded corners, these being the most common. The last inputs
,which are underlined, are popularized by Material Design. They are not so
often used, but they look more attractive

The right icons inside text elds are recommended because they make
completing the input more intuitive.

Inputs States

Text elds must be able to change their appearance according to user

interactions. The user will understand the result of their input through
feedback. A message that will notify the user about the result is an
excellent way to communicate. The noti cation can be an error displaying
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that the form was completed incorrectly, for example, “Please enter a valid
email address.” or a success icon, indicating that the form was completed
correctly.

About Erro
Don't just tell users that something is wrong; describe speci cally what is
wrong and how they can x it. That is what makes an error message that
adds value to users who need guidance.

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Inputs Widt
In some cases the inputs should have a certain width because the text elds
are limited. Using a smaller width for these elds is a better way of
structuring these elements, and it seems much more orderly

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b. Dropdowns

From the point of view of the structure, the dropdown is an input with an
icon. However, functionality is very different because their placeholder
indicates a list, and the icon, which is a chevron, suggests that the user has
to choose.

A dropdown is active by displaying the list of items from which the user
must choose, according to his preferences. This kind of selection is
recommended when there are more than 4 items.

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The presence of a scrollbar helps to avoid a very long list, but at the same
time conveys to the user that there are several options to choose from

Another feature that could determine a complete user experience would be

the integration of the search into the dropdown. In this way, the user will
nd the option he is looking for much faster.

c. Radio Buttons (Single Select)

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Like dropdowns, the radio buttons are used to make a choice from a list.
Radio buttons are used when there is a list of two or more options that
are mutually exclusive and the user must select exactly one choice.
Therefore choosing a non-selected radio button will deselect whatever
other radio button was previously selected in the list

d. Checkboxes (Multi Select)

Checkboxes are used when there are lists of options and the user
may select any number of choices one, or several. Each checkbox is
independent of all other checkboxes in the list, so selecting one box does
not deselect the others.

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Interaction Are
Because these UI elements are small, to be accessible, it is essential to set
a click area for desktop and a tap area for mobile. On desktop, the mouse
cursor is accurate, making it easier to interact with these elements.
However, on mobile, the measure by a typical ngertip size should be at
least 48px, and the interaction area should be larger than that.

e. Toggle Buttons

The Toggle Button is a UI element that has two mutual states, such as ON /
OFF, LIGHT / DARK, ACTIVE / INACTIVE. The design and
functionality of this control is based on a physical switch that allows users
to turn different settings on and off.

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Avoid creating a toggle that includes the text “ON” and “OFF” within the
graphic itself. It makes it harder for users to decode the current state. Use
a contrasting color to denote the state.

Most of the information is collected through forms, but for it to be

relevant, it must be lled in by the user correctly and patiently. So when
there seems to be a long list of inputs, a user may abandon the form. A
trick, in this case, would be to divide the inputs into categories, and these
in turn to steps

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8. Icons

Nucleo Icon

Icons are simple symbols used in various contexts that can communicate
something. According to studies, most people perceive images faster than
words, so icons must be easy to recognize and understand for a great user
experience

a. Styles

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The most common styles are Outline Icons, Glyph Icons, and Duo-Tone
because they are the easiest to view and understand. Gradient Icons and
Frozen Icons have a more remarkable effect, but they can become tiring to
watch if they appear in sections too often. Finally, 3D icons became
famous in 2021 and look spectacular only in large sizes

Avoid using multiple icon styles in the same project; lack of consistency
can confuse the user. Instead, choose an icon pack that uses a style; thus,
all icons follow a similar design. There are many libraries with icons
packages; you have to choose the one that suits your needs

b. Functions

Depending on the purpose, the icons can have three functions: to clarify, to
be interactive or to decorate.

Clarifying Icons

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These are the icons that illustrate the text near them. This trick activates
multiple elements of perception in a single interaction, providing better
recognition of features. People who instantly understand the icon will not

pay much attention to the text. The same will happen to those who have
problems with the rapid recognition of icons, they will pay more attention
to the text. Its effect decreases the risk of misunderstanding or
misinterpretation

Interactive Icon
These icons appear in interactive areas, and their primary purpose is to do
the action symbolized by them. Thus, icons of this type are directly
involved in the interaction process and are the essential supporters of
navigation. For example, you can click or tap and respond to the user's
request, illustrating a function.

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Decorative Icon
This type of icon offers more aesthetic appeal. It is one of the features that
can attract, retain users and add a positive user experience. Decorative
icons are often used as illustrations

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c. Use correctly icons

Easy to understan
The icons must be as simple as possible. When they contain too many
details, their meaning can be interpreted differently,
making it dif cult for the user. Therefore, the simpler it is, the greater the
user experience is.

Scalable and Flexibl

The icon must be able to maintain its integrity and readability in different
sizes and resolutions.

For an easy and correct scaling of the icon sizes, they must be in a box,
precisely in a frame. Depending on what the icon illustrates, it can be of
various sizes, so once the frame size has been set, all icons need only to be

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adjusted in the frame space. The frame is usually 16x16px, 24x24px, or

32x32px; if necessary, other sizes. One you resize the frame, the icon will
be resized.

Consistenc
To have consistency, the rst thing to consider is the color palette. Using
no more than three to four colors keeps the design clean. The second thing
is about line widths. Icons’ line width must be the same for all of them and
appropriate for the text lines’ width

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The information used in the article “Why Rounded Corners Are Easier on
the Eyes” at the Buttons Chapter can also be applied to icons, so we can
say that rounded icons are more user-friendly.

Resources for free icons:

https://icons8.com
https://materialdesignicons.com
https://nucleoapp.com/free-icons
https://www. gma.com/community
https://worldvectorlogo.com/

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9. Images
The human brain processes images 60,000 times faster than it does text. In
fact, 90 percent of information transmitted to the brain is visual. Since we
are visual by nature, we can use this skill to enhance data processing and
the impact of a design

Images should have a focus point, so they can be cropped without losing
context. A rule of thumbnail is that: “If it’s hard to interpret on a small
screen, it’s probably not the best photo.” As always, test your images in
different screen sizes and aspect ratios

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a. Image Quality

Image quality is essential for providing high-quality user experiences in

product design. If an image looks blurry or fuzzy, it signals low quality to
the user. This is a major red ag and re ects poorly on the brand and the
products

Before uploading the images onto the website or application, an important

step is to compress the images. When the images are compressed, they
load much faster on the site.

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b. Consistency

Consistency is what generates perfection. Find a style that re ects your

audience and create simple guidelines that showcase like a moodboard.
When using stock imagery, you want to ensure that your source has a
similar style for future images to use. Finding image collections can ensure
consistency in style, color tones, and balanced visual composition

c. Suggestive

Using images that do not match the context can confuse the user. You
should know very well the concept of the brand, so that you can use a
more serious or playful choice of images that is appropriate to the brand.
The image must be relevant and evoke the right feeling, depending on the
topic and theme of the website or application

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d. The Typography on Images

In general, the images do not have the necessary consistency for the text
that is written on them. In such situations a lter must be applied to the
image; it is usually black, or another primary color. Depending on the
brightness of the image, the lter can use opacity between 50% and 80%,
enough to observe the details of the image.

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e. The “Rule of Thirds”

The “Rule of Thirds” is a rule for composing. The guideline proposes that
an image should be imagined as divided into nine equal parts by two
equally spaced horizontal lines and two equally spaced vertical lines, and
that important compositional elements should be placed along these lines
or their intersections. Aligning a subject with these points can create more
tension, energy, and interest in the composition than simply centering the
subject.

At the end of this chapter, for a positive user experience, I recommend that
the images should be as human as possible. The presence of humans
provides con dence, nature offers a state of calm, and the presence of
animals gives a playful state. On the other hand, avoid harsh, cold images
that do not convey a positive feeling

Resources for free high resolution images:

https://unsplash.com
https://www.pexels.com
https://pixabay.com

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10. Illustrations
a. About Illustrations

Psychologists claim that people need about 1/10 of a second to get a

general perception of a visual scene or element, but that speed is indeed
impossible for textual items

All elements of an illustration, lines, shapes, colors, facial expressions, or

dynamics of curves, have a signi cant impact on igniting emotions.
Studying user behavior and factors that in uence emotional appeal,
designers can make illustrations a powerful tool. This can connect an
experience to user's emotions from the rst seconds of interaction.

Since 2021, 3D illustrations have become popular, so to have a trendy and

attractive design, try to integrate them

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As images, illustrations explain something, and they can replace the

pictures.

b. How to Use Illustrations

Details
Avoid placing illustrations in small spaces and small sizes. In order to
avoid hard to understand illustrations, the details must be visible. Suitable
for small spaces are those illustrations that replace the clarifying icons.

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Consistency
The illustrations are based on a story, so consistency is needed. Although
they appear in different sections, the illustrations used in a website or an
application do not have to be different. It is essential to understand the
narrative thread from consistency in color tones to the part of the same
character in different poses or locations.

When talking about icons, there are libraries with illustrations, and there is
no need to learn how to draw illustrations

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Not Always
The illustrations are a good idea but not always, sometimes the actual
images are more suitable. The user needs to see the product exactly as it is
in reality, not a drawn sketch or a 3D render.

c. Where to Apply Illustrations

Hero Images

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Onboarding

Empty States

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Error Pages

These are the most common areas where illustrations can be found.
Obviously, it is not necessary to be only on these pages; usually, they can
appear wherever an image can be used

Resources for free illustrations:

https://iradesign.io
https://blush.design
https://drawkit.com/
https://www. gma.com/community

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11. Navigation
Navigation plays an essential role in how users interact with/use the
website or application. Therefore, navigation design is essential because it
is the basis of the user experience. Navigation elements can be linked
texts, linked icons, or buttons

a. Types

Men
The Menu presents all the main pages around which the content is
organized. Depending on where it is positioned, it can be

• header menu - the rst element on the website menu;

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• lateral menu - on the left or right part of the interface;

• footer menu - at the bottom of the page.

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Also, depending on the interface’s complexity, it can be simple,

or with dropdowns. The presence of a down arrow tells the user that there
are several categories to choose from

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Breadcrumb
Breadcrumbs are necessary for small websites with more than two pages.
They need to be accurate to be effective. For this type of navigation, the
links must be highlighted enough for the user to understand the hierarchy
of the pages; otherwise, they can confuse the user.

Tab
Tabs create navigation only on small devices such as mobile. They appear
at the bottom of the screen and are placed on the most important screens in
the application, which must not be more than 5. If there are more than 5,
they will become too small, and make it dif cult for the user to tap on
them

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b. Consistency

Avoid over-detailed navigation, which can confuse the user, and prioritize
the main pages. Instead, the interaction should have a direct interchange, a
clean design, and responsive compatibility.

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1. Navigation Bar
The navigation bar can be a Top Navbar type for the websites or Side
Navbar, most often for dashboards.

a. How to Design

When you have to design a navigation bar, you need to pay attention to the
following aspects
Border Radius

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Remember what was said about the sharp objects? Try to avoid them and
add a border radius greater than 6px. Your navigation bar will look more
friendly

Consistency
Don’t forget about consistency. For example, the button inside the
navigation bar should have the same border radius as the navigation bar.

Icons
The navigation bar can contain icons or not, depending on how minimalist
you want the design to be. By adding icons, it can be much more intuitive
for the user.

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If you choose to use icons, never use the same color as the text. Instead,
add an opacity between 50% and 60% for visual harmony

Margins
The links should breathe, so adjust the margins as appropriate. Margins
smaller than 12px can confuse the user. If you have multiple links and only
small margins can t, try to prioritize the links so that they can breathe

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Also, the content must be suitably framed in the navigation bar, and the
surrounding margins must be equal for a visual balance. Avoid setting
them smaller than 16px.

b. Choose a Style

The navigation bar can be created in different styles. Once you choose a
style, be consistent and use it on all pages of the project. Avoid making it
higher than 80px, so it will not in uence the focus of the header section.

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2. Headers
The header is a strategic part of the page that properly implemented, can
convince the users to spend more time on the website. The users,
especially those who are on the website for the rst time, do not inspect
everything. They scan over it, so the page should include the elements that
catch their attention and satisfy them to stays on the website

The Layout Scanning Patterns F-Pattern and Z-Pattern, from the Button
Chapter, are also helpful in the header's design

Typograph
An essential element of the header is the typography. Avoid using too
much text. The title should not contain more than 10 words, and the
appropriate size according to the typography scale is H1. Under the title is
usually a description which could be H5 or H6. It is essential to create and
respect the hierarchy.

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a. So, What Should a Header Include?

The header should not contain all the elements and sections that you want
your user to see. The header section would be overloaded with information
and this must be avoided. Usually, each page has its header with its
speci c purpose, and the information included must be shared accordingly

Brand’s Elements
The essential elements of a brand will help the user to remember and
recognize it. The logo and the brand name are a “must-have,” other
elements that you can add depending on what the website presents are the
slogan, a description about the company and its mission, product images,
or photos of the team.

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Call to Actio
The button in the header is essential and aims to redirect the user to the
main element of the website, such as a product, item, or service.

Search Sectio
If the website has several categories, options, or products, help your user
with a search section integrated into the header. This section is very
suitable for travel or booking websites.

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Subscription Sectio
By integrating a subscribe section, you can enlarge your database and keep
your users updated with the activity on the website. However, be careful
not to spam them.

Social Button
If the website also has activity on social media platforms such as Twitter,
Instagram, Facebook, and LinkedIn, social buttons will help the user nd
these accounts more easily. These buttons are typically found on the
bottom part of the website.

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Download/Buy Button
The integration of the buy or download buttons directly in the header helps
the user perform an action faster.

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b. Choose a Style

Similar to the navigation bar, headers can be created in different styles.

Once you choose a style, be consistent and use it on all pages of the
project.

Background Imag
For this style, the image resolution must be appropriate, and sometimes the
addition of a black lter with opacity could be necessary. When choosing
the image, do not forget that it is the rst thing the user sees, and it should
convey emotion.

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Side Imag
Similar to the background image, even if it is only visible in half of the
header.

Carouse
This style of header helps to integrate more information content without
tiring the user. Thus, using a dynamic header can create a positive
experience.

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Background Video
Integrating a video on the background of the header can capture the user’s
attention quite quickly. But, rst, make sure it is at the proper resolution.

Waves Effect
This style is also dynamic, which creates a smooth transition to the next
section.

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Blur Effect
Because Glassmorphism has become a trend, and if you like frozen icons,
you can also integrate this effect into the header for consistency.

When designing the header, try not to cover the entire visual area; showing
a part of the next section may arouse the user's curiosity to scroll.

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3. Features
As it is called "Features," this section is dedicated to the features of the
product, service, application, or what is presented on the website.

a. How to Design

Center-Alignment

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When you have a short description, like two lines, align to center. In this
situation, the text with center-alignment looks great and can be read
without dif culty

Left-Alignmen
If you have descriptions longer than 2 lines, the text should be left-aligned.
Thus it is not dif cult to follow the text when the user ends up reading it.

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Consistenc
When a few descriptions are too long, rewrite the content and simply
highlight the idea of the text.

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Content Are
Usually, the features section has a title and a description. Avoid using the
exact width of the content area.

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Detail
If there are short features of 4-5 words, avoid the classic bullets and add
some checkmarks that create more value.

Also, the icons t and look very clean.

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b. Choose a Style

Simpl
This is simple style that shows just text content.

With Icon
This style is the most common. Be careful when choosing icons; they
should illustrate the text and help avoid user confusion. You can return to
the Chapter 8 Icons from The Anatomy of the Elements, to read more
about icons.

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With Logo
Similar to icons, depending on the text, they can be replaced by logos.

With Imag
In this style, the image can also be replaced with illustration.

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With Link
If you choose this style, make sure that the links have a proper contrast.

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4. Cards
Cards have a signi cant impact on your website or mobile application. If
they are designed suitably, they can improve the UX considerably. Cards
work well for many sections of a page and have multiple uses. They can
contain images, descriptions, les, charts, videos, and much more

a. How to Design

Create Visual Hierarchy

Visual hierarchy creates focus on the essential information. For example,
place the main content at the top of the card and use the typography's scale
to highlight it. Also, the white space and contrast can separate content
areas that need more visual separation.

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Control the Conten

The card should include only necessary information. Avoid adding too
much content to a card because it can become extensive or too lengthy.
However, if you need to add more text, make sure it is correctly framed on
the card.

Integrate Lin
The integration of several links in the card can affect the card's purpose,
that of being a link itself. However, a single link can be helpful to make it
clear to the user that he can nd more information.

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Call to Action
The presence of buttons in the cards is expected, so the functions of the
buttons must be obvious without confusing the user about which is the
primary button and which is secondary.

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With Image Insid

When you integrate an image in the card, make sure that it is perfectly
framed, for example, the margins of the image above, left, and right must
all be equal. Another essential detail is border radius; the border radius of
the image must be smaller than that card’s border radius.

With Image Raise

Similarly, when using a card with an image inside, a raised image follows
the same rules. The text will always have margins with few pixels in
addition to the image's margins, to avoid an optical illusion of misaligned
elements.

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Responsiv
Cards can easily scale down to any resolution owing to the fact that their
squared shape ts in any grid system. Instead of being swiped horizontally,
you can enable vertical scrolling for smaller screens.

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Consistency
If the content is not controlled, misalignments may result in an unsightly
website. On the other hand, the consistency in the framing of the cards
creates a clean design and easy-to-read information. Take a look at these
cards,

and now at these.

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b. Choose a Style

Blog Car
Create your blog cards simply. They have a consistent and repeated
structure but use different images and font sizes to represent the card's
most essential elements.

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Booking Car
A simple style, just content.

Pro le Car
It should include only the necessary information, avatar, name, and social
links. Let your Pro le Page offer the complex details about your pro le
instead.

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Pricing Car
Regarding the pricing card, the main elements are the buy button, the
price, and the features. Make sure these elements are used consistently.

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Background Car
For this card style, the contrast needs to be appropriate, and the text on the
image needs to be visible.

Card with a Colored Shadow

For a more remarkable effect, you can add a colored shadow to the image.

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5. Content
The good content is considered a good User Experience.

User Experience Model by Corey Ster

The CUBI Experience Model, which is an acronym describing its four

components; Content, User Goals, Business Goals, and Interactions, is
powerful in its declaration of content as a main component to an overall
user experience

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a. Use Meaningful Content

The content should guide the design, but at the same time, the design
should guide the content. Therefore, despite the saying “content rst,” the
content should be created not just rst, but considered before, during, and
beyond a project

Typography
Make content easy to understand for users by choosing and using the
correct typography. The information is presented properly through visual
weight and hierarchy

Valu
Choose clear words, a call to action should easily be identi ed and create a
value proposition. Content should help users to quickly grasp the brand
voice, tone, and messaging.

Responsive
The experience follows the progressive enhancement as the screen size
decreases or increases. Try to limit content to only the most important so
that it can be easily read on small devices.

User’s Needs
Meet the expectation of the users by delivering user-centered design, and
focusing on the user's needs and expectations

b. Content Areas

Below, I will add the most helpful content areas. Obviously, these areas
can be modi ed and adjusted depending on the content you have to insert

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With image
Descriptions that are too long can clutter up the page quickly. Consider
reformulating long texts by emphasizing the main idea. When you create
an album with images, even if they have different sizes, make sure that
there is the same distance between them. Also, you should match the
images between them to have a well-organized section, like in the Tetris
game.

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With text and image

For text areas, use line-height correctly. In this example, I used font-size
16px so the most suitable line-height is 26px. Don't forget to highlight the
call to action with the right colors that pass the contrast test. Also, the
image integration must enhance the section, so its size must match the text.

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Articles
You can create a visual hierarchy using different text sizes from the
typography scale. To have consistency, use at most 3 sizes. You should
also use the appropriate line-height.

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Logos
The presence of the large companies’ logos inspire con dence and
credibility for the user. They should be noticeable, but try to avoid creating
too much focus on that area. Instead, the titles regarding the features can
be better highlighted.

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Comments
Create a group of elements with proper spacing. The focus on icons can be
minimized by adding an opacity of 50%. Similarly, the “like” icon should
be red only on the active state. Also, for this type of content, it is much
more intuitive for the user to click the “Reply” button on the right.

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Blog
Titles always look better when you highlight them. A section with a lot of
information, such as an article, needs to have proper paragraph structure. If
the text blocks are too close to each other, it becomes dif cult for the
reader to understand.

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6. Teams
In general, almost all pages have a section where they mention their team.
People are important, so the sections with information about them must be
done correctly

This section should display elements such as an image with the person,
name, position, and the social buttons for his accounts, and maybe a
favorite quote

a. How to Design

Faces

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For this section, avoid artistic images. The purpose of this area is to see the
members of a team or the leaders of a company. Therefore, the photos
which present a human's face will have more credibility than an artistic
image that allows the interpretation at the user's discretion

Contras
Another essential detail is consistency. Images that dissolve somewhat into
the background, create an unpleasant effect. Instead, you should use

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images that make a good contrast. You can use soft shadows to outline the
image or use a lter with enough opacity to see the details of the picture

A Team Member’s Name is Importan

The person's position is an element that can appear, but it is not the most
essential. Because you have created a section where the user wants to read
about the team, the focus must be on the members' names.

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b. Choose a Style

With Descriptio
For this style, try to keep the description brief.

With Stat
Stats added to team cards create value, so use this style if you have content
to complete this section.

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With Social Button

Social buttons are very common in this section. They can be considered an
individual style, but can also appear in all team styles, creating complexity.!

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7. Logo Areas
In general, almost all pages have a section where they mention their team.
People are important, so the sections with information about them must be
done correctly

In this section will appear elements such as an image with the person,
name, position, social buttons to his accounts, and maybe a representative
quote

a. How to Incorporate Corporate Logos

Colore
Colored logos are logos exactly as they are presented by brands. Before
using a brand logo, make sure you use it correctly as the brand requires.

For example, Google offers a guide with the "do" and "don't" situations to
use their logo.

Google’s Brand element guideline

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Gra
There will be situations where gray logos will t better. If the brand does
not already offer such a variant of the logo on gray, you can create it by
decreasing the color saturation level. In this way, you do not risk changing
the concept of the logo.

Scalabl
The logos in small sizes are dif cult to notice. Make sure the logo is
scalable and has the right size for the context.

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b. Where to use Corporate Logos

Header Sectio
Most often, the logos are in the header section. This is the rst section that
the user interacts with, so the presence of logos offers credibility and
professionalism.

Footer Section
The logos also can appear in the pre-footer area to inspire con dence and
site credibility

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Jobs Section
Speci cally, for a section that lists job opportunities, avoid using gray
logos. This is a situation where you will want to use colored logos. This is
because people looking for a job will better recognize the company logo

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Review Section
The presence of logos in a review section establishes credibility. The user
can create an opinion about a product or service much faster if he has read
some reviews provided by users of the product

Although their presence is essential, do not create too much contrast, and
avoid pure black. Use a light gray instead.

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8. Stats
The stats section is a section that creates a positive user experience by
incorporating numbers in a playful way. Here you can integrate statistics
about the number of projects, products, customers, working hours,
reviews, sales, or others. Sometime, this information can in uence the
user; for example, it can help him make a buying decision faster

a. How to Design

Siz
As I said, this information is valuable, so avoid a small size for texts. For
example, according to the typography scale, you could use H1, H2, or H3.

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White Spac
There are many numbers, so the text must breathe. Use the white space to
have a clean section.

b. Choose a Style

With Gradien
The gradient over text creates a more enticing effect.

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With Icon
Icons in this context have a decorative role. Do not use icons instead of
titles. For the user, it should be easy to understand what the stats refer to;
otherwise, they should read the description and then make a summary.

With Growt
Using this style of stats, you can show the user the historical growth of the
website or application.!

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9. Charts
Charts are the most common components for dashboards. They provide
complex data and statistics, so their design must be easy to understand
without confusing the user. In addition, charts contain several elements, so
each part has a valuable role.

a. Styles

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b. How to Design Charts

Readable Chart
The user must easily read the information from a chart without looking for
extra explanations. Therefore, avoid creating abstract charts with a fancy
design because their usefulness is essential.

For bar or column charts, offer the possibility to sort the data ascending or
descending. Thus, the user can follow the information much more clearly
in this way.

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Useful Detail
Additional information can add value to the chart. You can use tooltips
with expanded details but avoid using them as substitutes for essential
elements in a graph. These details will appear on hover action.

Keep away from 3

Although the 3D design is currently trendy, this does not mean that you
should apply it in just any component. In this situation, it is not suitable,
only if it is a virtual application.

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Grid Line
The grid line has the role of keeping the connection between the data and
the axis. Thus, visually, the user's eyes can highlight the areas he is
interested in following.

No Lorem Ipsu
Create charts suitable for real situations. Avoid using lorem ipsum in
charts. For example, the developer who implements this design will nd it
challenging to structure the data that you intended to display properly

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The Importance of the Legen

The legend has the role of structuring the chart information, and it is useful
when there are more than 2 reports.

Colors
Choose colors for reports that can be easily distinguished, have proper
contrast, and use them to differentiate the data in the chart.

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10. Tables
Charts are the most common components in dashboards. They provide
complex data and statistics, so their design must be easy to understand
without confusing it. In addition, charts contain several elements, so each
part has a valuable role.

a. Styles

Simple For
The most common and easy to read layout, this style contains the only
horizontal line.

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Zebra Stripe
This style helps the user’s eye to follow the row depending on the
background color. Thus, it is appropriate for data-heavy tables.

Grid Lin
This style contains horizontal and vertical lines, and it is recommended
that you use it only for tables with a lot of information. However, I suggest
using it rarely, because heavy data tables are complicated to follow. One
option would be to divide the data into two or more tables.

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b. How to Design

To have a table that contains easy-to-read data, be easy to understand, and

compare the data in it, consider the following alignments

Align Left the Textual Dat

The user's eye is accustomed to reading the texts from left to right, so to
capitalize on this habit, keep the textual data aligned to the left

Align Right the Numeric Dat

The only way to effectively compare numeric data is to view it right-
aligned. Thus, the information in the table is much easier to read.

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Align Center Icons or Badges

Icons and badges will generally be about the same size, so align center to
create consistency.

Line Heigh
Avoid condensed rows, even if you have a lot of table data because small
white spaces inhibit the reader. It is not necessary to put all the information
on a single table page; you can use the pagination, making everything
cleaner, more spacious and tidier.

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Functions
For a positive user experience, you can integrate a lter that will allow the
user to view only the information they are speci cally looking for. Also,
another essential function would be to sort the data by applying an arrow
in the table header so that the user can sort by ascending or descending, or
a search input.

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11. Maps
As of late, Maps have become an indispensable element in sites and
especially in applications. Their purpose is to help the user nd a location,
speci c directions, or explore the area

a. Styles

Google Map
The most commonly used map is the "Google Maps." It is complex , yet
it’s easy to nd restaurants, streets, hotels, and landmarks.

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Vector Map
If the site has a more minimalist design and "Google Maps" does not seem
to t, you can use a more straightforward and simpler map that isn’t as
detailed. The main focus is only on the areas of the user's interest.

b. How to Design

Typograph
Because the map also has a functional purpose, not only aesthetic, it is
essential to be clear and transmit the information the user needs. An
element that underlies the map is typography. The text is about 70% of the
map, so you must choose the typeface appropriately. In addition, it must be
easy to read, without letters with special effects

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Avoid Information Densit

Avoid illustrating too much information that does not seem necessary.
Instead, focus strictly on the information sought, without confusing the
user with other details

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Light and Dark

Consider creating both light and dark variants. For example, for the user
who prefers a dark theme, it is better suited to have the dark version of the
map. On the other hand, another user-friendly function would be to show
the light map's version during daytime and allow the users to change to the
dark version, if desired.

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12. Widgets
Widgets are the elements that look like some cards, only that they have
several active functions within an application or a dashboard

a. How to Design

Easy to read and understan

Because they are small elements, widgets must contain information that
the user can read and understand quickly.

Applicabl
The information in the widget must be relevant to the user. It usually
contains information that the user checks daily, so avoid text that is too
long or images that are too large.

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Customizabl
Widgets are elements that contain information chosen by users, so they
must be easy to modify and adjust according to their preferences. For this
reason, it is necessary to add some features for the settings.

Siz
There are three sizes: small, medium, and large. Choose the right size
depending on the content. Avoid choosing wide if the content you have ts
better into a small widget. The most signi cant focus should be on the
content.

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b. Styles
The most common widget styles are

Widget With Icons

Widget with Calendar

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Widget with Timeline

Widget with Char

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Widget with a To-Do-List

Widget with a Music Playe

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13. FAQ (Frequently Asked Questions)

A Frequently Asked Questions (FAQ) list is often used in articles,
websites, email lists, and online forums, where common questions tend to
recur. The purpose of a FAQ is generally to provide information on
frequent questions or concerns; however, the format is a useful means of
organizing information, and text consisting of questions and their
respective answers may thus be called a FAQ, regardless of whether the
questions are actually frequently asked

The FAQ has become an important component of websites, either as a

stand-alone page or as a website section with multiple subpages per
question or topic. Embedded links to FAQ pages have become
commonplace in website navigation bars, bodies, or footers.

The FAQ page is an important consideration in web design, in order to

achieve several goals of customer service and search engine
optimization (SEO), including reducing the workload of in-person
customer service employees, improving site navigation, and linking to or
integrating within product pages

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a. How to Design

Line Height
This section contains a lot of text, so make sure you use the correct font
size and line height. If the line height is too small, it won't be easy to read
the entire section.

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White Space
Use the white space to create a clean section. Choosing the proper distance
between the questions will help the user to read the headings

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Separating Line
These lines help to frame the text and highlight the question. They are not
always used, but they help structure the content.

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Icon
The icon is an essential element, and in this section, it has an active
function. It helps to convey to the user that that area is expandable, and he
can nd helpful information.

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14. Contact Us
The “Contact Us” is one of the most important section or page on any
website or application. It is typically one of the most visited site pages for
most companies, because it is the only one that helps to create a
connection between the user and those responsible for the site

a. How to Design

Find the Required Informatio

As "Contact Us" implies, the essential information that must be on this
page is comprised of contact methods such as an address, telephone

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number, or an of cial email. Try to offer the user as many contact options
as possible

Contact For
A Contact Form is like an email within the website or application. In this
way, the user sends a message with questions or feedback, leaves contact
details, and then is contacted by someone from support. Therefore, the
contact form must contain all the necessary elements to accomplish this
function

The placeholders in this situation can be very helpful.

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Please keep in mind that Contact Forms with too many elds to ll out,
may overwhelm the user and cause them to abandon the form. Consider
carefully what information you really need from the user as a rst contact

Terms and Conditions

In certain situations, because the company will process the user's data, do
not forget to allow the user to read the terms and conditions and then
decide for himself if he agrees.

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15. Footer
If a user scrolls through the entirety of your homepage, and still cannot
nd what he is looking for, the website’s footer becomes a last chance. The
purpose of a website footer is to help visitors by adding information and
navigation options at the bottom of web pages

a. How to Design

Simpl
A simple footer basically has links to the main pages of the website. Make
sure they are presented in order, and the space between them is
appropriate. If the space is too small, the user may become confused and
may miss an important link

It would help if you also created a hierarchy using different fonts.

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Copyrigh
For this element, use the current year and the copyright symbol. It is a
small detail that can easily protect against website plagiarism.

With Social Button

Although many designers avoid using social icons in the footer because
they are afraid that users are redirected to Facebook or Instagram and do
not return, it is good to have a connection between these platforms.

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With Subscrib
Despite the myth that users never get to see the footer, once they do get to
this section, it is recommended to provide a call-to-action. More precisely,
after the user has viewed the whole website and is interested in more
content, he can subscribe.

With Setting
Integrating country-speci c settings can create a positive user experience.
For example, in some situations, such as an e-commerce website that has
integrated prices, make sure that the user can choose the currency for
better conversion.

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The Company’s Missio

The footer is a great place to present the company’s logo, mission, and
values.

With Latest Article

If the website is active in content marketing on social media, you can
create an area to promote this by publishing the latest posts directly in the
footer.!

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16. Sidebars
The sidebar is an essential part of the navigation process. It appears most
often in dashboards and can be shown either on the left or the right side of
the screen. However, it is generally shown on the left and the right for
users who read from right to left

As a Navigation Bar, its purpose is to help users nd the pages they are
looking for more easily

a. About Sidebar

Important Links
Because it is like an open menu, it should display only the main pages and
integrate into them the secondary ones.

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Multi Level Dropdow

Depending on the complexity of the website, you can integrate several
links. Make sure you create a correct hierarchy between links that do not
confuse the user. It also adds an icon to suggest to the user that he can
extend the link

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Responsiv
The sidebar has a responsive function. You can resize it depending on the
screen, without affecting the content. You can also offer a collapsible and
expandable feature, thus allowing the user to see the content on the right
more extensively

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b. How to Design

Insert the Logo

For an aesthetic effect, you can integrate the logo or the application's name
in the rst section of the sidebar. However, most of the time, that area is
also functional and refers to the main page

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Appropriate Icons
By choosing the appropriate icons for the links, the user can speed up their
visually scanning and nd what they need quickly. Avoid too much focus
on the icons and use a lighter color or 60-70% opacity compared to the
text. The icons should be aligned to margin to create a consistent space

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Active Link
Indicates the active link so that the user knows which area he has accessed.

Group of Links
It would help if you structured links into groups to improve the user
experience. The structure creates a hierarchy, and the content can be easier
to read.

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Appropriate Paddin
Even if the links are based on one or at most two words, avoid small
paddings.

Light and Dark

If the dashboard has the dark version, don't forget to adapt the sidebar as
well.

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17. Wizards
A wizard is a form that guides the user through a series of steps that he or
she must complete, in order to achieve a goal. The purpose of the wizard is
to reduce errors by making the user follow succeeding steps. For example,
in onboarding processes, a user must enter a set of information to begin
using an application. For an easy ow, you can implement a wizard

a. How to design a Wizard

Accessibilit

It would be helpful to visually indicate where the user is in the process, by

numbering steps or highlighting the direction of their work ow.

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You probably don't need a wizard if there are less than 2 stages. If there
are more than 10 stages, it can become a tedious process for the user to
complete, so you should consider streamlining them

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Action Button
Include navigation buttons for the next and previous stages. Avoid writing
the title of the previous or next in the button title. Keep it simple:
"previous" and "next" are clear enough. Allow the user to select the next
step only after all the compulsory inputs of the stage have been completed

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Explanation
The user must know the purpose of each set of inputs at each stage.
Therefore, this description will assist him in completing the form
successfully.

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Limited Acces
Access to other website areas, which could confuse the user, and thereby
making it challenging to complete the form, as it may be blocked by
wizards. If the user's access is limited to this narrow scope, he can focus
more on completing the wizard.

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18. Timelines
The timeline is a component used in web design to indicate to the user a
history of activities. Based on a chronological axis, you can often use it to
provide information about the stages that a project, product, or user has
gone through or will go through

a. How to design a Timeline

Structur
This component has a simple structure, the chronological axis where the
stages are placed, and each step has a date, title, and description. From
here, depending on the design and the complexity of a step, you can add
icons and badges

Paddin
Avoid slight padding, which can confuse the user and make it challenging
to identify steps.

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Simpl
If you don't have many details to add, keep the timeline simple, clean, and
easy to understand.

Badg
Badges are like labels and help the user to follow structured steps,
according to shared characteristics.

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19. Reviews and Testimonials

Regardless of the theme of the website or application, the feedback
received from users has a substantial impact on new ones. In addition, the
inclusion of a review section provides veracity which improves the user
experience

a. About Reviews

The Power of the Stars

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Star-shaped icons are often used to rate and review a product or service,
there are usually 5, and the rating is easy to understand. Avoid highlighting
ratings and reviews in different colors depending on the grade. Instead, be
consistent and use a color. The average user will grasp the concept that 5
stars is an excellent evaluation, and 1 or 2 stars is less than stellar

Also, don't forget to prepare a design version in case the users don't agree
to attach their pro le pictures.

b. About Testimonials

The Power of the Word

Testimonials are based on more complex user feedback. He or she has
expressed their opinion in broader and more personal terms. Given that the
user has taken the time to provide this useful feedback, it is appropriate to
give him credit and use quotation marks and italic font style

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Sometimes you can give up the italic font, but the quotes are essential; the
big ones can create a unique visual effect.

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If the people who give testimonials represent the opinions of large

companies, do not hesitate to use the company logos. Then, testimonials
become of cial and have a more substantial impact on the mind of the
reader

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Real-Life Applications!
 Real-Life Applications

In this part of the book, I will present examples of web pages on the most
common topics. Although obviously, my suggestions on the structure are
subjective. You can modify it depending on the content

UI Kits
1. About Us Page

1. Header

This section should have a navbar with all the website links, the page's title
with a website description, and a call-to-action button

2. Features

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In this section, the user can read more about the characteristics of the
products or services offered

3. Team

A human connection is created when the user “meets” the team and can
view real images of the members

4. Stats

Knowing some statistics about the website gives con dence to the user

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5. Subscribe

Offer the user the opportunity to subscribe to receive more information

about products, new content, promotions, or other news

6. Footer

The last section is the footer, which contains the website links and the
copyright

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2. Pro le Page

1. Header

The header must contain an avatar, the person's name, and an

autobiography for pro le pages. Then, depending on the work ow, you
can add, for example, a follow or friend request button

2. Content

In this section, you can integrate the author's projects, for example, blog
posts, image galleries, his products, and more

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3. Connection

Add a contact form that allows the user to contact the author for other
projects or provide feedback

4. Footer

The last section can also contain social buttons for the author's accounts.!

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3. Blog Post Page

1. Header

The header of a blog post should be clean and straightforward. Keep in

mind that the page will contain a lot of text, so don't keep the user on the
header for too long

2. Content

Stylize the content for excellent readability, create a hierarchy of texts and
set the appropriate line height

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3. Other Articles

This section allows the user to navigate the website and also recommend
other articles

4. Prefooter and Footer

Here we’ve provided the user a slight suggestion, asking them to share the
article through their social platforms. This can improve user engagement

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4. E-commerce Page

1. Header

The header should be simple. Try to avoid text blocks that are too long,
and feel free to use a catchy image for the background. This allows the
user to preview a small part of the next section, encouraging them to scroll
down further

2. Products

This section provides product information with high-resolution images,

title, description, and price

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3. Filter

This section integrates a lter that will help the user search for products
according to price, size, color, material, brand, and others

4. News

You can integrate blog articles for a more complex website. Here the user
can nd information about trends, new designers, fashion shows, or others

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5. Prefooter and Footer

The last section of the page allows the user to subscribe to receive
promotions, discounts, or information about new products that the shop
will launch

Also, in the footer, you can incorporate Latest Posts section, bringing in
content from social media. For example, you could display an Instagram
feed. This could highlight posts by customers who have recently made
purchases and have shared product images with their followers, thereby
developing social proof credibility

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5. Rental Page

1. Header

Choose a background image that creates a pleasant visual impact. Then,

add the search criteria to make a simple transition to the next section

2. Places

Create cards that provide complete information about the house or place.
Avoid too long descriptions and add a call-to-action button on each card to
allow the user to book, buy, or see more details

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3. Reviews

Reviews are essential for this page because new customers can make better
decisions based on feedback from an existing customer base

4. Frequently Asked Questions

In this section, you can add the most common questions to clarify certain
misunderstandings in advance

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5. Contact Us

If the client has a speci c question, offer him or her the possibility to
contact the company by completing a Contact Us form.

6. Footer

The last section is the footer, which contains the website links and the
copyright

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6. Application Page

1. Header

Use a mockup to present the application as accurately as possible.

2. Features

Shows the application, such as the features and options included.

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3. Integration

If the application has integrations with other platforms, this section

informs the user which other products that have been integrated, so that
they may achieve certain functionality in the application.

4. Pricing

In the pricing section, the client can nd several variants. Highlight the
bene ts of each pricing plan so that the user can choose what suits him.

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5. Testimonials

Also, you should add feedback from existing customers.

6. Footer

The last section is the footer, which contains the website links and the
copyright

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7. Sign Up Page

The user has two ways to access the Sign-Up page:

1. The rst way is to have the user register through other accounts such as
Facebook, Google, GitHub, or others.

2. The second way is the classic one, in which the user will ll in the form
with name, email, and password.

Because the user’s personal data will be processed, do not forget to present
the Terms and Conditions with which he must agree by checking a
checkbox.

Also, if the user already has an account, provide a link for redirection to
the Sign In Page.

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8. Sign In Page

The Sign In page appears to the user when he already has an account
created on the website or application. Therefore, it is essential to have a
form to log in again, such as an email address and password.

Also, for a positive user experience, you could offer the user the possibility
to save his credentials through a checkbox or a toggle with a “Remember
Me” function

The user can reach this page without already having an account, so a link
to redirect him to the Sign-Up page is helpful.

9. Policy Page
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Policy Pages or Terms and Conditions Pages usually contain a lot of

information. Therefore, the text should be written simply and
understandably, so that it is easy for the user to read.

You can also integrate a menu with titles of essential parts of the page such
as “Cookies,” “License,” or others. For more straightforward navigation,
you can create a dynamic menu.

For example, the user can click on a title from the menu, and his page
scrolls to the section that interests the user. It also highlights in the menu
the title corresponding to the section that the user reads. You can
accomplish this by using anchor links in your titles.

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10. Chats & Messages Page

Header

Choose a suitable image for the background. For this section, the button
that sends the user to messages and chat window is essential.

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Chat Window

In the window chat section, display message history as well as live

conversations. For a positive user experience, you can create a search that
allows him to search for people or speci c messages by keywords.

Footer

The last section is the footer, which contains the website links and the
copyright.

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11. Categories Page

Header

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Integrating the carousel into the header becomes dynamic and can display
more content than a static header. Present the main categories and avoid
using text sections that are too long. The slide is active, and it will change
in a few seconds, so add text that the user can read in that timeframe.

Content 1

For the rst content section, you can add articles with images, text
preview, and author. Then, in this section, allow the user to subscribe by
completing a short subscription form. Also, providing a history with
activities on the website can be helpful for the user.

Content 2

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For the second content section, you can present the thumbnails of the
categories with titles on them. To not overload the website page,
pagination is a way to use the space ef ciently, and speed up the site. This
way the user has the choice to display more information in a category that
particularly interests them

Also, for better navigation, allowing the user to lter the content by certain
tags and categories can be helpful too.

Content 3

For the third content section, you can present the categories in columns
like a newspaper style. It is a more speci c style that allows the display of
a greater volume of content. That said, make sure there is consistency in
the size of the text and images.
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Footer

The last section is the footer, which contains the website links, the option
to change language, and perhaps monetization, in the form of ads. You can
also integrate a subscription form, and last but not least, don't forget the
copyright information we discussed earlier.

Dashboard
12. Admin Templates

a. Analytics

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For an analytics dashboard, the presence of charts is essential. They show

the most precise information about sales, customers, stocks, and more.
Also, the tables can help the user to track a great deal of data more
ef ciently

b. Projects

The coordination of projects and teams is based on a transparent

organization. In this dashboard, each card represents a project with the
assigned team. Details about the deadline and project's progress contribute
to more ef cient management.

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c. Stats

Stats are pretty similar to analytics. However, depending on the domain,

the content of the cards differs. The most useful elements are widgets and
charts. Usually, stats are used to present reports, so you should allow the
user to export the content to another format, such as Excel or PDF.

d. Edit Product
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Most of the time, a product that appears on a website is edited from an

internal dashboard. This dashboard shows cards to set product information
such as images, links, prices, and more

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PART VI
Great Website Designs

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1. apple.com
Apple Inc. is an American multinational technology company specializing
in consumer electronics, computer software, and online services. Apple
was founded in 1976, and since then, its website design has changed

a. Website Evolution

1996

2004

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2010

2021!

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b. Design

Let's look at the design of today's website (2021)

Gradients and Rounded Corner

In principle, their design is simple, minimalist with a focus on products.
They avoid square corners, and the shadows of the cards are very smooth.

In 2021 gradients were a trending design style, and you can see their
integration on texts and buttons.

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White Spac
They have a diverse range of products, so the focus on them is essential.
The background is simple, and the white space helps to shape the area of
each product.

Glassmorphis
The glassmorphism is another web design style trend for 2021, and the
stylization of the navbar in this way looks special.

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2. airbnb.com
Airbnb, Inc. (original name - AirBedandBreakfast.com) is an American
company that operates an online marketplace for lodging,
primarily homestays for vacation rentals, and tourism activities. The
company was founded in 2008.

a. Website Evolution

2009

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2016

2021

b. Design

Let's look at the design of today's website (2021)

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Complex Search

They have a complex search with many options and lters for a great user
experience. They also avoid square corners

Focus on Image
The images have a high resolution and the shadows are very smooth. The
big typography is also a trend that makes the design clean and minimalist

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3. about.instagram.com
Instagram is an American photo and video sharing social networking
service founded in 2010

a. Website Evolution

2011

2018

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2021

b. Design

Let's look at the design of today's website (2021)

Typography with Gradient

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Colored Shadows

The colored shadows create a unique effect when the section does not
contain many elements, as in this case

Gradients on Background

Also, the gradients used as a background make the design simple and
catchy
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4. stripe.com
Stripe is an Irish-American nancial services and software as a service
(SaaS) company founded in 2009

a. Website Evolution

2014

2018

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2021

b. Design

Let's look at the design of today's website (2021)

Animations

They have a dynamic gradients palette for a unique effect

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Glassmorphism

Also, in some sections, there are elements with glassmorphism

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5. revolut.com
Revolut is a nancial technology company that offers banking services,
and was founded in 2015

a. Website Evolution

2016

2019

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2021

b. Design

Let's look at the design of today's website (2021)

Glassmorphism

The navbar has the effect of glass

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Rounded Corners

The cards have rounded corners creating a pleasant effect

3D Elements

The 3D elements are also a trend for 2021, and their use creates volume
and a unique design.

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PART VII
End Credits

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 End Credits

1. Bibliography
Article
1. Alexandra Murtaza; 27.01.2021, “18 Web Design Trends for 2021”;
[https://www.creative-tim.com/blog/web-design/web-design-trends/]
2. Alexandru Paduraru; 12.07.2021, “UI/UX Design Guide: What are
Designers, and How Are They Different Than UX Designers?”;
[https://www.freecodecamp.org/news/ui-ux-design-guide/]
3. Anthony; 17.08.2011, “Why Rounded Corners Are Easier on The
Eyes”; [https://uxmovement.com/thinking/why-rounded-corners-are-
easier-on-the-eyes/]
4. Anthony; 08.05.2018, “Why You Should Never Use Pure Black For
Text or Backgrounds”; [https://uxmovement.com/content/why-you-
should-never-use-pure-black-for-text-or-backgrounds/]
5. Donald Arthur Norman, Austin Henderson, Jim Miller; 07.05.1995,
“What You See, Some of What’s in the Future, And Now We Go About
Doing It: HI at Apple Computer”; Chi’95 Mosaic of Creativity -
[https://www.researchgate.net/publication/
202165701_What_You_See_Some_of_What%27s_in_the_Future_An
d_How_We_Go_About_Doing_It_HI_at_Apple_Computer]
6. Harris Eisenberg; 15.08.2014, “Human Process Visual Data Better”;
[https://www.t-sciences.com/news/humans-process-visual-data-better].
7. Monica Galvan; , “How to use a grid in web design”; [https://
www. ux-academy.com/blog/how-to-use-a-grid-in-web-design]
8. Shane P Williams; 12.07.2019, “Building a design system - where to
start?”; [https://uxdesign.cc/building-a-design-system-where-to-start-
part-4-typography-5065b8d360c]
9. Tarsa Bakusevych; 07.04.2020, “Button Design - UI component
series”; [https://uxdesign.cc/button-design-user-interface-components-
series-85243b6736c7]

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10. Tupik; 08.02.2019, “User Experience:10 Big Reasons to Apply
Illustrations in UI Design”; [https://uxplanet.org/user-experience-10-
big-reasons-to-apply-illustrations-in-ui-design-196aab6185c2]

Wikipedi
11. https://en.wikipedia.org/wiki/Adobe_Photoshop
12. https://en.wikipedia.org/wiki/List_of_websites_founded_before_1995
13. https://en.wikipedia.org/wiki/Adobe_XD
14. https://en.wikipedia.org/wiki/Rule_of_thirds
15. https://en.wikipedia.org/wiki/FAQ
16. https://en.wikipedia.org/wiki/Apple_Inc
17. https://en.wikipedia.org/wiki/Airbnb
18. https://en.wikipedia.org/wiki/Instagram
19. https://en.wikipedia.org/wiki/Stripe_(company)
20. https://en.wikipedia.org/wiki/Revolut

Of cial Sites

21. https://www.creative-tim.com/
22. https://about.google/
23. https://about.instagram.com/
24. https://material.io/design/environment/elevation.html
25. https://www.canva.com/colors/color-wheel/
26. https://iradesign.io/

Icons 3
https://kukla-kit.wannathis.one
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 End Credits
Texts
http://www.kanye-ipsum.com

Image

1. Boston Public Library, 23.01.2020, Unsplash - https://unsplash.com/

photos/fcyB3TjwAOo
2. Campaign Creators, 20.06.2018, Unsplash - https://unsplash.com/
photos/gMsnXqILjp4
3. Christin Hume, 14.07.2017, Unsplash - https://unsplash.com/photos/
OQ2OjujcP9o
4. Collins Lesulie, 22.08.2019, Unsplash - https://unsplash.com/photos/
0VEDrQXxrQo
5. Dirty Scan, 21.10.2019, Unsplash - https://unsplash.com/photos/
JVRPGBnCL2s
6. Dilon Mangum, 19.09.2017, Unsplash - https://unsplash.com/photos/
9489sFfgk4c
7. Fun J, 08.02.2021, Unsplash - https://unsplash.com/photos/
6L4jcwgDNNE
8. Gioia M., 25.09.2021, Unsplash - https://unsplash.com/photos/
qPQa6DuAr00
9. Jake Nackson, 31.01.2020, Unsplash - https://unsplash.com/photos/
IF9TK5Uy-KI
10. Jessica Felico, 25.05.2018, Unsplash - https://unsplash.com/photos/
QS9ZX5UnS14
11. Joel Mott, 22.01.2019, Unsplash - https://unsplash.com/photos/
LaK153ghdig
12. Johannes Andersson, 26.08.2016, Unsplash - https://unsplash.com/
photos/UCd78vfC8vU
13. Kenny Timmer, 10.02.2021, Unsplash - https://unsplash.com/photos/
V-bW-TDTo2c

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 End Credits
14. LYCS Arhitecture, 19.07.2018, Unsplash - https://unsplash.com/
photos/kUdbEEMcRwE
15. Library Of Congress, 27.01.2020, Unsplash - https://unsplash.com/
photos/tqpsi_BPfCI
16. Luke Stackpoole, 16.02.2018, Unsplash - https://unsplash.com/photos/
eWqOgJ-l I
17. Mikita Karasiou, 11.08.2018, Unsplash - https://unsplash.com/photos/
mMzVTy2V1Do
18. Mohammad Metri, 25.11.2018, Unsplash - https://unsplash.com/
photos/E-0ON3VGrBc
19. Natasha Tirtabrata, 05.07.2018, Unsplash - https://unsplash.com/
photos/YFEMVpsuu9Q
20. Pixasquare, 08.04.2018, Unsplash - https://unsplash.com/photos/
4ojhpgKpS68
21. Ralph Kelly, 07.02.2019, Unsplash - https://unsplash.com/photos/
z9fFOzL5L_Y
22. R ARHITECTURE, 20.09.2020, Unsplash - https://unsplash.com/
photos/2gDwlIim3Uw
23. Spencer Davis, 10.08.2020, Unsplash - https://unsplash.com/photos/
naFHFLV5cqU
24. Stefan Stefancik, 05.12.2018, Unsplash - https://unsplash.com/photos/
QXevD bl8A
25. Toni Oprea, 09.10.2017, Unsplash - https://unsplash.com/photos/
oDJ7UQXnCxE.
26. James Day - www.jamesdayart.com

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