User Interface (UI) design is the process of designing the graphical layout and visual elements of a product or service. UI design is focused on the look and feel of a product, and it involves the creation of visual elements such as icons, buttons, typography, and colour schemes that come together to create a product’s distinctive look and feel. These visual elements must not only be aesthetically pleasing but also reflect the brand’s visual identity and communicate its values and personality to the user.
The goal of UI design is to create an intuitive and aesthetically pleasing experience for the user. UI designers work closely with UX designers to ensure that the design is not only visually appealing but also functional and usable. Best practices such as following design conventions, iteration and testing are key elements in ensuring a seamless and enjoyable user experience. Furthermore, responsive design ensures that a website or application seamlessly adjusts to different screen sizes and devices, providing optimal user experience on any device.
Brand identity is the visual expression of a brand’s values, personality, and purpose. In UI design, brand identity is reflected in the visual elements used, such as colour schemes, typography, and imagery. It’s the designer’s job to create a design that not only reflects the brand’s identity but also enhances it. This involves ensuring that the visual elements are consistent across all touchpoints and communicating the brand’s personality in a way that is appealing and relevant to the target audience. By successfully integrating brand identity into the UI design, designers help to create a product that is not only functional and usable but also sets a brand apart and makes it recognisable and memorable.
Visual storytelling is a crucial aspect of UI design, where designers use visual elements to guide users through the product and makes them want to stay. From the first interaction to the last, the visual design should tell a story that is engaging, informative, and emotionally resonant. The goal is to make the user feel like they’re on a journey, with each step building on the previous one and leading them towards their desired outcome. Through visual storytelling, our UI designers, together with motion designers, craft a memorable digital experience that keeps users coming back.
With Vidar’s broad experience with design and usability, he is responsible for strategising the use of digital design within Studio Vi.
