Designing screens for digital products is like a puzzle - you have to fit all the pieces together in a way that makes sense and is easy to use. And just like a puzzle, there are a few key principles that can help guide the design process and make it a little less daunting. From keeping things simple and uncluttered to making sure your screens are accessible to all users, these principles can help you create screens that are both functional and visually appealing.
In this post, I'll explore 9 +1 principles of screen design that will help you create screens that are as enjoyable to use as they are to look at. I'll provide examples of each principle in action and show how they can be applied in real-world scenarios. Whether you are a designer, developer, or product manager, understanding these principles can help you create screens that are both functional and aesthetically pleasing.
A clean and uncluttered design allows users to focus on the content and functionality of the screen by minimizing distractions and providing a clear visual hierarchy. When a screen is cluttered with too many visual elements, it can be overwhelming for the user and make it difficult for them to find the information they are looking for. On the other hand, a simple design with a limited number of elements allows the user to easily understand the purpose of the screen and navigate through it with ease.
Some ways to keep a design simple might include using a limited color palette, avoiding the use of unnecessary animations or graphics, and using whitespace effectively to separate different elements on the screen. It's also important to focus on the core functionality of the screen and only include the elements that are necessary for the user to complete their tasks. By following this principle, you can create screens that are easy to use and help the user accomplish their goals efficiently.
The login screen for the mobile banking app Monzo is a good example of a simple design. It uses a limited color palette and minimal visual elements, making it easy for the user to focus on the task at hand:
Using hierarchy in screen design involves using design elements such as size, color, and contrast to establish a hierarchy of importance and guide the user's attention. This allows the user to understand the relationship between different elements on the screen and helps them to quickly find the information they are looking for.
For example, you might use larger text for headings and smaller text for body content to create a visual hierarchy. This helps the user to quickly scan the screen and understand the structure of the content. You might also use color to draw the user's attention to important elements, such as buttons or links. For example, you might use a different color for a call to action button to make it stand out from the rest of the screen.
By using hierarchy effectively, you can create screens that are easy for the user to understand and navigate. It's important to consider the user's goals and the content of the screen when deciding on the hierarchy, and to test the design with users to ensure that it is effective.
The home screen for the social media app Twitter uses hierarchy to guide the user's attention. The main feed is given the most prominent position, while other features such as the notifications and messages are given less prominence:
Webflow also made a super cool video explaining the concept:
Maintaining a consistent design across screens is important for improving the user's sense of orientation and making it easier for them to use the product. When the design is consistent, the user can more easily understand the relationship between different screens and navigate between them. This helps to improve the user's overall experience and makes it more likely that they will continue using the product.
Some ways to maintain a consistent design might include using the same layout, typography, and color palette across screens. This helps to create a cohesive look and feel for the product. It's also important to consider the user's context when designing screens. For example, if the product is a mobile app, the screens should be designed with the constraints of a small screen in mind (see more in the point about considering user context)
By using consistent design, you can create a product that is easy for the user to understand and use. It's important to regularly review the design to ensure that it remains consistent and to make updates as needed.
The design of the e-commerce website Amazon is consistent across different screens. The same navigation bar, footer, and layout are used throughout the site, which helps to improve the user's sense of orientation:
Making a screen visually appealing involves using appropriate color schemes, typography, and imagery to create an enjoyable experience for the user. When a screen is visually pleasing, it can help to engage the user and make them more likely to use the product.
Some ways to make a screen visually appealing might include using a color scheme that is consistent with the brand and appropriate for the content of the screen. For example, a screen for a financial product might use a more conservative color scheme, while a screen for a creative product might use more vibrant colors. Typography is also important for creating a visually appealing design. Choosing appropriate fonts and sizes can help to create a hierarchy of information and improve readability.
Imagery can also be used to enhance the visual appeal of a screen. High-quality images and graphics can help to create a more immersive experience for the user and make the screen more engaging. However, it's important to use imagery judiciously and not overdo it, as too many images can clutter the screen and distract from the content.
By using these design elements effectively, you can create screens that are visually appealing and help to engage the user. It's important to consider the context and goals of the screen when making design decisions and to test the design with users to ensure that it is effective.
The design of the fashion retail website ASOS is visually appealing, with vibrant colors and high-quality product images:
When designing a screen, it's important to avoid using too many visual elements or using animations that distract the user from the main purpose of the screen. Too many distractions can make it difficult for the user to focus on the task at hand and can lead to frustration. Instead, focus on the core functionality of the screen and only include the elements that are necessary for the user to complete their tasks. This might include forms, buttons, or links, but it's important to keep these elements to a minimum to avoid overwhelming the user.
The landing page for the meditation app Headspace uses a clean design with minimal distractions, allowing the user to focus on the main message of the page:
When designing a screen, it's important to consider the user's environment and devices. A screen designed for use on a small smartphone screen will be different from one designed for a larger desktop screen. Understanding the user's context can help you create a design that is optimized for their needs. For example, a screen designed for a mobile app might need to use larger buttons and fonts to make it easier to use on a small screen, while a screen designed for a desktop website might be able to use smaller buttons and fonts because the user will be using a mouse to interact with it.
The design of the ride-sharing app Uber is optimized for use on a small smartphone screen. The layout and content are tailored to be used on a mobile device, with features such as the map taking up the majority of the screen:
Calls to action are important for guiding the user's actions on the screen. These might include buttons or links that invite the user to take a specific action, such as "Sign Up" or "Learn More." It's important to make these calls to action clear and prominent, so the user can easily understand what they can do on the screen. You might also consider using contrasting colors or other design elements to make the calls to action stand out from the rest of the screen.
The home screen for the streaming service Netflix uses clear and prominent calls to action in the form of buttons that invite the user to start watching a show or movie:
The layout and spacing of elements on the screen can have a big impact on the user's experience. Using whitespace effectively can help to separate different elements on the screen and make the design more readable. This can help the user to quickly scan the screen and find the information they are looking for. It's also important to use appropriate margins and padding to give the design a clean and modern look.
The design of the email client Gmail uses effective layout and spacing to create a clear and readable design. White space is used to separate different elements on the screen, and appropriate margins and padding are used to give the design a clean and modern look:
Accessibility is an important consideration when designing screens. This involves designing the screen to be usable by users with disabilities, such as users who are blind or have low vision, users who are deaf or hard of hearing, and users with mobility impairments. Some ways to optimize for accessibility might include using high contrast colors to make the text more readable for users with visual impairments, providing alternative text for images, and using clear and descriptive headings to help users with screen readers navigate the content.
The website for the nonprofit organization National Association for the Blind (NAB) is an example of a site that has been optimized for accessibility. It uses high contrast colors to make the text more readable for users with visual impairments and provides alternative text for images:
User testing is an important part of the design process. It involves showing the screen design to a group of users and gathering feedback on how well it meets their needs. This can help to identify any problems with the design and allow for improvements to be made. It's important to be open to making changes based on user feedback, as this can help to create a more effective design. It's also important to regularly review the design to ensure that it remains effective and to make updates as needed.
The 5-second user test is a quick and easy way to evaluate the effectiveness of a screen design. It involves showing the screen to a user for 5 seconds and then asking them to describe what they remember about the screen. The goal of the test is to see if the user can understand the main purpose of the screen and the actions they can take on it within a short amount of time.
To conduct a 5-second user test, you can simply show the screen to a user for 5 seconds and then ask them to describe what they remember. You might also consider asking specific questions, such as what the user thinks the main purpose of the screen is, or what actions they can take on the screen. The user's responses can help you to understand whether the design is effective at communicating the main purpose of the screen and the actions the user can take.
By answering these questions, the user can demonstrate that they understand the main purpose of the screen and the actions they can take on it. This can help you to identify any problems with the design and make improvements as needed. It's important to keep in mind that the 5-second user test is not a comprehensive evaluation of the design, but it can be a useful tool for identifying any initial issues.
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