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From startups to enterprise companies, any brand with a digital presence will consider the UI design of their digital products and how it aligns with their company goals.

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What Is UI Design?

UI design (short for user interface design) focuses primarily on the aesthetics and visual design of the customer’s experience through branding, web design, typeface choices, icons, and ad design. UI design is associated primarily with digital experiences (like websites, online courses, and mobile apps) rather than physical products or product packaging.

UI design is a subset of UX design (or user experience design), which is the overarching process by which a company designs every aspect of the customer’s journey.

3 Principles of UI Design

Whether they’re designing a mobile app or landing page, UI designers usually share a few main goals throughout the design process:

  1. Aesthetic. UI design work helps craft branding and tone across every online page, physical store, or product, creating an attractive look and feel for the company that aligns with its goals—whether that’s soft and inviting or cool and edgy.
  2. Cohesion. UI design aims to make a brand’s presence feel cohesive across different platforms, including websites, social media, mobile apps, and ads, to ensure that every customer’s visual interaction with the company feels similar.
  3. Accessibility. UI design is primarily about looks, but UI designers also work hard to ensure that their designs are intuitive and user-friendly—they don’t want a beautiful or overly innovative design to get in the way of a customer’s interaction or purchase. They work together with UX designers to ensure that their designs offer full usability, functionality, and visual appeal.
David Carson Teaches Graphic Design
Annie Leibovitz Teaches Photography
Frank Gehry Teaches Design and Architecture