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Design in UI: 
Visuals and Aesthetics 
Swapnil Acharya
Salvador Dalí 
May 11, 1904 – January 23, 1989
Gestalt Principle 
How people tend to organise visual 
elements into groups or unified wholes 
when certain principles are applied.
Proximity 
Similarity 
Common Fate 
Closure
What do you see.. 
a) Six squares? 
b) Three groups of two squares?
PROXIMITY 
• Items close together appear to have a relationship 
• Distance implies no relationship
SIMILARITY 
Our eyes/brain logically group together visual 
elements that are similar to one another.
Again, what do you see.. 
a) Six circles? 
b) Three groups of two circles?
Buy now Make a Gift Cancel 
How would you interpret this? 
a) Three action buttons. 
b) Two green and one white button.
COMMON FATE 
Our eyes/brain associate elements that are similar to 
one another (not same as similarity for grouping).
Lines are not aligned 
• do not have common fate 
• do not seem grouped together 
Lines are aligned 
• do have common fate 
• do seem grouped together
CLOSURE 
Our eyes/brain logically group together visual 
elements that approximate a closed shape, to 
form that closed shape.
What do you see.. 
a) Twelve dots 
b) One circle
Now, what do you see.. 
a) Ten dots 
b) One circle
ELEMENTS OF 
DESIGN
Elements of design 
work together to… 
• Convey “look and feel” of something 
• Convey a message 
• Convey image, impression or mood.
Organisation 
Colour 
Typography 
Alignment
3C’s of Organisation 
Clarity, consistency and contrast.
Clarity 
• Tell your users upfront what they 
need to do and what they can expect 
subsequently 
• Strengthen the impact of the 
message 
• Promote simplicity, elegance, class 
and refinement
Consistency 
• If you set your rules in the beginning, 
make sure you keep them till the end 
• Applies to layout, colour, images, icons, 
typography and text 
• Within screen, across screens 
• Stay within metaphor everywhere 
• Platform may have a style guide - 
Follow it!
Contrast 
• Support skimming and tell things 
apart 
• Lead the user’s eye to next action 
• Help distinguish important items 
• Help quick decision-making for 
users
ECONOMY OF 
VISUAL ELEMENTS
Less is more
Use whitespace 
In page layout, illustration and sculpture, white space is often referred 
to as negative space. It is the portion of a page left unmarked: margins, 
gutters, and space between columns, lines of type, graphics, figures, 
or objects drawn or depicted. The term arises from graphic design 
practice, where printing processes generally use white paper. White 
space should not be considered merely 'blank' space — it is an 
important element of design which enables the objects in it to exist at 
all; the balance between positive (or non-white) and the use of negative 
spaces is key to aesthetic composition. Inexpert use of white space, 
however, can make a page appear incomplete.
Whitespace doesn’t need 
to be “white”.
Reduce clutter
Minimise controls
Alignment & Grid
Alignment 
• Allows eye to parse display more 
easily 
• Group items logically 
• Guide the user’s eyes though the 
content 
• Conform to Gestalt Principles
Grids 
• are (hidden) horizontal and vertical 
lines to help locate components 
• Align related things 
• Group items logically
Colour
How to use colors 
• Display colour images on black background 
• Choose bright foreground colour (white, bold green…) 
• Be sure foreground colours contrast in both brightness and hue 
with background colours 
• Use colour to draw attention, communicate organisation, to 
indicate status, to establish relationships 
• Avoid using colour in non-task related ways
Call for action 
Status, actions and elements
Typography 
Typography (from the 
Greek words τύπος (typos) 
= form and γραφή 
(graphe) = writing) is the 
art and technique of 
arranging type in order to 
make language visible. The 
arrangement of type 
involves the selection of 
typefaces, point size, line 
length,leading (line 
spacing), adjusting the 
spaces between groups of 
letters (tracking) and 
adjusting the space 
between pairs of letters.
Considerations 
• Characters and symbols should be 
easily noticeable and distinguishable. 
• AVOID HEAVY USE OF UPPERCASE. 
• Studies have found that mixed case 
promotes faster reading.
• Readability 
How easy is it to read a lot of text 
• Legibility 
How easy is it to recognise a short 
burst of text 
• Typeface = font 
(not really, but close enough)
Types of Types 
Serif Sans-serif Monospace 
Decorative Script Handwriting
Weight of Types 
Regular 
Medium 
Light 
Ultra Light 
Italic 
Heads up: 
Mobile applications generally do 
not use italics. Even light and 
ultra light types are rare. 
Light Italic 
Ultra Light Italic 
Bold 
Bold Italic
Platform-specific types 
iOS uses Helvetica 
Android uses Roboto 
Windows uses Segoe
Icons
Icon 
Small picture or symbol serving as a 
quick, "intuitive" representation of a 
software tool, function or a data file 
accessible on the system.
Types of Icons 
• Launcher Icon 
• Menu Icon 
• Notification Icon 
• Tab Icon 
• Status Icon 
• List Icon
Considerations 
• Be consistent with UI workflows, types and buttons 
• Make touch mode “hit areas” large enough 
• Use big readable fonts and large icons 
• Integrate tightly with other applications 
• Keep localisation in mind 
• Encourage thumbing by default
AESTHETICS
What is beauty?
GOLDEN RATIO & 
FIBONACCI SPIRAL
RULE OF THIRDS
The Rule 
Imagine a canvas 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.
LETS GET GOING 
THEN…
Read and understand the Human Interaction 
Guidelines laid down by popular platforms. 
https://developer.android.com/design/ 
https://developer.apple.com/library/ios/documentation/ 
userexperience/conceptual/mobilehig/ 
http://dev.windows.com/en-us/design
Break few things, 
nobody gets it right in first few 
attempts.
Keep reading.. 
when you think you’ve mastered 
it all, there is already something 
new you will need to dirty your 
hands on.
Make something new. 
pleasing and useful.
Make something 
new. 
pleasing and useful.
THANK YOU

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Design in UI: Visuals and Aesthetics - Swapnil Acharya

  • 1. Design in UI: Visuals and Aesthetics Swapnil Acharya
  • 2. Salvador Dalí May 11, 1904 – January 23, 1989
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  • 9. Gestalt Principle How people tend to organise visual elements into groups or unified wholes when certain principles are applied.
  • 11. What do you see.. a) Six squares? b) Three groups of two squares?
  • 12. PROXIMITY • Items close together appear to have a relationship • Distance implies no relationship
  • 13.
  • 14. SIMILARITY Our eyes/brain logically group together visual elements that are similar to one another.
  • 15. Again, what do you see.. a) Six circles? b) Three groups of two circles?
  • 16. Buy now Make a Gift Cancel How would you interpret this? a) Three action buttons. b) Two green and one white button.
  • 17. COMMON FATE Our eyes/brain associate elements that are similar to one another (not same as similarity for grouping).
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  • 19. Lines are not aligned • do not have common fate • do not seem grouped together Lines are aligned • do have common fate • do seem grouped together
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  • 21. CLOSURE Our eyes/brain logically group together visual elements that approximate a closed shape, to form that closed shape.
  • 22. What do you see.. a) Twelve dots b) One circle
  • 23. Now, what do you see.. a) Ten dots b) One circle
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  • 26. Elements of design work together to… • Convey “look and feel” of something • Convey a message • Convey image, impression or mood.
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  • 29. 3C’s of Organisation Clarity, consistency and contrast.
  • 30. Clarity • Tell your users upfront what they need to do and what they can expect subsequently • Strengthen the impact of the message • Promote simplicity, elegance, class and refinement
  • 31. Consistency • If you set your rules in the beginning, make sure you keep them till the end • Applies to layout, colour, images, icons, typography and text • Within screen, across screens • Stay within metaphor everywhere • Platform may have a style guide - Follow it!
  • 32. Contrast • Support skimming and tell things apart • Lead the user’s eye to next action • Help distinguish important items • Help quick decision-making for users
  • 33. ECONOMY OF VISUAL ELEMENTS
  • 35. Use whitespace In page layout, illustration and sculpture, white space is often referred to as negative space. It is the portion of a page left unmarked: margins, gutters, and space between columns, lines of type, graphics, figures, or objects drawn or depicted. The term arises from graphic design practice, where printing processes generally use white paper. White space should not be considered merely 'blank' space — it is an important element of design which enables the objects in it to exist at all; the balance between positive (or non-white) and the use of negative spaces is key to aesthetic composition. Inexpert use of white space, however, can make a page appear incomplete.
  • 36. Whitespace doesn’t need to be “white”.
  • 40. Alignment • Allows eye to parse display more easily • Group items logically • Guide the user’s eyes though the content • Conform to Gestalt Principles
  • 41. Grids • are (hidden) horizontal and vertical lines to help locate components • Align related things • Group items logically
  • 43. How to use colors • Display colour images on black background • Choose bright foreground colour (white, bold green…) • Be sure foreground colours contrast in both brightness and hue with background colours • Use colour to draw attention, communicate organisation, to indicate status, to establish relationships • Avoid using colour in non-task related ways
  • 44.
  • 45. Call for action Status, actions and elements
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  • 47. Typography Typography (from the Greek words τύπος (typos) = form and γραφή (graphe) = writing) is the art and technique of arranging type in order to make language visible. The arrangement of type involves the selection of typefaces, point size, line length,leading (line spacing), adjusting the spaces between groups of letters (tracking) and adjusting the space between pairs of letters.
  • 48. Considerations • Characters and symbols should be easily noticeable and distinguishable. • AVOID HEAVY USE OF UPPERCASE. • Studies have found that mixed case promotes faster reading.
  • 49. • Readability How easy is it to read a lot of text • Legibility How easy is it to recognise a short burst of text • Typeface = font (not really, but close enough)
  • 50. Types of Types Serif Sans-serif Monospace Decorative Script Handwriting
  • 51. Weight of Types Regular Medium Light Ultra Light Italic Heads up: Mobile applications generally do not use italics. Even light and ultra light types are rare. Light Italic Ultra Light Italic Bold Bold Italic
  • 52. Platform-specific types iOS uses Helvetica Android uses Roboto Windows uses Segoe
  • 53. Icons
  • 54. Icon Small picture or symbol serving as a quick, "intuitive" representation of a software tool, function or a data file accessible on the system.
  • 55. Types of Icons • Launcher Icon • Menu Icon • Notification Icon • Tab Icon • Status Icon • List Icon
  • 56. Considerations • Be consistent with UI workflows, types and buttons • Make touch mode “hit areas” large enough • Use big readable fonts and large icons • Integrate tightly with other applications • Keep localisation in mind • Encourage thumbing by default
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  • 64. GOLDEN RATIO & FIBONACCI SPIRAL
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  • 68. The Rule Imagine a canvas 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.
  • 69.
  • 70. LETS GET GOING THEN…
  • 71. Read and understand the Human Interaction Guidelines laid down by popular platforms. https://developer.android.com/design/ https://developer.apple.com/library/ios/documentation/ userexperience/conceptual/mobilehig/ http://dev.windows.com/en-us/design
  • 72. Break few things, nobody gets it right in first few attempts.
  • 73. Keep reading.. when you think you’ve mastered it all, there is already something new you will need to dirty your hands on.
  • 74. Make something new. pleasing and useful.
  • 75. Make something new. pleasing and useful.