Basic principles of UI & UX
Paul Klockiewicz – 2020
#1 INTRODUCTION
User experience doesn’t happen on a screen; it happens in the mind, and the experience is multidimensional and multisensory.
– John Whalen
Design for How People Think. Using Brain Science to Build Better Products
Somewhere along the journey of the web maturing, we forgot something important: user experience is not art. It's the opposite of art. UX design should perform a function: serving users. It has to still look great, but not at the expense of actually working. Poor design has crept in over the years and some digital products have become worse in 100 tiny ways.
– Will Grant
101 UX Principles: A definitive design guide
#2 COLORS
CAN YOU NAME THESE COLORS?
Kpe
Wobé
Despite the initial belief that green is more neutral and friendly, and will have better results, it turned out that the red buttons had a conversion rate up to 21% higher.
Case Study – HubSpot A/B Test
https://blog.hubspot.com/blog/tabid/6307/bid/20566/the-button-color-a-b-test-red-beats-green.aspx
THE POWER OF COLOR
There are studies that show that there are several phases of creating color names. One of them says that first it is black and white, then red, then green and yellow, then blue, then other colors like brown, purple, pink, orange and gray.
Research
IS RED COOLER THAN BLUE?
Researcher Jules Davidoff went to Namibia, where he conducted an experiment with the Himba tribe, which speaks a language without the word "blue". There is also no difference between blue and green.
Research – Himba Experiment
LANGUAGE AND COLOR VISION
Emotions are so extremely important in making decisions that without them a person is not able to make the simplest decisions (even choosing a sandwich becomes impossible). This was proven by the Portuguese professor of behavioural neurology – Antonio Damasio.
Research – Somatic marker hypothesis
https://en.wikipedia.org/wiki/Antonio_Damasio
THE INFLUENCE OF COLORS ON EMOTIONS
In 2015 a study showed that blue reduces stress, slows down the heart rate and lowers blood pressure. The Tokyo government is known for using blue in railroad stations to reduce suicide rates, resulting in 74% fewer suicides.
Research – Blue color
https://getuplift.co/color-psychology-guide/
The perception of colors is subjective, but some colors have a very universal meaning. They are literally coded into the human brain. Color associations could help humanity find food that was edible.
Fact – Colors and the human mind
D. Kadavy, Design for Hackers: Reverse Engineering Beauty
COLOR PSYCHOLOGY
#3 TYPOGRAPHY
TO BE CONTINUED...
...someday maybe!