Design trends come and go … glassmorphism today, brutalism tomorrow, perhaps we'll see skeuomorphism again … but the core principles of great UX and UI design tend to stand the test of time. Whether you're designing for a smartwatch or a sprawling enterprise app, these truths continue to guide meaningful, intuitive experiences.
Clarity is King
No matter how gorgeous a UI is, if users can’t figure out what to do next, you’ve lost them. Clarity drives confidence and action. Here are a few notes regarding that:
- Simplicity doesn’t mean minimalism ... it means removing friction. Friction is one of those words we love to throw around but frankly it's the truth.
- Language matters: clear labels, helpful microcopy, and predictable patterns all play a role. Inclusivity is part of language, take it into consideration.
I've always loved this quote when it comes to clarity in design:
“A user interface is like a joke. If you have to explain it, it’s not that good.” - Martin LeBlanc
Example: A clean onboarding flow that uses plain, friendly language to reduce anxiety for new users. (Important note, when you see "plain" it doesn't mean devoid of brand and personality.)
Consistency Creates Confidence
Consistency in layout, interaction, and language helps users build mental models and reduces cognitive load. It allows users to trust what happens when they interact with your interface.
- This applies across platforms (mobile vs. web) and across time (updates shouldn’t constantly reorient users).
- Use design systems or component libraries to enforce consistency at scale.
- Look out at the industry and competitors for patterns and user expectations. This isn't me saying you copy them, you leverage this as a means of consistency from a user's perspective.
Feedback is Fundamental
Users want to know: Did that tap register? Is something loading? Was the action successful? Interfaces should talk back.
- Visual cues like spinners, checkmarks, and subtle animations keep users informed. This is so important in the age of flat utilitarian design.
- Error states should be helpful, not harsh. Tell users what went wrong and when appropriate, how to fix it.
“Design is the silent ambassador of your brand.” - Paul Rand
Accessibility is Not Optional
Designing for everyone isn’t just a moral imperative ... it’s also a practical one. Good accessibility practices improve the experience for all users.
- Contrast ratios, readable typography, keyboard navigation, alt text ... these should be standard.
- Accessibility shouldn’t be an afterthought. Bake it in from the beginning.
User Control & Flexibility
Interfaces should make users feel in control, especially in high-stakes or frequent-use scenarios.
- Undo, cancel, confirmation modals, and clear escape hatches help prevent frustration.
- Cater to both novice and power users with shortcuts, customization, and smart defaults. Never assume your user knows how to use your interface. After all, you know what happens when you assume ...
Example: Gmail’s “Undo Send” is a brilliant, tiny moment of control and user flexibility that builds massive trust.
Context is Everything
Great design considers not just what is being done, but where, when, and why the user is engaging, we often say "meet the users where they are."
- Mobile vs. desktop, day vs. night, distracted vs. focused ... design must adapt.
- Understand the physical space of use. Is this being used by a doctor that frankly shouldn't feel the need to look at a screen while engaging a patient? How your solution interacts with the physical interaction matters.
- Localization isn’t just translation; it’s about relevance and cultural appropriateness.
“The details are not the details. They make the design.” – Charles Eames
Content is Still the Interface
UI isn’t just how it looks ... it’s how it communicates. UX and content strategy are inseparable.
- Clear hierarchy, scannable structure, and helpful messaging make or break the experience.
- Designing without considering real content leads to brittle, disconnected UI.
Let's Wrap it Up
These principles may seem obvious, but they can be easy to overlook ... especially in the pressure to innovate, get the product to market quickly, or chasing aesthetics. Trends can dazzle, but fundamentals deliver. The best designers I know don’t just follow these principles and others ... they champion them, teach them, and return to them again and again.
Want to make great products? Master the basics. They’re not going out of style anytime soon.
What do you think? I'm sure I missed something you hold as a core principle, let me know. I'd love to hear about your thoughts, connect with me on LinkedIn and let's chat.
Until next volume, thanks for joining me.
Andrew Preble