Website UI Design | Are You Considering Your Target Audience’s Needs?

Website UI Design | Are You Considering Your Target Audience’s Needs?

Website UI design focuses on designing elements and navigation on the website. Experienced designers and developers anticipate the most important actions that your target audience will take on your website. Based on it, they create tailored website UI design that is easy to access and comprehend by the users. Thus, the core concept of website UI design is to increase engagement and drive actions.

UI stands for User Interface. In terms of web designing, UI represents the overall appearance of the web page – the tap targets, elements, navigation menu, etc. A good UI is an indispensable part of every successful marketing campaign. In simpler words, your website is your online storefront. Just as in a physical store, the customers can easily visit your shop and browse through the sections, your website too has to have well-structured sections abundant with information.

Website UI Design: Understanding the Concept

On average, the attention span of users is eight seconds. That’s the time you have to make an impression. Make a bad impression, and you lose a potential customer.

User Interface (UI) Design focuses on anticipating what users might need to do and ensuring that the interface has elements that are easy to access, understand, and use to facilitate those actions. UI brings together concepts from interaction design, visual design, and information architecture.


The interface elements contribute a lot to the overall UI of a website. Thus, it is important that business owners spend time researching and anticipating the best available concepts. Over the years, users have become used to certain on-screen elements that help them take the desired actions. Hence, the first and foremost thing is to try and remain consistent. If you add way too many new elements, users may find it confusing to navigate, thus increasing your website’s bounce rate.

Read all about the different steps you need to take for creating a great website UI design.

Types of Interface Elements

Try to be consistent and straightforward in your choice of interface elements when designing your interface. Whether they are aware of it or not, users have become familiar with elements that function in a certain manner, and opting to follow certain elements will help with higher engagement and conversions.

There are can be different types of interface elements. Here are the three website UI design elements that should definitely be a part of your prototype (and final website design)-

  • Containers – this consists of layout elements such as accordions and tabs.
  • Informational – this consists of elements such as progress bars, tooltips, message boxes, notifications (pop-ups, slide-ins, etc.)
  • Navigational – this consists of sliders, tags, icons, navigation menu, breadcrumbs, pagination, search fields, etc.
  • Input Controls – this includes the radio buttons, drop-down lists, toggles, CTA buttons, text fields, and other similar details.

Get the detailed list on

There are occasions when it may be necessary for multiple elements to show content. When this occurs, understanding the trade-offs is critical. Elements that can help save you storage, for example, often mentally place more of a strain on the user by asking them to guess what’s inside the drop-down or what the item might be.

Take-away: Try to keep the elements minimal and easy to understand.

Website UI Design: Best Practices for Interface Design

As we already mentioned that the interface elements can change based on your business and its goals. For instance, an eCommerce website would benefit from adding a timed pop-up on the shopping cart page with some discount/offer to persuade the user into buying. On the contrary, a blog will use a giveaway to drive more subscriptions.

That being said, there are some core principles that stand firm amidst all of these requirements and newer trends.

Here are some things that you should consider while designing your website’s interface –

  • Keep it simple – the best websites are those that have a straightforward approach. Always avoid adding unnecessary elements as they are not only confusing, but also impact the overall load-time of your website.
  • Stay consistent – don’t go overboard with designing the elements. While custom-designed elements on your website might seem like a great idea, it won’t be as comfortable for the users. The colors, fonts, and buttons that you use should have a pattern and be consistent with your brand’s guideline.
  • Be purposeful – consider building effective and direct connection between the sections and pages. You should make sure to correctly place the content in a way that it demands attention. Well-placed images and call-to-action buttons will increase the user-engagement and conversion rate.
  • Color and Texture – it is important to use appealing colors and textures throughout the website. Put in extra efforts to define the content’s color and contrast in Normal view as well as Hover view. For instance, within this blog, you can see that all of the links show up in red.
  • Make it Easy – limit the steps that needs to be taken by a user to perform the desired action. If users have to progress through multiple forms and such, the chances of them bouncing off gets higher. For example, if you build an eCommerce website, you might want to integrate social & email-based logins to make it easier for the users.

Website UI Design Trends for 2020

As we draw closer to the dawn of a new decade, it is time for businesses to review the upcoming trends and the existing ones that will stay relevant. UI and Graphics are closely interconnected. Read Graphic Design Trends for 2020 to stay in the know.

We did the research on your behalf, and here are 5 website UI design trends that you should look forward to –

Bigger & Bolder Typography

Similar to the graphic design trends for 2020, bigger and bolder fonts will be one of the most in-demand UI trends for 2020 and beyond. The reason is because not only this looks great, but it also engages the user. Contrasting texts create visible cues that persuade the users to perform actions on your website.

Minimal Contrast Gradients

The use of color gradients saw an all-time high in 2019. And, this design trend will continue further into 2020. However, there is a tiny difference when it comes to UI. In 2020, websites will be using minimal contrasting gradients. For instance, blue and light blue, orange and light orange.

website UI design trend 2020 - PayPal
An example of minimal contrast layout – PayPal

2D and 3D Illustrations

In 2020, UI designers will stick to creating minimal 2D and 3D illustrations and animations on websites and apps. In 2019, we saw a lot of websites and apps being built on the idea of offering immersive views. This type of design is engaging and interactive. Thus, adding 2D and 3D illustrations to your website is a good idea.

website UI design - 3D modelling by Defy
Website showing 3D animation – DEFY

Placement of Navigation Elements

Over the years, the core principle of website UI design was keeping a direct access to the navigation menu. However, this trend seems to be gradually fading away. In 2020, websites will have fewer buttons and tap targets. For instance, pages will be grouped under Parent Page and displayed as drop-down lists.

For mobile devices (apps and such), expect to see more of the conditional gestures and not buttons scattered all over your screen.

UI Design using AR

AR stands for Augmented Reality. Though AR is still at the developmental stage, you can already see its use in some websites and apps. This is another trend that will take 2020 by storm (and designers are already preparing for it). The fact that this is a new technology makes it a great option. Users aren’t familiar about it and they’re not sure what to expect. Thus, early adopters can use it to stand out of the competition.

UI-Design Trends in 2020 Orientation
AR is the new website UI design trend – Think360

Summing Up

Website UI is very important to your online marketing efforts. You need to be able to anticipate your user’s needs and define a way that assists them in performing desired actions on your site.

The competition is fierce out there, and every brand is fighting to garner attention. Knowing the trends and adapting beforehand are the only options that can give your business an upper-hand. Though there are different UI trends that will come and go, the ease-of-access and time-saving are two UI features that still remain strong. No matter whichever UI design you prefer to use, make sure to keep it simple and easy for your customers.

Need some professional help? Visit our Website Design Services page to learn how we can help amplify your brand presence. Got any website UI design trend that you want us to check out? Let us know in the comments and we’ll make sure to try it.

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