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Design

So far the functionality of a web project was the main concern. Though, UI is important as well. It should be not only pleasant but also reflect brand identity through every element. Let’s talk about what is important to create the interface of your web project.
Brand identity
Brand identity is an integral part of any company. Branded t-shirts, working clothes, business cards, email templates, letterheads, mugs, pens, menu design, decoration of vehicles, interior elements, and other items.
Additionally to the brand identity, a brand pattern can be developed. The application area has no limits. There can be one or several patterns. A pattern can be simple or compound, including multiple elements, in this case, each element of the pattern can be used as a separate element of design.
Logo
The logo is an integral part of a brand identity. A logo mark or logotype for your web project should be in vector, in curves. If you already have a logo but it’s in raster, its vector version is created (including svg used in website development).
Converting a raster logo to vector takes minimal time. If you need a new logo, normally, several designs for your choice will be created within 4-8 hours. But if you have some exclusive requirements, it may take much more time.
Note: When you discuss your requirements, take into consideration that the logo should not only look fine and represent your vision of your project. It should be functional. The logo is placed on the web pages and in other digital sources. It’s also used to make business cards and other printed materials, branded merchandise, etc. If it has many fine details, it may look well on the screen, in a big version, but it would be hard to use in print and hard to distinguish, say, on mobile devices. It’s wise to listen to the advice of the consultants on this matter.
Color schemes
Color is also one of the most noticeable, fundamental components of a brand identity. Can you imagine McDonald's without its yellow-red-while color scheme? There are color associations specific to entire cultures. The colors impact customers’ emotions, and emotions impact their decisions.
A color scheme is the choice of colors and color combinations used in the design. It includes
  • Primary colors,
  • Secondary colors,
  • Background colors.
The primary color identifies your brand. It’s used in your project’s interface most frequently, for important elements (headlines, links, buttons) and navigation. A secondary color (optional) is used for body text and less important elements (lower level headlines, progress bars, sliders, etc). The third group of colors (for backgrounds, errors, etc) usually don’t represent the brand but impact the look and feel of a web app or website.
Mockups
You already know that high-fidelity wireframes are a must-have for every project. Now, it’s time to add your brand’s logotype, colors, typography, and graphics (icons, images, illustrations) to the wireframes. A further step towards detalizing the feel and look of your project’s UX and UI is to create mockups.
A mockup is a static representation of website pages that communicates the visual design. It’s like a preview of what your web project will look like.
It’s useful to see all your visual decisions working together. Also, if there are some issues, that weren’t obvious (for example, you would like bigger type size), it’s still easier and quicker to correct them at this stage. The revisions in mockups are easier and faster to make than in the coding stages, though longer than in wireframes.
Mockups are made in desktop, mobile and tablet versions. They solve two problems:
  • You can see the UI of your future product in detail, and can make changes before it’s coded;
  • The time for development, project management, and QA is saved.
Style Guide
A style guide allows creating a cohesive experience based on your brand identity. It’s a document that contains the elements, patterns, and rules for using them on a web project.
  • Main colors: primary colors for highlights and elements, typography layout on colored backgrounds;
  • Typography: the size and typeface of the headlines and the body text, quotes, spacing between blocks of text, etc;
  • Grid: the backbone of a web page, determining the spacing between the elements and layout;
  • Elements: buttons, cards, text fields, etc.
A style guide is becoming an industry standard. It takes extra time to develop but once it’s ready it is very beneficial for your project. It enables faster development of new sections and pages and ensures design consistency. A style guide serves as a reference point for designers, developers, QA specialists, and clients.
After the project is launched, it’s easier to maintain, to make amendments, and to add new sections. And even if there’s a new team responsible for further project maintenance and development, they will have no trouble keeping the design consistent.