Our Expert Brand Designer Breaks Down 7 Principles of Good UI Design

Mark our words: 2025 will be a year of rapid evolution for UI and UX website design.

From immersive animation experiences to AI-powered personalization, many up-and-coming trends will completely change how people interact with the digital world. 

It's important to remember, though, that while things evolve and boundaries get pushed, some principles will remain foundational to good UI and UX design.

We had Expert Brand Designer Michelle Scully break down the most important elements of good website design, regardless of how creative you decide to get.

Michelle has over fifteen years of branding and UI design experience, helping companies develop and execute comprehensive brand strategies with innovative visual design and cutting-edge Webflow website development. 

She also happens to be a co-founder here at Spark & Pony Creative, an Edmonton-based creative agency specializing in website design, branding and content marketing. 

This article offers her expert insights to help you design a website that not only impresses customers with innovation and creativity but also serves as an effective long-term business tool.

But First… Why Does UI Design Matter?

Before we kick things off, what are UI and UX design, and why do they matter?

• UI (User Interface) Design focuses on how a digital product looks. It includes the layout, colours, typography, buttons, icons, and overall visual elements that users interact with. A good UI ensures the design is visually appealing and intuitive.
• UX (User Experience) Design is about how a digital product feels and functions. It involves research, wireframing, navigation structure, and usability testing to ensure the experience is smooth, efficient, and enjoyable. A good UX makes sure users can achieve their goals quickly.

In other words, UI design is how your digital product looks and UX design is how your digital product works.

When it comes to your website, this means having a homepage with a clean layout, easy-to-read fonts, and a bold call-to-action (CTA) button that grabs attention.

It also means well-organized navigation that helps people quickly find what they’re looking for, acontact process that reduces frustration, and a site that loads fast on desktop and mobile.

Why it Matters

• “88% of people are less inclined to return to a site after a bad user experience.” When it comes to your website, that could include everything from slow loading times, confusing navigation, or unresponsive design, all of which frustrate people and make it less likely they’ll return to your website.
• “Judgments on website credibility are 75% based on a website’s overall aesthetics.” This includes how your website is structured, what colours and fonts you use, and if everything works together seamlessly. 
• “Every $1 invested in UX design yields a return of $100 (ROI = 9,900%).” Investing in professional design helps you attract, convert and retain customers, which increases profitability. 

So now that you know just how important good design and user experience are, read on for insights from our Expert Brand Designer on achieving creative, jaw-dropping design while still ensuring your website delivers a great experience. 

7 Principles of Good UI Design

1. Function First, Design Second (AKA Less is More)

“You want to ensure that your user doesn’t get overwhelmed, that your website loads quickly and efficiently and that your messaging takes precedence over fancy animations and videography to avoid cognitive overload," says Scully.

“Finding a balance between functionality and branding “sparkly moments” is key."

"Also ensuring your website is optimized for desktop and mobile should be a top priority. Mobile typically requires a lot of thought to ensure that scroll time isn’t as long, that buttons are easily accessible, and that font sizes and grouping feel seamless and appropriate for the screen sizes."

Our client Resource Modeling Solutions is a perfect example of finding that sweet spot between eye-catching design and ensuring the main messaging hits home first.

The topographical map behind the hero text adds a “sparkle” moment while also tying in the function and industry of their products.

Still, the typography of the head content is bold and legible so that people can enjoy the subtle animation in the background while still easily digesting the content. 

‍View it in action here.

2. Use Typography To Make Your Website Unforgettable

‍"With newer visual website platforms such as Webflow and Framer, the keys have been given to us in what used to be a developer-only space," says Scully.

"This means the use of typography for enhanced website hierarchy and for creating memorable website experiences through graphic applications is here to stay.”

When it comes to fonts, we recommend using up to two fonts max on a website and using legible fonts that are easy to read whenever possible, especially for longer or small written pieces.

Refrain from using specialty fonts, such as script fonts, only for larger graphic pieces or headers since this can impede legibility. Use font weight variation and size to create a hierarchy to emphasize the most important information on the website.

Also Read: Our Logo Insights For 2025

3. Spark Joy With Micro Interactions

“Adding micro-interactions throughout your site helps with functionality and improves engagement. They can also offer people moments of delight and joy."

"Just ensure that micro-interactions are being added strategically! They need to match both your branding and reflect your user preferences.”

We love this blog from Webflow that breaks down micro-interactions and how they can add an incredible boost to your UX.

4. Consistency is King

“Ensure that your colour schemes, heading styles, component styles, layout spacing and more are all consistent."

"To help ensure consistency, I recommend creating a design system before jumping into design. This will help guide your design choices and create a more seamless experience for your audience.“

This presentation at the Webflow Conf 2024 explores how to create and manage scalable design systems within Webflow to ensure your brand’s visual identity remains cohesive and effective.

Definitely worth a watch!

5. Teach Your Customers Using Colours 

“Use Colours strategically, and don't overdo it. I recommend sticking to 1-2 colours for clickable items on your website."

"Also, most brands only have a primary colour palette. I recommend building out a secondary colour palette for web to ensure there are enough hue variations before you start designing. This will give your visual brand more flexibility and provide enough contrasting options for legibility and ease of use."

"Your job is to visually teach people how to use your website easily."

Look at the visual identity and website we created for No Limits Collective, an organization addressing the need for accessible housing in Alberta.

Although the colour palette is extensive and colourful, we scaled back its usage on the website for branding and functionality.

We use yellow as a primary action colour throughout. For areas with large amounts of content, we use softer hues of the primary colours to reduce the cognitive load. For instance, we use soft variants of its main yellow on the listings page while using red and green for secondary but important informational highlights.

Finally, we used a softer grey for information that is less important.

6. Information Layout is an Upside Down Pizza

‍“Hierarchy of information is a principle that should always be met. It’s key to communicating to your target audience effectively," says Scully.

‍"I recommend ensuring the most important information is in the header design and just below the fold."

"This would include who you are serving, what you are serving them, how you are different, and if you can, without it feeling overcrowded, some social proof (awards, review ratings, a logo garden of businesses that trust and work with you, etc)."

"No matter how good your website looks or works, you won’t hit your website goals if the messaging is wrong."

"Ensuring who you are talking to, how you plan to solve their problems, and trust points within the header and section below are super important.”

For example, check out the website we designed for Zetna Collective, an organization that aims to foster positive life experiences for 2SLGBTQ+ Black, African, and Caribbean communities in Edmonton, Alberta.

Their homepage is laid out clearly so visitors get the most important information first, like who exactly Zetna Collective is, what programs and services they offer, and how new members can get involved.

7. Accessibility is Necessity (Not an Afterthought)

“Website accessibility is not only a design principle for me, but a moral one too."

"It matters because it ensures that everyone, including people with disabilities, can navigate, understand, and interact with your website."

Making your website accessible doesn’t have to be complicated.

Start by using clear, readable text with good colour contrast. Add alt text to images so screen readers can describe visuals to those with visual impairments, and ensure your site is fully navigable using only a keyboard. Taking these very basic first steps makes your website more inclusive and improves your UX design.

Want to make sure your website is fully accessible? Get accessiBe - an AI-powered solution to help ensure your website is accessible and compliant with accessibility laws. 

We’re accessiBe partners and use it for all the websites we design! You can try it on our own website here. (Look for the little purple man in the bottom left-hand corner.)

Also Read: A Roadmap To Creating an Inclusive Brand

So… What Have We Learned?

In an era where digital experiences are changing quickly, one thing remains clear—strong UI and UX design rooted in strategy are the foundation of any successful website.

No matter how mind-blowing your animations, AI integrations, or creative visuals may be, if your site isn’t functional, intuitive, and accessible, it won’t deliver the results you’re looking for. 

Our Expert Brand Designer, Michelle Scully, lays it out clearly: you need to prioritize clarity, consistency, and usability, even when trying new design trends.

‍Doing this will help you create a website that wows your audience and serves as an effective, long-term tool for your business. 

As you explore new design trends in 2025, remember that the best websites aren’t just beautiful—they’re built with your customer in mind.

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Are you searching for website design, strategic branding, or visual design services? Explore our extensive portfolio here or contact us directly here. 

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