WEB DESIGN ESSENTIALS

FOR NON-DESIGNERS

Demystifing UI, UX, and IxD

Web Design Essentials for Non-Designers Table of Contents
2

Table of Contents
WHO SHOULD READ THIS BOOK? PAGE 3

THE HISTORY OF WEBSITES: A 26-YEAR-LONG JOURNEY PAGE 4

HOW WEBSITE INTERFACES CHANGED OVER TIME PAGE 5

FIGURING OUT THE KEY TERMS: UI AND UX PAGE 8

OTHER SKILL SETS RELATED TO WEB DESIGN PAGE 9

5 WEB DESIGN TIPS THAT WORK IN 2016 PAGE 10

WEB DESIGN TOOLS FOR NON-DESIGNERS PAGE 13

BRUSHING UP ON YOUR THEORY (IN LESS THAN 30 MINUTES) PAGE 15

THANKS FOR READING THIS BOOK! PAGE 16

SOURCES PAGE 17

IMAGES PAGE 17
Web Design Essentials for Non-Designers Who Should Read This Book?
3

Who Should Read This Book?

There are dozens of web design tutorials out there so lets make sure this one is right for
you. Just like other stuff at Startup Hub, this book caters to site owners and entrepreneurs. It
will prove valuable for people who want to get actionable web design tips. Besides, youll find
it useful if you want to familiarize yourself with the key concepts of web design (including UI,
UX, and IxD) or need a quick update on the latest trends in the industry.

Basically, this book answers the following questions:

What does website design consist of?

What design elements and techniques can you use for your website?

What web design trends will work for your website in 2016?

What industry roles are available to people willing to start a career in web design?

How has web design evolved over time?

If you are looking for simple answers to any of these, reading this tutorial will prove a worthy
idea. In case you need something more specific, check out MonsterPost, a blog that revolves
around web design and web development.
Web Design Essentials for Non-Designers The History of Websites: a 26-Year-Long Journey
4

The History of Websites:

a 26-Year-Long Journey
For starters, lets see how the Web has evolved over the years. Web design may seem like a
young industry, but it has gone a long way since the release of the first browser in 1990.
Have a look at the events that had a major impact on websites, their structure, and their
appearance:

The Dawn of
the Web:
1990 1991 1992
Text-based single-
column websites
Invention of HTML, First Website First Table- rule the web.
First Web Browser (Created by Tim Based Websites
Berners-Lee) Appear There are about
600 websites online.

The Birth of Web

Design:
1996 1995 1994 1993 Image-based
interactive menus
appear.
Invention of CSS, Invention of Advance of First Browser
Release of JavaScript the W3C with Technological
Macromedia Flash and PHP Web Standards Image Support foundation for web
design is established.
Demand for visually
appealing websites
grows.

Early 2000s' Visual

2000 2006 2007 Boom:
Real-life textures.
Advent of "All-Flash" Horizontal Vector Glossy reflective
Websites Navigation and Illustrations and elements.
and Realistic Log-In Screens Go Grid Layouts Rich imagery and
Textures Mainstream Emerge huge prominent fonts,
Proliferation of web
design styles.

Late 2000s: Things

2011 2010 2009 2008 Getting Serious:
Mobile-friendly
responsive layouts
Use of Parallax Apple One-Page Skeuomorphic become a must for
Scrolling and Discontinues Websites Designs web designers.
Full-Screen Flash Support Grow Ubiquitous Become Trendy
Images Major companies
including Apple,
Google, and Apple
2012 2013 2014 2015 perfect their design
languages.
Responsive Web Microsoft Google Unveils Chrome and Web design
Design and Apple Adopt Material Firefox Limit combines more
is Officially Flat Design Design Flash Support types of media to
a Thing create rich visual
2016 experiences.
User experience
Card-Style Layouts, Video Backgrounds, (UX) turns into a top
and Microinteractions priority.
Web Design Essentials for Non-Designers How Website Interfaces Changed Over Time
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How Website Interfaces

Changed Over Time
In some ways, web design is similar to fashion industry: a new trend emerges every year.
However, the core elements of website interfaces change at a much slower pace. Below are
several images that illustrate these changes. We will begin with 1996 because that's when
the technologies used to build and style modern-day websites appeared.

1996-1999

Search Bar

Image-Based Navigation
480 px

Text-Based Directories lorem ipsum dolor sit amet

lorem ipsum dolor sit amet
lorem ipsum dolor sit amet

640 px

Starting with the early 2000s, the image-based navigation began to give way to subtler
horizontal menus. Besides, sidebars with secondary navigation elements gradually ousted
text-based directories:

2000-2005

Search Bar

Horizontal Navigation Menu

600 px

Sidebar with Categories

800 px
Web Design Essentials for Non-Designers How Website Interfaces Changed Over Time
6

With the advent of Web 2.0, the Internet has evolved into an interactive, user-generated
medium. In terms of user interfaces (UI), this lead to more prominent registration forms and
login menus that prompted people to join the website community:

2006-2012

Search Bar

Horizontal Navigation Menu

768 px

Login Menus and Sidebars

1024 px

The pursuit of more streamlined user experience (UX) resulted in minimalistic navigation
elements that didnt distract users from the content. As a result, menus hidden behind
hamburger icons grew in popularity:

2013-2014

Collapsed Menu

Larger Images
768 px

Smaller Login Screens

Search Box

1366 px
Web Design Essentials for Non-Designers How Website Interfaces Changed Over Time
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Faster computers and mobile devices gave web designers an opportunity to experiment with
various media, including full-screen hero images and short background videos. Besides, web
designers preferences shifted to simpler navigation elements that occupy less screen space.

2015-2016

Collapsed Menu

Collapsed Search Button

768 px
Huge Background Images
(or Videos)

Smaller Login Screens

1366 px

Speaking of Visual Trends...

Naturally, other prominent changes took place over the period, with some of the most
notable visual tendencies taking over the Web between 2004 and 2015. At that time, you
could see websites designed in a variety of styles ranging from ethereal watercolors to
grunge.

In case you want to learn more about these visual trends, heres a cool webgraphic from
TemplateMonster:
Web Design Essentials for Non-Designers Figuring Out the Key Terms: UI and UX
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Figuring Out the Key Terms:

UI and UX
Youve probably noticed the terms user interface (UI) and user experience (UX) in the
previous chapters. These terms denote the two major niches in web design, and youll
stumble across them when dealing with anything related to web design. Thats why we need
to make sure youre familiar with them and know the difference between UI and UX:

UI UX

Definition User Interface User Experience

The way people use

What does it mean? The look of websites websites (and the way they
feel about it)

How do you describe it

Visual Conceptual
with one word?

Graphics, Layouts, Color, Usability, Functionality,

What does it consist of?
Typography Psychology, Interaction

Wireframes
Imagery and Color Schemes
(simple sketches that
(all visual elements of
demonstrate the position of
a website)
buttons, columns, etc.)

Customer Personas and

Content Layout and Fonts User Scenarios
(the way content is grouped (abstract representation of
and presented) a website's target audience
and their behaviour)
What do UI and UX
Visual Brand Identity Navigation Patterns
designers work with?
(the way the design of (patterns describing the links
a website aligns with the between different pages of
company's aesthetics) a website)

Page Architecture
Site Maps
(the structure of the website
(lists of website pages)
pages)

Mockups
Prototypes
(realistic representations of
(functional, interactive demos
what the website
of websites)
will look like)

As you can see, UI and UX imply differing functionalities: while the former is more about
visual and creative skills, the latter requires an analytical mindset. In addition to UI and
UX, web design incorporates other niches. Read on to learn more about them.
Web Design Essentials for Non-Designers Other Skill Sets Related to Web Design
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Other Skill Sets

Related to Web Design
Hopefully, the difference between UI and UX doesn't seem that tricky now. However, you
should keep in mind that the distinction between the two turns into a blurred line when it
comes to real-life design jobs. Sometimes, it is necessary for a UI designer to have basic UX
skills and vice versa.

Moreover, UI and UX design border on other skill sets including visual design, motion design,
and interaction design (IxD). Below is a brief description of these design niches:

Visual Design
There are two popular definitions for this one. For some people (including
Adobes senior UX designer Gradinar Razvan), UI design and visual design are
the same things. The only exception is that UI design is a broader term that
includes non-digital products. According to another popular opinion, visual
designers' job includes logos and other branding elements, in addition to the
overall aesthetics of a website.

Motion Design
Motion design encompasses all animations of a website. For instance,
Google uses non-linear animations to simulate the movement of natural
objects. Motion designers are the people responsible for this kind of things.

Interaction Design (IxD)

This one is, essentially, a part of UX design. In a nutshell, interactive design
covers everything that is clickable or tappable. Interaction designers decide
on the size, shape, and behaviour of buttons, dropdowns, and similar
elements to make websites easy to use.

They say brevity is the soul of wit, so heres a short explanation of every web design niche
that has been mentioned so far

Visual Design: What it looks like

UI Design: How it works before I touch it

Motion Design: How it moves

Interaction Design: How it works when I touch it

UX Design: How I feel about using it

Web Design Essentials for Non-Designers 5 Web Design Tips that Work in 2016
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5 Web Design Tips

that Work in 2016

So far, youve familiarized yourself with the key concepts of web design, as well as the industrys
history. Now its time to look into the future. Although 2016 has just begun, designers can
already tell what tendencies will be taking over the Web. Besides, some trends from 2015 arent
going anywhere. Below are several tips based on the current web design trends:

1 Semi-Hidden Navigation Beats Hamburger Icons

Hamburger icons and collapsed navigation were a mainstream UI practice in 2015. Although
hidden navigation helps designers declutter user interfaces, usability studies have proven
that it may also confuse site visitors.

To streamline navigation while keeping the layouts clean and distraction-free, web designers
can use below-the-fold horizontal menus that become visible as soon as the user starts
scrolling. Have a look at this website template to see such menus in action:
Web Design Essentials for Non-Designers 5 Web Design Tips that Work in 2016
11

2 Long Scrolls Are the New Black

Youve probably heard that you must place everything important above the fold. While this
may seem like a reasonable approach, it leads to visual clutter. Besides, modern-day users
have grown accustomed to scrolling thanks to mobile, and they expect a similar experience
from desktop websites.

For these reasons, long scrolls will remain a major trend in 2016. By following it, you can
focus on engaging your visitors with stunning hero images, bold copy, and great typography
instead of having to cram everything into a single screen. Heres how long scroll layouts can
work for restaurant websites that place a strong emphasis on high-quality food photos:

3 Cards, Cards Everywhere!

Pinterest owes much of its success to its card-like interface, and Google has been using
them since who knows when. When it comes to smaller sites, cards provide a great means
of organizing information into a single logical (and visual) entity. Heres an example of how
e-store owners can use cards to give their product items a clean look:
Web Design Essentials for Non-Designers 5 Web Design Tips that Work in 2016
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4 Material Madness

Unless you live under a rock, you know what Material Design is. Googles vision of flat design is
impressive, so dont get too surprised if youll start seeing more websites resembling Android apps.

While following good trends is definitely a good thing, success if often about moderation. For this
reason, websites that follow Googles design language need to balance between unique features
and all that Material goodness. Below is the TemplateMonsters take on Material Design. Note how
this theme combines Material Design elements with a number of proprietary features:

5 Minimalistic E-Stores are the Ones that Sell

Heres a thing that Googles main competitor is really, really good at. Yes, were talking about
Apple and its super minimalistic designs. Go to Apple.com and youll notice the contrast
between subtle background colors and vibrant, colorful photos of the companys products.

Obviously, you dont need to sell Macs and iPhones to use Apple's design techniques for your
own e-store. For instance, minimalistic product-centric color palette would be an excellent
choice for an ecommerce site that sells clothes:
Web Design Essentials for Non-Designers Web Design Tools for Non-Designers
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Web Design Tools

for Non-Designers

Keeping abreast of design trends will help you make informed decisions when choosing a
theme for your website or working with a professional designer. However, in some cases
youll want to try your hand at adding minor tweaks to your websites design. In case you like
to do everything yourself, here are several design tools tailored to non-designers:

Choose Matching Fonts with Type Genius

Fonts may seem like a trivial thing to a layperson, but real design pros know
that typography is, in fact, one of the central components of your website.
If youd like to try matching fonts without hiring a professional designer,
Type Genius is an absolute must-have for you. The service is really easy to
use: just pick the main font and this service will provide you with matching
types in the blink of an eye.

Paletton the Ultimate Palette Builder

Combining colors can turn into an arduous task unless you know what
youre doing. If you decide to experiment with your sites palette, have
a look at Paletton. This web app lets you build palettes, discover new color
schemes, and see what they look like when applied to a basic website
template.
Web Design Essentials for Non-Designers Web Design Tools for Non-Designers
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Image Color Picker: the Colorists Shazam

When working on your websites design, chances are youll find yourself
looking at some cool color or shade that youve found somewhere on the
Internet, yet cant identify. Image Color Picker is an online tool that helps
you resolve the situations of this kind. Just paste the images or sites URL or
upload the image and get the hexadecimal codes of its colors.

Image Editing: Gimp and Pixlr

Readymade websites typically come with high-quality stock images.

However, youd probably want to personalize your site with photos of your
own. Besides, youll need to edit images for your product items and blog
posts. If you are looking for a free Photoshop alternative, try GIMP. If tools of
this kind seem too difficult, Pixlr online image editor may turn out a perfect
fit for you.

Image Discovery: Death to Stock Photo

Death to Stock Photo is the name of a subscription-based service that sends

you free image packs on a monthly basis. To get more photos, you can sign
up for a paid subscription. Besides, you can maximize the range of free
photos by using similar services like the New Old Stock or Superfamous. But
wait, theres more! Check out this post at Medium to view a list of 17 services
that offer free images.
Web Design Essentials for Non-Designers Brushing Up on Your Theory (in Less than 30 Minutes)
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Brushing Up on Your Theory

(in Less than 30 Minutes)
Even if youre using beginner-friendly design tools and services, youll still benefit from having
a general understanding of certain design principles. For this reason, investing time into
learning is definitely a worthy idea. Besides, there are simple instructions that can help you
get started with basic tasks related to web design.

Remember weve mentioned Type Genious and Paletton? As you mightve guessed, knowing
the essentials of coloristics and typography will prove extremely useful when working with
tools of this kind. To familiarize yourself with the very basics, have a look at the
Ten Commandments of Color Theory and Typography from DesignMatic.
Web Design Essentials for Non-Designers Thanks for Reading this Book!
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Thanks for Reading this Book!

Hey there! I hope you enjoyed reading
this book. Web Design Essentials for
Non-Designers is a part of our new
series of ebooks for website owners and
entrepreneurs. If youre about to start your
first website, have a look at our introduction
to site-building platforms. Besides, there
are other e-books available at Starup Hub.
In case theres a topic that youd like to see
covered in a similar format, feel free to
contact our team:

Eli Davis
GET IN TOUCH! Copywriter at TemplateMonster

A Couple of Words about TemplateMonster

Startup Hub is a project launched by the TemplateMonster company, the worlds leading
provider of readymade website templates. The company has been in business since 2004,
and it offers more than 26,000 top-notch solutions for blogs, company websites, e-stores,
portfolios, and other types of online resources. Visit TemplateMonster.com and choose
the perfect design for your website:
Sources
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E
 verything I Needed to Know About Good User Experience I Learned While Working in
Restaurants (nngroup.com)

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Industry Breakdown: UX vs UI vs IxD vs Visual vs Product Designers (linkedin.com)

Misused mobile UX patterns (medium.com)

Complete Beginners Guide to Interaction Design (uxbooth.com)

2016 IxD Trends (stgconsulting.com)

New Web trends: immersive interaction design (thenextweb.com)

How Do You Design Interaction? (smashingmagazine.com)

11 Web Design Trends for 2016

M
 ove Over 1024768: The Most Popular Screen Resolution On The Web Is Now 1366768
(techcrunch.com)

UX designers vs web-designers (visual.ly)

What is a website prototype? (experienceux.co.uk)

W
 hat is difference between Interaction design, Visual Design, Web design, UX design, UI
design, UI development? (stackoverflow.com)

Killing Off the Global Navigation: One Trend to Avoid (nngroup.com)

The histiry of web design (nfographics.idlelist.com)

Web Design Through the Years (historycooperative.org)

Past, Present, and Future of Web Design (Ibluehost.com)

Images
http://www.freepik.com/

http://www.iconsdb.com/

http://www.plainicon.com/

http://www.vecteezy.com/