What is UI design?
User interface design (UI design) focuses on the visual implementation of digital platforms. It is about designing all the visual and interactive elements of a user interface (e.g. images, typography, colours) in such a way that they convey a company's brand message, appeal to users aesthetically and guide them intuitively through the application.
Why UI design?
There are several reasons to optimise a digital platform through UI design. You may be at the very beginning and have yet to fully develop your brand identity, or your current design may simply be out of date. It may also be that your brand presence does not (or no longer) fit your brand or is not completely clear and consistent across all communication channels. UI design has the task of closing the gap that your visual appearance has.