angel tones

Mastering colour and the best resources for colour accessibility

Colour palette from

Colour palette from


Colour has always been an important part of design. It sets the emotional tones to stimulate feels and create a perception of warmth, luxury, cool, fresh, cheap or energy. Whatever brands want you to think. While colour may be a subjective issue,  colours also have a universal meaning. For example: blue is a cold color and red is a warm color.

It is the preference for certain colours that are subjective. The meanings of colours for luck, death, and others vary by different cultures.  In India, yellow is said to have been made from the urine of cows, force-fed mango leaves.

In mediaeval Europe whole towns rose on the profits from a plant that made a valuable blue dye.

Colour is not as static as we think it is. Colours in fashion  change and technology has an impact. The web safe colour palette was design for the internet and the way monitors display colour. That model is becoming outdated as the internet moves off  computer monitors and lap tops to tablets, the TV and onto glass.

Moving into internet tv and digital glass

Digital glass technology is getting closer to being released and with it augmented reality glasses, panels and any surface becoming a display. I wrote about this in a previous blog post “A world made of Glass”. These technologies change the way colour is presented. The 3D TV is also using colour differently. Up until now everything has been two dimensional and with an “implied transparency”.  The colours lack true purity.

magenta throated humming bird
Magenta throated humming bird

When choosing colours for a 5 step process I opted for a magenta (instead or red). There were the obvious problems of  using red and green together or worse using it as a background for text that would fall a foul of accessibility compliance. The colours need to work on all mediums and in presentations.

Anyone with a background in print design would view magenta as a primary colour, along with cyan, yellow and black. In printing a primary red is achieved by mixing in yellow and small amounts of blue.

In painting it is a similar thing because the medium does contain colour or “weight” and the colours loose purity. You cannot get a true magenta from mixing red with blue. Adding white and small amounts of blue will get close but it will not be a pure colour.

Is everything we have been taught about colour wrong?

The primary colours that we are used to using are not the only primary colours. Painters know you cannot get the colour Cobalt violet from mixing red and blue. The colour will be a dull muddy prune colour.

magenta as a primary colour

Petrônio Bendito's cololur model

Most of everything we have been taught about colour has to do with the mediums. If you ask a lighting director about colour you will get a different answer.

The RGB model which we have all been taught as web designer you get magenta by mixing green and red. In paint this is brown.

The way I was taught about colour is entirely different to today and where things are going. Some of the libraries and theories are the same.

Petrônio Bendito’s Master thesis ‘Perceptual Analysis of the RGB Color Cube’ has led to the development of a perceptual notation system. (see diagram) This notation has been greatly influenced by the works of Munsell, Birren, and Ostwald.

From Will Longaphie  “Everything you know about colour is wrong”

This is the basic 6-colour chart that most people are familiar with. I’m here to tell you this is completely wrong.

Primary colours

Below is what you would actually get if you mixed these primaries (yellow and red, red and blue, blue and yellow) together.


Tell me there isn’t something horrifyingly off here. Why do we teach this wheel to our kids when it clearly is so wrong in the first place?


No wonder so many people grow up afraid of colour in North America.

Now this colour wheel should make (visual) sense. You can clearly see how you can now move through this colour wheel to reach the next (logical) hue.

The problem with magenta

magenta flowers

Are the flowers to blame? 😉

The biggest problem is the prejudice over the idea of the colour pink. “Pink is for girls.” Magenta is a pink. Sexist ideas always come up with pink. This is not without some factual truth that girls and women do show a preference (in mass surveys) towards the pinkier shades.

One of the stories was of a prison in the US where the warden made the men wear pink overalls and live in a pink prison. He claimed it reduced problems with violence, fights and depression among inmates.

In design this could  be part the frontier of sexism as there is such a strong reluctance to exclude pinks except where the product is almost exclusively marketed to women or gay men. Considering a 50% of the population female and that women are the primary consumers it is time to focus on the reasons why people like the colour appropriately without the cliched stereotypes.

The other is a scientific point that magenta and purple do not appear in the rainbow because the colours necessary to produce them do not occur in the visual spectrum. This where the problem occurs as magenta is described as, “It is an extra-spectral color, meaning it cannot be generated by a single wavelength of light, being a mixture of red and blue wavelengths.” Specifically this wave lengths are outside the our visual range. Thus the rainbow is not a representation of all colours.  There is no purple in the rainbow.

Magenta and purple do occur in nature and are considered widely to be beautiful and rich colours.

Pinterest: Proving women love pretty colours

Artist and scientist Stephen Von Worley  used colour names from a massive color survey and turned it into a visualization of color names women and men use. The result? Women like a little metaphor: “coral,” “camel,” “dusty teal.” Men, on the other hand, go for the literal stuff: “blood,” “crap,” “mucus” (ie. anything in a Matthew Barney video).

One of the most popular categories on Pinterest is colour. If anything it has proved how much people love colour and more specifically images with harmonious colours. Harmonious colour combinations create feelings of comfort and serenity.

Pinterest colours

From the colour survey results  wrote “the color names most disproportionately popular among women” are:

  1. Dusty Teal
  2. Blush Pink
  3. Dusty Lavender
  4. Butter Yellow
  5. Dusky Rose

Looking at the image of Pinterest above it would seem he is correct. The overwhelming amount of images seem to be towards the dusky, buttery and dusty tones.

Pinks do feature a lot but perhaps this has to do with colours that are harmonious and create feelings of warm and comfort.

infographic link

Click on image to view full size image

Something I have been talking about for a long time is to use this to advantage to create retail (an online) experiences that meet the needs of women. The majority of household shopping purchasing decisions (apart from car and entertainment system) are made by women. Retailers have been slow to make their sites more sites female friendly.

However times are changing. Especially in home accessory shops. Retailers know this when creating product lines so that things co-ordinate. Some retailers like Brissi and Mason whole brand is a restricted palette of neutrals. The products for their shops are curated. In retail there is a symbiotic relationship between design and outcome in the number of sales. Certain colours sell out faster. Yellow and oranges are tricky colours for fashion and do not sell as well items in blue. A lot of men still avoid wearing pink or lavender shirts


From the Dog House Diaries

Some of the more commical observations from the survey were

  • If you ask people to name colors long enough, they go totally crazy.
  • “Puke” and “vomit” are totally real colors.
  • “Piss yellow” was a common colour for men.
  • Colorblind people are more likely than non-colorblind people to type “fuck this” (or some variant) and quit in frustration.
  • Nobody can spell fuchsia.


Design is mainstream, we are all curators

People have so much choice when it comes to the amount of shades available from everything from paint to kitchen cabinets in purple. The original pack of Crayola crayons contained 8. Bt 1971 the the number of colours had grown to 64. Now there are 120. Colours are now retired to make room for new colours.

Gone are:

  • Blizzard blue
  • Magic mint
  • Mulberry
  • Teal blue


The most recent additions are: 

  • Inch worm
  • Jazzberry jam
  • Mango tango
  • Wild blue yonder

Crayola colour chart

It is all to do with the power of colour on desirability. Colour is easier to change. Every season there is a palette of colour options. Designers know not to offer one but to offer 5 aimed at something for everyone. Packaging that is beautiful is more likely to end up in girls bathroom than a good product that looks cheap. It is why we now have “designer dish washing liquid” at £15 a bottle when the supermarket variety is about a £1.50.

What is colour harmony


The Munsell purples. Nothing rhymes with purple.

The relationships between colour and emotion have long been of interest to both artists and scientists.  In branding and marketing colour is used to evoke emotions to  create a desired feeling to  influence consumers’ behaviour. Colour helps enhance brand recognition and translates the intended visual impressions into the design elements of a product.

This also factors in common standards such as traffic lights, red for sale (colour of high visibility) the colours people associate with terms like – cheap, luxury, futuristic, retro. Numerous studies have been done as to how people are influenced by colour.

Kissmetrics made a great infographic on how colors affect purchases.Susan Weinschenk, Ph.D. in Psychology and author of Neuro Web Design: What Makes Them Click? (Voices That Matter), wrote an interesting piece about it. The McCandless Color Wheel can be downloaded from the bottom of her webpage.

Colour Munki has a tool for designers at that allows user to upload images and create and manage colour palettes. This is compatible with Adobe products and uses both the Munsell and Pantone libraries.

Colour Lovers for guides to creating colour harmonies

Colour systems for understanding how to work with colour

Albert Munsell saw balance as a key factor in determining colour harmony.  Albert Munsell was keenly aware that a practical theory of color did not exist. From his own work and experiments, he developed the Munsell Color System. Using his system made it possible to discuss color scientifically.

colour game

He defined color in terms of Hue, Value and Chroma. Hue was defined as the actual color, red, blue, green, etc. Value was defined as how light or dark a color is. Chroma was defined as how strong or weak a color is. He published a standard color atlas defining the Munsell Color Standard which, before his work, had been an impossible task.His work was embraced by the scientific community. In 1914 he was invited to present his findings to the scientific communities of England, France and Germany. His theory is still taught today and the system is available at

There is a great game that illustrates clearly hues, shades and saturation

Click on the image to see if you can beat my score.

Sensitivity to Colorblind Deficiencies

Almost men in every have some type of colour deficiency. In the last few presentations I have done I have asked if anyone had a problem distinguishing between red and green. My findings have supported this. For this reason even my presentation material is compliant. The last thing I want to be doing is talking about usability and accessibility with material that does not support the needs of my audience.

The biggest sin is to use colour alone to differentiate items. The web is needs to be used by all people. Most web designers are sensitive to the needs of users and avoid using certain colours and combinations for text, if only to be compliant with the disability act.

Success Criterion 1.4.3  of WCAG 2.0  requires the visual presentation of text and images of text has a contrast ratio  of at least 4.5:1, except for the following:

  • Large Text: Large-scale text and images of large-scale text have a contrast ratio of at least 3:1;
  • Incidental: Text or images of text that are part of an inactive user interface component, that are pure decoration, that are not visible to anyone, or that are part of a picture that contains significant other visual content, have no contrast requirement.
  • Logotypes: Text that is part of a logo or brand name has no minimum contrast requirement

The Web Content Accessibility Guidelines (WCAG 2.0) have been created to enable web developers to create accessible content. Part of these guidelines are related to creating good colour contrast and ensuring that foreground content stands out from background content.

Most of it should be common sense as you can see when colour contrasts are not sufficient or  the chroma values are too similar. Chances are it does not look great either with orange text on a blue background. Would you want to read it?

  1. Colour blindness simulator
  2. How people with disabilities use the web.
  3. A lovely air tool for viewing colours for accessibility 

In the  illustration below this depicts why green and white is a tricky combination. The green shade would need to be very dark, towards the “forest green” shade, in order to be compliant. This is why most web designers include a key line and some shadowing on link buttons as well as a rollover state.

The orange shades suffer the same fate and need to be almost brown. Pink, blue and purple all have brighter shades that pose no problem. This is because it is extremely rare for people not to be able to “register” blue.  You can have black text on all “pure” colours except red.

It is a myth that cats and dogs are colour blind. There are more like the 8 men in every hundred which have some sort of colour deficiency. They are not colour blind, just unable to see the full spectrum.

The most common one for males is include red & green vision deficiency. This is not true colour blindness. True colour blindness is extreme with only shades of grey visible. This is found in people with Monochromacy/Achromatopsia which is very rare. Blue is the easiest colour. Shades of blue are also the most easiest for mixing and matching in a one colour scheme. All of the other colours – pinks, oranges, reds, purples and greens can clash depending on the shades chosen. For men it is by far the most popular colour for clothing.

White and green a tricky combo for accessibility
White and green, a tricky combo for accessibility.  










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Ground Hog Day UX Crazy Style

ux crazy people

The UX Crazies are so focused on the UI they completely miss the point.

This year UX has really grown up. We have had convergence, gamification, tablets, internet TV, handheld scanners (and all manner of devices) and now we are truly in the Pervasive UX territory.

The UX community has really come together and it is all about collaboration and working towards a UX Manifesto as well as better credentials and education.

The Creative Age has started and with it Disruption.

Even after a year full of progress and it can still seem like you are right back where you started from. In my case it is dealing with those old, wacky UX Crazies again.

UI is not UX.

This relentless focus on the end deliverables and confusing it with UI completely misses the point.

One of the biggest challenges is changing the misconception in organisations that  User Experience [UX] is about producing a user interface [UI]. It is not. It is a “value proposition”. It is far greater than the sum of the deliverables.

You cannot tell what good is by merely looking at something. It must be tested and measured. UX is not a form page or a single web page. You cannot compare web pages to illustrate what good UX is. That is only the UI.

This misunderstanding has come from the roots of UX. Most UX people started out as Information Architects (others designers or developers) where we created deliverables such as site maps, wireframes, usability test reports, prototypes and personas. This was one “cog in the machine” and the next step was handing these off to designers & developers to complete the process.

We have done a great job at selling in the need for these IA deliverables. These deliverables are still  relevant to communicating the user experience  but this is also where the problem lies. It is no longer about the deliverables. The old notions of IA/UI development are now way past their sell by date. It is about the total user experience and having measurable results.

The User Centric nature of User Experience provides companies with a view from the outside looking in. Almost all the other rolls BAs, developers, clients, technical architects are looking at the internal workings.

The Pillars of the User Experience

  • User Experience Strategy: This is not the same as digital strategy as user experiences are more pervasive
  • User Experience Research
  • User Experience Design: This includes emotional factors, brand experiences, creative and conceptual models
  • User Experience Architecture


I have left UX Development off the list as development happens in the delivery cycle. It is of course important to consider and make sure sure there are inputs from development just as you would the technical architecture, business strategy, digital strategy, business analysis and the market forces.

The UX  is about getting to a UX  road map to then inform the development team who will be responsible for taking the vision and developing the user interfaces for the various devices.

The upfront UX needs to be thoroughly thought out and also light weight in terms of the amount of  to avoid being Big Design Up Front or BDUF if working in Agile.


UX development has had a big change too and the main one is that it is not about HTML and building webpages. The world has moved on. Development is about having specialists that know how to transform the UX blue print into code for the various devices – browsers, tablets, mobile, handheld PDAs and so on.

The UX  is about getting to a UX  road map to then inform the development team who will be responsible for taking the vision and developing the user interfaces for the various devices.

Developing experiences that are appropriate for various types of media and platforms needs to be done by specialists who’s day job it is to program and write development code. This may be multiple developers who have device specializations. It is not a roll for a UX designer who dabbles in a bit of code. The experience will always be compromised by the person who’s job it is to deliver the code.

This may not even be about devices. It could also be back end technologies or CMS systems. There are many incidents where the UX was changed or had to be compromised because the people implementing it did not have the necessary skills or experience. It is important to have the experts brought in at the beginning and to keep continuity by continuing to provide guidance and steer the project.

Explore and constantly evolve the target audience

This is about getting to know the intended users but also looking  at potential influencers. Too often the focus is just on the primary consumer of the product or service. In fashion for example because brands tend to be aspirational the wider community have a lot of influence. Therefore you need to include non-consumers in your target audience such as the bloggers, journalists, fashion students etc. Ideally delivering a brand experience should be consistent. This is also the shift towards pervasive UX in which I used an example of my hotel stay. My experience changed when I was no longer a buyer.

User Experience is about building the values of the brand into the entire experience. The whole design experience is about creating a language to deliver the brand message in an engaging and purposeful way. It is not about window dressing.

Dream big. Imagine all the possibilities

UX is about the divergence and convergence of concepts (ideas, principals, goals, aspirations), framework (IA, structures, mental models, scenarios) and the high level design (emotional factors, persuasion, personality, branding, visuals).

Mind the Gap. UX needs to build a bridge between what the system and business must deliver and what the end user expects.

Goals Concept

UX considers the goals, aspirations, dreams ambiltions and the purpose of the end user or consumer

There are consequences for poor UX. On internally facing IT systems the consequences are often ignored because they require work to figure out how bad the damage is.  Having users spend extra minutes or making repeated errors while trying to complete tasks is not seen as a big problem. However if some one were to say calculate that total and say that it was costing the company over a £1 million in lost revenue a year then it would be a huge problem.

Pervasive design is about looking at the entire journey of the end user and helping to uncover unmet needs as well potential business opportunities.

User Experience Practitioners perform user research to get into the mind of end user (and consumers).  The primary purpose is to ensure the proposed solution is fit for purpose and will meet the user needs for usability. That is a given now. What is not widely subscribed to is that this research can be used to gain competitor advantage and also exploit new opportunities that may come as a result.  User research is a lot more than validating user experiences for usability and informing design decisions.  User Research when combined with prototyping can be the new R&D department or create a road map of future business opportunities.

This is about designing a user experience across all touch points of the brand or product.

Pervasive UX goes further than the screens it is the complete end to end journey – which may include multiple devices and tasks. Whether you call this service design or process re-engineering it is core part of creating the UX.

“Every design decision… contributes to the behaviour of the masses, and helps define the culture of our society. This describes an enormous opportunity for designers, one that is rarely realized. We are, quite literally, building the culture around us; arguably, our effect is larger and more immediate than even policy decisions of our own government. We are responsible for both the positive and negative repercussions of our design decisions, and these decisions have monumental repercussions.”  Joh Kolko

Aligning the needs of the user to the functional system and influencing the priority of requirements

With an understanding of the pain points of users and what they need and desire you can assign these values and align them to the plan for the roll out of features. Too often it overlooks how simple it is to add value and make improvements and avoid costly features that users do not need or want. When the business goals and the user goals are merged  along with the “workstack” it provides a much more joined up approach to delivery and the team is working as one and not at cross purposes.

Providing general consulting skills on user behaviours

UX practitioners are constantly keeping up to date with latest trends in online and digital behavior on everything from devices to the latest big thing like Pinterest. This knowledge can be used stimulate and generate ideas to better engage with end users.

So where do we go from here

This is about continuing to share knowledge and collaborate. As Daniel Pink says there has never been a better time to be a designer or creative thinker.

Pervasive design is about the bigger picture not the small stuff.

It would be great to get past Ground Hog Day and say good-bye to the UX Crazies once and for all. However that is looking more and more unlikely as I have witnessed a entrenched reluctance to join the party.

At least I have a big UX network to help me keep my sanity and tonight I am very much looking forward to discussing Pervasive UX tonight with Brian Hoadley.

The UX Crazies can stay forever in ground hog day. Time to leave them in a trail of dust.

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Wave Goodbye to the Old Kings of Creative


I started my career in the late 70’s as an illustrator, while I studied design. My first clients were those cartoon maps, posters to get into clubs and some books for FitzHenry & Whiteside aimed at children. I was successful to earn enough to live on but it was a bit hand and mouth compared to corporate design which I moved in to.

I won awards for designing logos, books and annual reports. I drooled over the paper samples the paper companies gave me. Getting a budget big enough to buy some incredible paper to make my designs shine through was fundamental. Getting a big enough budget to be able to print on a metalic or glossy finish would give my designs the finishing edge for victory.

You worked blind. You needed to imagine what it would look like as a finished product. There was no way of seeing it until it rolled off the press and the ink dried!  The absorbency of the papers would have an impact. I used to swap out the standard yellow for a fluorescent yellow when I wanted to give the colours an extra pop. I back filled black with 100% cyan. Another other trick was double printing black and mixing gloss and mat. On an annual report that was costing $250k to print I gambled on printing faint blue lines to help hold a metallic silver and dark grey over tint.

I remember another AD printing using a 85 dpi screen on heavy textured raw paper and having a font that had a .5 pt outline text to be overprinted on images. I cringed when I saw the comps and tried to tell her it would be a mistake. On a glossy cast coat paper at 200 dpi + it may have worked. Unfortunately for her, she was a Mega-Bitch. After working too many late nights and weekends as her junior-slave I gave up. What a disaster! I did have a small smile at seeing her comeuppance of not taking more care on how it was going to be printed.

Thee paper companies themselves sponsored a lot of the print awards. Coffee table books were huge sellers and you could make a name for yourself designing these.

Logos were big business. A 1/4 million for a logo? No problem. Top designers were almost Godlike with their name on the studio door.  G. Ryan Design. G was for Gerald my hero and boss. His collection of Jaguars was eye dropping and it was fantastic to work in an old warehouse in a crumby part of town with a 150 of the coolest hipster designers you could meet. The other thing to getting that award was hiring a top notch illustrator and again that was down to budget. It was a repeatable formula.

When it comes to design and print the budget to spring for innovative printing techniques and cool papers are almost everything for creating The Kings of Creative.

In the mid- late 80’s I got involved in adverstising. It was also about budget. Working with Pete at BBDO on the TV spots for Colubmia music we knew we were onto a winner when we were given carte blanche with a massive budget. The budget was so big we had a 32 piece orchastra to entertain us (and provide music) for 4 consecutive mornings along with our morning glory cocktails. We felt like Kings.

BBDO had the biggest brands (and budgets) and BBDO grabbed a whopping 40% of all the awards that year. The King pin of them all was Mike Rutherford, the CD. The parties for advertising art and directors were legendary. A lot of these would be hosted by photographers (we each had our favourites) and these would be filled with models, advertising execs, creatives and out clients of course. We used to use the company limo to run errands like pick up more sushi. Sandwiches yuck!

I was an Art Driector and very ambitious but I got a wake up call when I was told point blank by Mike, that because BBDOs biggest accounts were cars (Crysler), beer, sports shoes (Adidas) and computers (Apple, Hewlette Packard) I could forget ever working on those on the account of having breasts. Not that he would remember me by anything another other than the one with the tits.  The fact that I had already won an award for Hewlette Packard for some direct mail work did not count because that was when I was a designer and was not in the same league.

In advertising cars, beer, sports brands and tech products create kings because they have the biggest budgets and the noisiest presence.

Eventually I tired of 80 hour weeks and having team meetings at the Brass Rail (a strip bar in Toronto) on Wednesday afternoons watching the lap dancers writhe on the laps of my male co-workers and decided to go into digital. Digital didn’t exactly set the world on fire at first and was looked as career move DEATH . There were no awards, limited creativity and not a lot of clients.

To the creative minded and visionary digital with the constant change offers unlimited potential.

The world of digital is more complex and has become almost a game of two halfs. The first half is the agencies that have sprung up in the guise of marketing, communications or advertising and believe it is the message that matters. Content is king. The (content) message of course is about ensuring that bigger brands get an even bigger market share and consumers consume more. This still the the world of the Old Kings of Creative. The creative and art directors (mostly white males)  are still coming up with ideas for bog roll and winning awards (sponsored by companies within the same industry as their own). It is also not surprising that clients who give their creative teams carte blanche and healthy budgets also have a clear advantage over those less fortunate and having less scope.

The second half has been what is happening in the Enterprise Sectors – Apple, Google, Facebook, Twitter, eBay… etc. The game changers. Here functionality is King. You cannot compare the success of Facebook (which is still a website) with a site for toilet paper. It is the game changers that have made the biggest impact. We would still buy toilet paper whether there was a website to promote a particular brand experience.

Now as the web has truly grown up it is no longer digital media. It is digital life. Functionality and experience are inseparable.

Creative now sits under User Experience in most of the bigger companies. Customer experience is also merging with user experience. The message is all about the user and bridging the gap between what the Brand or services deliver and what end users expect.

User Experience is not about coming up with ideas and throwing it to a wall to see if it sticks. User Experience is about applied insight and becoming the new R&D lab to test ideas and push innovation that predicts what users need.

It is all about performing research, analytics and analysis to deliver a great experience. I certainly for one am glad I am no longer working blind. The AD that did not forsee the 85 dip problem with a .5 hairline got sacked and rightly so. The design may have cost $10k to produce but the high volume printing would have been £250k+.

The old kings of creative are on the way out and so are the titles CD and AD eventually as
UX continues to evolve.

If you want to know who the new Kings are, it is the end user sitting in front of his Internet TV (or mobile, tablet, browser etc).


think outside the box in vintage wood type

What Good Looks Like


I have been spending a lot of time lately thinking and discussing with other UXers about where UX is going and how the lines are getting more blurred as UX becomes more pervasive. At the same time I still get dragged into the “UX 101” conversations that should have ended 10 years ago with people who profess to be experts.

The easy answer is that UX is was born about 15 years ago out of the user centred design processes. It was first applied in usability, user research and information architecture. UX now includes design and development skills sets as well as strategy. The principals and core objectives of UX however, have not changed. They have matured. UX is now a huge industry and widely understood. Clients themselves are very sophisticated.

Most people in UX know this and have a common understanding and know what good UX is. I see myself as a UX person first. Whatever deliverable I am producing (IA, strategy or design) I think about the person who is going to be using the end product or system.

What good looks like is the outcome. No one can hold up a sample and say this is good without explaining the thinking the decisions that have gone into it and why these were made and how they came to those conclusions.

To the casual observer a design or an information architecture can look good. Great even. This is why understanding what user experience is and being able to explain and measure it is the only way to avoid costly mistakes or interfaces that do not work.

As an example:

A lot of people think Microsoft does not create great experiences. They proudly share their insanity in a blog post. This has to be the top retweet for the UX community today. Most people thought it was a joke but here is the story about the “streamlined UI” from Seldo.

Orange text may look good to some people but it is not usable by everyone. Yellow on green is even worse. Some usability issues like those are easy once you know them and the reasons why. Skills like developing a taxonomy or using categorization become second nature. All of that falls in the realm of knowing what is best practice. Developing that knowledge is fundamental but that is just the foundation. It takes time and a lot of experience to become proficient in user experience. Picking up the tools and the skills are the easy part. The hardest part is keeping up and staying current.

UX design differs from non UX design by bringing a wisdom and depth of knowledge of what users want from the design as well as understanding persuasion. In some cases every element on the page has a rational that is based on user research and rigorous measuring for effectiveness.

It is not about memorizing or copying. The bar keeps getting higher and this is user driven. What matters most is understanding and studying user behaviour. Think how people do things and what their need state is as well as frame of mind and other considerations. Constant research and measuring the user experience are the only way to ensure a positive outcome.

This is why deep understanding of social media and mobile applications needs to be a part of the UX thinking. Keeping on the edge and looking into the future is the only way to keep up.

A lack of this understanding can make people defensive and get them to promote individual specialties at the expensive of others, often demonstrating a narrow mindedness that is counterproductive.

Good UX does not come in a box.