With a birds’ eye view of your project’s flow established it’s important to start to think about it’s look and feel, and its . This is what I call ‘visual grammar’ and it’s the visual approach you’ll be adopting in your design. In three of A Comprehensive Guide to UX Design, I’ll discuss how to communicate visual design.

With an ever-increasing proliferation of devices to design for – watches, phones (from small to large), tablets, desktops and other media – the idea of developing a single pixel perfect visual has become dated.

In response to this changing landscape we’ve seen a move towards design artefacts that move away from pixel perfection in favour of capturing the ‘flavour’ of a design. These artefacts include, for example:

  • Moodboards
  • Style Tiles
  • Element Collages

Everyone’s process is different, but at this stage in the process I use a combination of moodboards and element collages to help to establish direction: moodboards help you to get into the right ballpark, element collages act as a bridge between your visual design and your user interface design.


Moodboarding, as its name implies, establishes the mood, helping you to zone in on a particular look and feel that fits your overall goal. Moodboards are useful as conversation starters, acting as a focus around which you can build. As a rule of thumb, I usually put together between three and five different moodboards, each signposting different directions.

You might have a particular look and feel in mind, but – as we all know, all too well, I’m sure – your preferred option might not match your client’s point of view. I find it helps to have alternatives and often find the end result drawing together different elements from different moodboards.

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