FEATURES OF DESIGNING VISUAL INTERFACES IN THE CONTEXT OF HUMAN-CENTRED INFORMATION TECHNOLOGIES

Abstract

The article explores interdisciplinary aspects of designing modern visual interfaces in the context of humancentered information technologies, emphasizing not only visual aesthetics but also the psychophysiological characteristics of users, their behavioral patterns, and digital interaction context. The authors focus on the distinctions between user interface (UI) and user experience (UX), emphasizing their interdependence and joint impact on cognitive load during information perception. The article systematically addresses key design principles, including adaptive typography, color psychology, the use of white space, application of Gestalt principles, and well-established UX laws – namely Jakob’s, Hick’s, and Fitts’s laws. A separate focus is given to the inclusive aspect of interfaces, particularly the necessity of adapting to users with visual impairments or physical disabilities, which requires multimodal communication channels and alternative visual patterns. Significant attention is also devoted to emotional perception and interface trust as factors that influence user engagement. The study analyzes the implementation of adaptive grids, design systems, A/B testing tools, and personalized interaction scenarios to increase the flexibility of UI/UX solutions in a dynamic digital environment. Based on empirical examples (Google Maps, Rozetka, Netflix), the authors propose practical approaches to interface optimization across multi-platform environments, accounting for behavioral scenarios and minimizing cognitive barriers. Recommendations are formulated for creating interfaces that effectively combine aesthetics, functionality, and accessibility. The research results are practically valuable for designers, software developers, and digital product analysts working in UX-oriented design and information ergonomics.