Flat And Thin Are In


In the last several years, we’ve seen a rapid shift in software and app interface design, from 3-D and skeuomorphic to flat and minimal. Although this trend has become nearly ubiquitous, let’s take a moment to consider how we got here and what influence it’s having on interface design as a whole. Additionally, I’ll share some tips and considerations on designing flat interfaces.

Interfaces on a Windows Phone 8 and Apple’s iOS 7.

What Happened?

So, how did the collective consciousness swing from a love of all things textured, beveled and drop-shadowed to a desire for flat colors and simple typography? Many factors have fuelled this transition, but here are a few that stand out.

Information Overload

As a constantly connected culture, we deal with a nonstop flow of information, some of it important and relevant, most of it not. We are constantly evaluating, filtering and, of course, creating content, and it all gets pretty exhausting. In addition, much of our content consumption has moved to devices with small screens, thus exacerbating that feeling of overload. Becoming overwhelmed is all too easy, and a reduction of clutter in a user interface (UI) can create a little visual zen.

Free of clutter: Geckoboard2‘s visualisations are designed to make key data easy to interpret at a glance.

Simplicity Is Golden

In a similar trend, a lot of disruptive Web apps and services are offering highly focused tools with extremely limited feature sets. Whereas traditional software developers tend to load their products with a glut of features to justify the high price tags, this shift towards focused micro-apps favors simplicity over feature set. Simpler apps mean simpler interfaces.

Beautiful and minimal: The Blue4 weather app by Oak.

Content Is King, Again

As so often happens when new devices and technologies enter the market, we become fascinated by what they can do and how we can advance interactivity. This interface frenzy is usually followed by a return to a focus on content. Media consumption, whether of text, audio or video, is probably the activity we engage in most on our devices, and for that use case, we just want the interface to get out of the way.

Technological Literacy

As smartphone and tablet adoption has rapidly penetrated all user demographics, concern about the obviousness of controls has reduced. Whereas we once feared that users might miss a button if it didn’t pop off the screen, we are now willing to explore subtler interactions. Windows 8 and Chrome for Android even support touch commands that start off screen, without any visual indicator.

Fitbit6’s dashboard is a bright, bold, and easy approachable visual identity.

Technology’s Influence

Most software will be limited by the platform on which it runs. Screen dimensions and pixel density are the confining factors of hardware. A minimal interface demands a very limited design palette, which means that every element needs to sing. Typographic scale and font weight will largely determine both the aesthetics and usability of a flat design.

If your target devices can’t handle that level of nuance, you’re out of luck. As screen size and pixel density continue to increase on mobile devices, thinner and smaller type can be presented with better clarity. Of course, support for @font-face7 has also boosted the appeal of minimal typographic-focused designs.

Live sales monitoring with Wallmob9: keeping track of the figures from any device that has a browser.

Responsive Design

With the proliferation of connected devices of various dimensions, UIs have had to become more fluid, and the responsive design movement has responded. While responsive design does not call for a particular aesthetic, one could certainly argue that flat UIs lend themselves to it more easily than many other styles. The other advantage of minimal design is the reduction in page weight and loading time.

To the point and weightless: OnSite11. (Larger view12)

Best Practices

OK, enough with the theory. Let’s get down to some practical considerations. Creating an effective minimal design is surprisingly challenging. As you strip away common UI tricks (drop shadows, bevels, textures and the like), you quickly realize how important the few remaining elements become. While the following tips are mostly universally applicable, they are especially relevant to flat UIs.

Before You Begin

As with any project, the first step is to ensure that your chosen style makes sense. Before diving into a flat design, make sure it aligns with your target users’ sensibilities and your target platform, devices and application type. Following a trend is pointless if it’s the wrong solution for your project.


The process you follow is pretty important, no matter what style you are adopting. Here are some ideas to keep in mind when aiming for simplicity.

  • When designing a minimal interface, I often seek inspiration from the pre-PC era, when designers and artists did more with less. This is a perfect opportunity to revisit some of the design greats, such as Josef Müller-Brockmann and Wim Crouwel. I also look to minimal painters such as Ellsworth Kelly, architects such as Mies van der Rohe and industrial designers such as Dieter Rams.
  • Walking away from the work is also helpful. Flat and minimal design is all about nuance. So, taking a break and coming back later with fresh eyes is often more effective than hammering away.
  • Comparing versions side by side is also helpful. After moving a line of type up and down by 5 pixels for 20 minutes, I’ll save two versions and compare them; the better option is quickly revealed.
  • Because the relative scale of objects plays such a critical role, check your design concepts on a variety of target devices early on to confirm that they work.
  • As you work, keep asking yourself, “Do I really need that?” Getting attached to an item that you find clever is so easy, but we must always look for elements to cut or simplify. Ditching something that you’ve put so much work into is always hard, but editing is critical.

Global Closet14: an interactive game designed for National Geographic Education by The Workshop15.


The grid plays a crucial role in so much of interface design, and no exception here. As you attempt to establish order and make usability intuitive across a project with a restricted set of visual elements, the grid is there to help.

  • The grid establishes more than visual order. Use it to define content and functional groups. You don’t always need a line or box to group a set of objects. Simple alignment and spacing can help the user understand an interface’s structure.
  • Try breaking the grid with elements of particular importance to really draw the user’s attention. Without fake 3-D trickery, basic layout principles such as scale and placement become the best elements by which to establish visual hierarchy.
  • Experiment with a denser grid than you are accustomed to working with. When you dramatically reduce the visual palette, you may find that the design supports a more complex structure without feeling messy. See what additional information you can convey through placement alone.

Live School17 iPad app by Rossul Design.


Obviously, color is always a key component of visual design. With minimal interfaces, it is even more critical.

  • Consider a broader palette. If you’re like me, then you feel that a narrower palette usually leads to a more functional interface. Ending up with an overwhelming rainbow is all too easy. Here’s your chance to really stretch; and with so few elements to work with, you can feel good about expanding the palette.
  • When setting the palette, test your selected hues across a wide value spectrum to make sure they behave in lighter and darker versions.
  • You’ll probably want to experiment with tone on tone and stark type. Experiment with your palette early on to ensure that you have enough range for both subtle and high-contrast elements.

TriplAgent19‘s visual design makes use of a stunning color palette.


When it comes to flat content-driven websites, typography is the hero.

  • While serifs are certainly an option, san serifs almost always feel cleaner.
  • Look for a font family with a wide variety of weights and styles. You certainly don’t need to use them all, but a broad selection will help you define the hierarchy more sharply, and you might also find that certain weights render better in certain environments.
  • Don’t be afraid to pair fonts with extreme differences in size and weight to create visual order. Try pairing an oversized ultra-thin font for headlines with a small medium-weight font for the body.
  • Watch out for legibility in fonts. It sounds silly, I know, but you will be asking a lot from your chosen fonts, so make sure they have great legibility at any scale.

Clean and legible typography on Siteleaf21.


In a flat UI, indicating that an element is interactive can be tricky. Here are a few methods I rely on.

  • Contrast is key. If the majority of the layout is white, then you could give interactive elements some color. If the design is primarily text-driven, then you could use simple iconography. If the headlines are large and all lowercase, you could make links small and all uppercase. You get the idea.
  • Conventional placement helps as well. If you use a slim chevron for a back arrow, place it in the upper-left corner, where users would expect to find the back button.
  • As you layer more features on the page, making every interactive element look like a button wouldn’t make sense. The interface should be as intuitive as possible. But in cases where interaction is particularly complex or unexpected, make it easy to recover from mistakes.
  • Drop-downs, modal windows, fly-outs and other layered elements can be troublesome to implement in a flat design. Leverage sharp contrast, borders or tinting to visually separate the levels of interaction.

Design elements presented in a simple layout and with optimal contrasts: Taasky23.

Wrapping Up

I don’t believe in hard and fast rules in design. Seeing designers so heavily invested in creating extremely clean and simple user interfaces is pretty awesome. Does exploring flat design mean using absolutely no gradients or shadows? Of course not. In fact, some of the most intriguing work I’ve seen recently balances flatness and dimension by presenting content intelligently while keeping the interaction intuitive.

In this highly connected, information-rich and feature-packed digital world we live in, minimal design’s widespread resurgence is refreshing to witness. It is by no means the right solution for everything (no style is), but when applied thoughtfully and appropriately, it makes for a highly usable and enjoyable digital experience.

(al) (ea)


  1. 1 http://www.geckoboard.com/
  2. 2 http://www.geckoboard.com/
  3. 3 http://partlyblue.com/
  4. 4 http://partlyblue.com/
  5. 5 http://www.odopod.com/work/fitbit/
  6. 6 http://www.odopod.com/work/fitbit/
  7. 7 http://www.font-face.com/
  8. 8 https://www.wallmob.com/
  9. 9 https://www.wallmob.com/
  10. 10 http://onsite.io/
  11. 11 http://onsite.io/
  12. 12 http://www.smashingmagazine.com/wp-content/uploads/2013/09/onsiteio_mini.jpg
  13. 13 http://globalcloset.education.nationalgeographic.com/
  14. 14 http://globalcloset.education.nationalgeographic.com/
  15. 15 http://www.theworkshop.co.uk/
  16. 16 http://www.rossul.com/portfolio/liveschool-ipad-app/
  17. 17 http://www.rossul.com/portfolio/liveschool-ipad-app/
  18. 18 http://www.triplagent.com/
  19. 19 http://www.triplagent.com/
  20. 20 http://www.siteleaf.com/
  21. 21 http://www.siteleaf.com/
  22. 22 http://taasky.com/
  23. 23 http://taasky.com/

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Adrian is an Interactive Creative Director and Principal at Pushstart Creative, a multidisciplinary agency focused on the convergence of physical product, interactive technology and brand experience. While much of his current work is focused on research, strategy development, and UX he will always have a passion for pushing pixels. Stop by designtaylor.com or find Adrian on Twitter.

  1. 1

    As with any visual language, there’s pros and cons. I think it’s best that we try not to all adopt at once since everyone else is doing it. Consider your project first and whether or not a “flat design” philosophy and approach matches up to what your needs are. If you’re marketing a grunge band, maybe the contrasting visual of flat design could draw attention, but on the other hand grungy illustrative effects, pattern, etc might be a good way to go as well.

  2. 52

    Thank you for this very inspiring and open minded article. I’ve read so many articles about flat design, which had almost a religious touch, spurning everything that has something to do with gradients, gloss effects or any kind of skeumorhphism. It’s so refreshing to see reasonable opinions to the current vogue.

  3. 103

    Part 5 under PROCESS is elegantly summed up by Antoine de Saint-Exupery:

    “A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.”

  4. 154

    Current UI design, including “flat” iconography, is a disaster for users. What’s driving it? One word: Apple. Designers flock to whatever Apple does, and Apple has been pushing flat, low-contrast UIs for years. The negative effects have been felt everywhere: clearly on web pages, but also in UIs on things like DVDs, home video/stereo equipment, cable boxes…basically any consumer-grade equipment. Trying to figure out which menu option is actually active on a DVD UI frequently requires moving the cursor back and forth to establish the direction of motion, since the “highlight” contrast is often well-nigh invisible.

    The latest atrocity is the adoption of no contrast for multi-item lists. Where alternating lines used to be backgrounded in a different color, now it’s just one big mass of white (you do get a microscopic separator line, if you’re lucky). “Clean” UI design from a designer’s perspective, but a total disaster from a user perspective since it turns the entire screen into a mass of undifferentiated data.

    UI designers: HUMANS NEED CONTRAST to be able to differentiate separate items within interfaces. Please, please PLEASE take pity on us and cut it out with the low-contrast, flat, minimally-differentiated UIs.

  5. 205

    Thin doesn’t really go with flat. Then again it all comes down to personal preferences. What I really hate is how certain design gets modified and for the worse. Who said that FLAT was going to look good with shadows? well it’s not flat anymore is it? That’s when you started to see long shadows, buttons back on 2d and all the sudden there was a new term. Semi-Flat. What? really?

    I agree with @Dieter Mueller and I also would like to add that Ebay and Amazon used to use some real crappy code on their sites. Pretty bad semantic and complex structure possibly sprinkling ID on every DIV :-/.

    Simple is a good thing and FLAT done right it feels just smooth and enjoyable. More brain processing? Perhaps yes, but you really want to argue that more is better for UI in general? I dont think so and this is immediately clear when you start using a smaller device… I recently developed from scratch a phpBB theme, FLATBOOTS, http://goo.gl/LvmwlF and it was developed to systematically hide all useless things the user does not need to see bringing out what they really need to use instead. The can enjoy a forum and launch a new community with style.

  6. 256

    Simplicity is and will always be the key to every design solution.

  7. 307

    ” Simplicity is and will always be the key to every design solution.”

    Sorry but that’s patronising clap-trap that assumes all Users are dummies.
    The human eye and brain can assimilate a HUGE amount of info quickly. Just look out the window.
    Do you see a plain white background with a large monotone slab with a few lines of text? No.

    The best websites are rich in content, with plenty of visual clues to guide the eye and brain -plenty of colour to highlight, shade for depth and shapes to distinguish.
    AND this should be achieved in one view, on the Home page, without unnecessary scrolling.

    “Minimalism” is the brother of “Contemporary” – where lazy designers try to justify putting less effort on behalf of the User.
    A cut-down website says to the customer “the producer doesn’t really care about me”.
    By contrast, a website with colour, depth and shape (and minimal scrolling) suggests “we really care about our customers”.

  8. 358

    Yeah Dave you’re right, everyone wants to be Apple. “We would like you to built us a Website, something like Apple.” I really can’t hear it anymore. But hell yeah it works, everybody is happy and the Design is selling itself.
    I don’t think that Thin isn’t matching with flat. The minimalism style is a timeless style and fits everywhere!


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