UX/UI Design for Marketers: avoid these mistakes
Index
What does UX/UI have to do with your advertising creatives?
The big idea poorly structured
Platforms that crush your content
Formats and proportions that work
Typography and legibility: what doesn't read, doesn't convert
Miniatures that trap vs. those that pass by
Test before publishing
Visual consistency: recognizable on any channel
1. What does UX/UI have to do with your advertising creatives?
UX/UI is not limited to websites or apps. It also applies to the ads, graphic pieces, videos and creatives we use every day in digital campaigns. Every publication you make interacts with buttons, menus, overlays and visual frames of each platform.
When you don't take these elements into account, the content can be cluttered, poorly framed or visually blocked. A powerful message that is poorly adapted to the interface can go completely unnoticed.
2. The big idea poorly structured
You can have a striking phrase or an eye-catching design, but if there is no visual hierarchy or if the elements are poorly distributed, your message is lost. This happens when:
The main text is placed in areas where a button or icon usually appears.
The call to action is hidden or does not stand out enough.
Too much text or poorly legible typography is used.
Practical tip: review your content with a critical eye. Ask yourself if someone who sees it in seconds can grasp the main message. If not, the idea is not well presented.
3. Platforms that redesign your ad without warning you.
Instagram, TikTok, Facebook, YouTube and other social networks insert their own elements over your content. These visual overlays can obscure parts of the design if not foreseen beforehand.
Areas that tend to interfere with your creativity:
Lower part: action buttons, quick responses, controls.
Top: user name, icons and menus.
Corners: floating logos or video duration.
To avoid this, work with safe zone templates. There are many tools that indicate which areas to avoid depending on the type of publication or social network.
4. Formats and proportions that work
Publishing the same piece on all platforms without adapting it usually generates poor results. Each social network has its own recommended proportions and adapting your designs to each one is essential.
The most effective formats:
9:16 for TikTok, Reels and Shorts
1:1 for feed publications
16:9 for YouTube and landscape content
It not only improves aesthetics, but also avoids automatic clipping and improves visual performance.
5. Typography and legibility: what does not read, does not convert.
Often the mistake is not in the message but in how it is presented. Using a very fine typography, with little contrast or in reduced size can make the text unreadable, especially on mobile screens.
Best practices:
Use clear and legible fonts.
Maintain sufficient contrast between background and text.
Avoid cluttering the piece with long blocks of text.
Designing with readability in mind improves user comprehension and attention span.
6. Miniatures that catch vs. the ones that pass by
On platforms like YouTube, the thumbnail is the first filter. If it doesn't instantly grab attention, the user moves on.
A good miniature should:
Show clear and recognizable images.
Use short texts that highlight a strong idea.
Avoid placing key elements on edges or corners.
Investing time in the thumbnail can make the difference between a view and an ignored video.
7. Test before publishing
A fundamental part of the design process is to test how the content will look on different devices and environments. Many campaigns fail because of details that could have been avoided with a simple pre-review.
Useful tools for testing:
Meta Ads Preview
Canva or Figma
Simulations on real cell phones
Testing helps validate that the message looks the way it was intended, with no surprises.
8. Visual coherence: recognizable in any channel.
While each platform has its own rules, your brand should remain visually consistent. That doesn't mean making identical copies, but maintaining a clear identity across all formats.
Key aspects to achieve this:
Consistent use of colors and fonts.
Visual tone aligned with the rest of the brand.
Adaptation of elements without losing essence.
A consistent campaign generates recognition and trust at all points of contact.
Conclusion
Designing for the environment is as important as the content itself. Applying UX/UI principles to your graphic pieces, ads and videos helps your message not to get lost in the interface. A good idea only works if it is well presented and easy to understand from the first glance.
Review your designs before publishing them. Think about the platforms, their limits, their buttons, their cutouts. Because many times, it's not that your ad doesn't work. It's that it was never fully understood.
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