Explore the fundamentals of effective UI design in this 52-minute conference talk by Erik Engheim at NDC Conferences. Learn to distinguish between trendy aesthetics and truly user-friendly interfaces, focusing on complex applications. Discover practical guidelines for selecting appropriate GUI components, creating logical layouts, and establishing visual relationships between elements. Gain insights into icon design principles and color theory applications. Examine real-world examples of poor design choices and their improved alternatives. Delve into topics such as layout hierarchy, visual balance, color contrast, and human memory implications in UI design. Understand the tradeoffs involved in list building and explore icon design within different contexts, including Xcode. Enhance your ability to create intuitive, functional interfaces that prioritize user experience over fleeting design trends.