🇺🇦 Ukrainian Approach
Ukrainian web design combines energy, expressiveness, and technology. It’s more emotional and bold than the Scandinavian style — with brighter colors, dynamic compositions, and a focus on effects like animation and 3D to express the power of the product and the personality of the brand. At the same time, Ukrainian websites tend to be more practical and faster: mobile banking, digital IDs, and online verification work more flexibly and simply, reflecting a society that’s less conservative and more open to innovation.
🇸🇪 Swedish Approach
Swedish design follows the principle of “less is more.” It seeks calm, order, and functionality without visual noise: neutral colors, clean typography, generous spacing, and balance. Here, design isn’t a form of self-expression but a tool of comfort and trust. Swedish interfaces often feel almost “invisible” — they don’t draw attention to themselves, they just work, reflecting the culture’s values of stability and mindfulness.
And, of course, design is conditioned by nature. People's perceptions are reflected in what they use — their phones, computers, and even the fonts they create. The light, climate, and rhythm of daily life shape how each culture defines comfort and beauty — from the bright warmth of Ukraine to the quiet balance of Sweden.
On the cover image the first two photos were taken in Ukraine. These two photos stand out because they are brighter. Of course, all six — or rather, five — images were selected subjectively, but this brightness clearly highlights the contrast between Ukraine and Sweden. Ukraine is sunnier, while Sweden is rainier, which is why the last three Swedish photos appear much greyer. And notice — it’s not just any grey, it’s a noble grey.
For preview image used the Sweden Sans font and Ukrainian Cyrillic fonts.
