This paper focuses on visual variables in user interface design from the user perspective. Visual design of user interfaces is essential to users interacting with different software. The study is conducted with 3E-templates for users to express their impressions by writing and drawing regarding visual website design. The data is analyzed with qualitative content analysis through interpretation framework. The results of this study provide new insights into user-centered visual user interface design. The results indicate which are the most essential visual variables in user interface design and therefore should be emphasized in user-centered design that promotes positive UX and, thus, benefit user-centered visual UI design. The results of this study are beneficial for researchers in the field of visual aesthetics in human-computer interaction and to user interface designers.