Recognisable logos
To make the filters more recognisable, Lego utilises the logos in the buttons themselves.
Design Examples
Filter & Search UX: Real Design Examples
See how companies like Lego, Etsy, Aviasales and Bolt design filters, with examples featuring theme logos, occasion tabs, price previews and pre-filtered flight searches.
Real world examples:
Updated: 26/10/2026, view all 1,496 examples
Examples on Built for Mars include
Lego uses theme logos to speed up filtering
Aviasales previews the price of each filter
Pinterest shakes new filters to get noticed
Smooth filtering animation
Filtering by room type will display this smooth animation, which illustrates the type of place you're hovering over.
A version of categories
Etsy makes shopping for gifts feel less daunting by showing tabs for upcoming occasions.
Filtering by workout length
When filtering Apple Fitness workouts by length, the options are listed inside abstract clock faces.
Attaching your flight
If you’re scheduling a Bolt in advance, to pick you up from an airport, they’ll pre-filtered flight options that match, so you can easily attach yours.
Hey, look over here
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Dynamic search titles
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FAQs
Are logos better than text labels for filter chips?
For brands and themes, logos are usually recognised faster than words. They also remove ambiguity, since brand names often have double meanings. For example, a "Marvel" text label could read as a description, but the Marvel logo in Lego's filter chips makes it clear it refers to a theme.
How do you design filters around how a specific audience shops?
Start with when and why people buy, then shape categories around that behaviour. For instance, Etsy shows dated tabs for upcoming occasions like Mother's Day because many of its shoppers are buying gifts. The same pattern would likely add little for a retailer like Nike, whose customers mostly buy for themselves.
Why do users miss newly added filters?
Filter bars tend to look alike, so people become content blind to that area and don't expect anything new there. A brief motion cue when the filter first appears breaks the pattern. It's most worth adding when engagement with the new filter is low.
How do suggested filters differ from widening a search?
Suggested filters narrow a long list down to options that match preferences the user hadn't set yet. Showing the cost of each preference makes tapping one feel less risky. This is what Aviasales does: selecting "Exchangeable" instantly shows the new "from" price, so users know roughly what that flexibility costs.
Can pre-filtering reduce effort in a form?
Yes. Rather than asking for a typed detail, the product can use context it already has to narrow the options. As an example, Bolt pre-filters flights by airport and date when you schedule an airport pickup, so attaching a flight takes seconds and pickup times adjust for delays.
Should the page title change when users sort or filter results?
A title that reflects the user's intent confirms what they're looking at. For instance, Rent.com changes its heading from "Cheap Apartments" to "Luxury Apartments" depending on how results are sorted by price, giving each filtered search its own descriptive title.