These are highlights from a talk “Basic principles of perception for UI design and storytelling in augmented reality” our PhD student Alla Vovk gave in Kiev, Ukraine at Sensorama, an interactive media experimental lab.  The first part of the talk was dedicated to human perception (the way how our brains organise and interpret information and put it into context), senses, attention and memory. Followed up by the section about user interface design in AR, discussing challenges of new inputs, UI toolbox, contextual UI design and human-centered interaction. The final section was about storytelling with accents on 3D story prototyping, virtual avatars, gamification and basic production pipeline.