UI vs. UX: What Works for Your Brand

UI vs. UX: What Works for Your Brand

The User Experience (UX) is the subjective experience that a person has as they interact with every aspect of a company’s products and services.

The User Interface (UI) is a series of screens, pages, and visual elements. Building a brand may not be about the visuals, but the design still plays a significant role in creating the right brand. When you own a business, you must turn your business name into a brand so that you can distinguish yourself from everyone else in the market.

Branding and User Experience may be separate, but UX is about understanding the users and designing products that encourage positive experiences. Branding is a promise to your customer, a guarantee that lets them know what to expect, and a guarantee that informs how you will look, speak and act. It is vital to a brand’s reputation that users not only have positive experiences with digital products but experiences that reinforce the brand.

When you begin to connect branding with UX, you will have to apply brand attributes to interactions. Nike is an excellent example of this. They have infused their brand into their website by offering a variety of customizable products. Thereby showing the effective use of empowering the consumers whom you serve. By connecting branding with UX, Nike has shown innovation, as well as providing an experience for their customer, which is authentic to their own personal style. From that point, wherein the implementation of the online brand upon the UX happens, you may use surveys to help measure user perception of the brand. You may even ask the user to select from a list that best describes the brand.

User Interface

It is possible to create an efficient UI design without particular branding elements. Still, in this case, UI will not work on brand recognizability as effectively as if with branding elements included. There are instances where UI is impressive, and the product is useful, and this becomes the strong element of branding. This is sometimes done intentionally and purposefully. But it may have a negative result or influence upon your promotion and conversion rates.

The UI should support all the branding concepts that are based on the data collected through research, creating a smooth experience for the user. You can create a bright and refined UI for your website. But when either one of them is considered less than the other, the focus may have then shifted to just making sure to build the website right. However, there are chances that things may go horribly wrong, and the entire website’s brand, UX, and UI will become a mess.

In the aspect of branding in UI design, it can be applied in interfaces such as logo, typography, brand colors, and the like. When you put them together, they make a powerful tool for creating visual recognizability of the product, as well as the style. If you take time on proper marketing and user research, your product gets higher chances of getting recognized faster and easier. The UI designer will consider design solutions that are appropriate and corresponding to the general branding concept of the product that will eventually support each other. The designer working on the interface will be using colors, palette, shapes, types, fonts, illustrations, and icons, and make them all work together–learn all these with Figma courses at Designership.

Here are some reminders regarding color, typography, and patterns that would help create a visual interface for your brand.

COLOR – it is the crucial element of creating a visual. If a visual makes the client either happy or anxious, they rely on tones, and that is why color is such a necessary element for branding.

TYPOGRAPHY - picking the brand font will look like it’s a tricky business. When choosing the font for your brand, you must make sure that your choice of font fulfills these four criteria:

  • Conveys your brand message clearly
  • Is legible to the users
  • Works on all the platforms
  • Is unique

PATTERNS – these patterns are not only reusable components, but they also bring a sense of comfort to the users. The use of most models can make your websites look generalized while breaking these patterns can shock the user.

Conclusion: UX and UI in branding leads to consumer trust

The most effective way of branding is through the website since only a few people bother to visit the physical store. When on a website, UI/UX and branding are tied through customer experiences. The design of the site will promote a good experience, and it boosts the brand successfully.

The role of UX/UI design in branding is simple. You have to create a plan that improves the customer experience. You will have to connect to a visual, element, or a name to have a great experience. The aspect needs to be consistently present throughout the website, or else, the connection never happens, and the customer will feel lost.

There are other factors to consider as well, to gain consumer trust through design and branding. These include consistency, transparency, and even security. Regarding consistency, you have to keep a consistent style because any unnecessary changes may just confuse your customers by sending mixed signals. In providing a better experience for your customers, you would have to track their actions on your website. Be transparent by letting the customer know about the brand and what they are getting into. Lastly, the security of the consumer, client, or visitor should be vital to you if you want to create a positive brand identity.

Through your website, UI and UX can be used in creating a brand at the same time. It is a possibility that these aspects can be tied together in creating an atmosphere where your consumer must interact with to get to know your product, service, or brand.

Posted by John Ocampos

John Ocampos
John Ocampos is an Opera Singer by profession and a member of the Philippine Tenors. Ever since, Digital Marketing has always been his forte. He is the Founder of SEO-Guru and the Managing Director of Tech Hacker. John is also the Strategic SEO and Influencer Marketing Manager of Softvire Australia - the leading software eCommerce company in Australia and Softvire New Zealand.

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