visual design meets user experience

Visual Design meets User Experience

Brand Workshop

What is a brand?

Your brand isn’t what you say it is, it’s what they say it is.

What is a brand?

“I’ve learned that people will forget what you said, people will forget what your did, but people will never forget how you made them feel.”

Maya Angelou

What is a brand?

If enough people have the same gut feeling, we call that a brand.

What is a brand?

Brands are not optional. Managing them is.

PART ONEPersonality

Personality

The characteristics that people use to describe how they feel about your brand, rather than what they think it is or does.

Brand Personality

Sincerity Excitement Competence Sophistication Ruggedness

Down-to-earth Daring Reliable Upper-class Outdoorsyfamily-orientedsmall-towndown-to-earth

daringtrendyexciting

reliablehard-workingsecure

upper-classglamorousgood-looking

outdoorsymasculinewestern

Honestsincerehonestreal

Wholesomeoriginalwholesome

Cheerfulsentimentalcheerfulfriendly

Intelligentintelligenttechnicalcorporate

Successfulsuccessfulleaderconfident

Spiritedcoolspiritedyoung

Imaginativeuniqueimaginative

Up-to-dateup-to-dateindependentcontemporary

Charmingcharmingfemininesmooth

Toughtoughruggedsmooth

Personality

We can further define our personality by referencing people, things and other

brands with which we feel kinship.

Brand Affinity

If you were a car… Ideal spokesman…. Kindred spirit brand….

Personality

Our personality traits should have limits which prevent us from going too far.

Personality

We can describe the limits of our personality traits in terms of a more extreme trait.

Personality

Feminine but not girly

Witty but not zany

Parental but not stern

Geeky but not niche

Clever but not elitist

Playful but not cheeky

Trendy but not vogue

Daring but not impulsive

Classy but not exclusive

Risqué but not explicit

just right…

Personality

Feminine not masculine

Witty not serious

Parental not childish

Geeky not sporty

Clever not stupid

Playful not dull

Trendy not outdated

Daring not timid

Classy not prudish

Risqué not crude

too far…

Personality

Case Study : Red Badger

I’m crafty but not home-made

I’m up-to-date but not faddish

I’m simple but not plain

I’m imaginative but not eccentric

I’m structured but not by the book

Example

I’m crafty but not home-made

I’m up-to-date but not faddish

I’m simple but not plain

I’m imaginative but not eccentric

I’m structured but not by the book


Example

Design using brand traits


ExampleCraft

Faddish

Simple

Eccentric

Structured

Homemade

Up-to-date

Plain

Imaginative

By-the-book

How would you best describe this site.

Spiritied

Down-to-earth

Family Oriented

Small-Town

Honest

Simplicity

Sentimental

Friendly

Choose 5 words that best describe this page

Brand Personality Questionnaire

Passion

Young

Imaginitive

Unique

Up-To-Date

Successful

Leader

Confident

Reliable

Hardworking

Secure

Intelligent

Technical

Corporate

Fast

Orgininal

Upper-Class

Glamourous

Attractive

Charming

Feminine

Smooth

Outdoorsy

Masculine

Wester

Tough

Rugged

Sincere

Real

Cheerful

Daring

Trendy

Exciting

Ltest

Cool

Independent

Contemporary

User test brand personality

Craft

Faddish

Simple

Eccentric

Structured

Homemade

Up-to-date

Plain

Imaginative

By-the-book


Spiritied

Down-to-earth

Family Oriented

Small-Town

Honest

Simplicity

Sentimental

Friendly



Passion

Young

Imaginitive

Unique

Up-To-Date

Successful

Leader

Confident

Reliable

Hardworking

Secure

Intelligent

Technical

Corporate

Fast

Orgininal

Upper-Class

Glamourous

Attractive

Charming

Feminine

Smooth

Outdoorsy

Masculine

Wester

Tough

Rugged

Sincere

Real

Cheerful

Daring

Trendy

Exciting

Ltest

Cool

Independent

Contemporary


Example

User test brand personality results

Craft

Faddish

Simple

Eccentric

Structured

Homemade

Up-to-date

Plain

Imaginative

By-the-book


Spiritied

Down-to-earth

Family Oriented

Small-Town

Honest

Simplicity

Sentimental

Friendly



Passion

Young

Imaginitive

Unique

Up-To-Date

Successful

Leader

Confident

Reliable

Hardworking

Secure

Intelligent

Technical

Corporate

Fast

Orgininal

Upper-Class

Glamourous

Attractive

Charming

Feminine

Smooth

Outdoorsy

Masculine

Wester

Tough

Rugged

Sincere

Real

Cheerful

Daring

Trendy

Exciting

Ltest

Cool

Independent

Contemporary


Brand Personality

Sincerity Excitement Competence Sophistication Ruggedness

Down-to-earth Daring Reliable Upper-class Outdoorsyfamily-orientedsmall-towndown-to-earth

daringtrendyexciting

reliablehard-workingsecure

upper-classglamorousgood-looking

outdoorsymasculinewestern

Honestsincerehonestreal

Wholesomeoriginalwholesome

Cheerfulsentimentalcheerfulfriendly

Intelligentintelligenttechnicalcorporate

Successfulsuccessfulleaderconfident

Spiritedcoolspiritedyoung

Imaginativeuniqueimaginative

Up-to-dateup-to-dateindependentcontemporary

Charmingcharmingfemininesmooth

Toughtoughruggedsmooth

PART TWO

Voice and Tone

Voice and Tone

Your brand voice is the distinctive way that you communicate with your customers,

both verbally and visually.

Voice and Tone example

Virgin Atlantic

The Right ToneVoice and

Tone

• What situation is the user at the moment?• How do they feel right now?• How is this going to affect the user?• How can I maintain the user’s state of mind or put then in

a better one?• Be extra careful around sensitive subjects like health,

religion and financial transactions


Mail Chimp

playful

serious

Voice and Tone

Our tone adapts to circumstance or our customer’s emotional state. By varying tone

within the same overall voice, our brand communications feel more lifelike.


Best Buy mission statement

Being genuine means believing what we say. We’re a smart friend,

someone people can trust without question. People trust us because

we care about what we’re saying and who we’re saying it to. We

share our knowledge without being presumptuous or boastful. We’re

supportive, helpful and honest.


Being genuine means believing what we say. We’re a smart friend, someone people can trust without question. People trust us

because we care about what we’re saying and who we’re saying it

to. We share our knowledge without being presumptuous or boastful. We’re supportive, helpful and honest.

Best Buy mission statement

Voice and Tone

my example

Red Badger mission statement

We believe in the power of simplicity. We are a team of software engineers and designers with a passion for our craft and a commitment to excellence. We use the latest tech to bring your ideas to life, and delivery business values, fast.

Voice and Tone

my example

We believe in the power of simplicity. We are a team of software engineers and designers with a passion for our craft and a commitment to excellence. We use the latest tech to bring your ideas to life, and delivery business values, fast.

Red Badger mission statement

PART THREE

Visualizing your Brand

Visualizing your brand

example

This is a collage of images that give a certain mood or emotion.


example

A mood board for this purpose is all about feelings you want to portray.


my example

Visualizing your brandStyle Tile


my example

PART FOUR

Visual Design Topics

and there’s more to explore…..

Visual Design Breakdown

Understanding the brain.



Hierarchy and Gestalt Theory


Typographyand emotion


Color and Emotion

THE END

Design is thinking made visual.

Saul Bass

QA

Brand Workshop

visual design meets user experience

Design

personality feminine

personality traits

brand afnity

brand isnt

eccentric im

homemade im uptodate

plain im imaginative

personality case study