Exploring the intricacies between brand awareness and successful product outcome.
Andrea Amato in conversation with Luigi Muscat Filletti
Visual content generation, an established brand ethos, and excellent user experience (UX) design comprise an organisation’s overall visual identity. Its premise is communicative, whereby consumers learn to recognise the essential patterns of a brand, whereas clients and competitors observe the unique offerings in their values and mission statements.
These three elements hold an organic relationship that can either maintain regular consumers or defer them from ever seeking your brand again. The visual content of a company, be it illustrations or marketing copy, is consistent and cohesive with the brand identity upheld by an organisation. This, in turn, completes the branding element that communicates awareness to outsiders. Its overall delivery is maintained byUX design, for user and therefore consumer needs are considered throughout in determining a platform’s success.
What it means to portray visual identity
Visual identity is an all-encapsulating term that details the elements that would visually communicate a company’s brand. This can mean website elements and further graphic design components for marketing purposes. Whatever it is, it must be consistent in order to be memorable—and it is this remembrance that foretells good user experience.
To companies wondering how to further optimise their UX through their digital products should consider the following:
It’s easier for individuals to understand visual imagery than text. If branding material such as images are relevant, it can assist users in understanding the following material and improve attention span toward the main subject.
Along with keeping this simple and relevant, visual components for a design system should be engaging; you want to convey a message that is understood efficiently, rather than focus on ensuring you grasp the attention of a user without substance.
Luigi Muscat Filletti, Castille’s own UX/UI designer, is presently focused on preparing our upcoming digital platform for launch. He’s used to considering the combination of design systems and brand identity in making a cohesive product. “Visual components work to communicate brand values and messaging that form part and parcel of the overall impression and perception of a brand,” he informed, attesting to the interrelationship between all elements to successfully communicate visual identity.
The synergy between brand & product
Luigi steered our conversation toward an added consideration when it comes to visual and brand identity: user interface (UI) design, which as of late, coincides with UX design in constructing digital products. As the world moves toward favouring mobile applications and similar platforms, many designers apply both practices in their discipline.
“UX involves numerous best practises and techniques commonly applied to digital products across industries,” he began, “Think of clear visual components such as CTAs, concise and clear copy.” Whilst UX design provides the research basis in communicating visual identity, UI design assists in making these findings come to life.
In discussing how companies can use UX to improve an overall brand, “Really, the main differentiator in UX across digital products is the way companies leverage and apply their technologies—for instance, through AI—to provide users with stand-out and distinguishable experiences.” For Luigi, this can mean customised elements on a digital product, personally tailored updates, and so forth. “There’s usability to visual identity, a strong product offering is at the core of any UX design.”
As an organisation, you want to construct a narrative to enhance your selling propositions. Whether this means clever copy, ensure that this remains true to the brand. “Structuring copy, for example, with the help of unique visuals, provides users a narrative that helps them envision a product’s benefits and overall values, aligning these with their own needs and wants,” Luigi explained. For him, visual identity is impactful when it is consistent. This means following predefined design principles that caters for a brand and company willing to create a holistic approach to their narrative—and in doing so, making it destined to be successful.
This article is from the Castille Quarterly Newsletter | October 2021
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