The Impact of Interaction Design on Brand Perception

The Impact of Interaction Design on Brand Perception
The Impact of Interaction Design on Brand Perception

Branding can be critically important when consumers decide whether to interact with organizations — make a purchase, use a service, apply for employment, or even sign up for a newsletter. While the perception of a brand cannot be strictly controlled, it can certainly be influenced.

Almost every aspect of a digital interface can influence the portrayal of an organization’s brand identity or ‘personality,’ including:

  • Visual design: how the UI looks
  • Content design: how the UI sounds
  • Interaction design: how the UI feels

Of these three, visual design often receives the most attention from digital-product teams interested in conveying the right brand attributes. That’s not necessarily due to a lack of...






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