Brand talks

A brand is the set of associations people have with a company or product: its name, look and voice, but also how it feels to use. In digital products, the user experience is a large part of the brand, because every interaction shapes what people think of it.

For designers, brand shows up in visual identity, tone of voice, motion and the small details that make a product feel distinctive and consistent.

The two talks here approach brand through experience. Johannes Ippen’s Humans, not Users: Why UX is a Problem (TED Talks, 2019) questions how the UX field thinks about the people it designs for. Benjamin De Cock’s Motion & Playfulness looks at how motion and playfulness can give an interface character.