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Power of a cohesive visual identity

A cohesive visual identity is the cornerstone of effective UX design. It’s more than just aesthetics; it’s a strategic tool that helps users navigate, understand, and interact with a product.

I propose you here 4 points to resume the power of a consistent graphical identity:
  1. Brand Recognition
  2. User Experience Consistency
  3. Emotional Connection
  4. Natural understanding

1. Brand Recognition

1. Brand Recognition:

Brand recognition is the ability of consumers to identify a brand, product, or service without seeing its name or logo. It’s a crucial component of a successful business, and it plays a significant role in UX design.

A strong visual identity helps users instantly recognize and associate a product with its brand. This builds trust and added value to your products and services.

Not convinced ? Take a look at those 4 elements:

  • Customer Loyalty: Recognized brands often enjoy greater customer loyalty, as consumers are more likely to return to familiar and trusted brands.
  • Increased Sales: Strong brand recognition can lead to increased sales, as consumers are more likely to choose a recognized brand over an unknown one.
  • Premium Pricing: Recognized brands can often command premium pricing, as consumers are willing to pay more for products they trust.
  • Reduced Marketing Costs: Once a brand has achieved a high level of recognition, it can often reduce its marketing expenses.

Wanna test your innate ability to recognize patterns ?

⇣   Guess who   ⇣

I am sure your brain have recognise them before you can name them ;-).

Graphic designers like to trick your brain with visual biases. Among other illusions, the principles of Gestalt – established by the psychologist Wertheimer (source: Encyclopædia Britannica online) – are among the best known in aesthetic fields such as graphic design and photography.

How Gestal principles tricks your brain.
How Gestalt principles tricks your brain. Souirce: uxplanet.org

2. User Experience Consistency

2. User Experience Consistency

Consistent visual elements across different platforms and touchpoints create a seamless and intuitive user experience. Users feel comfortable and familiar with the interface (see design system added value).

See also Jakob’s Law of Internet User Experience: “Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know. Design for patterns for which users are accustomed.” Jakob Nielsen

3. Emotional Connection

3. Emotional Connection

Visual elements can evoke emotions and create a connection with users. This can influence their perception of the product and their willingness to engage with it.

The automotive sector use it a lot to sell you way more than just a wheeling tool. Every commercial spot says something like that :

“It’s not a car, it’s a lifestyle. It represent you and your deepest identity” … #name of the brand …

“Be a movie star by driving this car”

Be a movie star like James Bond, the Transporter, Fast and Furious, Taxi, just to name you some films where the car is as important as the main character.

BMW – the german car brand – shoot a short action film with … guess who …. ?
Uma Thurman who Kill Bill. They produce this movie just to promote one of their vehicles.

The emotional connection will connect everybody whatever his age, culture, education. It’s innate, people most of the time don’t realise why they want to buy this car after watching this 8 minutes car pursuit. It’s way better than reading technical characteristics table, don’t you think ?

You can see this expensive way to connect people with a car there: https://www.bmw.com/en/electric-future/short-film-the-calm-bmw-i7-m70.html

4. Navigation and Understanding

4. Navigation and Understanding

  • A well-designed visual hierarchy can guide users through the product, making it easier to find information and complete tasks.
  • A polished and cohesive visual identity can enhance a product’s perceived credibility and professionalism.
  • A unique visual identity can help a product stand out from competitors and create a memorable impression.

Worst Business case: Fill-in taxes in Belgium digital ecosystem

Like any good Belgian citizen, I fill in my tax return every year. The IT services have succeeded in simplifying this tedious exercise, where you have to work out which box to put childcare costs, the mortgage, other income, etc., in.

Today, the system offers a simplified return in this form:

This simplified declaration is 1/2 A4 page. The full declaration is 15 long A4 pages. I think we can say that this is a shining example of administrative simplification. Thank you to those who have implemented it.

As for access, that’s another story. I suggest you do it with me, just for fun #règledes3clics.

Type ‘belgium income tax simulation’ into a search engine.

1. Belgium.be


For me, the 1st result refers to the Belgium.be site. This site contains links to the main Belgian public services at all levels (for your information, there are 1,200 official sites…).

This portal of links proudly displays the new visual identity of the Belgian authorities. It is highly recognisable because it uses the 3 colours of our flag: black – yellow – red. The graphic form is a dot followed by the first 2 letters of the country’s name. By using web terminology with a dot in front of the acronym, this visual identity appears very contemporary, showing that it has the codes of the digital world. So far, I’d say it’s a no-brainer.

2. FPS Finance


We land on the FPS Finance site, which is a sub-domain of belgium.be #bonneidée. It sports the old (very old) logo. This one is in shades of grey. Its graphic form is a complex coat of arms with a lion and a crown, surrounded by elements that cannot be identified at this size. A text is associated with it on the right, SPF Finances. As we are in Belgium, this site can be consulted in 4 languages. The logo text has obviously been translated into Dutch, English and German.

Oops! This text is an image! You can’t change it without using graphics software, exporting it in web format, uploading it to the server, and so on. What’s more, German contains more letters. It is longer than other languages. As it’s a still image, instead of giving it more space, they preferred to reduce the size of the text. This seems crude and sends out the message that the German language is ‘smaller’ than the others. Re-ouppss

3. Web tax


This is starting to get a bit annoying.

  • the url is unbelievable
  • it’s already the 3rd click and still no calculation simulator
  • the logo has radically changed style and colour (cyan and web blue). 2 fonts, the 1st in uppercase Geometric sans serif, the 2nd in bold handwriting.

4. Tax-Calc


All bets are off! Big red boxes, no focus on the fields to be filled in.

The system asks us to fill in the entire tax sheet, whereas this calculation is done automatically when I’m logged in.

epic-fail-3-mème-internet

How do I log in to my account to estimate my tax?

It will take another 6 clicks through 6 different systems, 6 different graphic identities, to access my tax sheet.

In resume

In resume

In essence, a cohesive visual identity is a powerful tool that can enhance user experience, build brand recognition, and drive business success. It’s an investment that pays off in the long run.

Would you like to know more about cohesive visual identity?

My favorite brand identity

My favorite brand identity

For me, the person behind the best user-centered principles is Walt Disney 😍 ! Yes, you read it correctly, Walter Elias Disney, the drawer of Mickey Mouse, 3 little pigs in 1933, Donald in 1934, Snow White in 1937.

This man:

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