Brand or User Experience?

 أجرت كلية بوسطن دراسة مثيرة للاهتمام تتعلق بمشروب الطاقة المفضّل لدى الجميع (Red Bull) وتأثيره على سلوك المشاركين.

In short, participants were asked to drive a car in a video game. Researchers then measured several responses, including speed, power, aggressive behavior, and risk-taking.

Interestingly, those driving cars bearing the Red Bull logo drove faster and more aggressively than the others, demonstrating the effect of the cues that

حثّها شعار هذه العلامة التجارية على العقل الباطن. وبعد ست سنوات، أكدت نتائج تلك الدراسة أن users’ emotional and unconscious responses to your brand

make up half of the overall user experience.

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How Emotional Responses Affect the User Experience

Red Bull, for example, has built a consistent global brand personality—not only through its one-of-a-kind advertising, but also through

its involvement in some unusual and dangerous sports, such as snowboarding and street luge, as well as its participation in the famous

Red Bull Flugtag. Seeing their logo tends to evoke a sense of risk-taking, and they have made excellent use of this by

Focus on the aspects that trigger that response.

Six years after this study, the world of Propaganda and marketing had changed significantly. Social media had since taken center stage and was

driving the marketing efforts of everyone, from small businesses to major global companies, making emotional response more important than any

وقت مضى.

And with reactions to any event spreading at incredible speed across media platforms such as Twitter and Facebook, it became essential for every brand to manage

and measure the emotional response elicited from current users (in the present) and potential users (in the future)—an extremely sensitive process,

Building a brand can take years, but a single ill-judged tweet can bring it all down.

Creating a brand identity is more than just تصميم شعار. It’s also one of the most influential—and effective—parts of the user experience with a product,

وBy carefully managing the emotional impact of your brand, you can shape how users experience your business.

Red Bull isn’t the only brand that shapes the user experience on an emotional level. For example, let’s take a look at Doritos

and its clever, simple use of the chip’s triangular shape. Although the chips themselves aren’t the main focus of their ads, their triangular shape suggests a desire to

It conveys that this product is a good fit for any outdoor recreational activity.

By creating this unconscious association with fun and craziness in users’ subconscious minds, Doritos chips became a staple at any fun party,

so the Doritos user experience came to mean not taking things too seriously.

These two examples represent the positive side of emotions, but many brands use every human emotion imaginable in their

user experience—from fear to joy—prompting a wide range of reactions, including laughter, tears, anger, and even hope.

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Continuity

Harnessing the power of emotions can be an effective and powerful tool for your brand, but it’s essential to use it consistently to create the user experience you want,

Inconsistency can leave users feeling confused at best, and make them think less of your brand at worst. Users want

to know what to expect from you. By building your brand, you can show them what kind of experience they can associate with your company.

Work on creating and building a brand that evokes a focused range of emotions. Then keep delivering a user experience

that keeps your brand alive and well, and helps you establish a strong position in the market.