Goran Paun, Principle at ArtVersion and member of the Fast Company Executive Council writes about the connection between UX design and branding. He discusses the foundation of UX/UI design and the importance of following usability standards. He then connects the idea of design and branding by giving statistics about how users connect a website design with their impression of a brand.

The article further analyzes UX/UI design and the ways in which it has the ability to form human connections with users. He writes about the importance of focusing on the end user through the design process. The overall look and feel of the design should represent the values of the brand and form emotional connections with users.

This article connects two otherwise seemingly unrelated concepts that highlight how purposeful they can be when understood as two practices that work in tandem. When designing with purpose, a company is able to focus on the bigger picture and reach a larger audience.

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About ArtVersion

ArtVersion is an award-winning design consultancy from Chicago with clients around the world. Serving brands since 1999, the ArtVersion team consists of visual designers, branding strategists and developers. Most known for pioneering user experience design as a discipline, ArtVersion has been a trusted partner for a number of Fortune 500 companies, non-profit organizations and notable startups.