User Experience for Digital Marketing

If your Figma text styles are named “H1 / H2 / H3”… we need to talk. DON'T! It works for a while. Then your product grows, pages get more complex, marketing joins the party, accessibility requirements show up, and suddenly: • Your “H1” feels too loud in some places and too quiet in others • Designers override styles because “it didn’t look right” • Devs guess which heading tag goes where • Accessibility gets messy • Consistency slowly slips away The core issue? 👉 You’re mixing semantics with styling. In code, headings tell a story in hierarchy: H1 = most important H2 = next H3 = nested meaning …and so on. But visually, the largest, boldest text in your UI isn’t always your semantic H1. • Sometimes the biggest text is a hero headline. • Sometimes it's a section title. • Sometimes a dashboard title isn’t visually huge, but is the true H1 for the page. So tying visuals to HTML tags locks your system into the wrong rules. What to do instead: 👉 Name type styles based on their role and scale, not HTML tags. Something like: ********************** Display XL Display L Display M Headings Heading XL Heading L Heading M Heading S Body Default Body Emphasized Body Default Plus optional variants like Caption, Label, Overline. ********************** 👉 Now designers choose based on visual intention. 👉 Developers map the correct semantic tag based on context. In short: HTML tags = meaning and structure Figma styles = visual hierarchy and usability Keep them separate and your system scales cleanly. ✉️ → Free newsletter: moonlearning.io/newsletter 📚 → All my tutorials: moonlearning.io

A graphic design degree costs £40k and takes 3 years. But you? You're about to get the essentials in under 3 minutes. Because EVERYONE should know how to use design to make their expertise irresistible — whether you're presenting, pitching, or promoting. 👇 But first. The BIG misconception: Most people think visual communication = pictures. Wrong. It’s strategy. It’s how you use: - Layout + structure - Fonts + spacing - Visuals + white space - Content flow 💡 Why it matters: Dual Coding Theory. Allan Paivio (visual communication researcher extraordinaire) says we process info through two systems: both verbal (words) + non-verbal (visuals). We need to use them together for boosting understanding, engagement AND memory. Here’s how to do it like a pro 👇 --- 1️⃣ Visual Hierarchy Everything else serves this one goal: Make sure your audience sees the *right info* in the *right order*. Tips: - Bigger = more important - Closer = related - Structure = use titles, subheads, body - Use white space to reduce cognitive overload - Guide the eye like a story --- 2️⃣ Colour Keep it simple: 🎨 Pick 3: light background, dark text, bright accent ⚖️ Check contrast (aim for 8+): use Adobe Colour Checked to help (https://lnkd.in/eavEBGwD) 🔁 Use consistently Try: Coolors (https://coolors.co) for instant, accessible palettes. --- 3️⃣ Fonts ✔️ Use clean sans serifs (Helvetica, Inter, etc.) OR what is most accessible for your audience. This will be different for neurodivergent people or those with visual impairments. ✔️ Pick one with multiple weights (bold, medium, light). ✔️ Apply consistently for hierarchy Here’s a great resource to help: https://lnkd.in/eJA8NheT --- 4️⃣ Imagery Use visuals *with purpose*. 📸 Every image should enhance understanding, not just decorate 🎨 Stay consistent in style 📋 Attribute if using stock or AI imagery --- That’s your crash course in visual communication. Credibility. Clarity. Clout — without the £40k price tag. What would *you* add to the list? Liked this and want more? Follow me for tips on how to use visual storytelling to collaborate, communicate and change-make 👏

So you’re a digital brand, what’s your physical touch point? Oh… you don’t have one? Listen to this (you might want to make a coffee first)👇🏼 Last year Snap Inc. launched Snapchat+ membership gift cards via Amazon. They saw memberships rise from 5 million in September to 7 million by end of December. That’s a 40% subscription increase in one quarter. I think all of our finance teams would agree that’s the greatest Christmas present of all. So this year Snapchat are doubling down. They’ve just introduced physical gift cards in retail stores marking a strategic move to blend digital experiences with tangible interactions. In an age where 82% of consumers say they feel more connected to brands that offer in-person experiences, digital brands are realising that physical touchpoints not only reinforce loyalty but can also bring a whole new depth to their offerings. Here’s why this approach matters—and how some of the most innovative digital brands are pulling it off ⬇️ 1️⃣ Meeting Customers Where They Are – IRL Digital-first brands are finding that physical experiences resonate in powerful ways. Look at Runna - a running training app that brought its brand to life with a pop-up at the New York Marathont this weekend, offering runners real-world support, community, and connection. These brands turn online experiences into memorable in-person touchpoints, meeting users in the moments where they’ll connect best. Smart! 2️⃣ Tangibility Boosts Brand Loyalty There’s something about holding a product that brings a brand closer to home. Bumble Inc. the networking and dating app, understood this when they launched Bumble Hives—real-life lounges where users could attend dating workshops and networking events. These moments make the app experience feel more personal, building stronger loyalty. 3️⃣ Targeting the Gift-Givers - NOT the receivers While Gen Z is immersed in digital ecosystems, physical products like Snapchat gift cards are designed for their parents and grandparents. These tangible items offer a straightforward way for older generations to gift experiences that align with Gen Z’s digital lifestyles, effectively bridging the generational gap. This is what makes this super smart. 4️⃣ Why It Matters Now – People Want Real-World Experiences Consumers are increasingly seeking real-life interactions with their favorite brands, especially digital-first brands, as 78% of people now say they want brands to connect with them in more experiential ways. Physical experiences, whether pop-ups, branded parties, or beautifully crafted stores, offer a chance for digital brands to deepen relationships, bring their values to life, and connect with audiences in memorable, tangible ways. — As marketers, it’s essential to recognise the value of this intersection - but only when it’s smart, not just for the sake of it. What are some of your favourite examples of digital meets physical? Who’s doing this REALLY well? 👇🏼👇🏼👇🏼

Ever wondered why you feel relaxed in a green room? Or energised by a red sports car? Colours carry psychological weight. They evoke emotions and influence behaviours – more than we realise. The science of colour involves understanding how colour interacts with human psychology and emotions, and often they are shaped by cultural and social beliefs. In Western cultures, white is associated with weddings and purity. But it's the colour of mourning in several Eastern cultures. Red might make you think of passion or danger, but in China, it's the colour of good fortune and prosperity. When it comes to branding, these cultural perceptions play a significant role. The colour green universally symbolises nature, growth, and prosperity. That's why it's often used in hospitals and health-related brands. Similarly, have you noticed how many corporate brands use blue? It's not a coincidence. Blue is seen as trustworthy, dependable, and calming. Shades of blue inspire confidence. And that makes it a popular choice for brands that want to convey reliability and professionalism. Here's where things get really interesting: ▶ There's a biological reason, about 1 in 12 men are colour blind, compared to only 1 in 200 women! ▶ Men and women actually perceive colours differently. Women generally can distinguish between more shades. As a result, men's product branding tends to be more monochromatic i.e. by using easily distinguishable colours. Women generally perceive a broader spectrum of colours. This is why products targeted at women often use a more diverse and vibrant palette. Gender-neutral colours are also gaining popularity – aiming to appeal to a broader audience without leaning into gender-specific colour norms. Next time you feel drawn towards a brand/product, take a moment to consider how colour might be influencing your decision. In fact, during orientation week for our fellows at Kalaari, we gave a colour code for each day. Monday to Friday — we had colours like olive, lavender, amber, etc. After initial panic, most of them managed to show up in the colour spectrum and they got to expand their wardrobe, and hopefully learn something new about colours. Infographic: VMG Studios #branding #psychology #marketing #emotions #data

Over 80% of users skim, so when a PDP tries to say everything at once, it ends up saying nothing. A cluttered PDP gets more friction than function. Overwhelming users, leading to: - less time spent on page - missing value cues - fewer checkouts A well structured PDP doesn’t overwhelm, rather presents the information in a clear and digestible manner. Encouraging them to take action. In this post, I’ve broken down 12 changes I made to make the PDP easier to read and more focused on what actually helps users purchase. 1. Highlight customer satisfaction upfront. Show how many customers have purchased in the announcement bar. This builds immediate social proof that stays on all your pages. 2. Add benefit-focused badges above the product name. These help shoppers understand what key problems the product solves without needing to read through paragraphs. 3. Keep the title clear, and use a short subtitle to summarise the product and its core benefit. This helps users get both the “what” and the “why” at a glance. 4. Show the number of reviews beside the rating. It adds transparency and makes the rating feel more trustworthy, especially for first-time visitors. 5. Clarify price and pack size early. It saves users from searching for basic details which keeps attention focused on the purchase. 6. Use a context-rich main image. Featuring the product in its real-world use makes it easier to understand what’s being sold and how it fits into everyday life. 7. Expand image thumbnails beyond angles. Include images that show packaging and portion size to help customers evaluate fit and quality. 8. Add 2–3 bullet points above the fold. These help break down the product’s key benefits clearly, making it easier for skimmers to understand what makes it different. 9. Reinforce trust near the Add to Cart section. This is where buying hesitation happens so highlight things like delivery speed, return policies, or support to reduce friction. 10. Use icon-based highlights instead of long descriptions. Visual markers help users absorb information faster and keep the layout clean and scannable. 11. Break down product details visually. Showing ingredient percentages or content breakdowns in a simplified format helps make complex info more digestible. 12. Use accordions (not horizontal tabs). This allows users to expand only what they need, keeping the page organized and improving mobile usability. 13. Bring related variants closer to the decision zone. Show similar options earlier to help customers switch easily without needing to scroll to the bottom. Other UI/UX changes I did – Reduced text density to improve readability – Used consistent icons to simplify scanning – Added color cues for visual balance Found this useful? Let me know in the comments. PS: This checklist helps PDPs be clear and easy to follow without cramming in too much at once. This in turn will help the users make informed decisions that drive action. 

The Font Factor. A great conversation is not just about words but also about the way those words are delivered—the tone of voice, the pitch, and the rhythm all play a role in conveying meaning and emotions. In packaging design, typography serves this exact purpose—it's the silent yet powerful voice that communicates a product's character and brand identity. Much like adjusting your tone when speaking to different people in various situations, selecting the right font and typography style is essential to ensure that your packaging aligns with your message and resonates with your target audience. Typography is not just about letters and words—it's a psychological tool. Human beings have an innate instinct to anthropomorphise non-human entities, applying human characteristics and emotions to things that are distinctly non-human—such as logos or fonts. When you pick up a product, your brain deciphers unspoken messages conveyed through typography—just as a friendly tone enhances a conversation, the right typography can make packaging more appealing and effective in conveying its message. Did you know that the choice of font can even influence how we perceive taste? In a study by the University of Oxford, people associated certain fonts with specific flavors; angular fonts were linked to bitterness, while rounder, smoother fonts were associated with sweetness. Typography is not just an art—it's a science. Elements like kerning, leading, columns, point size, and line length serve a scientific purpose in creating packaging that not only looks great, but delivers a message with venom. The chosen font should align seamlessly with the message you aim to convey. Since fonts are designed by humans, they often carry cultural associations and meanings—choosing the wrong font can inadvertently send an unintended message. For example, intricate script fonts may imply that a task will take longer, whereas clean, simple fonts convey efficiency. Every detail matters, and Chandon Argentina's packaging is testament to this truth. Designed by Sure, with lettering by Yani Arabena and Guille Vizzari, it seamlessly combines diverse lettering styles and graphics across its four varieties. Showcases how the right font can evoke emotions—from the playfulness of a script font to the stability of a serif. As a designer, understanding the basic principles of typography is the beginning of making informed, objective choices rather than personal ones when creating packaging. Typography in packaging design isn't just about the words on a box—it's a language that communicates with our emotions, senses, and subconscious. When executed skillfully, typography becomes a potent tool that shapes how consumers perceive both a product and brand. Ready to give your brand's silent voice a makeover? #packagingdesign #design #graphicdesign #productdesign #typography 📷Sure

Your customer journey map is missing the 8 touchpoints that matter most. You've optimised your ads, polished your landing pages, and A/B tested your emails to death. But whilst you've been obsessing over the obvious touchpoints, your customers have been forming opinions about your brand in places you've completely overlooked. These hidden moments of truth determine whether customers stick around or silently disappear. The good news? Your competitors are probably ignoring them too. 1. Pre-awareness Influences • What it is: Social conversations & word-of-mouth before formal brand discovery • Why it's missed: Difficult to track & attribute • Optimisation tip: Create shareable content specifically designed for peer-to-peer sharing • Impact potential: ⭐⭐⭐⭐ 2. Post-Purchase Onboarding • What it is: The critical first 24-48 hours after purchase when buyers seek validation • Why it's missed: Teams focus on acquisition, not retention • Optimisation tip: Create "success accelerator" emails with usage instructions • Impact potential: ⭐⭐⭐⭐⭐ 3. Product Documentation • What it is: Help guides, FAQs, & support materials • Why it's missed: Often delegated to technical teams without marketing input • Optimisation tip: Inject brand personality into help documentation • Impact potential: ⭐⭐⭐ 4. Customer Support Interactions • What it is: The conversations with service teams that shape perception • Why it's missed: Viewed as cost center, not marketing opportunity • Optimisation tip: Create scripts that highlight complementary products/features • Impact potential: ⭐⭐⭐⭐ 5. Digital "Dead Ends" • What it is: 404 pages, out-of-stock notifications, & other negative pathways • Why it's missed: Seen as technical errors, not opportunities • Optimisation tip: Transform dead ends into discovery points with recommendations • Impact potential: ⭐⭐⭐ 6. Transaction Confirmations • What it is: Receipts, shipping notifications, & order confirmations • Why it's missed: Treated as operational communications only • Optimisation tip: Include personalised next-best action recommendations • Impact potential: ⭐⭐⭐⭐ 7. Post-Usage Check-ins • What it is: The period after customer has used your product for intended purpose • Why it's missed: Customer journey maps often end at purchase or initial use • Optimisation tip: Create timely follow-ups based on typical usage patterns • Impact potential: ⭐⭐⭐⭐⭐ 8. Community Participation • What it is: Customer-to-customer interactions in forums & social spaces • Why it's missed: Difficult to scale & often understaffed • Optimisation tip: Identify & empower customer advocates within communities • Impact potential: ⭐⭐⭐⭐ Your marketing doesn't end where your analytics dashboard stops tracking. The brands that will win tomorrow are already investing in these invisible touchpoints today. Which one will you optimise first? ♻️ Found this helpful? Repost to share with your network.  ⚡ Want more content like this? Hit follow Maya Moufarek.

Your branding is not functional because of this! While visual designs take all the spotlight, typography is something that makes you feel the connection subconsciously. Here's why you should always pay attention to typography: • Typography shapes identity - Typography is not just about choosing a font, it needs to be aligned with your brand's voice. Whether it's bold, sans-serif or classic and elegant serif font it needs to speak the brand's personality. • Ensures consistency - Consistent use of Typography on all the platforms - website, social media, packaging ensures a cohesive look that maintains brand recognition. • Enhances readability - Good typography ensures that your audience can easily consume your content. Clear legible fonts improve user experience, making it more easy for the audience to engage. • Establish visual hierarchy - Typography guides your audience's attention to the most important element first. By varying font sizes, weights and styles you can effectively communicate the importance of your content. • Creates emotional connection - Typography can evoke emotions and create and emotional connection with the audience. The style of fonts can convey trust, excitement, elegane or Innovation. • Differentiate your brand - A unique, well chosen typeface can differentiate your brand from competitors. Customized fonts can make your brand standout and can leave an everlasting impression. Did you see how typography matters for brand? Do you recall any brand with an amazing typography? Let me know in the comments.

As product managers, understanding the core design principles can elevate our approach to problem-solving and innovation. 🚀🚀 Here are some key design laws that can enhance the design thinking process: 1. Law of Proximity: Group related items together. This principle helps in organizing features intuitively, making navigation seamless for users. 2. Hick’s Law: Simplify choices. The more options users have, the longer it takes to decide. By prioritizing features, we can streamline decision-making. 3. Fitt’s Law: Design for ease of access. The time to target a button or link is determined by its size and distance. Larger, strategically placed elements enhance user experience. 4. Gestalt Principles: Leverage these principles of perception—like similarity and closure—to create cohesive and visually appealing designs that guide users naturally. 5. The Principle of Least Astonishment: Users should find your product intuitive. Avoid surprises in navigation and functionality to build trust and familiarity. Integrating these design laws into our products can foster innovation and improve user satisfaction. 🧑💻🧑💻 What design principles do you find most impactful in your work? 🤔🤔 Share your thoughts! 👇 #ProductManagement #DesignThinking #UserExperience #Innovation

Why do brands like Rolex, Versace, and Louis Vuitton use the same colors over and over again? Research shows that up to 90% of snap judgments about products are influenced by color alone, and consistent application of distinct brand colors increases recognition by 80%. Luxury brands have weaponized this science for decades. 𝗧𝗵𝗲 𝗕𝗹𝗮𝗰𝗸 & 𝗚𝗼𝗹𝗱 𝗙𝗼𝗿𝗺𝘂𝗹𝗮 𝗧𝗵𝗮𝘁 𝗣𝗿𝗶𝗻𝘁𝘀 𝗠𝗼𝗻𝗲𝘆 Rolex's black dials with gold accents aren't accidents. Black triggers perceptions of power, sophistication, and timelessness - perfect for a watch that costs more than most cars. Gold immediately signals wealth and exclusivity. But here's what most people miss: it's not just the colors themselves, it's the repetition. Versace has used their black-and-gold medusa logo since 1978. Louis Vuitton's brown and gold monogram dates back to 1896. These aren't just brand elements, they're psychological anchors that bypass rational thinking and tap directly into emotion. Here’s how you can apply this psychology to your own business: 1. Anchor your brand in emotion. Don’t just pick colors because they look “pretty.” Ask: What emotions should my brand trigger in my audience? Power? Warmth? Trust? Exclusivity? Let colors carry that message. 2. Be ruthlessly consistent. Luxury brands don’t change palettes every season. They repeat the same color story across packaging, ads, and stores. Consistency builds memory, and memory builds trust. 3. Align color with positioning. Want to be premium? Use palettes that exude sophistication and aspiration. Want to be approachable? Lean into warmth and friendliness. Your colors must reflect your value proposition, not just your aesthetic. In business, design is not decoration, it’s strategy. And the right colors don’t just get you noticed. They make you unforgettable. 🔄 Repost this insight to help fellow entrepreneurs! 🎯 Follow Shripal Gandhi 📈 for such stories and game-changing business strategies. #entrepreneurs #desings #business #brands