How can you use user scenarios to evaluate visual design and branding?

The visual design elements are the foundation of the visual representation of the solution any of us will be working on, and is important as if not more than other quantitative or analytical component in the product. From my experience over the years, brands and companies who lack this will return to the identity of the brand elements in later, more crucial stages, this could and will cost a lot to fix later. When you "cheap" out on the vidual elements or components, your user will have a final, not very positive say about it, as nobody wants to be in your product, yet feel at the competitors.

Visual design and branding elements used in user scenarios play a crucial role in shaping the user experience and communicating the brand identity.

User scenarios offer a structured approach to assessing how visual design and branding align with user needs and behaviors. They help understand user goals, evaluate the user experience, and identify pain points. By testing design decisions and ensuring brand consistency, scenarios inform iterative improvements. They serve as a valuable tool for creating user-centric designs that resonate with users and reinforce brand identity.

I can use user scenarios to check how well the design and branding work together. For example, I imagine people using a website or app and see how they react to the colors, fonts, and pictures. I also think about if the design matches what the brand stands for and if it's easy for people to use. This helps me understand if the design is effective and if it needs any changes ;)

User scenarios guide graphic design by embodying user interactions. Prototypes enable assessment of visual elements and brand resonance. User and stakeholder feedback refines designs for clarity and coherence. Consistency across platforms ensures seamless experiences, fostering strong brand connections and effective communication.

I'll start by saying that user scenarios are important, with or without any visual element. In todays world we live in a constantly changing environment, meaning: people/users will have their minds changes within split of a second, so our job here is to be the gatekeeper,make sure all is right with our brand and foremost our users. By creating a complexed scenario and structuring out any problem that could rise will help you and your team to assess the situation and be more aware of the subtle pain points you may have not noticed before. Keep a clear mind and be as objective as possible,my advice- weave the scenarios based on people you know and some that might not be one with your product , to be sure whats "wrong" and fix it

Analyze each user scenario and identify the visual design elements that play a role in the user's experience. This could include the layout, typography, color scheme, imagery, icons, and branding elements such as logos and taglines.

Start by getting to know your audience: who they are, what they do, and what drives them. Then, craft user scenarios that depict typical interactions with visual design and branding elements across various touchpoints. Think about how they use different devices, where they are, and what they're trying to accomplish. Work closely with your team and gather feedback from real users to fine-tune your scenarios and make sure they hit the mark.

Assess whether the visual design elements align with the brand identity and messaging. Consider factors such as brand colors, fonts, imagery style, and tone of voice. Ensure that the visual design reinforces the brand's personality and values across all user scenarios.

One of the things I've found to be very helpful is gathering a specific time of the week or month to evaluate the design and how the users perceive it. From my experiences, I used to gather small groups to present different types of designs and ideas, in the companies that lacked the funding, this was done with a questionnaire, when there was a bigger budget-heatmaps to capture and track eye movement alongside recordings of user sessions following a conversation. There are many options, you just have to choose and see what works for your organization

Unfortunately I cant disclose any specifics, by I am writing to let each one that reads this, it's all just a matter of determination, and willing to make the product work, knowing each has the power to make a great job, just be creative enough if you lack the funds for it. There's a solution to each and every one, you just have to look and do your best. Good luck