Branding Mobile Experience

Interested in UX design, I have been researching the differences between the user interface and user experience are. I am going to talk about how the brand is represented in the user interface as a first step. The brand I choose is Sephora, a Paris French-based multinational chain of personal care and beauty stores founded in 1969.

Target audience

I start my study with a brand analysis of Sephora. Its target audience is women ages 16-55 years old with high income. Its customers also include men aged 20-40 years old with concerns about their hair and skin health.

Brand colors

The color palette used in the Sephora app is dark black and bright white. There are white and black stripes patterns on the welcome page. It shows a modern but elegant style to its target audience — women ages 16-55 years old with high income.

After entering the navigation bar page with the high contrast color palette, there are a bunch of marketing pictures to attract high-income customers.

Fonts

After clicking the SHOP button on the top of the navigation bar page, there is a list in a classic serif font. It gives the audience a hint with its long historical development and fits for its elegant style with the welcome page.

On the filter and check-out page, a modern sans-serif font is used for efficiency and convenience to choose products and purchases.

Graphic elements

On the filter results or production details page, new products with a tiny, rectangle label on the left top of the details box, specified the products simply but apparently with black color and white words.

All of the visual elements together, such as brand color, typography, and graphic elements, are powerful tools for creating visual recognizability of the product.