Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know. Design for patterns for which users are accustomed. (2 min. video w. Jakob Nielsen)| Nielsen Norman Group
Branding elements and interaction design guidelines can bridge the gap between how a company constructs its identity and how its customers experience it.| Nielsen Norman Group
To engage users, website copy must speak to readers and not at them. Include words people can relate to, and avoid jargon, business speak, and feature-driven language.| Nielsen Norman Group
Brand is a perception of value resulting from the sum of a customer’s experiences, made up of visual, tonal, and behavioral brand components, often shaped by UX.| Nielsen Norman Group
