How UX Design Shapes Brand Perception in Digital Environments Among Gen Z

Author

• Adriane R. Arinder, University of Mississippi Main CampusFollow

Date of Award

Spring 5-6-2026

Document Type

Undergraduate Thesis

Department

Integrated Marketing Communication

First Advisor

Charles Mitchell

Second Advisor

MacKenzie Ross

Third Advisor

Dennis Irwin

Relational Format

APA

Abstract

This study examines how user experience (UX) design shapes brand perception among young adult consumers, with a focus on digitally active individuals between the ages of 18 and 25. Drawing on a review of academic and industry literature, qualitative data from a focus group of seven University of Mississippi students, and quantitative data from a survey of 153 participants, this research argues that intuitive, accessible digital experiences function as a form of brand communication that significantly influences how users evaluate the companies behind them. The study conceptualizes UX through four primary dimensions: usability, navigation clarity, interaction efficiency, and accessibility. Findings demonstrate that 81% of respondents have actively avoided a brand due to poor UX design, and that 88% prioritize functionality over aesthetics when evaluating digital platforms. A mean frustration score of 4.09 out of 5 indicates that poor UX produces significant emotional responses that users extend to their overall brand evaluations. The focus group identified three central themes: accessibility as a foundation of trust, smooth UX as a signal of brand professionalism, and promotional clutter as a trust-damaging design pattern. Together, these findings support the theoretical framing of UX as a form of nonverbal brand communication, in which interface design conveys organizational values and competence as effectively as traditional marketing content. The study concludes that brands operating in digital environments should treat UX not as a technical afterthought but as a primary channel through which brand trust, credibility, and professionalism are established and communicated.

Recommended Citation

Arinder, Adriane R., "How UX Design Shapes Brand Perception in Digital Environments Among Gen Z" (2026). Honors Theses. 3570.
https://egrove.olemiss.edu/hon_thesis/3570