# Brand Personality Assessment Framework

Use this rubric to evaluate whether the current UI implementation reflects the stated brand personality. Score each axis 0–4.

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## Personality Axes

### Axis 1: Formality (Casual ↔ Professional)

| Score | Indicators |
|-------|------------|
| **4** | Typography is structured, spacing generous, copy is precise; no playful shapes or informal microcopy |
| **3** | Mostly formal with 1–2 informal touches (e.g., friendly empty state copy) |
| **2** | Mixed signals: formal layout but casual copy, or vice versa |
| **1** | Predominantly informal when brand requires professional tone |
| **0** | Completely misaligned (e.g., bounce animations and emoji icons on a financial compliance tool) |

### Axis 2: Energy (Calm ↔ Bold)

| Score | Indicators |
|-------|------------|
| **4** | Color saturation, animation speed, and typographic weight all consistent with stated energy level |
| **3** | One outlier element (e.g., a single high-saturation call-to-action in an otherwise calm palette) |
| **2** | Energy inconsistent across pages or components |
| **1** | Dominant energy contradicts brand intent |
| **0** | Extreme mismatch (e.g., muted monochrome palette on an "energetic, vibrant" brand) |

### Axis 3: Warmth (Cold/Technical ↔ Warm/Human)

| Score | Indicators |
|-------|------------|
| **4** | Color temperature, illustration style, and copy voice all aligned to warmth target |
| **3** | Mostly aligned; one section feels tonally off |
| **2** | Neutral — neither warm nor cold, no clear personality signal |
| **1** | Opposite of intended (e.g., cool blues throughout a "warm and approachable" consumer product) |
| **0** | Severely misaligned — creates user trust issues or tonal dissonance |

### Axis 4: Complexity (Minimal ↔ Rich)

| Score | Indicators |
|-------|------------|
| **4** | Visual density, number of elements per screen, and information hierarchy match stated style |
| **3** | Correct overall density with 1–2 overcrowded or overly sparse areas |
| **2** | Inconsistent density — some screens minimal, others overwhelming |
| **1** | Density clearly wrong for product type (e.g., a consumer app with an enterprise-dense layout) |
| **0** | Completely unrelated to brand intent |

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## Reference: Personality → Design Signal Mapping

| Personality Word | Typography | Color | Spacing | Motion |
|-----------------|------------|-------|---------|--------|
| Professional | Geometric sans, weight contrast | Desaturated, cool neutrals | Generous, consistent | Subtle, linear ease |
| Playful | Rounded, variable weight | High saturation, warm | Tight or expressive | Bouncy, spring ease |
| Minimal | Single typeface, tight scale | Monochromatic or 2-color | Very generous | None or fade only |
| Bold | High contrast, expressive display | Primary-heavy, high contrast | Dramatic gaps | Fast, snappy |
| Warm | Humanist typeface | Warm neutrals, amber/terracotta | Comfortable | Gentle, ease-in-out |
| Technical | Monospace or geometric | Low saturation, functional | Dense, structured | None or immediate |

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## Overall Brand Alignment Score

Average the four axis scores. Thresholds:

| Average | Assessment |
|---------|------------|
| 3.5–4.0 | Strong brand alignment — personality comes through clearly |
| 2.5–3.4 | Adequate — personality visible but inconsistent in places |
| 1.5–2.4 | Weak — personality signals mixed or absent in key areas |
| 0–1.4 | Misaligned — redesign brand expression before shipping |
