If the designer is limited by brand guidelines, the “Wow!” effect can be achieved in other areas.

Let’s imagine that we have a beautiful and expensive pen. But if it doesn’t write well, we will probably abandon it and go for an ordinary pen that suits our purpose. Fancy, eye-catching design cannot always help an ineffective product, so we must always think about designing an experience that pleasantly surprises the user by helping him to achieve the intended task faster and efficiently.

It is important to note that “Wow!” factors depend on the concept from the UX/visual designer being well executed by the programmer.