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amber tripp perez

I’m Amber Tripp—UX strategist, creative director, and behavioral marketing nerd with a not-so-linear path. I blend design thinking with behavioral science to build brands that connect and strategies that stick. I also write about mindset, leadership, and what it means to stay human—especially after cancer rewired the way I see everything.

Newest Articles
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The Psychology of Proof: Why We Buy What Others Endure

People don't connect with perfection. They connect with proof—especially when that proof comes from lived experience. In a digital world full of curated images and generic messaging, the most persuasive voice is often the one that has survived something real. When a story feels honest, it builds trust. And when...
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Why Short-Form Video Isn’t a Trend—It’s a New Language

Short-form video isn’t just a format—it’s a new grammar of communication. Here’s what that means for your brand, your strategy, and the way you connect with modern audiences....
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Digital Meets Physical: How to Bridge Online and Offline Experiences

The best brand experiences blend online and offline moments. This post explores how to bridge the gap—from QR-linked in-store content to digital follow-ups that keep physical events alive....
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Should Brands Be Using AI-Powered Automation? (And Where Should You Start?)

AI automation isn’t about replacing people—it’s about removing friction. Learn what it actually means, how to start, and how to make sure your brand uses AI for good, not just speed....
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Beyond Carrots and Sticks: Why Reward-and-Punishment Leadership Fails (And What to Do Instead)

Dangle a carrot, swing a stick—neither creates lasting motivation. This post dives into why these tactics fall short and what modern leaders can do instead to drive real engagement....
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Why Most Advertising Doesn’t Work—And What to Do Instead

The problem with most advertising isn’t creativity or budget—it’s behavioral friction. If your ads aren’t performing, there’s a good chance they’re interrupting instead of integrating. Here’s why that happens and how to rethink your strategy....
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The Hidden Cost of Off-Brand Design: A Behavioral Perspective

You don’t need a broken logo to break your brand. Off-brand design chips away at trust in ways most teams never notice—until conversion rates, engagement, or credibility quietly stall. Here’s what’s really happening beneath the surface....
Person monitoring multiple data dashboards in a dark room overlooking a cityscape, symbolizing data overload and metric obsession
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When Metrics Mislead: How Over-Tracking Can Kill Creative Strategy

Measuring performance is essential—but when metrics become the strategy instead of serving it, creative thinking suffers. Here’s how to avoid the trap of over-tracking and refocus your efforts on what really drives impact....
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Reframe the Room: Turning Pressure Into Possibility

Ever freeze up when put on the spot? This post explores how leaders can turn pressure into connection using lessons from Matt Abrahams and Talk Like TED. Learn how to reframe the room, communicate with confidence, and show up in high-stakes moments with clarity and calm....