Humans are simple, human condition, cognitive biases and behaviors have been known and mapped since the early days of religion, massively popular brands like Apple or Google have fundamentally horrible UX and noone, except for a bunch of designers cares. We have today AI solutions based on neural networks that create branding - https://www.artlebedev.com/ironov/ (or here https://ironov.artlebedev.com/ )brand, colors and typography also were "too human", sorry its gone, its automated, noone gives a shit, UX is next, start learning something new ;)