How do you customize in-app message appearance in Braze?

Customizing in-app message appearance in Braze can be effectively achieved using JSON data to define properties. This method allows developers and marketers to specify various attributes of the in-app messages, such as colors, fonts, images, and layout elements, using a structured data format. JSON provides flexibility and enables dynamic customization based on user behavior and preferences, enhancing the overall user experience.

Utilizing JSON to manage appearance means that messages can be personalized and updated remotely without requiring changes to the app code. This approach is particularly advantageous in maintaining consistency and adhering to branding guidelines while also allowing for rapid iterations based on user engagement analytics.

In contrast, relying solely on HTML templates would restrict customization to predefined structures and may not offer the same level of integration with Braze’s features. Coding directly into the app could be more labor-intensive and inflexible, as it would require app updates to implement any design changes. Selecting only predefined themes limits the creativity and uniqueness of in-app messages, potentially leading to a less engaging user experience.