Marken und Bedienoberflächen
Steve Baty hat auf uxmatters.com einen Artikel über die Rolle der Markenwahrnehmung und der Kommunikation von Markenwerten bei der Gestaltung von Bedienoberflächen für Softwareprodukte und Internetseiten veröffentlicht:
Much has been written in the past decade about the importance of usability and the user experience to customers’ perception of an organization’s brand. Jared Spool’s 1996 article “Branding and Usability” correctly identifies the importance of Web site usability to brand experience and provides evidence that a positive user experience has a direct correlation to positive brand perception. More recently, authors such as Dirk Knemeyer have expanded on this theme:
- recognizing that both online and offline customer experiences contribute to brand image
- highlighting the importance of consistency between the customer experience across all touch-points
- working from the premise that an organization engages in a broad, complex set of interactions with its customers, of which the brand experience portrayed through its Web sites is only one
- acknowledging the fact that brand is inherently something we can only influence, not control
In addition, I’ll define brand values as the desired set of experiences or associations an organization wants customers to make with its products, services, or identity.