Branding the feel
Mohini Wettasinghe · 2008
There is nothing more dissatisfying to users than the inconsistent behavior of a particular interaction within or between different software applications from the same company. A company's unified interaction is part of the company brand: the "feel" of look and feel. Many companies throw away their brand when they do not observe interaction consistency across products. However what is precisely meant by consistency and to what level this consistency should be attained is open for debate.