Jesse James Garrett
BornThe United States
The Elements of User Experience: User-Centered Design for the Web (Voices
10 editions — published 2002 —
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“Presenting a style on your Web site that’s inconsistent with your style in other media doesn’t just affect the audience’s impression of that product; it affects their impression of your company as a whole. People respond positively to companies with clearly defined identities. Inconsistent visual styles undermine the clarity of your corporate image and leave the audience with the impression that this is a company that hasn’t quite figured out who it is.”
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