It's the little things that count
June 18, 2001
In another sign of the growing realization that there are strong interconnections between branding and user experience, Martin Lindstrom at ClickZ poses the question: if you stripped any references to your brand on your site, would visitors still recognize it as yours?

(T)he reality is that consumers don't usually sit and watch your logo on your site. Customers visit, presumably, for information or service. They read text, look at pictures, fill out forms, ask questions, and try some of the interactivity the site offers. All these elements should, by principle, communicate branded experiences that together establish a full picture of your brand. So my message is this: Every element of your site counts.

Including the problems, as Lindstrom points out with several examples. ::

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