“All things have an interface. Shaping interfaces is shaping the character of things. The brand is what transports the character of things. When looking at McDonald’s, iPod, or Nintendo DS it becomes quite obvious that the interface is the brand. Usually strong usability, simplicity and a clear focus automatically lead to a strong identity. That branding doesn’t equal creating a logo is a simple truth that brand consultants have been fighting for a long time. Yet it’s never been so clear: Brand equals interface, not surface.
Recently products are getting progressively easier to use. And if you ask an information designer, this is happening because most consumers are Internet users. The web teaches us consumers to consider usability when buying a product, it teaches the R&D department how successful a good interface is, it teaches Finance how profitable usability is, and it teaches the Marketing department that mere exposure is just a charlatanry that won’t sell products anymore.”