I was pleased to see the updated Windows Vista User Experience Guidelines introduce a section on Software Branding . I firmly believe the secret sauce behind every successful software application is the emotional chord it strikes in the end user. Too often we, the sausage makers, focus too much on the technical aspects and too little on the emotional aspect of the software we build. For something that is frequently overlooked or gotten wrong, this article on software branding is chock full of common sense. Although the examples use Windows artifacts, the guidelines apply very broadly to software we all create. On another note, I am happy to see this idea dawn on folks across Microsoft. Now if we can strike the right balance between the whole technical v/s visceral v/s behavioral v/s reflective aspects, it'll portend good things to come. The innovations in the Shell in Windows Vista , and platforms such as WPF and WPF/E will surely help.
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