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Jared Spool on how to Design for Branding

Jared Spool discusses how UIE’s usability research has uncovered some fascinating truths about how people perceive brands on the internet. Their research shows that traditional branding techniques are not the most effective way to strengthen a brand on the internet. In fact, those tried-and-true methods can actually hurt your brand, if implemented poorly. You’ll find interesting tidbits of information like the fact that Nike got their swoosh logo for $ 35 in the presentation.

About Jared Spool

Jared Spool is Founding Principal of User Interface Engineering. He’s been working in the field of usability and design since 1978. He is also the conference chair and keynote speaker at the annual UI Conference and Web App Summit, is on the faculty of the Tufts University Gordon Institute, and manages to squeeze in a fair amount of writing time. He is author of the book, Web Usability: A Designer’s Guide.