Hummm... I think, the term Standardization is maybe not the right one.
Nick, i think you are talking about "de-facto-Styleguides". Under this
terminology, i do agree with you: If you always want to please the "global
styleguide", it's not very innovative and in most cases a severe decrease of
usability.
Standards, in the "standarized way" are somewhat more than a framework. They
do not specify a "look-and-feel" and they are far more abstract. Too abstract
to nail a desing to an unifored way.
Innovation under the paradigm of the Standards that challanges the
"pseudo-de-facto-look-and-feel-styleguide", that's what a major task is for
Usability-Specialist and Designers.
And here we're back with Branding: The Brand determines the "Look-And-Feel"
of a Product/Company. Therefore it should affect the Look-and-Feel of an
Interaction-System as well.
But if the Brand is "incompatible" to interaction, it must evolve to fit in
the goals of interaction.
Therefore, i don't buy your formula "All Branding is usability" at 100%.
Regards,
Clemens
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Icon Medialab AG
Clemens Lutsch
HCI Consultant
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D-80539 München
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