AN INTERVIEW WITH MARTY NEUMEIER by Brian Alvey
Excerpted from Meet the Makers, April 20, 2003
Alvey: How does online branding differ from offline branding?
Neumeier: Online branding is still in its infancy, so practitioners are still groping for the answer to that question. Of course, the experience we have with a website will contribute to how we feel about a company. But what’s missing in most web design is an understanding of the role differentiation plays in branding.
Since most web designers are throwing the kitchen sink into their sites, many sites tend to look alike. When designers start grappling with how to simplify their sites, they’ll come face to face with brand. Once you simplify a design, everything that’s left has to work harder.