Congruence of Style

From the brainstorming and ideation a single concept will begin to form. The designer narrows the field of ideas, and eliminates bells and whistles if they don't all work as a cohesive unit. A solid concept ensures that the design ideas work well for the audience. This continuity will make sure that the application feels like a single, integrated concept, rather than several disparate ideas stuck together.

Building trust and loyalty requires congruence in both interaction style and language. If we were designing a large system where we thought one technique for navigating through a large list was appropriate in one context while a different technique was more appropriate in another, callers could become confused because they ...

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