> It centered creating a distinct brand identity for the application through the design, a goal that is anathema to the goals of HCI Not really, as the constra

> It centered creating a distinct brand identity for the application through the design, a goal that is anathema to the goals of HCI Not really, as the constraints of HCI are relatively loose. The fact is that current UX designers don’t read the litterature and don’t take usability in account. Instead, UI design is just aesthetic and UX is ruled by sales. A platform should be consistent, but you can add your variation as long as it’s usable. Which most UI toolkits allows.