Re: [Avid-L2] MC V6.0 Effects Editor

A few people have contacted me off list about this. This is about a unifying look, not about functionality. Sorry if I was not clear on that. Each product has its own identity and user experience and that's up to the individual product teams to define. Avid made a commitment to unify its brand a few years back (ie- Pinnacle Studio is now Avid Studio). UI came along for the ride. It's about brand and brand awareness. Most large companies have a unified way for their UI. It's an important element so customers identify with Avid products through a visual and hopefully emotional connection.

Dave

David Colantuoni
Product Management - Professional Video Editors and Effects | P&S Creative Professional

From: "Knut A. Helgeland" <knut@toxic.no<mailto:knut@toxic.no>>
Reply-To: "Avid-L2@yahoogroups.com<mailto:Avid-L2@yahoogroups.com>" <Avid-L2@yahoogroups.com<mailto:Avid-L2@yahoogroups.com>>
Date: Friday, April 20, 2012 9:43 AM
To: "Avid-L2@yahoogroups.com<mailto:Avid-L2@yahoogroups.com>" <Avid-L2@yahoogroups.com<mailto:Avid-L2@yahoogroups.com>>
Subject: Re: [Avid-L2] MC V6.0 Effects Editor

On 20. apr. 2012, at 03:52, David Colantuoni wrote:

> We have a design team at Avid unifying all of the UI in all products to have a similar look.

My question then would be "why"? When it's obvious that a design concept/paradigm is breaking with established user experiences, it's not a good idea. All design concepts are not good design concepts, and often they're not even design concepts, but initiated from foreign considerations like engineering constraints, or economics, or 'taste'.

PS Please do not inform this 'UI unifying design team' that Avid has a product called DS.

K

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