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Great slide show on the psychological basis for user interface (UI) design rules! It is always important to be customer-oriented…your message not only gets out there, but it gets received in the right manner.  Following UI guidelines helps ensure you take into consideration how people perceive, think, learn and act. Note that this is not a recipe, just a list of common ingredients that work well together. You will still need to be a marketing chef to make it palatable and ideally delectable.